How We Invest


In the long run markets are efficient and investor behavior is the key to success.

Guided by Time Tested Principles

Following principles are a sure way for success because markets can go up or down but knowing the reason and having a plan in place keeps us accountable
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It’s inefficient in the long run to “try to beat the market”. We don’t have a crystal ball as markets are unpredictable.


Understanding human emotions of greed and fear along with other behavioral biases is critical to the long term success.


If we don’t understand it, we don’t invest in it.


Having clear communication and educating you along the way to keep you informed. No jargon ever.

When it comes to investing we believe in simplicity, consistency and having a good process. We consider the following:

Risk and Behavioral Bias Aware Assessment

Assessing risk tolerance levels based on your ability and willingness to take risks. Investments are selected through a due diligence process cognizant of risk-adjusted return.  Since investing is a lot about human emotions we keep behavioral biases into account while making decisions.

Goals Based  plus Tax-Smart Investing

Achieving your goals is front and center in making any asset allocation decisions. The time horizon of your goals matter. Evidence has shown that trading too frequently can have a negative tax impact, hence we invest for long term. Fund choices are made based on the tax umbrella the assets are held under, in order to maximize your benfits

Diversification and Systematic Rebalancing

Diversification that is just right, not over or under to keep you on track with your plans. Diversification not only across asset classes but also tax buckets and time horizons. Systematic rebalancing as most financial asset classes follow a cyclical pattern and revert to mean.

Keeping the cost at a minimum

It is a well-known fact that high operating expenses of actively managed mutual funds eat into returns for the investor over a long period of time. We mostly invest in Exchange Traded Funds(ETFs) wherever possible. ETFs are mostly passive in nature and follow an index. They are known to have lower expense ratios as compared to their mutual fund counterparts.