Investment principles


Our Investment Principles are based on a vast body of academic research, evidence and understanding that provides us with our single-minded approach to investing.

An approach that involves scattering the net as widely as possible to capture what the entire investment ocean has to offer rather than trying to pick the one small best performing area of water that could cease to yield at any point due to factors outside our control.

To summarise some words from investment sage, John C. Bogle, Founder of The Vanguard Group, Inc., and President of the Bogle Financial Markets Research Center:

Successful investing is all about common sense. Simple arithmetic suggests, and history confirms, that the winning strategy is to own all of the nation’s publicly held businesses at very low cost. By doing so you are guaranteed to capture almost the entire return that they generate in the form of dividends and earnings growth.

The best way to implement this strategy is simple: buy a fund that holds this market portfolio and hold it forever.


  1. We prepare a financial life plan to help clarify your objectives.The market, even at low cost, is an expensive place to be if you are not clear about why you are there and how much you actually have to invest once all your expenditure needs and future wishes are taken into account.
  2. We analyse how much risk you are emotionally able to take, how much you can afford to take and your capacity for loss.
  3. We start to construct a portfolio that takes all your needs into account.
  4. We make sure this portfolio is diversified as widely as possible, to capture what the whole market has to offer.
  5. We ensure your costs of investing are kept low by investing in index funds that minimise the constant buying and selling of stocks and shares.
  6. We keep you focused on the long term to benefit from the benefits of compounding, meaning that earnings and interest are added to your investments and accumulate over time. The longer you are in the market the more growth you will see.
The value of your investment may go down as well as up and you may get back less than you have invested