Published: 28/04/2014
ISBN: 9781783063284
eISBN: 9781783067077
Format: Paperback/eBook



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Stephen Sutherland is ISACO’s lead investor and Chief Investment Strategist. He is also the author of Liquid Millionaire and How to Make Money in ISAs and SIPPs. Stephen is a commentator on business... read more

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How to Make Money in ISAs and SIPPs
Tax-Efficient Investing Made Easy
by Stephen Sutherland

How to Make Money in ISAs and SIPPs by investment expert Stephen Sutherland is the first book of its kind to focus on how to secure a richer retirement using the UK’s two top tax shelters; ISAs (Individual Savings Account) and SIPPs (Self-Invested Personal Pension). It’s the ultimate guide for ‘affluent’ DIY investors approaching retirement or in retirement looking to achieve better returns. Inside, you will learn how ISAs and SIPPs can boost your returns, create a tax-free income for life and reduce the risk of running out of money during retirement. The book has a foreword by Richard Koch (author of The 80/20 Principle with over a million copies sold in 34 languages).

Readers will discover:
• How to create a ‘tax-free’ lifetime income stream
• A fast easy way to find funds ‘in the money flow’
• When to buy and exit at the optimum time
• How to protect your wealth when downtrends are triggered
• Insider secrets for saving thousands in fees and charges... and much more!

How to Make Money in ISAs and SIPPs is aimed at ISA and SIPP investors – or those thinking of investing – who are unhappy with their investment performance and want to boost their returns. It’s perfect for business owners, self-employed professionals, corporate executives, wealthy retirees and financial professionals. It’s also essential reading for investors who have at least £250,000 actively invested.

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Book reviews


“With his newest book, Stephen Sutherland is ready to spread the wealth! Having realized the power of the stock market in his own portfolio as well as his clients', Sutherland takes the time to reveal some of his 'secrets' for choosing the market's best funds.

I found this book incredibly easy to read and understand. Sutherland spends time on the concepts that matter. For anyone looking to take a more active role in their investing, How to Make Money in ISAs and SIPPs is a great resource . . . and an easy read. It walks you through the benefits of the UK's two tax-efficient accounts before revealing some actionable strategies you can use to unlock the power of the market.

Your brain is often the enemy of your returns, and I'm glad Sutherland spent time identifying some of the behavioral shortcomings investors face. Make no mistake: Buy-and-hold investing is not dead! Even though Sutherland's approach is more technical than what we preach at The Motley Fool, he values consistency, performance, and tenure in management teams . . . and we Fools can't argue with that!”

Jill Ralph, Managing Director, The Motley Fool UK


“Stephen, thanks for producing such an excellent book. You should be rightly proud of it. It was a pleasure to read it (three times). How to Make Money in ISAs and SIPPs is a MUST READ for anyone who invests money in funds. The book takes you from the basics of understanding the ISA and SIPP wrapper, through to the all important aspect of how to pick good funds and manage your portfolio. It is written in an easy to follow, logical order which covers the subject in a very comprehensive way, catering for anyone less familiar with the subject, right through to the more seasoned investor.

The process of picking good funds is covered in detail in Chapter 6 and the information in this chapter alone is worth the price of the book. There are many graphical examples included in the book, which aids the understanding of the concepts discussed, including step by step screen shots detailing how to check a fund’s performance and characteristics. I was delighted to see that Stephen also covered the psychology of investing within Chapter 9. In my opinion, as a more seasoned investor, this is one of the critical aspects that an investor must understand if they are going to be successful in the markets.

Stephen’s enthusiasm for the markets and the depth of his knowledge on the subject are clear throughout the book. His positive attitude to life shines through right from the outset and this combination of knowledge and enthusiasm has produced a book which is easy to read and understand, whether you are a seasoned participant in the market or completely new to the subject. I’d go as far as to say turning to the next page is compelling. That’s not something that can be said for many books on finance. I also think this book should be compulsory reading for all senior secondary school children as they set out into the world. I certainly wish it had been around when I was at that stage.

The book should at the very least, be on everybody's investment book shelf but it would serve you better being on your desk. It’s an excellent book which I will be referring to over and over again. 5 stars.”

Ray Hughes, ISACO Client, Entrepreneur and Private Investor


“A thorough and very useful guide to investing in ISAs and SIPPs, and well timed. There are now a huge number of ‘orphan investors’ without an IFA as a direct result of RDR, and the information provided in this book gives them much needed support. Easy to read and follow, and put into context throughout. The information on charges is particularly useful.”

Josh Ausden, Editor, FE Trustnet


“Dear Stephen, firstly I would like to complain as I could not stop reading your new book! My plan was to have a quick look at it then read it on a long flight later this week! I will need to buy another book now! Seriously though, I think your book is excellent. I found it’s written in a simple way to understand so that non-financial professional people like me can grasp the points.

I have lots of books about investing and mostly they are complicated and to be honest, boring. I enjoyed reading your new book and could not put it down – it just makes so much sense. I guess the part of the book I most enjoyed was ‘Chapter 9: Beyond Greed and Fear’ – I found myself saying ‘that’s me’ and I can fully recognise this behavioural finance, which is a very interesting subject. I would rate the book with 5 stars.

It’s now been four years since I became a client of yours, I fully believe in your concept and have made good returns, it’s a great system. I also love the fact that you have very kindly donated your royalties from the new book to the Christie Charity. Very well done to you and your team and keep up the good work.”

David Mountain, ISACO Client and Engineer


“At last a common-sense, easy to understand book that proves you don’t need to have an MBA or be a financial whizz kid to build a healthy retirement pot. And you can do it all using legitimate tax breaks in the form of SIPPs and ISAs that the government and HMRC fully approve of. Stephen estimates he has spent over 20,000 hours perfecting his investment technique, but his book allows you to learn many of his simple skills in the space of a few hours.

