We are grounded in the belief that every person has his or her own individual preference towards investment risk which is not always encompassed in subjective risk assessments or generic benchmarks. As such, each of our investment strategies are designed and actively managed according to your unique bias towards risk using a process called Risk Targeting. We're all aware of the axiom 'there is no such thing as a free lunch' when it comes to investing. In other words, investors are only compensated for the investment risk they are willing to accept. If investment risk is required in order to originate a return, why don't investment managers address investors' personal risk characteristics up front and more regularly when determining their investment needs? At Bullz, our benchmark is you, based on your own personal risk/reward objectives that you can establish yourself or with an advisor. Our process enables you to quickly determine your personal risk/reward objectives and select the appropriate Bullz investment strategy using our simple personal Risk Targeting approach.