While my car is getting worked on, I started to make a BCKY ETF and wanted to share it with you all. I welcome any additions or feedback!

TECH

AAPL - Apple Inc. - Becky never leaves her iPhone behind
BMBL - Bumble - shhh don’t tell Becky’s husband 🤫
FB - Facebook - they own Instagram, Becky’s most-used app
MTCH - Match - Tinder for the casual fling ☺️
NFLX - Netflix - for those nights in 💜
PINS - Pinterest - inspiration central
PYPL - PayPal - makes online shopping soooo easy once you figure it out! 🙌🏻
ROKU - Roku - Bridgerton is on Netflix, but The Bachelor is on Hulu! Having a Roku built into the TV makes it easy to navigate
SHOP - Shopify - online shopping 🛍
SNAP - Snap - Becky prefers IG but loves Snap for the selfies and group messaging (and the secret disappearing messages 🤫)
SPOT - Spotify - music fuels the soul 🎶
SQ - Square - CashApp makes splitting the bill sooooooo easy
Z and ZG - Zillow - for daydreaming and snooping on the neighbors
ZM - Zoom - in these trying times Becky has used Zoom to stay connected with her parents 💕

Entertainment

ABNB - AirBNB - For the little getaways, staycations and girls weekends
AMC - AMC Entertainment - Becky went to second base for the first time in the back of an AMC theater (didn’t even watch any of Along Came Paulie)
BALY - Bally’s - Becky likes a night out at the casino
DIS - Disney - for the kids 💕
LVS - Las Vegas Sands - bachelorette party, anyone?
MGM - MGM Resorts - can’t wait to get back to the clubs to do some DANCING 💃
MSGE - Madison Square Garden Entertainment - nightlife, dining, girls night???
MSGS - Madison Square Garden - Becky dated a basketball player after college (don’t tell dad! 🤫)
MTN - Vail Resorts - Becky’s favorite winter destinations
WYNN- Wynn Resorts - classy casino and hotel - Becky wouldn’t be caught dead anywhere else

Food/Beverage

ABT - Abbott - Baby formula was so helpful when Kai wouldn’t breastfeed. Pedialyte for when you have one too many proseccos 😜
APRN - Blue Apron - Soooo helpful to make Becky’s once-a-week meal or when Carla the “help” is sick.
BUD - Anheuser Busch InBev - those Bud Light seltzers are NECESSARY
CAKE - Cheesecake Factory - who doesn’t love Cheesecake? 😍
DASH - DoorDash - for those quarantine takeout meals with Greg 😍
GRUB - GrubHub - tapas delivered for girls night 😻
SBUX - Starbucks - there’s 4 seasons: Winter, Spring, Summer, and PSL
SFM - Sprouts Farmers Markets - organic only 🍃
SHAK - Shake Shack - for the cheat meals 🤫
STZ - Constellation Brands - wine 🍷 anyone?

