THE ISA GUIDES

Before the internet changed everything, ISA (and previously PEP) investors were faced with a mountain of options and - due to the relatively small sums involved - little appetite for assistance from many financial advisers. This was a recipe for bad outcomes and so I devised a series of guides (starting with 'The Complete PEP Guide' before moving to 'The Complete ISA Guide') that provided a straightforward way of identifying and selecting funds using a simple and jargon free format that was easily understood and much welcomed.

The format was simple, utilising flowcharts to bring each reader to a recommended ISA fund that aligned with their preference for growth, income or a mixture of each and matched their attitude to risk (cautious, balanced or adventurous). There then followed a more detailed write up on each option and a discounted application form to invest, usually at no initial charge (saving up to 5.5% back then).

5 million copies of each issue were distributed in the Mail on Sunday, Saturday's Daily Telegraph and the Sunday Telegraph and the success was instant, attracting over 100,000 clients and £1bn of asset.