
PART 1. Five Questions to Ask Before You Invest
Whether you’re a first-time investor or have been investing for many years, there are some basic questions you should always ask before you commit your hard-earned money to an investment.
Question 1: Is the seller licensed?
Research shows that con-artists are experts at the art of persuasion, often using a variety of influence tactics tailored to the vulnerabilities of their victims. Smart investors check the background of anyone promoting an investment opportunity, even before learning about opportunity itself.
- Researching brokers: Details on a broker’s background and qualifications are available for free on FINRA’s BrokerCheck website.
- Researching investment advisers: The Investment Adviser Public Disclosure website provides information about investment adviser firms registered with the SEC and most state-registered investment adviser firms.
- Researching SEC actions: The SEC Action Lookup – Individuals allows you to look up information about certain individuals who have been named as defendants in SEC federal court actions or respondents in SEC administrative proceedings.
If you are not sure who to contact or have any questions regarding checking the background of an investment professional, call the SEC’s toll-free investor assistance line at (800) 732-0330.
Question 2: Is the investment registered?
Any offer or sale of securities must be registered with the SEC or exempt from registration. Registration is important because it provides investors with access to key information about the company’s management, products, services, and finances.
Smart investors always check whether an investment is registered with the SEC by using the SEC’s EDGAR database or contacting the SEC’s toll-free investor assistance line at (800) 732-0330.
Question 3: How do the risks compare with the potential rewards?
The potential for greater returns comes with greater risk. Understanding this crucial trade-off between risk and reward can help you separate legitimate opportunities from unlawful schemes.
Investments with greater risk may offer higher potential returns, but they may expose you to greater investment losses. Keep in mind every investment carries some degree of risk and no legitimate investment offers the best of both worlds.
Many investment frauds are pitched as high return opportunities with little or no risk. Ignore these so-called opportunities or, better yet, report them to the SEC.
Question 4: Do you understand the investment?
Many successful investors follow this rule of thumb: Never invest in something you don’t understand. Be sure to always read an investment’s prospectus or disclosure statement carefully. If you can’t understand the investment and how it will help you make money, ask a trusted financial professional for help. If you are still confused, you should think twice about investing.
Question 5: Where can you turn for help?
Whether checking out an investment professional, researching an investment, or learning about new products or scams, unbiased information can be a great advantage when it comes to investing wisely. Make a habit of using the information and tools on securities regulators’ websites. If you have a question or concern about an investment, please contact the SEC, FINRA, or your state securities regulator for help.
PART 2. Understanding Fees
As with anything you buy, there are fees and costs associated with investment products and services. These fees may seem small, but over time they can have a major impact on your investment portfolio. Understanding the fees you pay is important to investing wisely.
The best advice we can give you about understanding fees and investing wisely is to ask questions. For example:
- What are the total fees to purchase, maintain, and sell this investment?
- Are there ways that I can reduce or avoid some of the fees I’ll pay, such as by purchasing the investment directly?
- How much does this investment have to increase in value before I break even?
- What are the ongoing fees to maintain my account?
- For mutual funds: How much will the fund charge me when I buy and/or sell shares?
- For the investment professional: How do you get paid? By commission? By the amount of assets you manage? By another method? Do I have any choice on how to pay you? Should I pay you by the transaction, or pay a flat fee regardless of how many transactions I have?
Common types of fees include:
Mutual Fund Fees and Expenses
12b-1 Fees
Distribution Fees
Sales Charge (Or Load)
Redemption Fee
Exchange Fee
Account Fee
Purchase Fee
Management Fee
Shareholder Service Fees
Total Annual Fund Operating Expense
PART 3. Asset Allocation
Asset allocation involves dividing your investments among different assets, such as stocks, bonds, and cash. The asset allocation decision is a personal one. The allocation that works best for you changes at different times in your life, depending on how long you have to invest and your ability to tolerate risk.
Factors to consider include your:
Time Horizon. Your time horizon is the number of months, years, or decades you need to invest to achieve your financial goal. Investors with a longer time horizon may feel comfortable taking on riskier or more volatile investments. Those with a shorter time horizon may prefer to take on less risk.
Risk Tolerance. Risk tolerance is your ability and willingness to lose some or all of your original investment in exchange for potentially greater returns.
What is diversification? The practice of spreading money among different investments to reduce risk is known as diversification. Diversification is a strategy that can be neatly summed up as “Don’t put all your eggs in one basket.”