This book is a worthwhile read for the new or fairly experienced private investor – and maybe even a few so-called professional investors. You don’t have to want or believe you can be a millionaire from reading it, but it will help you take control of your own savings and make better investment decisions. This book could be the best investment you’ve ever made.”

Lawrence Gosling, Founding Editor of Investment Week


“One day I realised that to secure my future, I would have to learn more about investing some of my hard-earned money. I read several books and courses but found it difficult to glean much. I didn’t learn much from a few financial investment advisors I met and considerably less from some bank advisors.

As for most of the graphs they produced whilst advising me, I was more confused than ever.

Then along came Stephen Sutherland and his company ISACO with his book Liquid Millionaire and then his new book 'How to Make Money in ISAs and SIPPs’ with the sub-title, ‘Tax-Efficient Investment Made Easy’.

Stephen’s books were a breath of fresh air to me – full of knowledge, detail and his expertise, in fact a work of art in explaining how to improve your returns on every pound you invest and also how you can avoid some of the high and hidden charges that can reduce your returns.

A huge bonus is how Stephen writes in such an easily understood and interesting style.

The documented proof of his record in helping others to improve their investments made me realise I had found the mentor I needed to help secure my financial goals. Stephen’s book allows you to be a 'fly on the wall – look over his shoulder' at exactly how he selects his investments.

My advice to you is to read the book (I give it a 5 star rating) – then take action on Stephen’s advice. You might also decide to become a personal client as I did, which allows me to simply follow the decisions he makes, it’s so easy. Another really great thing I like, is that he keeps all his clients informed of everything he is doing investment-wise every single day, which takes just 3 to 4 minutes to read. If you do read the book it could change your life and your financial success – as it has mine and continues to do so.”

Bob Sweeney, ISACO Client and Private Investor


“What a wonderful book. The arguments regarding investing via ISAs and SIPPs are well argued and fascinating.”

Alan Miller, SCM Private Chief Investment Officer


“I became a client of Stephen's after reading his first book Liquid Millionaire in 2010. I read a lot of the financial press and get confused by most of it. Stephen's very clear and straightforward approach seemed to me to have real integrity. I have not regretted my decision. I just wish I had found Stephen, and his brother Paul, ten years earlier!!

Practice makes perfect, and How to Make Money in ISAs and SIPPs is an even better and clearer read than Stephen’s first book. His style is engagingly free of jargon, and is very easy to read. The book is very well structured. He explains what ISAs and SIPPs are and why they are so important. Importantly, he goes into the all too often grey area of fees and how to minimise them. But most importantly, he clearly explains the critical importance of when to invest in which funds AND when to exit from them.

There is no doubt this book will greatly help a novice investor, and even experienced ones, to pick funds and time them accurately. Personally I leave all of that to Stephen and Paul, and so far their track record is very impressive indeed. But whether you let them take the strain or do it yourself, read this book – it can only help. I would unequivocally give it a 5 star rating!!”

John W Cornwell, ISACO Client and Consultant Chartered Town Planner


“A very readable book dispelling a lot of myths that stand between investors and financial security. This book is particularly suitable for beginners, the people who know little about investing but who stand to gain most. It is set out logically so that you progress seamlessly from one topic to the next, learning all the way.”

Rodney Hobson, Bestselling Author, Shares Made Simple, The Dividend Investor, How to Build a Share Portfolio, Understanding Company News and Small Companies, Big Profits


“I wish that I had read this book 20 years ago. It would have radically changed my saving and investing strategies and would have dramatically improved my financial position today. Stephen Sutherland's book How to Make Money in ISAs and SIPPs has opened my eyes to the major benefits of investing in ISAs and SIPPs, and in his sections on myths, dispelled a number of erroneous ideas I had.

I particularly liked his informal writing style; it is almost like having a friend by your side giving you their advice. The book is packed with useful information and guides the reader on how to choose suitable funds to invest and how to minimise their charges and costs. My favourite chapters were Beyond Greed and Fear because most of the content was new to me; How to Manage Your Portfolio because it identifies resources that I never knew existed and Creating an Income for Life because it has provoked me into thinking about my timescales for investment.

I also liked the fact that Stephen describes his results in both his good and bad years and how his investment approach has significantly developed and improved over the period that he has studied ISAs and SIPPs. This book is a must buy for anyone who is serious about building up wealth for their retirement, or for helping their children invest for their future. 5 stars!”

Jeff Hall, ISACO Client and Business Owner


“I'm not sure what's controversial about this. Make as much money as you can in the market, and pay as little of it as possible to the tax man. If you blow the last part, you might as well have blown the first part. So, wrap your high-performing portfolio in tax protection with the ideas in this book.”

Jason Kelly, Bestselling Author of The Neatest Little Guide to Stock Market Investing


“I found this book extremely informative for investors, particularly those investing in ISAs and SIPPs, and for others who are trying to optimize their investment returns. It explains simply and in sufficient detail for the less knowledgeable how to take advantage of these tax-efficient schemes, how to ensure you’re invested in the best funds and manage your portfolio effectively and how to determine whether we’re heading for a bull or bear market i.e. when to get in, stay in or get out. It also suggests how to create regular income from your investments but is not for those wanting to earn a quick buck; it takes a long term view.

Before becoming an ISACO client I read Stephen’s previous book Liquid Millionaire, which led me to believe that ‘shadow investing’ for our ISAs was the way to go. I feel much better informed now, particularly on selecting the best funds, how to read the markets and the different charging rates levied by financial advisors. How to use Morningstar for fund information, Investors.com for what the market is doing and various other references will improve my knowledge and get me more interested in reviewing my investments regularly.

