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Key Investment Principals that you need to know.

1. Embrace Market Pricing

Financial science teaches us that investment markets are effective information processors.

Each day, the world equity and bond markets process billions of trades between buyers and sellers each with their own thought ideas and expectations of the prospects of the asset..

The collective knowledge and decisions taken set the prices of assets.

Flowchart showing that all available information leads to the stock trading in 2025, with a value of $1.1 trillion, and results in prices.

2. Don’t try to outguess the Market.

The market’s pricing power works against fund managers who try to outperform through stock picking or market timing. Their track record over time is not good.

In fact, only 12% of US-domiciled stock funds and 17% of bond funds have survived and outperformed their benchmarks over the past 20 years.

Attempting to anticipate which funds will survive and out perform the markets in the future is pure guesswork.

Line graph showing US-domiciled stock and bond fund performance from 2006 to 2025. The graph displays the percentage of winners and survivors in stock funds, with 12% winners and 45% survivors, starting with 3,000 funds. For bond funds, 17% winners and 46% survivors, starting with 1,607 funds.

3. Resist Chasing Past Performance.

It is all too tempting to select funds based on their past returns. Yet, past performance offers little insight into a fund’s future returns.

For example, funds in the top 25% of previous five-year returns failed to maintain a top-25% ranking in the following five years. In fact the vast majority did not.

This goes to show that even when funds do out perform the markets in the short/medium term, they typically are unable to maintain due to the added costs and risk active managers take.

Bar chart showing the percentage of top-ranked funds that remained in the top quartile from 2006 to 2025. It compares stock funds and bond funds, with stock funds at 23% and bond funds at 34%, based on data from the previous five years.

4. Let Markets work for you.

The financial markets have rewarded long-term investors.

People expect a positive return on the capital they supply, and the stock and bond markets have provided growth of wealth that has more than offset inflation, as this chart of the past 50 years shows.

It is interesting to note that small caps have provided the largest returns over this 40 year period, as is expected from academic research.

Graph showing the growth of a dollar from 1975 to 2025, with a focus on compounded monthly returns. It includes data for US Small Cap, US Large Cap, US Long-Term Government Bonds, US Treasury Bills, and US Inflation, with estimated values at 2025.

5. Target Higher Returns.

Academic research into decades of stock and bond returns has identified long-term drivers of out-performance. By investing systematically in the areas with higher expected returns, you can aim to beat the market.

A financial report comparing stocks and bonds, including categories for small companies, value stocks, high profitability companies, as well as wider and credit spreads, and global currencies.

6. Diversify Internationally.

Holding a globally diversified portfolio can broaden your opportunities beyond your home market, putting you in a better position to capture the winners and higher returns wherever they happen.

This also offers protection too. If one country were to suffers a downturn, only a portion of your portfolio would be directly affected.

Comparison of two stock market indexes showing the number of countries and companies in each: S&P 500 Index with 1 country and 500 companies, and MSCI ACWI Investable Market Index with 47 countries and 8,130 companies.

7. Avoid Market Timing.

Research has shown there’s no reliable way to time the market.

Targeting the best days to be invested or moving to the sidelines to avoid the worst days simply doesn’t work.

It has also shown the impact of being out of the market even for a short time, as is shown here.

Staying invested helps ensure you’re in position to capture long-term gains, all you need is discipline.

A chart showing investment growth from $1,000 from January 1, 2016, to December 31, 2025, with decreasing amounts over time. It compares a 10-year period ending in 2025, weekly, monthly, 3-month, and 6-month periods ending in 2020, highlighting missed opportunities for higher returns.

8. Managing Emotions.

When markets go up and down, many people struggle to separate their emotions from investing. Reacting to current market conditions often leads to making poor investment decisions.

Taking a systematic and disciplined approach to managing portfolios helps avoid this common problem.

A line graph illustrating emotional stages of investing, with points labeled optimism, greed, nervousness, fear, and optimism again. Questions "Buy?" near greed and "Sell?" near fear are marked on the graph, highlighting emotional decision points.

9. Looking Beyond the Headlines.

Daily market news and commentary can challenge even the wisest investors thinking and their investment discipline.

We are inundated with messages that stir anxiety about the future or tempted to chase the latest investment fad. Even if true, the market has already priced these risk/opportunities in to prices (see number 1).

When headlines unsettle you or is suggesting easy ways of beating the market, stop for a moment, consider the source and do yourself a favor: ignore it. It is just noise.

Text-based image with various phrases about investment and finance, including 'The Top 10 Funds to Own Now,' 'Best Stocks for the Coming Recession,' 'It's Time to Bet Against Oil,' and 'The Investment That's Safer than Cash.'

10. Control what you can control.

Work with a qualified financial advisor to stay focused on actions that add value.

While you can’t control which way the market will turn, following time tested principles will lead to a better investment experience.

List of financial advice points including creating an investment plan, structuring a portfolio, diversifying globally, managing expenses and taxes, and staying disciplined.