One way to diversify is to allocate your investments among different kinds of assets. Historically, stocks, bonds, and cash have not moved up and down at the same time. Factors that may cause one asset class to perform poorly may improve returns for another asset class. People invest in various asset classes in the hope that if one is losing money, the others make up for those losses.
You’ll also be better diversified if you spread your investments within each asset class. That means holding a number of different stocks or bonds, and investing in different industry sectors, such as consumer goods, health care, and technology. That way, if one sector is doing poorly, you may offset it with other holdings in sectors that are doing well.
Some investors find it easier to diversify by owning mutual funds. A mutual fund is a company that pools money from many investors and invests the money in stocks, bonds, and other financial products. Mutual funds make it easy for investors to own a small portion of many investments. A total stock market index fund, for example, owns stock in thousands of companies, providing a lot of diversification for one investment.
A mutual fund won’t necessarily provide diversification, especially if it focuses on only one industry sector. If you invest in narrowly focused mutual funds, you may need to invest in several to be diversified. As you add more investments to your portfolio, you’ll likely pay additional fees and expenses, which will lower your investment returns. So you’ll need to consider these costs when deciding the best way to diversify your portfolio.
What is rebalancing? Rebalancing is what investors do to bring their portfolio back to its original asset allocation mix. Rebalancing is needed because over time, some investments will grow faster than others. This may push your holdings out of alignment with your investment goals. By rebalancing, you will ensure that your portfolio does not overweight a particular asset category, and you’ll return your portfolio to a comfortable level of risk.
For example, you might start with 60% of your portfolio invested in stocks, but see that rise to 80% due to market gains. To reestablish your original asset allocation mix, you’ll either need to sell some of your stocks or invest in other asset categories.
There are three ways you can rebalance your portfolio:
- You can sell investments where your holdings are over weighted and use the proceeds to buy investments for underweighted asset categories.
- You can buy new investments for underweighted asset categories.
- If you are continuing to add to your investments, you can alter your contributions so that more goes to underweighted asset categories until your portfolio is back into balance.
Before you rebalance your portfolio, you should consider whether the method of rebalancing you decide to use would entail transaction fees or tax consequences. Your financial professional or tax adviser can help you identify ways that you can minimize these potential costs.
Some financial experts advise rebalancing at regular intervals, such as every six or 12 months. Others recommend rebalancing when your holdings of an asset class increase or decrease more than a certain pre-set percentage. In either case, rebalancing tends to work best when done on a relatively infrequent basis.
Shifting money away from an asset class when it is doing well in favor of an asset category that is doing poorly may not be easy. But it can be a wise move. By cutting back on current “winners” and adding more current “losers,” rebalancing forces you to buy low and sell high.
PART 4. Assessing Your Risk Tolerance
When it comes to investing, risk and reward go hand in hand. The phrase “no pain, no gain” – comes close to summing up the relationship between risk and reward. Don’t let anyone tell you otherwise: all investments involve some degree of risk. If you plan to buy securities – such as stocks, bonds, mutual funds, or ETFs – it’s important that you understand that you could lose some or all of the money you invest.
The reward for taking on risk is the potential for a greater investment return. If you have a financial goal with a long time horizon, you may make more money by carefully investing in higher risk assets, such as stocks or bonds, than if limit yourself to less risky assets. On the other hand, lower risk cash investments may be appropriate for short-term financial goals.
An aggressive investor, or one with a high risk tolerance, is willing to risk losing money to get potentially better results. A conservative investor, or one with a low risk tolerance, favors investments that maintain his or her original investment.
Many investment websites offer free online questionnaires to help you assess your risk tolerance. Some of the websites will even estimate asset allocations based on responses to the questionnaires. While the suggested asset allocations may be a useful starting point, keep in mind that the results may be biased towards financial products or services sold by companies or individuals sponsoring the websites.
PART 5. Investing on Your Own
The first step to investing, especially investing on your own, is to make sure you have a financial plan. How much are you going to invest? For how long? What are your financial goals? Do you understand your tolerance for risk? All investments carry some risk.
The next step is research, research, research. When investing on your own, you are responsible for your decisions. How will you select one stock, bond, or mutual fund over others? Always make sure that all securities are registered with the SEC, using the SEC’s EDGAR database. Don’t purchase solely on stock tips from others.
There are several ways you can invest on your own, including Online Investing, Direct Investing, and Dividend Reinvestment Plans.
Online Investing… Online trading is quick and easy, but online investing takes time. With the click of a mouse, you can buy and sell stocks from one of the many online brokers offering low-cost trades. Although online trading saves investors time and money, it does not take the homework out of making investment decisions. You may be able to make a fast trade, but making wise investment decisions takes time. Before you trade, know why you are buying or selling, and the risk of your investment.