The book has been well researched by the author and follows a logical sequence, making it easy to put down and pick up again or to use as a reference point when looking for investment information. It stresses that portfolios need to be managed on a full time basis, which most private individuals can’t do and so they need professional help.

I give the book a 5 star rating and recommend it to all ISACO clients and prospects, anyone who wants to improve the performance of their portfolios and financial advisors.”

John Wallace, ISACO Client and Ex-CIO of One of the World’s Leading International Banks


“How to Make Money in ISAs and SIPPs by Stephen Sutherland is a book explaining how to do exactly as the title suggests. I agreed to read and review the book as a client of ISACO and I must admit I was not looking forward to it as I always find this sort of book quite boring to read.

I am an avid investor, always have been, but I do find reading about the subject quite dull, which is probably why I have never been any good at it! I actually read this book in just three evenings, I found it very easy to read and I didn’t want to put it down. I found the chapter for beginners very informative and easy to understand and this ease of reading carried on throughout the rest of the book. Graphs and illustrations helped to explain things in a very straightforward and unstuffy manner.

I also found the sincerity of the author coming through, at one point apologising for not guiding his clients into a cash park prior to the stock market’s plummet in 2008. I would thoroughly recommend this book to investors old, new and those considering becoming clients of ISACO. I award the book full marks, five stars out of five.”

Paul Parkin, ISACO Client and Business Owner


How to Make Money in ISAs and SIPPs is exactly what every modern individual needs to know about investing!

As a successful businessman in my own field of dentistry and having sold two companies in the past eighteen months for 7 figures each, you would think that I would have a firm grasp on the best way to invest my hard earned money. Unfortunately, you would be wrong! When it came to ISAs and SIPPs it literally seemed like a different world, where everyone talked in code and I would often feel more confused after a session with my previous financial advisor than when I had started.

How to Make Money in ISAs and SIPPs has given me a truly detailed insight into this mythical world and has explained everything in a commonsensical way. It details every aspect I could possibly have wanted explaining in layman's terms, it was so concise and simple to understand that everyone from a novice investor to a sophisticated one would read it with ease.

Stephen's way of breaking down the financial world's barriers is refreshing and insightful, and being an avid reader of investment/lifestyle books I feel this is a MUST READ!

The table explaining the investment amounts/returns of a couple who had invested in ISAs from the beginning was a light bulb moment for me, and convinced me that this style of investment was for me. Coupled with the fact that, as a busy individual, I could not put aside the time to research the markets/funds, the ability to have someone knowledgeable, trustworthy and helpful to contact is fantastic!

This book should be on the essential reading list of every adult, whether interested in investing or not. Once they had read the book, they will have the essential tools needed to understand ISAs and SIPPs and will have a new found enthusiasm to apply this knowledge to improve their lives! It takes the power away from the financial advisors and puts it back into the hands of the individual.

My only negative comment on the book would be how each chapter tries to ‘hook’ you into the next chapter. It almost reads like a series of articles in a monthly magazine. These are not needed. The book is giving you so much easily digested knowledge that you cannot put it down! No one will read a chapter and put it down for a few weeks. Once you start reading you want to read on, and on, and on!

This book gets 5 out of 5 and goes alongside Rich Dad, Poor Dad in being one of the only books to instantaneously change the way I view a topic! Well done Stephen for all your hard work!
Dr Lance Knight BDS
Founder of Ultimate Smile Spa and Instore Dental


“Stephen Sutherland's book How to Make Money in ISAs and SIPPs does exactly what it says on the tin. Stephen cuts through the jargon to make investment understandable. With a demanding full-time job, I don't have time to make detailed market assessments and need a fast-track approach like Stephen's. It works for me. Rating: *****”

Neal McCrea, ISACO Client, IT Sales Professional and Successful ISA/SIPP Investor


“I rate Stephen’s book five out of five stars. The first thing to say is what a great improvement it is on Stephen’s previous work, Liquid Millionaire. Don’t get me wrong. Liquid Millionaire was full of really good information that seemed to make sense. It was good enough to convince me that Stephen had something and to become an ISACO client, and shadow invest with at least part of my assets. The problem was that it read far too much like an advertisement for ISACO, and originally that almost put me off.

This is an entirely different work. It reads far more as it should, which is to say, it reads like a populist teaching tool (as opposed to an academic one designed for an examination course). The ISACO ‘advert’, such as it is, is tucked away as an appendix at the end, and is suitably low key. I feel sure that if I had read this work instead of Liquid Millionaire a few years ago, I would have had no doubt about following Stephen Sutherland.

There is a great deal of important information and ideas in the work, too much for a detailed analysis. Some of it is quite complicated, and several of the chapters probably need to be read, digested for a couple of days, and then reread, particularly if the reader is new to investing.

But I would like to pick out two parts for particular comment. Firstly, the detailed instructions for using the ‘Morningstar’ website are very useful. Getting to know the ins and outs of this website is a must for those hoping to pick the best funds for investing, and Stephen’s explanation is as good as you are likely to get.

Secondly, the information on investment timing should help to take some of the guesswork out of it. In particular, his examples of the ‘cup-with-handle’ signal are particularly clear, and since reading this work, I have been able to spot them in historical charts quite easily. Having previously read the works of William J O’Neil (who Stephen holds in high regard, I believe), with all his historical charts with examples of cup-with-handle signals, I had great difficulty in actually seeing what he was talking about.

