Field guide to factor investing

Factor investing simplified. Here’s a quick guide on the concept. 

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Interested to learn more? See also the Infographic: Why Factor Investing on how smart investing leads to a higher return, better diversification and lower costs and read the article Making sense of factor investing.


With their enchanting music, the Sirens lured sailors irresistibly to their island only to tear them to pieces. The investor need not have himself tied to the mast, but like Odysseus, he should prepare for the call of the sirens because “psychological sirens” sing their seductive songs inside the investor's head.

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There are several factors that can be used, but only a handful of them have the academic community’s nod. 

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