
When markets rise and we chase what is popular
When markets fall and we try to escape the discomfort
Before choosing any investments, get clear on three anchors:
Purpose, such as retirement, a home, or long term family security
Time horizon, when you will need the money
Flexibility, whether that date can move if markets are down
Time is often the biggest shock absorber. If your horizon is long, you can usually tolerate more ups and downs than someone who needs the money soon.
Confidence disappears when you invest money you might need for an unexpected expense. If a surprise bill lands, you may be forced to sell when prices are down.
Many people keep a cash buffer for short term needs, then invest only what can stay invested. The right amount is personal, but the principle is simple: protect stability first, so your investments can work over time.
Risk is not just numbers. It is behaviour.
A portfolio is not right if it makes you panic. A useful way to think about risk is:
Capacity for loss, what you could afford to lose without harming essential plans
Comfort with volatility, how you feel when values swing
Need for risk, how much growth you may need to reach your goal
MoneyHelper highlights the importance of considering both your comfort with values going up and down and how much you can afford to lose while still meeting your goals.
Diversification means not relying on a single company, country, or theme.
In practice, it often means spreading your investments across different regions and sectors, and combining asset types such as shares and bonds, depending on your goals and risk appetite. Diversification cannot prevent losses, but it can reduce the damage caused by any single part of the market having a rough patch.
Trying to time the perfect moment can drain confidence quickly.
Regular investing can reduce the pressure of decision making because you commit to a routine rather than a prediction. When prices are higher, your contribution buys fewer units. When prices are lower, it buys more. This does not guarantee better outcomes, but it can help you stay consistent through ups and downs.
If you are investing a lump sum, phasing it in over time can be an option if it helps you stay invested without losing sleep. The right approach depends on your timeline and comfort with short term falls.
Over time, markets change the shape of your portfolio. If shares rise strongly, they can become a bigger share of your holdings than you intended. If shares fall, your mix may become more cautious than planned.
Rebalancing means bringing your portfolio back towards its target mix, so your risk level stays aligned with your plan. It is a rules based habit, not a forecast.
A rising market can feel easy, but it has its own traps.
Common risks include chasing recent winners, increasing risk without noticing, and assuming good times will continue.
Staying confident often looks like this:
Keep contributing as planned
Check your diversification has not narrowed
Rebalance if your portfolio has become riskier than intended
This is where confidence is tested.
First, remember the basics: returns can be negative, because investment values can go down as well as up.
Then, ask two calm questions:
Has my goal changed
Has my timeline shortened
If the answers are no, the plan may not need a dramatic change. Selling purely because prices are down can turn a temporary fall into a permanent loss. If you are unsure, it may help to take regulated advice rather than making a rushed decision.
When prices swing and headlines shift daily, the biggest risk is over reacting.
A few practical moves can help:
Reduce the amount of market news you consume
Automate contributions where possible
Set a simple review rhythm, such as a scheduled check in rather than constant monitoring
For UK investors, wrappers such as ISAs can be useful for long term investing because gains and income inside an ISA are generally sheltered from tax. Government guidance explains how ISA allowances work, including the annual limit and the tax year dates.
Tax rules can change, and tax treatment depends on your circumstances.
Periods of uncertainty can increase scam activity, especially when people are looking for certainty or quick fixes.
The FCA ScamSmart guidance and the FCA Warning List are simple checks before you invest, particularly if you are approached out of the blue or pressured to act quickly.
If someone claims to be from the FCA, note that the FCA warns it would not ask you to transfer money to it, or ask for your PINs or passwords.
You may benefit from advice if you are investing a large lump sum, approaching retirement, unsure about risk, or making decisions after a major life change. A regulated adviser can help you match your investments to your goals and your capacity for loss.
This article is for general information only and does not constitute financial advice or a personal recommendation. Investments involve risk and you may get back less than you invest. Past performance is not a reliable indicator of future results. Tax treatment depends on individual circumstances and may change.
Instagram: @ZomiWealth
LinkedIn: Zomi Wealth
X (formerly Twitter): @ZomiWealth
Facebook: Zomi Wealth




Subscribe to our newsletter for exclusive tips, expert advice, and the latest updates from Zomi Wealth—delivered straight to your inbox.
“Zomi Wealth’’ is a trading name of Zomi Group Limited who are authorised and regulated by the Financial Conduct Authority (FCA), FRN 149309. Past performance is not indicative of future returns. An investor may get back less than the amount invested. Information on past performance, where given, is not necessarily a guide to future performance. The capital value of units in the fund can fluctuate and the price of units can go down as well as up and is not guaranteed. The opinions and views expressed in this newsletter may not necessarily reflect the views of Zomi Group l Limited or its affiliates. The information provided in this newsletter is for informational purposes only and does not constitute a recommendation from any Zomi Group Limited entity to the recipient. Zomi Group Limited is not providing any financial, economic, legal, investment, accounting, or tax advice through this newsletter or to its recipient. Certain information contained in this newsletter constitutes “forward-looking statements,” and there is no guarantee that these results will be achieved. Zomi Group Limited has no obligation to provide any updates or changes to the information in this newsletter. Zomi Group Limited always recommends that the recipient take independent financial advice. Alternative investments often engage in leverage and other investment practices that are extremely speculative and involve a high degree of risk. Such practices may increase the volatility of performance and the risk of investment loss, including the loss of the entire amount that is invested. These investments are usually highly illiquid and generally not transferable without the content of the sponsor.
Investing in cryptocurrency is highly speculative and involves significant risk to capital, as its value is extremely volatile and can fluctuate widely in short periods. It is not regulated by the Financial Conduct Authority, meaning investors may not have access to financial protections, including the Financial Services Compensation Scheme (FSCS) or the Financial Ombudsman Service. There is also a risk of loss from fraud, cybersecurity breaches, or operational failures within cryptocurrency platforms. Investors should carefully consider whether they can afford to lose the entirety of their investment.
Know more about Zomi Wealth, how we invest, our plans and how to be a part of Zomi Wealth. Contact Us!