Crossword Genius

Evasive firm, untrustworthy ultimately (3)

Ross

I believe the answer is:

coy

'evasive' is the definition.

'firm untrustworthy ultimately' is the wordplay.
'firm' becomes 'co' (a firm is a company).
'ultimately' says to take the final letters.
The last letter of 'untrustworthy' is 'y'.
'co'+'y'='COY'

(Other definitions for coy that I've seen before include "Pretending to be shy or bashful" , "reluctant to divulge information" , "Reserved" , "Pretending shyness" , "Pretending modesty" .)

I've seen this clue in The Times.
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