Lifestyle/Shopping

AXP - American Express - Becky’s black card never stops 🤪
BMWYY - BMW - for the Beckies with an X5
BURBY - Burberry - 💁‍♀️👜
CHWY - Chewy - Becky’s frenchie needs food, duh
COTY - COTY - Becky secretly (or not so secretly 🤪) loves Kylie, Dolce & Gabana and Chloé
DFS - Discover Financial - Becky likes getting cash back 😍
DMLRY - Daimler - For the Benz loving Becky
DOGZ - Dogness - luxury goods for the Frenchie
EL - Estée Lauder - cosmetics company founded by a fellow woman 🙋‍♀️
ELF - e.l.f. Beauty - makeup 💄 what else needs to be said?
ETSY - Etsy - omg so many cute things to buy
FLWS - 1-800-Flowers - I mean who doesn’t love flowers 🌸
FTCH - Farfetch - designer clothing ONLY
GOOS - Canada Goose - Much needed during winter when walking around Manhattan and taking selfie’s at Rockefeller Center. A little trendy but still loving it.
HOME - At Home - cute stuff for the house and cheap enough to throw away after getting that perfect pic for IG
HTHIY - Hitachi - the magic wand is Becky’s little secret
JWM - Nordstrom - designer brands ONLY
KNL - Knoll - luxury designer furniture that is so cute and so comfy. IYKYK
KSS - Kohl’s - Kohl’s Rewards are practically a currency right? 💵
LULU - Lululemon - quintessential Becky. The leggings don’t just make her butt look good, but they’re comfy and perfect for the IG flex
LVMUY - LVMH Moet Hennessy Louis Vuitton - this just speaks for itself
M - Macy’s - ugh kinda for the poor people but they have good deals so Becky will shop online
MA - MasterCard - when the farmer’s market won’t accept American Express
MLHR - Herman Miller - super expensive furniture for the home and sooo comfy
PFE - Pfizer - why is this in the lifestyle category? Because Becky would have a breakdown without her Xanax
TEVA - Teva Pharmaceutical - Becky runs on adderall that is prescribed to her son
PTON - Peloton Interactive - the ultimate Becky item - if you didn’t post your workout on your IG story did you even spin?!
REAL - The RealReal - Cartier, Chanel, Christian Louboutin, LV, Gucci, Hermès, Prada, Tiffany’s and more!
REV - Revlon - some of Becky’s fav actresses promote their products
RH - Restoration Hardware - only the best for Becky’s home
SFIX - Stitch Fix - Becky took the styling quiz and gets emails from them all the time, but still hasn’t placed an order (but she really wants to to support a company headed by a woman CEO 👩🏼‍💼)
(S)TIC - Northern Star - Becky’s frenchie gets soooo excited for her monthly Bark Box
TCS - The Container Store - Becky just CAN NOT walk by without going in
TGT - Target - 🎯 this one is self explanatory- Becky doesn’t leave until it’s dark out
TSLA - Tesla - for the more environmentally conscious Becky that still needs to flex
TUP - Tupperware- perfect for packed lunch boxes and leftover tapas 🥰
ULTA - Ulta Beauty - looks are everything and Ulta sells everything Becky needs
V - Visa - Becky recognizes that name from the front of some of her credit cards
WSM - Williams-Sonoma - Becky buys a lot of her home goods at Pottery Barn and West Elm

I'm not seeing a huge amount of knowledge on this subreddit, so I'm going to list some of the reasons why I'm hoping for some decent price increases..
If you find anything juicy that I've missed feel free to leave a top level comment or even message me and I'll add it. Perhaps we should keep updating this post and sticky it as a goto DD for SCTSCRF?

1. Score have the most popular sports app in Canada and second most popular in the US behind ESPN, this puts them in a somewhat unique position to integrate sports betting in to a popular sports app (though note FUBO just announced purchasing Vigotry with their intention to integrate sports betting in to their sports streaming service, they closed up 34.32% today on the news and likely caused the dips in the share prices for SCR and DKNG, even PENN's share price seemed to waiver around midday);
   
2. Score already have sports betting live in Colorado, Indiana and New Jersey;
   
3. Score recently did a share offering and raised $25,649,390 which can be used for growth and expansion of sports betting in the US - check out their careers page and click on available opportunities;
   
4. Score have a multiyear partnership with the NBA and the MLB to be an authorized sports betting operator, including access to official betting data and league marks/logos for the betting app;
   
5. Score have a strategic multi-state market access partnership with PENN, PENN have access to 11 states, further PENN have a 4.7% stake in Score with the potential for this stake to increase as additional market access fees become payable (the second link, which is from PENN, says the term of the agreement with PENN is 20 years, even DKNG only has a deal for 10 years subject to a 10 year extension);
   
6. Score have a 10 year partnership with Twin River to operate an online casino in New Jersey, extendable by 5 years at TheScore's option and a further 5 years upon mutual agreement;
   
7. In Dec 2020 Score was named the most impressive emerging company in sports betting. They are also in Canada's fastest 500 growing companies, Canada's top growing companies 2019 and a 2020 TSX venture 50 company;
   