So, overall, I approve strongly of Stephen’s efforts here. But I need to make one small criticism. For a couple to put more than £20,000 a year into ISAs, they would either need to be earning far above average, or have already accumulated a fair amount of assets. That’s OK for the likes of me, retired, mortgage paid off, with a combination of accumulated savings, an occupational pension, plus something inherited from deceased parents.

But for the likes of most people (like my son and daughter), working on average or below average earnings, and with a mortgage, this is all pie in the sky. But the basic message for them is the same. They may not be able to put away enough to retire on a million pounds, but even the one or two hundred put away each month will accumulate over the long term.

I think Stephen should have included examples for people for whom putting anywhere near the maximum into an ISA or SIPP is simply not an option. In fact, if the book has not yet gone to print, I suggest he does this before it goes to print, and if it already has gone to print, I would suggest this as something for a second edition!”

Alan Bridewell, ISACO Client and Retired School Teacher


"This is a well written, user-friendly book. The concepts are explained in plain English so that even people with no financial training such as me, can understand the concepts and philosophy. It is also very interesting to read Stephen's own success story and how he got into this ‘business’ as a motivation to us all. It is not a get rich quick scheme but what he does outline does appear to work to increase one's wealth given time, diligence and the power of SIPPs and ISAs. 5 stars."

Professor Sanjiv Jari, BSc(Hons), MBChB, FRCS[Eng], FRCS[Tr & Orth], ISACO Client and Consultant Knee, Lower Limb & Orthopaedic Sports Medicine Surgeon. www.thekneedoc.co.uk


“How to Make Money in ISAs and SIPPs is a basic to an in-depth understanding of how ISAs and SIPPs can allow the average person to accumulate a tax-free fund, which can be used to provide additional income for retirement or the finer things in life. I personally read Stephen Sutherland’s book Liquid Millionaire in 2010 and decided to shadow invest with Stephen and Paul and have luckily not looked back since.

Having never thought about share funds before but having a Cash ISA, it was actually the best thing I could have done. Leaving your money to be managed by a fund manager and receiving a statement once a year to tell you how it has performed in all honesty is madness. The books that Stephen has written make it so easy to manage your own funds or if you don’t fancy this, simply shadow his every move.

Having now a little more understanding of ISAs and SIPPs, it made very easy but interesting reading.

The key points of interest to me personally were:-
1) Hidden charges and fees.
2) How fund supermarkets make it simple, easy and cheap to buy and sell funds.
3) The benefits from investing in funds and spreading the risk.
4) Morningstar is a must, with so much invaluable information at your fingertips.
5) The ability to move your money out of funds and into cash when the market is going south.

Finally, anybody who has money invested in an ISA or SIPP should read this book. It makes easy and excellent reading for the up and coming novice investor. I would rate it 5-star reading.”

Barry Young, ISACO Client and Estimating Engineer


“Having read Stephen's earlier book, Liquid Millionaire which in itself was a great informative read, I was expecting much of the same with this new book, just minor updates to be honest.

However, I am greatly surprised and pleased by the new information within this book – particularly on Self Invested Personal Pensions or SIPPs. With all the doom and gloom, negative press about the financial markets of late it is a must read as it gives hope to us ourselves to take charge of our own financial future, with the support of real honest, no nonsense people such as Stephen and Paul Sutherland and the whole team at ISACO. I would highly encourage all readers to focus on ‘Chapter 4: Charges, Fees, and Fund Supermarkets’ – this is a real eye opener!

As most of you probably reading this review, like I, may have a company pension and you have to watch it ride the markets in both directions, making very small gains and worrying future projections based on typical 3% realistic mid level growth. It’s disheartening and I certainly felt concerned every year reviewing my pension statement. A huge part of this is due to hidden fees, trail commissions, high fund fees and limited fund choice. My own company pension had a choice of only 12 funds, with fees ranging from 2% to as high as 5.5%!

Another aspect of this poor performance is watching your pension being locked into the market so that if we have a global bad spell such as in 2008 and 2011 so do your investments such as pensions. Having read the book and then armed with the knowledge to ask the questions about my own fees etc I was shocked at how much they were and how much I had lost over the last 14 years due to the compounding effect from the fees. So I decided to take action and contact ISACO directly to learn more, and the rest as they say, is history.

What most people don't know is that a SIPP not only enables you to choose (as you can with your stocks and shares ISAs) from thousands of funds with very low fees, you actually have the choice to move your investment to a 'Cash Park' so if the global economy is bearish or going down as in 2008, your investment is safe in cash and even earning some small interest! As I am no expert in picking the right fund AND a fund with low or no fees, or the actual timing to switch funds, I decided to simply use the premium shadow service of ISACO, who have achieved attractive annual growth (independently confirmed).

It really is a no brainer – the money I unknowingly spent on fees with my company pension more than pays for this service – my SIPP pension pot as well my stocks and shares ISAs have gained considerably since joining the service. If you are worried about paperwork and form filling, don't be – this is all taken care of by ISACO.

Together with the 'Daily Market Updates' and monthly 'Big Picture' I receive by email, the simple fund platform that I use to view my investments on my smart phone and the unlimited support from ISACO, I can honestly say I am not worried about my financial future as I feel I am in control. I am more than happy with my experience with ISACO (I consider Stephen and Paul as my friends) and I am happy to personally discuss this with anyone, such is my belief in them. The book and service is certainly 5 stars.”

Abdul Khan, ISACO Client and Electrical Engineer


“This excellent book is a must-read for both those new to investing and those more experienced in the subject. I read it from cover to cover and thoroughly enjoyed confirming what I already knew but also adding so much more to my previous knowledge. The book is well structured and Stephen has a relaxed and easy way of explaining what can be a difficult subject.

I liked the chapters on timing the buys and exits and also managing your portfolio and creating an income for life. Some chapters – like the one on charges and fees – I had to read twice in order to take in all the new information that was presented. There were so many golden nuggets I would definitely give it a 5 star rating.