Set your price limits… To avoid buying or selling a stock at a price higher or lower than you wanted, you should place a limit order rather than a market order. A limit order is an order to buy or sell a security at a specific price. A buy limit order can only be executed at the limit price or lower, and a sell limit order can only be executed at the limit price or higher. Your limit order will not be executed if the market price quickly surpasses your limit before your order can be filled. But, by using a limit order, you protect yourself from buying the stock at too high a price or selling it at too low a price.
If you place an order, check to make sure it was executed… Some investors mistakenly assume that their orders have not been executed and place the order again. They end up buying or selling twice, which can be a costly mistake. Talk with your financial services firm about how you should handle a situation where you are unsure if your original order was executed.
If you cancel an order, make sure the cancellation worked before placing another trade… When you cancel an online trade, make sure that your original transaction was not executed. Although you may receive an electronic receipt for the cancellation, don’t assume the trade was cancelled. Orders can only be cancelled if they have not been executed. Ask your financial services firm about how you can confirm that a cancellation order worked.
If you purchase a security in a cash account, you must pay for it before you can sell it… In a cash account, you must pay for the purchase of a stock before you sell it. If you buy and sell a stock before paying for it, you are freeriding. Freeriding violates the credit extension provisions of the Federal Reserve Board’s Regulation T. If you freeride, your broker must “freeze” your account for 90 days. You can still trade but you must pay in full for any purchases on the date you buy them as long as the freeze is in effect.
You can avoid the freeze if you pay for the stock in full by the settlement date, using funds that do not come from the sale of the stock. You can always ask your broker for an extension or waiver, but you may not get it.
Direct Investing
You may be able to invest directly using direct stock plans (DSP) or dividend reinvestment plans (DRIP). Here’s how they work:
Direct stock plans (DSP). Some companies allow you to buy or sell their stock directly through them without using a broker. This saves on commissions, but you may have to pay other fees to the plan, such as fees incurred if you transfer shares to a broker to sell them. Some companies limit direct stock plans to employees of the company or existing shareholders. Some require minimum amounts for purchases or account levels. You’ll want to read and understand the plan’s rules before investing.
Direct stock plans usually will not allow you to buy or sell shares at a specific market price or at a specific time. Instead, the company will buy or sell shares for the plan at set times — such as daily, weekly, or monthly — and at an average market price. Depending on the plan, you may be able to automate your purchases and have the cost deducted automatically from your savings account.
Dividend reinvestment plans (DRIP). These plans allow you to buy more shares of a stock you already own by reinvesting dividend payments into the company. You must sign an agreement with the company to have this done. Check with the company or your brokerage firm to see if you will be charged for this service.
PART 6. Working with an Investment Professional
Are you the type of person who will read as much as possible about potential investments and ask questions about them? If so, maybe you don’t need investment advice.
But if you’re busy with your job, your children, or other responsibilities, or feel you don’t know enough about investing on your own, then you may need some help.
Brokers and investment advisers offer a variety of services at a variety of prices. It pays to comparison shop.
You can hire a broker, an investment adviser, or a financial planner to help you make investment decisions. You can also get investment advice from most financial institutions that sell investments, including brokerages, banks, mutual fund companies, and insurance companies.
There is no such thing as a free lunch. Investment advisers and brokers do not perform their services as an act of charity. If they are working for you, they are getting paid for their efforts. Some of their fees are easier to see immediately than are others. But, in all cases, you should always feel free to ask questions about how and how much your adviser is being paid. And if the fee is quoted to you as a percentage, make sure that you understand what that translates to in dollars.
Check out your Investment Professional
Choosing whether to work with a professional – and deciding which type is best for you – is a very important decision. The most important question that you should consider before hiring an investment professional is whether the person is registered with us or with a state securities regulator. It is really risky to invest with someone who isn’t licensed and we urge you not to do it. Investor.gov has a free and simple search tool that allows you to find out if your investment professional is licensed and registered.
Read the Firm’s Relationship Summary… Beginning in summer 2020, registered broker-dealers and registered investment advisers will be required to provide a customer or client relationship summary (also called Form CRS) to retail investors. A firm’s relationship summary tells you about:
- the types of services a firm offers;
- the fees and costs you will have to pay for those services;
- conflicts of interest a broker or adviser may have;
- the required standard of conduct associated with the services a firm offers;
- whether a firm and its financial professionals have reportable legal or disciplinary history; and
- key questions (conversation starters) to ask your financial professional.