8. Let's look at some user numbers. As expected they were down a bit during 2020 due to covid, but that is about to change across the industry with sports opening up properly and sports betting being legalised in many US states and hopefully Canada to help raise tax funds for covid expenses (never will sports betting have been more socially acceptable, almost encouraged!). They achieved 3 million active monthly users (4.3 million in q1 2019, should see this or higher again once sports start up properly - 62% of those users were in the US, 27% in Canada and the remaining 11% in other international markets). Users had an average of 70 sessions per month (75 the year prior), so 3*70 = 210 million users per month. 292 million video views for esports in just Q4 alone, year-over-year growth of 243%! Their esports tiktok account has over 1 million followers while their sports tiktok account has almost 2.5 million (up over 500k in the last quarter). Over 1.5 million youtube subscribers for their esports channel. Their twitter account has ~600k followers, almost double what DKNG have! Their social sports content across Twitter, FB, Instagram and TikTok achieved an average monthly reach of about 103 million;
   
9. Score appointed sports business leader and four-time Olympian Angela Ruggiero to its board of directors - she's a hockey player, got a medal at each of the Olympics she went to including a gold;
   
10. Score already cover women's sports, doing this without having to follow the competitors or have it requested by women shows a genuine interest in supporting women's sports. Hopefully this will extend to allowing sports betting on women's sports;
    
11. Score esports has been named exclusive English language broadcast partner for League of Legends' Demacia Championship, a marquee annual event featuring 24 of China’s top esports teams. Live event coverage will run from December 20-27 and be streamed across theScore esports’ YouTube and Twitch channels. The Demacia Championship will be theScore esports’ first-ever live event broadcast, with production originating from their esports headquarters in Toronto.
    
12. In 2019 Score partnered with Ubisoft for unique video content series;
    
13. In 2014 Score was named one of the world's greatest apps (and in 2013 was named one of the 100 best Android apps of 2013);
    
14. Score has joined the National Council on Problem Gambling as a Platinum member - this bodes well for support of Score from politicians and people normally critical of sports betting who are mostly onside at the moment through the need of raising tax money for covid related costs.
    

Future catalysts I'm hoping for:

1. There's a live webcast to report q1 f2021 financial results Jan 13 at 5:30pm EST (details here). Hopefully good news so we 🚀 rather than ☄️ short-term, but I'm still bullish long-term regardless because sports have not really started up properly yet, nor has sports betting opened up in many places yet. With a bit of luck the income from the share offering will be included in the revenue for this quarter which might help;
   
2. If we ever get uplisted to NASDAQ/NYSE and get out of the penny stocks then I would be surprised if it doesn't get pumped in numerous places including WSB;
   
3. Legalisation of sports betting across more US states and Canada. The governor of NY has now expressed interest after previously being opposed to the idea, so too has Texas for example. Score do not yet have a partnership with a NY casino, but hopefully they will get on to that, they do have access to Texas through PENN;
   
4. Partnerships with NFL and NHL would be awesome to go along with the NBA and MLB partnerships;
   
5. Successfully competing with the big players like DKNG (and now FUBO too), hopefully with juicy earnings reports in to the future (if we do, look at the performance and current prices of DKNG and PENN, I'd be extremely happy if we ever made it to CAD$20/share, if we got to DKNG's current USD price we'll be in tendie heaven);
   
6. Huge uptake in sports betting with a rally of public support to help cover the public costs associated with Covid;
   
7. Maybe esports betting could become a huge thing? TheScore seem like they're in a good position to earn a decent market share there, possibly even be the ones to introduce it and bring it to market?
   

tl;dr: 🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀 (hopefully at least 10x)
If you would prefer an ETF to have exposure to the betting market check out BETZ.
position: 42.8k shares

New Wealth Simple Socially Responsible ETF:
​
(WSRI) Wealthsimple North America Socially Responsible Index ETF
TSX Listing: https://web.tmxmoney.com/quote.php?qm_symbol=WSRI&locale=EN
Factsheet: https://www.solactive.com/wp-content/uploads/solactiveip/en/Factsheet_DE000SLA9865.pdf
​
(WSRD) Wealthsimple Developed Markets ex North America Socially Responsible Index ETF
https://web.tmxmoney.com/quote.php?qm_symbol=WSRD
Factsheet: https://www.solactive.com/wp-content/uploads/solactiveip/en/Factsheet_DE000SLA9899.pdf
​
Official Press Release:

We Made an Even More Socially Responsible Portfolio
Introducing Wealthsimple’s new SRI portfolio. We designed it to be the most effective, low-cost, and, yes, socially responsible ETF in Canada.
By Wealthsimple — June 16, 2020
We were pretty excited a few years ago when we introduced our Socially Responsible Investing (SRI) portfolio. There was a huge demand among our clients (and our own team) for a way to grow wealth while also growing a better world. Our SRI portfolio was a way to do just that: it had low fees, good returns, excellent diversification and invested in funds and companies that met a pre-determined threshold for social responsibility — low carbon emissions, cleantech innovation, sustainable growth in emerging markets, gender diversity. Finally: Here was a way to invest not just wisely and profitably, but with a conscience.
We’re also dedicated to two important principles: first is reassessing our investments and the rest of our business to see if there’s a better way to do it, and second, to be as transparent as possible. And, transparently, we realized there was a problem with our SRI portfolio. The thresholds the funds used to pick companies to invest in left a lot to be desired. So rather than depending on outside funds, last year we began building our own, better version. And today we’re introducing two new low-fee Wealthsimple ETFs: WSRI, which holds North American companies, and WSRD, for developed markets outside North America, such as Japan, Australia, and Europe. Both ETFs trade on the Toronto Stock Exchange, and they’re the basis for our redesigned SRI portfolios on Wealthsimple Invest (plus some government bonds to mitigate risk). But first, let’s go back to what went wrong.
We Didn’t Want the Best Worst Companies
The problem with our previous portfolio was simple: the standard way ETF providers decide which companies get included in a socially responsible fund is flawed. What they do is rank companies in any given industry by their social responsibility, then invest in the highest-scoring companies. The problem with this approach is that it’s based not on being, on balance, responsible. It’s based on being responsible relative to other companies in any given industry.
That way of filtering meant that some of these ETFs still invested in fossil fuels companies and tobacco companies and arms manufacturers and problematic mining companies. They simply invested in the least bad of those companies. The problem is that a company might be the “most responsible” weapons manufacturer — but it’s still a weapons manufacturer. And our clients who were being conscientious about their investments by and large didn’t want to invest in any weapons manufacturers — even if they happen to have lower carbon output than their competitors. The existing funds available in Canada just didn’t make it possible to do that (while also being diversified).
So We Made Our Own ETFs
We set out to build a fund with far more intentional and stringent filters for the companies we’d be investing in. That meant weeding out entire industries, and types of corporate behaviour.
The result? When you invest in a Wealthsimple ETF, here are what the funds won’t invest in:
Big polluters, like oil and gas-related companies. Companies involved in thermal coal mining or coal power generation. We’ve also omitted the top 25% of carbon emitters in each industry — lowering the overall carbon footprint of the funds without sacrificing diversification.
Companies in violation of the UN Global Compact (major controversies and human rights violations).
Any defence contractors or weapon manufacturers.
Companies involved in the manufacture of tobacco products, alcohol products, and casino, gaming, and adult nightclub/entertainment companies.
Companies without women on the board. Companies in these funds must have 3+ or 25%+ women on their boards.
What will we invest in, then?
To clarify a popular misconception about SRI funds, it won’t be all electric-car companies and wind power. (That’s a different category of cause-driven investing called impact investing, which you can do on Wealthsimple Trade.) No, what we look for are companies that have diversity on their boards and walk the walk when it comes to progressive policies in the realms of sustainability and corporate governance. Internationally, this means a concentration of companies in Germany and the Nordic nations, which tend to have the most regulation in those areas. In North America, it means a wide range of companies in sectors ranging from financial services to real estate to food and beverage conglomerates.
No Baddies, Plus Lower Fees and Wealthsimple-Quality Performance
The other big benefit to making our own ETFs is we could charge lower fees. SRI funds are typically a little more expensive than non-SRI funds, for good reason: someone has to do the research and analysis that goes into deciding what’s included in and excluded from the funds, and that work comes with a cost. But since we’re the ones doing that research, and we’re no longer paying an outside firm a premium for the service, you’ll pay lower fees — the fee for WSRI is 0.20% and it's 0.25% for WSRD. The overall fee you'll pay for the equity funds in a Wealthsimple Invest SRI portfolio is only about 0.23% (compared to about 0.48% before).
Like all our investing portfolios, our SRI portfolios are broadly diversified and designed for investors to keep their savings in so they can build wealth in the long term. There is no intended trade-off on returns — we believe you can still do well by doing good.
Get Started
All you need to do is sign up for a Wealthsimple Invest account and choose “make my portfolio socially responsible” when prompted during the sign-up process. Your portfolio will include the two new ETFs, as well as government bonds to mitigate the risk — the proportion between stocks and bonds depends on how much risk you decide to take on. You can also buy WSRI and WSRD on Wealthsimple Trade (and pay $0 commission fees), or anywhere else you buy ETFs.
And if you’re already a Wealthsimple Invest client with an SRI portfolio, you don’t need to do a thing. Your investments will automatically be transferred into to the new portfolio.