If you want financial security for you and your family then I recommend this book to you. It might just change your life.”

Melvyn Rosenthal, ISACO Client, Retired Dentist and Property Investor


“One of the great maxims of success in any field is ‘If you want to be successful in a particular field, find other people who have a track record of success in that field, and follow their methods.’ This is the concept that Stephen Sutherland has not only used himself to establish a fifteen-year track record of successful financial investing, but it is also the basis of his book; he invites the reader to follow this success maxim by presenting the methods that have ensured his own financial success.

He does this by laying out, in detail and in sequence, the facets that an investor would need to construct and manage a financial portfolio. This, when coupled with the tax-efficient vehicles of ISAs and SIPPs, give the reader an unparalleled opportunity to take maximum advantage of the generosity of the taxman and the stock market.

The book is basically in two halves: the first half aimed at the relative newcomer to investing, who is given a thorough grounding in basic concepts. The second half is aimed at those who have mastered the fundamentals and are ready to reap the rewards of following a disciplined approach to investing.

Yes, the book requires assiduous reading (probably several times) and attention to detail, but the end result will be well worth the effort. I only wish this book had been written twenty years ago! I will certainly be buying copies for my (adult) children. Star Rating: *****”

David Parsons, ISACO Client and Private Investor


“Having been a client and 'shadow investor' of Stephen Sutherland's company, I can state that to the best of my knowledge, the principles outlined in this book are those he adheres to in his daily market analysis. Anyone who is in the fortunate situation of being able to start investing in a SIPP and/or ISAs before they retire could not find better advice than this book offers.

Unfortunately, I chanced upon his Liquid Millionaire book late in life, but having 'shadowed' his personal investments, am pleased to see constant double-digit figures in my ISAs annual percentage profit column.

This latest book is, in most part, easy to follow and understand, is well illustrated with screenshots etc, and assuming you had the 10,000 hours to commit to studying the subject (as recommended for learning most new skills) would result in the required outcome of financial benefits. Failing that, you could do a lot worse than taking up the author's offer to 'shadow' him.

Hoping that the book achieves the success it deserves, and that the royalties donated to Christies accrue accordingly. I give this book a 5* rating.”

Jim Law, ISACO Client and Private Investor


“I enjoyed the book immensely and found it a mine of important information which will be invaluable to self investors whatever their experience.

I have recently retired and if the information contained in the book had been available to me some 30 odd years ago I'm sure that my ISA and SIPP would be larger in value than at present, having for many years relied on the usual savings schemes offered by banks and societies.

As mentioned in the book there are a lot of questions that should be asked of IFA's and other establishments offerings products before choices are made. The uninformed I believe, trust the industry too much to their detriment. There is a lot of information which Stephen uncovers that most of us would never have known about, which is of great importance when adding up the costs of saving.

I first heard of Stephen on the internet and read his first book Liquid Millionaire. I became a client of ISACO shortly after and have no regrets. This book is written in no nonsense, plain English which is refreshing, easy to read and understand. Stephen is certainly passionate about his favourite subject and being self taught has left no stone unturned. You find yourself caught up in his enthusiasm.

This book also contains all the information you need to educate yourself and make the correct decisions for your saving plans present and future. In my honest opinion it is the reference bible for the self investor and I highly recommend it to you all. Top score on a scale of 1 to 5 a definite 5 star. Buy it, you won't regret your decision.”

Andy Jackson, ISACO Client and Private Investor


“Rather refreshingly there is no need to describe what the book is about as it is exactly as the title suggests; a straight talking title from a straight talking author. That said I thought I would any way. The book gives an excellent overview of the benefits of ISAs and SIPPs (I learnt some new things about SIPPs) and a good way to limit the charges you pay. It also shares with you different types of investment funds, how to pick them and when to buy and sell.

The only chapter that gets a bit technical is the one on gauging stock market direction; if you like charts you will like that chapter. There is also a chapter on behavioural psychology which will almost certainly resonate with everyone who reads it; it certainly did with me. Stephen explains how to manage your portfolio and gives some very useful tips on what tools you can use to help you do this. The books rounds off with details of Stephen’s 5 Step Plan for creating an income for life and why he thinks the next 10 years could be a ‘Golden Opportunity’.

The chapters I personally found most interesting were the one on SIPPs and the one on behavioural finance. Until reading this book I was mistakenly under the impression that SIPPs were as inflexible as a normal pension scheme and cost a small fortune to run; not so it seems, so something I will certainly be looking into over the coming months. I found the chapter about the psychology traits that play such an important part in one’s investment decisions fascinating.

I found myself thinking ‘so that is why I did not sell when I should have’ and ‘so that is why I did not get back in when I should have’. I may still make the same mistakes but at least now I know what causes them so I will hopefully make the right choices going forward. I would highly recommend this book to anyone thinking of investing in equities, whether that is inside a tax efficient ISA, JISA or SIPP wrapper or outside of them.

That said, there are plenty of ‘nuggets’ of information for new and experienced investors alike. For those of you who think books on stock market investment are all too often technically complicated (I do) this book will be a pleasant surprise, definitely worth 4 stars. The reason I did not give it 5 stars is that some of it was what I had read in Stephen’s previous book and I also did not have the 'cannot put it down' feeling with it.”

Steven Ball, ISACO Client, HR Manager and Property Investor


“In this book by Stephen Sutherland he sets out in a very logical and thorough way to share his views and experiences on the power of informed investing in ISAs and SIPPs in order to maximise their taxation benefits for individual investors.

