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Principles for good investing

Make smarter investing decisions with our guiding principles.

Important information - please keep in mind that the value of investments can go down as well as up, so you may get back less than you invest. 

Helping you reach your financial goals

You might be investing to save for a house, your child's education, a holiday of a lifetime or your dream retirement... No matter what your hopes and goals are, we want you to have the know-how to make smarter investing decisions. That's why we've put together these five guiding principles for good investing.

Our five principles

Start investing

Time in the market may increase your chances of investing success.

Be tax-efficient

Don't pay more tax than you need to.

Invest regularly

Reduce the risk of trying to time the markets by investing regularly.

Manage risk

Avoid common investing mistakes by knowing what you're up against.

Make it last

Build a flexible income plan - so that your investments last as long as you need them to.

How to be a good investor - recorded live

Want to make smarter investing decisions? Watch our recent live event where our experts discuss the investing principles that have guided them over the years.

What next?

Are you ready to invest?

Before you start investing, you need to understand if you're ready. Take our quick quiz to see.

Create an account

If you're ready to invest, you need to pick an account that suits your needs. A few simple questions will help you decide.

Choose your investments

Once you've opened an account, it's time to choose your investments. We've got plenty of tools to help you do that - depending on how much support you want.

Important information - please note that these guidance tools are not a personal recommendation in respect of a particular investment. If you need additional help, please speak to an authorised financial adviser. You should regularly reassess the suitability of your investments to ensure they continue to meet your attitude to risk and investment goals.

Need a little more help?

If you have more than £100,000 to invest, our financial advisers can help you make the most of your money. Just call us on 0800 222 550 for a free no-obligation discussion about your needs.

Explore our financial advice service

Ask our experts a question

Each month we'll pick up on your most popular questions and answer them. We're keen to hear about what matters to you, so do drop our experts a line.