market niche

Defining Our Terms: Who Is “the Investor Class”?

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Theorists who study classes—whether they are economic, social, or political classes—have to be particular about the definitions and assumptions that inform their work. Without getting on the same page first, phrases like “middle class” would tell us practically nothing (except that maybe members are above some lower class and below some upper class?). 

We’ve recently been reminded of a term that’s now a few decades old: people talk about “the investor class,” or the group that has access to and takes advantage of stock ownership. 

In the past, the push to grow this “class” had political motivations. (The thinking went that if more of the electorate participated in the stock market, those voters would develop a new appreciation for certain policy goals regarding wealth and business.) 

So what defines this group, today? Who is “the investor class”? 

We can’t speak for all shops, but we already know who our clients are. The portion of the “investor class” we work with is made up of, well, retirees and workers and truck drivers and executives and nurses and engineers and young teachers and former teachers and accountants and statisticians. 

They are married couples and widows and single people. They live in the Midwest and outside the Midwest. 

Some went to college. Some went beyond college. Some are high school graduates.  

Some start their investment journey with traditional pension plan contributions. Some start later in life when a sudden windfall arrives. 

Some like saving. Some like spending. 

At first glance, this may seem to be a poorly defined group. But hey… we’re talking about the work of growing your buckets, not anthropology or sociology. 

One characteristic does give structure to our definition of “the investor class”this group’s members are those people in the best position to profit from it over the long haul. In this niche market of the mind, we share a desire to own a piece of the action, in the form of shares of common stock, from nearly all sectors of the economy.  

Interested in this special but not-so-exclusive club? The barriers for entry have never been lower, and we’re glad to try to help anybody who wants to be here.  

Let’s talk: please email us or call. 

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Niche Market of the Mind


In every field of human endeavor, it seems that the best of the best are specialized. From the doctor who specializes in one form of cancer to the CPA who works mainly with trucking companies, specialists rule.

In business, the shorthand term is “niche marketing.” Financial advisors may work with people of a specific religion, those with shared hobbies or interests, people who work in a particular field or for a certain company, or those with some other traits or characteristic.

If you know us, it should not surprise you that we are different. Our niche market encompasses retirees and workers and truck drivers and executives and nurses and engineers and teachers and accountants and married couples and widows and single people. At first glance, this may seem to be a poorly defined client group.

But our clients represent a very well-defined group: it is a niche market of the mind.

We work hard to qualify clients by productive attitudes toward investing—and we are not afraid to try to train clients if the right attitudes don’t come naturally. A tolerance for volatility and a fundamental confidence, as a society, we stumble our way through our problems are two of the elements we need to have.

The rewards for pursuing this niche have been amazing. While other advisors cope with massive defections from informed strategy when the outlook darkens, our clients tend to stay the course. We avoid the curse of “cash on the sidelines,” waiting and waiting for that comfortable moment to get back in the game after selling out. We never promise stability, so we spend less time apologizing for the inevitable volatility.

In short, we can do our best work for people who are in the best position to profit from it over the long haul.

Is it always easy? Is it always fun? Of course not. The market goes up and down, and “up” is a lot more fun than “down.” Pessimism and optimism ebb and flow, and it can be tough to buck the crowd. Any rational person has to scratch their head in the toughest times and wonder whether they are doing the right thing. But together we have tended to make appropriate decisions.

Good information communicated well helps drive effective behavior. Behavior can help determine investment outcomes. Good outcomes can increase account balances. And we get paid on account balances. This is why we are doing what we do.

We don’t care if you engineered the truck, or drive the truck, or own the trucking company… if you have what it takes to invest successfully, we specialize in you. This is why we strive for a niche market of the mind.

The opinions voiced in this material are for general information only and are not intended to provide specific advice or recommendations for any individual. All performance referenced is historical and is no guarantee of future results.