Stephen shares his experiences over the last 13 years in an open, honest and very transparent way, all of which is done in a very informal manner, yet hitting all the right notes when it comes to facts and figures. In the 13 years since Stephen started out on his investment strategy he readily acknowledges that he has made mistakes, which he quickly recognised and learned from in order to avoid again in the future.

His comments clearly show how well he has researched the market and he is not afraid of helping readers avoid the pitfalls and gain benefit from the extensive investment knowledge he has gained – something which he admits is mainly ‘self taught’. Stephen hides nothing from the reader and openly shares his knowledge – I particularly like ‘Chapter 6 – How to Pick a Good Fund’ – this for me, is the most powerful chapter in the book and if you only read this then you can be excused for not reading the rest.

As a relatively new client of ISACO, this book was an enlightening read and helped me understand more about investing, even though I have been an active investor for over 25 years. I would strongly recommend you read Stephen’s book from cover to cover and don’t be afraid to learn from it and put into practice what you learn. This book will appeal to investors of all types – a must for those just venturing into the world of investing and equally for those who believe they are seasoned investors – my view is that you are never too experienced to stop learning – and any investor at any stage in between. My star rating is 5 – excellent.”

Don Butterworth, ISACO Client and Private Investor


"Stephen has written the bible for ISA/SIPP investors – a truly comprehensive guide for those wishing to take control of their financial security. The book is easy to read and contains a wealth of knowledge and expert guidance on all aspects of investment success. There are gems of little understood areas, such as the impact of charges on ISA/SIPP performance. This is the sort of stuff that a conventional IFA won't reveal to you. The book is essential bedtime reading for anyone aiming to maximize returns in their pension."

Dominic Bannister, ISACO Client and Physiotherapist


“An excellent 5 star book that offers a very straightforward explanation about self-directed ISA and SIPP investment. It avoids unnecessary financial jargon or complexity, yet provides a structure and method which support a logical approach to personal investment decisions. In particular, the guidance and illustrations about fund selection, basic interpretation of charts and market timing, are all very welcome and serve to unravel what can otherwise become an overwhelming challenge. It is a great addition which will get regular use for both quick reference and further development.”

Paul Kirby, ISACO Client and Private Investor


“Stephen's latest book provides the tools and techniques that, when used with discipline and combined with modest capital, can ensure you accumulate vast amounts of wealth over time. I only wish he had written and I had acted upon it years ago. Essential ‘5 star’ reading like Rich Dad Poor Dad – for those focused individuals with years on their side and a desire to rise above the crowd.”

Richard Hetherington, ISACO Client and Business Consultant


“I really liked the fact that this is an easy read that outlines in simple language everything you need to know about pensions and ISAs. Each subject is covered in detail that will leave any reader more confident about taking hold of their own financial destiny. The bit that works for me is that it looks at targets that are achievable. 5 stars.”

Martin Lloyd, ISACO Client and Private Investor


“I greatly enjoyed it. This 5 star book flows well and gives a very succinct account of how to invest properly. I will be both buying copies for clients and recommending it when it is available for general release.”

Iain Cahill, ISACO Client and Founder of Art of Wealth


"A fabulous and insightful 5 star read. I particularly liked the chapters on picking a good fund and when to buy and when to exit, where there are so many really useful pieces of information that have been written in such a way that the average private investor can understand. Stephen Sutherland has made serious money in ISAs and SIPPs and he shares his knowledge quite openly and shows you how he actually manages his portfolio by sharing with you all the tools he uses on a day-to-day basis. The chapter on fund charges and fees was a real eye-opener for me."

Pete Davidson, ISACO Client and Estate Manager


“Dear Stephen, Wow.........I really loved reading your latest book! I thoroughly enjoyed reading it – from cover to cover – every word stated in it is absolutely priceless, and has the potential to make the reader very rich indeed. The knowledge you have gained through your own hard work and determination is crammed into every page, and as the reader, I felt like I was being taught by the Jedi Master! It really was wonderful to read and I can’t thank you enough for allowing me to review it.
Comments on the content
1) It is very well written, in an easy-to-read format, friendly language and very easy to understand.
2) Lovely concise and easy to absorb titles and sub-headings – good for referring to at a later date once the book is read. I will be reading it many times as the information it contains is solid gold.
3) Packed with educational information on fees and charges that I found to be eye-opening and very educational. I wish I had read this earlier in my investing career.
4) ‘When to buy’ and ‘when to sell’ information is potentially worth millions of pounds.
5) Wonderful advice on adopting a long-term view to investing, coping with drops in your portfolio, advice on funding your retirement . . . outstanding information that is life-changing for the reader.
The only slight criticism I may have is that some parts of the book are in your first book Liquid Millionaire.
Out of ten I am tempted to give it eleven!! ;)
Thanks so much for writing this book Stephen, I will do my very best to learn every single fact in it . . . and one day I may be Skywalker to your Yoda ;)”

Simon Webb, ISACO Client and Bridge Engineer


“This is an excellent book that is written in clear and concise terms that would be helpful to anyone who has an interest in investing for their future. The information contained therein summarises thousands of hours work by the author and I can confirm that I have used his methodology to source funds for my own investments.

This book would be suitable for a novice as well as a more experienced investor and offers an insight into the workings of the stock market and the way fund managers influence prices. For me personally, I have found this book very helpful and would have no hesitation in giving it a five star rating.”

Alan Johnson, ISACO Client and Sales Director


“How to Make Money in ISAs and SIPPs is a fantastic book that’s easy to read, easy to understand and it’s broken down into easy to digest chapters. I thoroughly enjoyed reading this book. I found it so easy to digest and understand the charts, unlike lots of other so-called experts who make it very complicated to follow.

