Our approach to investing

Investing is sometimes described as simple but not easy.

We focus on getting the important bits right; building intelligent, no-compromise portfolios whilst carefully controlling costs.

Read more in our Investing Made Simple guide.

What we do

Our key considerations when advising on your investments include:

Objectives & risk

We take the time to thoroughly understand what you're looking to achieve and the level of risk you are comfortable with, then reflect this in the investments we recommend.

Rainy day monies

Keeping ample 'rainy day' monies in the bank gives peace of mind you can access cash in an emergency without having to sell investments at what might be the wrong time.


Different types of investment (assets) can behave differently to each other. Rather than put all your eggs in one basket, we combine a range of assets to help mitigate risk.

Control costs

Unlike future performance, costs are a known. Keeping a tight lid on costs can be the difference between success and failure.

Mix tracking & active

We combine index-tracking funds with actively managed, where they invest very differently to the Index, to give you the best of both worlds.


We hold our nerve in the face of market turmoil, preferring pragmatism, patience and perspective.

What we don't do

The things we don't do are as important as the things we do:

Try to time markets

Time in, not timing, the market is the key to successful investing. Be wary of anyone who claims they can time markets, history suggests they almost certainly can't.

Chase performance

Whilst past performance can be seductive, it is often a weak guide to the future.


Using third party funds of funds and investment services introduces more costs and another mouth to feed.