Our Investment Philosophy

At Keep It Simple Financial Planning, we believe in a straightforward approach to investing that is grounded in academic research and a deep understanding of how markets work. Our investment philosophy is built upon the following key principles:

  • We believe that markets are effective at processing information and setting prices. Rather than trying to outguess the market, we harness its power by focusing on the factors that drive long-term returns.

  • Decades of academic research have identified specific dimensions, such as company size, relative price, and profitability, that are linked to higher expected returns. We structure our portfolios to target these dimensions in a cost-effective manner.

  • Spreading investments across a wide range of securities and asset classes can help manage risk and increase the reliability of outcomes. We go beyond domestic markets to build globally diversified portfolios that provide exposure to thousands of companies around the world.

  • Emotions can lead investors astray, causing them to make poor decisions based on short-term market fluctuations. We help our clients maintain a long-term perspective and stick to their investment plan, even in challenging market conditions.


By applying financial science to investing, we are able to offer our clients access to well-designed investment strategies that are grounded in decades of academic research.

Our goal is to deliver a better investment experience that puts our clients on the path to achieving their long-term financial goals.