Source: https://www.wealthsimple.com/en-ca/magazine/news-sri-portfolio?utm_source=exacttarget&utm_medium=email&utm_campaign=SRI
-Edit-
Added factsheets for ETF's

US Stocks Market Preview Ahead of the Open

• According to news reports, a meeting between US President Donald Trump and Chinese President Xi Jinping has been pushed back to the end of April. There was hope that both leaders would meet in March following a trip to Europe by Chinese President Xi.
• US stocks index futures are declining, well off early morning highs, with front month Dow Jones minis –0.18%, S&P 500 minis –0.13% and Nasdaq 100 minis –0.02%
• Despite yesterday’s rally in the S&P 500, the benchmark US index failed to break above 2,815 which is a technical resistance level that formed since October 2018. The S&P 500 has rallied 20% since hitting lows in December 2018 but the 2,815 appears to be a level where worries about decelerating global growth overwhelms any enthusiasm for US large-cap stocks
• Following the 2008 housing market collapse, US homeowners are finally seeing the equity in their houses surpassing mortgage debt. The trend started in 2011 with home equity values nearly doubling since hitting a lot in 1Q of CY2011.
• JP Morgan argues that greater institutional coverage of small-cap stocks will help drive higher valuations and lower volatility. Higher coverage should lead to higher liquidity.
• The VIX is little changed this morning and is currently at 13.6 after closing at 13.41 yesterday
• Eli Lilly (LLY) March 15 OTM Calls, General Electric (GE) March 15 OTM Puts, iShares MSCI Emerging Markets ETF (EEM) March 15 OTM Calls, and SPDR S&P Oil & Gas Exploration & Production ETF (XOP) June 2019/September19 OTM Puts are some of the most actively traded options contracts in US pre-market trading this morning.
• US 10-Year Treasury Bonds are lower with yields up 0.9 basis points to 2.6303%
• The US Treasury 2s-10s Spread has widened 0.9 basis points to 0.17%
• WTI Crude is currently up 2.44% to USD$58.26/bbl with the Brent-WTI spread down USD$-2.54 to USD$8.82/bbl
• Gold is currently down -0.82% to USD$1298.38/oz

