Great article. Worth preserving & reading after regular interval. Thanks a lot.

Dear Ashish Ji & Manish Ji, you are great. Very wonderful article and your article always useful to us...Wish you all the best

Dear Ashish Ji, Very well explained the psychology of present investors & told ifas how to respond them.

Great, simply brilliant. Thanks Sir.

Very Informative an eye opener Article. I am very impressed with the way you explain everything I look forward to more article from your side to increase our Portfolio. Thank you so much sir.

Well said sir

This is by far one of the Best articles I have read. Every IFA must ready it again and again and to make sure that they focus on what is right for investors. Asset allocation and explaining the journey of returns in mutual fund product instead of just giving double digit return expectation in long term is really necessary. Thank you Ashish bhai and Manish bhai for sharing such a wonderful piece of practical insights for IFAs ( Independent Financial Angles/Architects )

Brilliant ... as always . I wouldnt miss any writings from you . You echo a modern, saner, foot on the ground IFA. If any client leaves you, it is his loss and not yours .. Wish you all the best . If possible give me a call some time ( I live in Dubai - 00971501484595 or send your contact details on WhatsApp on this number )

Very well said!!

Very well expressed the idea ,Thing is being an IFA if our thought process is changed basis last year returns and our recommendation is based on that, If this is the case then investors would not be needing us going forward ,as the Same data is available on internet,I strongly agree with your view if we are giving them equity savings or something client should be prepared for that uncertainty of returns,Its better to make clients clear in his mind uncertainty of the returns is part of the play ,First an IFA need to be transparent to the required extents , And think is recommendation basis returns is actually analysis or selling pitch ,Being an IFA our duty to make client aware of the risks ,This will not help retaining client in panic situation ,It will also create difference to a direct client who dont have anyone to discuss or to depend on some one , Happy selling,Best of luck, Regards, Sachin Shukla .

Very well articulated article ...and timely too.In such heady times,the painstaking efforts of the past in risk profiling and asset allocation are only too easily forgotten by the investor.As rightly pointed out investors want to jump in headlong into equities and feel that they are loosing out through the long term STPs .It is in times like these that the role of an Advisor(Architect)becomes much more important to tone down the expectations, and stand firm on the asset allocation plan laid out.

Excellent articles by all means. I believe this article is not only relevant for all IFAs, they are even relevant to all Investors who are displaying aggressive traits.

Very well said Sir!!. Every IFA must read and it help to advise the investors without getting carried away.

Must read every IFA

Very well Said !!!!

Hard Hitting Realistic Article bringing the IFAs down to earth!!! Very very relevant. I feel that this CUT & KEEP should actually be printed and pasted on all the IFAs cabin so that they are grounded to reality. Another brilliant concept I liked was the naming of IFA as Independent Financial ARCHITECT!! Ashish and Manish...you deserve a MUTUAL FUND RATNA for this. Hope Wealth Forum creates an Award called MUTUAL FUND RATNA for all categories and gives the 1ST PRIZE TO Vista Wealth.... They truly deserve it

Very well-articulated. The focus on Underlying Behaviour of Market , Risk , Alteration of risk and the Role of IFA in this article have joined all the dots. The term "Unnecessary Risk" as explained, makes real sense while devising asset allocation strategy for the client/self. Truly believe in this. Markets and human psychology have a strong connection. We have to believe in the Market to invest or remain invested in the market. Thanks for sharing your views!!

Brilliant !!

A fantastic article on risk (forgotten in bull market) by IFAS and Investors. We can not match the clients returns expectations & we should not forget that we can only deliver optimum returns considering various aspects of clients needs. We should be there irrespective of the BULL or BEAR market and should not be blown away by the tide...

Ashish sir very well written with clearity of thoughts and simple illustrative language.Role of IFA is very important during different market cycles. Thanks for sharing wisdom.

As always, excellent clarity of thoughts Dear Sirs. As a manufacturer of financial products AMCs will keep introducing and pushing schemes that makes them maximun ROI. But its our (IFA) duty to take care of our investors wealth and his emotions, especially during heady times like the present one, at the cost of sacrificing our ROI in the short term. After all what 2008-09 taught us is its better to loose an investor than loosing an investors money. Thanks and do keep your wisdom coming.

Thanks Ashish and Manish for your sharing your prospective your insight is always useful to us. Actually IFa is indeed very important as he/she can add invaluable alpha using his grey matter and experience for the wealth creation of his investor that too a very nominal indirect cost. Your article is reminding of managing fear and greed of investor and of Advisors. Most of us are practicing it prudently particularly in comparison to 2008. However it is extremely important to make investor realize about the value addition we are doing. I strongly believe IFA can outperform any fund manager/s by following simple rules mentioned above by you.

i would put it in other words as right advice through right place, isi liye ifa zarrori hein, thanks ashishji for wonderful article at the right time

Ashish and Manish, this is very timely and well-written. Concepts have been explained very clearly. While we all would like the markets to keep going up, the cautionary note is very relevant and appropriate.

Excellent and on the point article. The words and images used will be showcased in history ... like Behavior Gap... Very apt questions asked from Advisors planners & AMCs. Pls keep up the good work...

Excellent Ashish and Manish, how to navigate in bull markets, the opportunities and perils, very well articulated. Keep it up.

Dear Ashish, simply brilliant article. Thanks for sharing your views.