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The Emotions of your journey    
Most investors understand the benefits of buying low and selling high, however, their emotions cause them to do the opposite. It is only possible to know when the market was at a high or low point after it has occurred. During periods of higher volatility, the best days will often follow the worst days. By staying out of the market to avoid the worst days, some of the best days would potentially be missed.

The same emotions can also cause investors to sell at the bottom of the market and then buy when shares are at a high point. The diagram shows the emotions that an investor will feel through a typical market cycle.

  We aim to help investors understand the impact emotions will have on decisions that they may make and which could affect their long-term outcome. We believe that by remaining invested there is an opportunity to create a flow of dividend and interest payments that are an important part to the total return on investments, whether taken as income or reinvested.


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