Why We Do What We Do

"This question about "why" shapes and defines both individuals and organizations in profound ways.  At Equity Concepts the "why" we do what we do has been clear from the very beginning back in 1991."
- Michael Thaler, Managing Partner and Co-Founder

  • Our primary goal is to not take a beating in the market.  Most people in the wealth management industry only have one goal, which is to beat the market. This results in taking unnecessary risks and ultimately it undermines the foundational goal of wise stewardship. While we strive to beat the market over time, our primary goal defines us and sets us apart in how we approach managing money.
  •  We closely manage portfolio volatility with a keen focus on actual return vs. average return.
  • We are positioners and not predictors.  It's important to position a portfolio to be protected from the downside of the markets, and yet to have potential and possibility of the upside of the markets.
  • We have an expertise in alternative investments that are not correlated with the markets.
  • We are investing for our clients lifetime...it's a marathon, not a sprint.  When it comes to investing, managing portfolio volatility is the foundation of long term success. When it comes to wealth management we are committed to investing in each one of our clients’ full potential.


“How great leaders inspire action” is an 18 minute video by Simon Sinek about the importance and impact of the "why" in your life or business.

I encourage you to take the time to watch this video and reflect on it. I’d love to hear your thoughts on it as well. If you’d like to know my personal “why” just let me know and I’d be happy to email it to you.

Equity Concepts has been and will continue to be relentlessly focused on the “why” as we strive for long term success on behalf of all our clients.  I hope you have an outstanding day!