Why We Ignore Fads in Investing

Ignoring fads in investing is something that we believe in at Edward Jones. Our strategy is to invest in quality companies for the long term and to make sure our clients are diversified across industries and investment types. We realise this isn't foolproof - nothing is when it comes to the market. But investing for the long term has been tested and proven over time. Why would we recommend that our clients gamble on risky, albeit "trendy," investments when history has taught us that our strategy works?

Our Philosophy
At Edward Jones, we try to distinguish between a fad and a sustainable change in the market. It's not that we don't pay attention to the latest buzz. We're well aware of what's going on around us. But our research has proven that when something seems too good to be true, it usually is. Because of this philosophy, we avoided the high-tech IPO stock craze. We offer sound advice that can serve our clients well over the long term.

Our Investors
Because Edward Jones is not a publicly traded company, we're not beholden to shareholders or committed to quarterly projections. This enables us to focus on what is important to us - recommending quality investments that are in our clients' best interests.