Stocks Trending in the News

• AT&T’s (T) is hiking the price of its TV service for the second time since January. AT&T told a judge prices would fall if it were allowed to buy Time Warner during an antitrust case last year. But here were are with prices rising again, with many critics complaining that regulators are not protecting customers. AT&T is rated “Unattractive” in our US Large-Cap Global Top Stock Ideas and “Top Buy” in our US Information Technology Global Top Stock Ideas.
• Boeing (BA) has seen all of its 737 Mac aircraft around the world grounded. It has USD$600 billion in backlog of orders for the model and buyers are already suggesting they may cancel and opt for Airbus (AIR) models instead. There have not been any cancelations yet though a number of buyer have expressed the potential for canceling. Boeing is rated “Attractive” in our US Large-Cap Global Top Stock Ideas and “Neutral” in our US Industrials Global Top Stock Ideas.
• Brookfield Asset Management Inc. (TSX: BAM.A) has agreed to purchase a majority stake in Oaktree Capital Group LLC (OAK), a combination that will rival Blackstone Group LP (OAK) as the world’s largest alternative asset manager. Brookfield will pay USD$4.7bn for a ~62% stake in Oaktree Capital Group. Combined, the firms will have roughly USD$475bn of assets under management that generates about USD$2.5bn of fee-related revenue. Brookfield Asset Management is rated “Unattractive” in our Canada All-Cap Global Top Stock Ideas. Oaktree Capital Group is rated “Attractive” in our US SMID-Cap Global Top Stock Ideas. Blackstone Group LP is rated “Unattractive” in our US SMID-Cap Global Top Stock Ideas.
• Casino (ENXTPA:CO) announced it has increased its asset disposal plan to at least 2.5 billion euros by the first quarter of 2020. Casino completed it original 1.5 billion euro plan ahead of schedule and said it received additional indications of interest that led it to increase the size of the plan. Casino guided it looks to open 300 premium and convenience stores by 2021 and increase e-commerce sales to 30% of sales in 2021 up from 18% today. Casino is rated “Unattractive” in our European SMID-Cap Global Top Stock Ideas.
• Dollar General (DG) reported fourth quarter EPS of USD$1.84 just a touch below USD$1.88 consensus. Dollar General reported same store sales growth of 4% beating consensus of 2.6%. Its quarterly dividend was hiked to 31 cents per share from 29 cents. Dollar General gave fiscal 2019 EPS guidance of USD$6.30-6.50, below consensus of USD$6.65. Dollar General is rated “Top Buy” in our US Large-Cap Global Top Stock Ideas and “Top Buy” in our US Consumer Discretionary Global Top Stock Ideas.
• Facebook (FB) suffered large-scale outages for its Facebook and Instagram networks yesterday, with users unable to use the site fir up to 11 hours in various regions of the world. Sporadic outages still appear to happening but mostly the site seems to be back to normal. Facebook has already mentioned the possibility of refunding advertisers whose advertisement that were paid for were never broadcast. It is very unusual for such a mature site to be down do long. Facebook is rated “Neutral” in our US Large-Cap Global Top Stock Ideas and “Attractive” in our US Information Technology Global Top Stock Ideas.
• Microsoft (MSFT) announced it is working with Oxford Biomedica Plc (LSE:OXB) on developing better ways to repair genes in those with life-threatening diseases. Microsoft will contribute its Azure cloud and machine learning software to help Oxford increase the productivity and purity of the viruses it uses in the repair of malformed genes. The initial collaboration is for 2 years with the option to extend it. Microsoft is rated “Neutral” in our US Large-Cap Global Top Stock Ideas and “Top Buy” in our US Information Technology Global Top Stock Ideas. Oxford Biomedica Plc is not rated in our Global Top Stock Ideas.

International Stocks Recap

• The Nikkei 225 finished down --0.02%, the Hang Seng ended up +0.15%, the Hang Seng China Enterprise up +0.36%, and the CSI 300 was -0.69%
• Investor sentiment for Japanese stocks finished negative with the advance/decline ratio for the Nikkei 225 closing at 0.8x
• 16 stocks in the Nikkei 225 hit 4-week highs while 25 stocks reached 4-week lows
• 3 stocks in the Nikkei 225 closed overbought while 4 stocks closed oversold according to the 16-day RSI Measure
• Investor sentiment for Hong Kong stocks finished neutral with the advance/decline ratio for the Hang Seng closing at 1x
• 4 stocks in the Hang Seng hit 4-week highs while 1 stocks reached 4-week lows
• 2 stocks in the Hang Seng closed overbought while 0 stocks closed oversold according to the 16-day RSI Measure
• Japan 2-Year Government Bonds are higher with yields down -0.8 basis points to -0.162%
• Japan 10-Year Government Bonds are lower with yields up 0.1 basis points to -0.041%
• JGBs 2s-10s Spread has widened 0.9 basis points to 0.12%
• China RMB 2-Year Government Bonds are higher with yields down -0.1 basis points to 2.659%
• China RMB 10-Year Government Bonds are lower with yields up 0.5 basis points to 3.152%
• China Government RMB 2s-10s Spread has widened 0.6 basis points to 0.49%

First, a disclaimer. I am a scientist, I am not a financial planner or investment guru. No advice is being given or recommended. This is a description of my personal journey to the weird and crazy world of investing.
I was always interested in investing. Or, rather, I should say I was always interested in numbers. The fact that you invest money, is kind of an academic distinction to me. I am one of those people that don't really see money as scary or useful or anything like that. I simply see it as numbers that happen to be on a piece of paper or electrons in a computer disk. This has been both good and bad at different points in my life.
Anyways, like any good scientist, I first got myself a bunch of books. I started with reading:

