
Investment goals
Setting financial goals for investors lets them focus on decisions that will help their overall objectives, rather than monitoring the outcomes for a range of individual investments. This is important because individual investors are prone to a widely documented behavioural bias where they are more likely to sell their better performing holdings than their losses. Over time, this effect can negatively affect total investment returns.
Yet faced with constantly moving financial markets, the possibility of changing financial circumstances or investment requirements, as well as a wide range of financial products and capabilities, investors need to put in place a robust and realistic investment framework.