Setting investment objectives which match the client's needs with the realities of the investment markets is the single most important component of a successful investment program.

Every asset exists to satisfy a future need for cash.  An investment of time at the beginning of a relationship pays dividends in the development of understanding regarding the client's hopes, needs and special circumstances.  These considerations define the tolerance for risk that is acceptable within the investment program and influence normal asset allocation strategy.

Diversification is the most effective way to manage risk in a changing and uncertain world.

Investment exposure to many small risks is preferable to concentration in a few large risks.  For this reason we focus our investment decision-making on the mix of assets and often use less traditional asset types to spread risk. 

Superior investment performance requires a clear understanding of relative value.

We carefully monitor relative value in a disciplined fashion, with special focus on opportunities created when certain markets, funds and securities are out of favor.  Often index (or 'market') funds are used to implement investment strategy in a cost efficient and tax effective manner.

An informed and knowledgeable client is important to a successful relationship.

Conifer's success depends upon our ability to establish and sustain relationships of trust.  We make a commitment to the client, not only to present information clearly and concisely, but also to improve the client's understanding of investments and investment markets.  We want our clients to ask questions and encourage continuing dialogue.