• The little book that beats the market,
• How to pay less and keep more for yourself,
• The 16% solution,
• Rich dad poor dad, and
• Cashflow quadrant

From these, I gathered that there are only so many ways to invest. Namely:

• savings accounts,
• certified deposits (GICs in Canada),
• bonds,
• stocks (aka equities),
• mutual funds, and
• ETFs

The frustrating part was that each of the above categories had many different sub categories. And different financial institutions offered many different ways to invest in each category, each with their own fee structure, promised return, Canadian content and tax rules. This was 10 years ago and online tools for comparing different offerings didn't really exist.
And this was even without taking into account all of the different ways to buy, sell and hold all of these different investments. There was no TFSA at the time, but it was already a crowded field with direct investing, RRSPs, short selling, margin accounts, buying through a trust, dealing with brokers, and on and on.
It was an overload of choices and I'm the type of person that has to maximize everything, which means digging into details of everything and making an informed choice. But there was just so much to learn and I felt pressure to start investing right away so that I can maximize my total lifetime return. From exciting, it turned into depressing.
I almost gave up, but then I started watching Mad Money on TV. I was sceptical. There was not a lot of theory in any one given programme. There was a lot of content, but there was not a lot of information. At least not at first glance and it took me literally years to figure out that the show is jam packed with little odds and ends that a seasoned investor could take advantage of. But I'm getting ahead of myself.
The most important discovery / realization / epiphany was that the mechanics of how you invest is not as important as some of the books make it sound. The fact that I pay $30 per transaction in one place and $20 in a different place, or 0.10% MER versus a 0.15% MER, should be a secondary if not a tertiary concern. The most important thing is that you have an investment strategy. The fact of the matter is that you can not time the market, certainly not consistently. You need to have a plan to deal with the natural volatility and lack of certainty with the future price of your investments. Once you have a plan, you need to have discipline to stick to that plan. The markets will have good days, and the markets will have bad days. Without an overall strategy, you might as well go to the casino and gamble in a more honest way.
Because I was young, I chose to focus on long term investing with focus on aggressive growth. I abandoned CDs, GICs, mutual fund and bonds as investment vehicles. They were too slow for my purpose. I chose to keep my money if cash and stock ETFs. I did not and still do not feel confident to invest in individual stocks. So I stopped worrying about picking the right stocks and the most cost effective way to buy individual stocks or stock futures.
My thesis is that the stock market will go up over time. I also feel like most of the large multinational companies have global exposure built-in. They own facilities all over the globe and do business all over the globe. The managers of these huge companies already spend much of their time making sure that the company assets and businesses are diversified appropriately. I simply do not have the time or the will to outguess them. Instead, I want to invest with them.
The best and only way I can think to do that is to buy the S&P500 ETF. This is in line with my investment goals and risk profile. I believe this gives me the right amount of diversification. I believe this to be a largely passive investment as the companies themselves will rebalance their assets and maximize their profits. I believe that maximizing profits will lead to the a higher stock price over the long term, and thus the best return for my investments over the long term.
The only thing missing was how to address volatility and price uncertainty. One of the books I read has an adage that the market can stay irrational longer that you can stay solvent. After about 8 years of investing, I can safely say that this is true. My weapon against this has been an adaptation of an idea proposed by Mad Money. What I do, is I wait for the S&P to go up 5% and then I sell 10% of my portfolio into cash. When the S&P goes down 5%, I buy using 33% of my cash. The reason the steps are different is because of my investment thesis that the market will go up over time. Also, it is important to take profits when the market is strong so that you have cash on hand to take advantage of any market weakness. When I was first starting out, I used 20% steps for both buying and selling when the market was up or down 3%. Part of that was it can take a long time for the stockmarket to move 5% and it was boring just sitting around waiting. In the years since, I have grown both patient and lazy. So this is definitely a work in progress and I can only expect to adjust as the time goes on.
I also regularly contribute to my investment portfolio in cash, every paycheck, automatically via payroll deductions. (Or rather I did when I was an employee. Now that I contract, I declare a dividend every 1st of the month and have an auto debit setup on the same day for both taxes and investments. But it's largely the same idea.) When first starting on my investment journey, regular contributions made up a far higher percent of gains than investment growth. This is as it should be and I believe it is important to continuously contribute to your investment fund.

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