Investing your money

Our investment process outlines our approach to providing investment advice and building customised portfolios for our clients, all based on our investment beliefs.

We want you to feel empowered and informed, so please don’t hesitate to ask us any questions  – we’re here to help you protect and grow your wealth.

Click the links below for more information on how we invest your money:

Our Core Principles

Our Investment Philosophy guides us in selecting the most appropriate portfolio for each individual customer.

•  Understanding risk is important
•  Matching your portfolio to your risk profile is essential
•  Asset allocation is the key to success
•  Diversification (not putting all your eggs in one basket) is a sound principle 
•  Funds are a cost effective way to access investments for many customers, though specialist managers may be appropriate for part of larger portfolios (typically over £500k).

Our Approach

We prioritise risk profiling and assessing individual customer needs as crucial inputs. We will take the time to thoroughly discuss and understand your requirements, including your income and capital growth goals, as well as any special considerations like trust funds.

We have a clear understanding of the asset classes we prefer to use and those we exclude, such as hedge funds, pure commodities, and unregulated investments, due to concerns about liquidity, regulatory oversight, and transparency.

The Advisory Process

We employ expert resources to carefully monitor and select skilled fund managers who research and choose the best investment funds/stocks available in the market for our portfolios.

Our investment process focuses on avoiding poor investment funds by emphasising asset allocation and cost, as they are reliable predictors of future returns.

We may utilise expert discretionary managers or manage portfolios ourselves, depending on the client’s needs and portfolio size (generally above £500,000 due to efficiency considerations).

We enhance our offering with independent expertise, such as Skandia’s Online Risk Profiling Tool, to assess risk

We utilise Skandia’s Risk Profiling Tool, which measures risk tolerance and publishes asset allocation data, enabling the creation of risk profiles ranging from 1 to appetite and capacity for loss.

Portfolios are selected based on the appropriate risk profile for each client and are regularly reviewed according to the agreed service level. 10. For clients with risk profiles of 8, 9, and 10, we engage in personalised discussions due to the high-risk level.

Funds are selected after thorough research and due diligence.

The Portfolios

Portfolios are reviewed regularly, typically at least annually, to ensure alignment with the client's risk profile.

The choice of investment method may be influenced by the most suitable tax wrapper for the client's tax position.

Clever Adviser is available for clients with investments exceeding £100,000.

Attitude to risk and investment strategy

When considering suitable products and funds to meet clients’ objectives, their willingness to accept risk is a crucial factor.

There are three types of risk that clients should be aware of and understand:

  1. Capital risk: The possibility of receiving less than the initial investment or losing previously gained profits.
  2. Income risk: The chance that the income generated from investments may be lower than expected or needed.
  3. Liquidity risk: The risk of not being able to access funds when needed.

Clients should also recognise that investments may not keep up with inflation, resulting in a decrease in real value over time.

To align our recommendations with clients’ risk tolerance, we utilise a risk profiler. It is advisable to review risk tolerance annually to ensure financial planning strategies remain in line with risk appetite.

MAFS bespoke services

We offer a model portfolio service designed to effectively manage your investments.

This service provides you with a choice of seven risk-rated portfolios, ranging from low to high risk, allowing you to select the one that aligns with your investment goals.

These portfolios are thoughtfully constructed using a range of investment tools, such as open-ended funds and passives, to ensure diversification across various asset classes and product types. This diversification provides flexibility for our investment managers to adapt to changing market conditions.

Our model portfolios are built upon a solid foundation of proprietary asset allocation frameworks and thorough fund research processes. This construction process involves a team of qualified investment experts and strategists who rigorously apply asset allocation constraints. This approach guarantees consistent exposure to underlying asset classes, while still allowing for an active management approach that responds to market dynamics.

To maintain the portfolios’ alignment with their intended risk profiles, we continuously monitor and manage them, ensuring that levels of volatility remain in line with your chosen investment strategy.

Wrap platforms and fund supermarkets

Wrap platforms or fund supermarkets, such as FundsNetwork, provide a cost-effective way for you to access tax wrappers like pensions and ISAs. They also reduce paperwork.

These platforms allow you to hold investments from multiple fund managers, and any switches can be made more efficiently.

You can conveniently view the value of your investments online, some even offering analysis of their performance.

Platforms enable us to manage your investment tax efficiently, including options like “Bed and ISA.”

Your investments are held by an independent custodian, providing an additional layer of security.

We carefully select the most suitable platform for your needs from a comprehensive market selection. Our decision is influenced by factors such as trading costs and availability of preferred investment solutions.

If we engage a discretionary manager, they are likely to use their own investment platform to oversee your portfolio, with reports and valuations typically provided on a quarterly basis.

Further pointers: portfolio turnover rate, diversification tax and past performance

We follow a systematic process to screen funds, managers, and other investments, consisting of several important stages.

Portfolio turnover rate

A fund's portfolio turnover rate shows how frequently a manager trades securities. A high turnover rate suggests that the manager doesn't hold stocks for long periods.
While high turnover may indicate active management, it can also result in higher costs and suggest a short-term investment approach.
These costs may not always be easily identifiable. In contrast, a low turnover rate indicates a manager with a long-term investment perspective focused on buying and holding.


Achieving long-term success requires a well-balanced mix of funds that align with your objectives. This can be achieved either directly through a model or via a fund-of-funds approach. It's also important to ensure that the funds you own have a diversified range of holdings.
A small number of holdings may indicate a manager who strongly believes in their choices, while a large number may suggest an attempt to match the market index. Both approaches have their merits. The former carries more risk but offers potential for outperformance or underperformance, while the latter carries lower investment risk but may not outperform the market. In such cases, passive investing could be considered.

What does it do 'what it says on the tin'?

It's vital to consider a fund's investment focus before making a choice. If you seek exposure to Far Eastern equities, selecting a UK corporate bond fund would not be suitable.
For passive funds, the specific index they track is crucial. For active funds, understanding the manager's mandate is essential. The level of equity exposure in funds labeled as "cautious" can vary significantly, so it's essential to grasp the details.
Additionally, assess how a chosen fund will impact your overall portfolio's asset allocation and risk. If you're adding a fund to complement others in the same sector (e.g., UK equities), ensure it provides sufficient diversification, as true diversification reduces risk, while duplication does not.

Tax – income or growth

Check if the fund aims to provide income, capital growth, or a combination of both. This information is available on the fund's factsheet, and it should align with your goals.
For instance, a young individual with a high-income tax rate might prioritise capital growth since they don't need immediate access to their funds. While income from investment funds can be reinvested, it is still subject to taxation.
Therefore, high-income taxpayers may prefer to avoid generating unnecessary income. On the other hand, capital gains are only taxed when the investment is sold.
Additionally, understand the tax implications of your chosen fund. You might consider investing in it through a tax-efficient wrapper like a Stocks & Shares ISA to potentially eliminate tax obligations altogether.