Informed Choice

Our robust investment advice process is the result of several years of development, decades of combined experience and some Nobel prize winning research.

Our investment advice is supported by the Informed Choice Investment Committee. This meets quarterly to debate and agree upon a House View for each investment asset class. Our Investment Committee is also responsible for making tactical adjustments to asset allocation models for different risk profiles.

Unlike many other IFA firms we do not believe that we add the most value by simply picking the ‘best’ investment funds or ’star’ fund managers. Instead, we place a great deal of emphasis on strategic asset allocation.

Academic research has proven that over 90% of the variance in performance between different investment portfolios comes from asset allocation, with the remaining variance coming from factors such as fund or stock selection and marketing timing.

Within this section of the website you will find more information about our investment philosophy, our robust investment advice process, the Informed Choice Investment Committee, asset allocation, fund selection and our famous LemonAid report.