Establishing trust is Fisher Equity Advisors’ number one goal. Not only do we strive to have a relationship where our clients trust us to do what is in their best interest but also we trust our clients to allow us to do what we feel is in their best interest and that relationship is based on constant communication. Unless trust works both ways, there is little chance for the relationship to thrive and prosper.
For over 30 years, our philosophy of investment planning and money management has focused on proper management of portfolio risk rather than attempting aggressive rates of return that give the illusion of market success while little or no wealth is actually being created. For every dollar that is lost in a portfolio, there must be a gain of about a dollar and twenty cents just to break even and that’s not a game that we want our investors to play. Success is measured not by performance relative to other advisors but rather by our clients’ success in meeting their goals.
Fisher Equity Advisors feels strongly that active portfolio management based on fees rather than commissions increases our ability to manage risk in all markets. We make portfolio recommendations for our clients based on their goals and our style of management allows us to do so. We manage portfolio risk to help our clients reach their investment goals by designing and implementing strategies based on understanding different stages of the market cycle and acting accordingly. It’s not about rates of return. It’s about managing risk. Always.
Every investor is interested in capital appreciation. We believe that the foundation of capital appreciation must be capital preservation- that is, investors should first seek to preserve what they have and then look for opportunities for potential gain.
Nobel Prize winning scientist Albert Szent-Gyorgyi said, “Discovery consists of seeing what everyone has seen and thinking what no one has thought.” Welcome to Fisher Equity Advisors. Let’s win together.