This book contains very good advice on how to invest and it’s all explained in very simple language. Everyone who wants to save for their own and their family’s future should own and read a copy (I am sure we are all guilty of owning books that we will eventually get round to reading or finishing). On a separate note, I’m one of Stephen’s clients and through ’shadowing’ him I have seen a healthy improvement in my investments over the last 3 years.”

Tony Diamond, ISACO Client and Private Investor


“How to Make Money in ISAs and SIPPs is an essential, enjoyable and stimulating read for all personal investors looking to create wealth in a way that is straightforward and easy to follow.
The author writes with a clarity that is open, transparent and honest in its approach; and overall provides an invaluable lesson in understanding Trend Investing and why it is so important and financially rewarding to follow investment principles, not the herd!”

Neil Sutherland, ISACO Client and Independent Financial Adviser and Director of Sutherland IFA Limited


“Stephen Sutherland takes the lid off fund investment – offering an insightful appraisal of the opportunities ahead, and how to develop a winning formula. If you seriously want to protect and grow your wealth in a tax-efficient way then this book is essential reading! It’s very well structured, and contains some really practical information – I will give it 5 stars!”

Roger Allison, ISACO Client and Sales Executive


“I am not a financial expert and have been using Stephen's shadow investment service for a few years. Having read this book, I am now even more confident that I am following the correct strategy. Stephen's book is easy to read and he uses simple terms to clearly explain concepts that could be overwhelming.

The book follows a logical sequence and I discovered that he answered my questions as I was asking them. I now understand what Stephen bases his investment decisions on, and I also understand where I went wrong in the past and why. Stephen is clearly passionate about his subject, but at the same time grounded enough to give me the confidence that shadowing his decisions will help me achieve my long-term financial objectives.”

Elsabe Smit, ISACO Client and Seasoned Motivation and Development Professional www.elsabesmit.com


"Right from the start this book delivers straight forward, easy to follow advice for increasing your wealth through ISA and SIPP investments. Written in plain English, Stephen shares vital knowledge for beginners as well as experienced investors and touches on the psychology of market behaviour, an area of investment often ignored by beginners. I particularly enjoyed the step by step guide on how to go about being a DIY investor, showing how to find the right funds for your portfolio, risk assessment, when to buy and when to sell.

All in all an invaluable guide to investment success without paying tax which I can't wait to implement with some hard earned savings."

Clive Andrews, ISACO Client and Service Manager


“I read How to Make Money in ISAs and SIPPs from cover to cover and I thought it absolutely excellent, certainly worth 5 stars. In my view, anyone managing their own ISAs and SIPPs should have a copy to hand. Even experienced investors, not only those investing in ISAs and SIPPs, would do well to have a copy, as I’m sure they will find in it many useful nuggets of information, either new to them or ones they had forgotten about. Stephen must have put an enormous amount of time and effort into it and the result is a really valuable addition to my investment library, as I am sure it will be for many others.”

John Clark, ISACO Client and Business Owner


“The book is absolutely top class and the key things for me are as follows:
1. The Performance Quadrant and its understanding of what you can control and what you
cannot.
2. The impact of charges, both present and future, upon the profitability of the investment.
3. Identifying fund managers who have outperformed in both the long and short terms.
4. That investing conservatively is high risk not low risk in the long term.
5. The depth of knowledge that Morningstar requires to understand the fund choices available
and the conclusion that I should let ISACO do the work instead.”

Derek Shears, ISACO Client and Private Investor


“UK investors read this book! How to Make Money in ISAs and SIPPs by Stephen Sutherland should be required reading for any new investor in the UK.

It contains a mix of investment philosophy, principles and practical advice that you simply won’t get in most other books. Most importantly it comes from a man who ‘practices what he preaches.’ He shares his journey with us, including the mistakes he has made and the lessons he has learned. This is invaluable as the investor’s walk is a difficult one, but Stephen removes the rose tinted glasses from the reader, whilst leaving us with a sense of hope for the future and just as importantly, giving clear investment strategies.
His approach of using ISAs and SIPPs is invaluable, potentially saving the reader who applies these strategies thousands of pounds. I particularly enjoyed Chapter 9 on investor behaviour, seeing my past self in the descriptions of how we can act irrationally when investing. Chapter 7 on fund timing would be a real revelation to most new investors, guarding against rookie mistakes that derail us before we even get going.

I thoroughly recommend this book to anyone in the UK looking for practical, well rounded investment advice.”

Andrew Tait, ISACO Client and Business Owner


“This is an excellent book. You wouldn’t think a book about investing could be a good read but this actually is! Stephen has an easy style of writing that makes understanding potentially complex issues easy.

He covers difficult subjects like which funds to choose and importantly, when to buy and sell, in a way that is uncomplicated. If you have wondered how a logically minded person should invest then you must read this book – I thoroughly recommend it and give it five stars!”

Colin Bennett, ISACO Client and Safety Consultant


“I give How to Make Money in ISAs and SIPPs five stars! It is a great addition to Stephen’s previous book, Liquid Millionaire. I like Stephen’s simple yet detailed approach to selecting funds through an ISA and SIPP, the book is a must read if you are looking to gain smarter returns.

Stephen’s strategy and the (HIRE CAR) formula that ISACO use will help you build a quality, balanced investment portfolio for life! Not many people are aware of such advantages when investing through ISAs and SIPPs, yet this book helps separate the wheat from the chaff.

Shadowing 800 lb gorilla investors is something I’ve always wanted to learn more about and Stephen explains exactly how you can follow their lead. I personally was not aware of the wide investment streams SIPPs have to offer, and also the fact that SIPPs allow you to gain a tax-free lump sum when you retire.

