1. Every investment decision with which cre8 is faced should be made based on the evidence available, academic theory and common sense, with the goal of increasing the chances of success; this is investing, not speculating. 
    
2. Setting the appropriate asset allocation for you, given your lifetime goals and future cash flow needs, is the major contributor to investment success. 
    
3. The investment solution should hold a robust diversified portfolio split between multiple assets classes, that aims to counter the long-term effects of inflation.
    
4. Making material but not overpowering allocations to capture the value premium and to a lesser extent the small company premium will be made in the UK, International, developed and emerging markets.
    
5. Avoiding credit risk in portfolios and holding longer-duration bonds for growth- orientated investors provides the best diversification potential.  For more conservative investors the role of shorter- term bonds and Index Linked Gilts will play a larger role.
    
6. Holding this strategy over time, re balancing regularly back to the original mix, and ensuring that emotions do not encourage wealth destroying ‘buy-high, sell-low’ behaviour is critical.
    
7. The highest chance of a successful outcome lies in implementation using passive (index) strategies over active management. cre8 does not try and time markets or select securities, nor does it try and choose managers to do so.  This approach significantly improves the predictability of portfolio characteristics, over time, and ensures that the bulk of market returns on offer are captured by you.
    
8. A proactive focus on costs in all elements of decision- making and implementation will provide you with substantial benefit to its clients, over time.                                                              

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