Each firm’s relationship summary uses similar headings and order of topics to make it easy for you to compare firms. You can find more about the relationship summary at Investor.gov/CRS.
Tricky Titles… If a broker or adviser has initials after their name, don’t assume that makes that individual more qualified than another. These titles are not all the same and do not necessarily mean better service for you. In fact, the initials may mean that the adviser or broker can only sell certain products. Check the titles to see if there are limits on what that adviser or broker can sell. For instance, if someone can only sell fixed annuities, he or she may be inclined to recommend them for every customer.
Check out this list from FINRA. It shows how some credentials can be obtained easily, and how others are hard-earned.
Tip: If you have a brokerage or advisory account, read every statement promptly — it may not be fun to look at it when the market is down, but it is your most important protection against unauthorized transactions. If you do not object promptly after receiving notification of a transaction, you might not be able to contest it later. You should object in writing to better protect your rights. That’s why it’s important to read your statement and object right away if something is wrong.
PART 7. Researching Investments
Researching investments is part of an investor’s due diligence. Companies must provide certain information when they initially offer stocks or bonds for sale to the public. Companies and bond issuers must also must provide certain information to the public periodically. These disclosures provide investors with information to judge whether a particular security is a good investment. If a company is not registered with the SEC, or a bond issuer is not registered with the Municipal Securities Rulemaking Board (MSRB), it could be a red flag. Scams often involve unregistered companies.
The EDGAR database provides free public access to corporate information, allowing you to research a public company’s financial information and operations by reviewing the filings the company makes with the SEC. You can also research information provided by mutual funds (including money market funds), exchange-traded funds (ETFs), and variable annuities.
Where to begin?
In addition to this link, you have two ways of accessing EDGAR from the SEC.gov home page:
To search for a public company, type the company’s name or ticker symbol in the search bar at the top of the home page.
To search for a mutual fund, ETF, or variable annuity, click on Company Filings under the search bar at the top of the home page to get to the EDGAR search page. On the left side, you’ll find tools optimized to search for Mutual Funds and Variable Annuities. You can use the Mutual Funds tool to also search for ETFs. You can search for other types of funds as you would search for public companies.
Using EMMA – Researching Municipal Securities and 529 Plans
The Electronic Municipal Market Access (EMMA) is a free website that provides investors with key information about municipal bonds and 529 college savings plans.
Information available to investors on the EMMA website includes:
Municipal disclosure documents, including a bond’s Official Statement (a disclosure document similar to a prospectus) as well as annual financial reports, audited financial statements, material event notices and other continuing disclosures such as any ratings changes, principal and interest payment delinquencies and non-payment related defaults,
Free real-time access to bond prices and yields, including when the bond was sold or purchased…
Market data for municipal bonds, including interest rates and credit ratings…
An Education Center, which helps investors better understand market data and disclosure documents for municipal bonds and 529 College Savings Plans…
Information and disclosures on 529 College Savings Plans…
A video showing what is on the website and how to access it…
EMMA is the website of the Municipal Services Rulemaking Board (MSRB). The MSRB is the self-regulatory organization (SRO) for brokers, dealers, banks and municipal advisors that engage in municipal securities and advisory activities. An SRO is an entity that regulates its industry through the adoption of rules governing the conduct of its members. The MSRB has operated under Congressional mandate with oversight by the Securities and Exchange Commission since 1975.
How to Read a 10-K… An investor can find a wealth of information in a company’s Form 10-K. Filed annually, the 10-K offers a detailed picture of what the company does, and the risks it faces. It also includes the company’s financial report. The 10-K includes these sections:
- “Business” describes the company’s main products and services. This is a good place to start to understand the company.
- “Risk Factors” includes information about significant risks that the company faces, generally listed in order of importance.
- “Selected Financial Data” provides certain financial information about the company for the last five years. You can find much more detailed financial information on the past three years in a separate section called, “Financial Statements and Supplementary Data.”
- “Management’s Discussion and Analysis of Financial Condition and Results of Operations” gives the company’s view on the business results of the past fiscal year. This section, known as the MD&A for short, allows company management to tell its story in its own words.
- “Financial Statements and Supplementary Data” contains the company’s audited financial statements, including the income statement, balance sheets, and statement of cash flows.
To make money in the stock market, you don’t have to start with big money. You can begin with as little as $500 to $1,000 and add to it as your earning grow.