The Performance Quadrant explained in the book was amazing! The material within this book is easy to understand and Stephen will take you through it step by step. If you’re looking to build tax-free wealth then this book is for you.”

Matthew Dorrington, ISACO Client and Private Investor


“How to Make Money in ISAs and SIPPs is an extensive tableau of the ISA and SIPP investment world. Of course as an ISACO ‘shadow’ investor, it's all pretty easy for me in practice, in that I just do what Stephen does and try to maximise my annual ISA and SIPP contributions – easy really! This book is a welcome and timely refresh of Stephen's comprehensive guide to the workings, tactics and potential pitfalls for investors who are active in the ISA and SIPP market.

The book is well structured in a thoughtful and logical way, with the workings of the various market functions and dynamics explained in clear terms that are easily absorbed by a non-professional, as jargon is avoided or unpicked. How to Make Money in ISAs and SIPPs highlights the impact that fund charges can have on portfolio returns over an extended period, which I found was particularly valuable, and something that is now very much on my radar as I consider the investment options and market player offerings available.

Credible and relevant personal insights woven throughout the book ensure that it has a relaxed narrative feel, avoiding any feeling of dry, academic text book material. I’m happy to give it a 5 star rating in terms of delivering the intended business outcome – an easy to access, compete guide to helping individuals taking control of their financial futures by systematically exploiting the growth and income potential offered by investing in ISAs and SIPPs.”

Simon Rollason, ISACO Client and Management Consultant


“I read Stephen Sutherland’s previous book, Liquid Millionaire about 4 years ago and found it excellent. This book is an updated version of Liquid Millionaire, suitable for up to 2014.

I have found this book useful as a refresher to re-learn about ISAs and SIPPs. On a personal note I can find these subjects very tedious, not coming from a financial background but Stephen Sutherland explains the subject in a way is very easy to understand and makes the subjects very interesting.

I would recommend this book as a reference to anyone who wants to find out how ISAs work and anyone who wants to manage their own SIPP. This book would be my first point of reference.

If I do have any criticisms about the book, the only thing I would find useful would be to have an appendix for all the abbreviations at the back of the book, which I can refer to whilst reading the book. Well recommended.”

Simon Berman, ISACO Client and Biomedical Scientist


“I bought Stephen's first book Liquid Millionaire in early 2010. By the summer, I was a client I loved it so much. This book pretty much follows on and expands on the ideas in the first book.

I particularly liked the section on fees and charges, as this is a complex, difficult to understand area, and it is explained in a clear and concise way for the non-financial person. Stephen shows how much of our own money is being quietly eaten up by them and how the financial industry is changing to become more transparent.

I would recommend buying both books and reading them together. I used to invest in ISAs each year just from newspaper tips on best funds. I had no strategy, I didn't know what, or when to buy or sell. This book will give you a strategy and many tips on other places to find financial help. I'm so glad I discovered ISACO and Stephen's books. They have changed my financial life!”

Ian C. Oakley, ISACO Client and Locum Community Pharmacist


“Another motivational and educational read from Stephen Sutherland. He has used the information included in his previous book Liquid Millionaire but expanded on this greatly.

Even experienced investors should read the whole book. I want to pick out two chapters that I found very enlightening. ‘Chapter 4: Charges, Fees and Fund Supermarkets’ is an eye opener and has information all investors should be aware of (don't assume financial institutions are on your side!). I also found ‘Chapter 10: How to Manage Your Portfolio’ to be very useful and worth reading over. The stress is on actively managing your portfolio.

Even though I have read Liquid Millionaire more than once, the new book includes Stephen's latest research and ideas and has expanded my knowledge about successful investment strategy. Every investor should read this book.”

Ian Dyson, ISACO Client and IT Analyst


“This is a book that is invaluable and should be available in senior schools from the Ministry of Education. It should certainly be read by teachers of sixth form pupils and recommended beyond for those entering the world of employment.

To quote Richard Koch: ‘Few people take objectives really seriously . . . those who achieve the most are selective as well as determined’. The full understanding of money and appreciation of the best way to put it to work for us to provide a better life that we all seek can be found in this book.

It states that SIPPs and ISAs are ‘two of the UK’s best kept secrets’ – but actually they aren’t secrets at all. Despite being available for years the majority of people, including myself, have criminally failed to recognise the opportunity they provide and it shows we have been too complacent.

The majority of investors have always followed the well worn path of seeking the advice of professional advisors but in recent years we have been shown that many professionals fail to beat market indices. Furthermore, we have learned that much of our investments are swallowed up by fees that have left our pensions bereft of expected profits.

Now all that can be changed by this book.

Tax-efficient investing is for everybody – with no exceptions – and this book will show you the ‘What, How and When’ in the simplest of terms without any jargon. Put simply, it is a must-read for anyone who desires to improve their own financial lot in this life.

Had I read and acted on this book as a young man it would have made my life very much richer and more fulfilling today. I urge you to read this book and, most important of all, act on its advice.”

Tim Spring, ISACO Client and Private Investor


“For me as an investor using ISACO’s shadow investment strategy, this book is the A-Z of how Stephen selects the best funds to invest in. He outlines his financial goals and explains in detail how best to achieve them; the book considers the most efficient way to invest in the market; using ISA and SIPP wrappers, and minimising fees.

Stephen also explains timing is key, when to buy, when to switch or when to sit it out on the side lines in cash; all critical decisions to help you hold on to your gains. Market direction and getting in sync with the big players are two major market indicators that Stephen reviews every day, using analytical data to make investment decisions. The best part of this book for me is it’s a simple read that explains a complex financial environment. I would recommend this book to anyone thinking about investing over the long term to secure their financial future.”

John Forrest, ISACO Client and Operations Manager

www.isaco.co.uk

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