Know your exit before you buy.

Illustrative example.

You bought it at $7.80. The story was good.

It ran to $8.95. You'd already decided you'd sell at $9.

Five cents away.

It never got there. It slipped, and that felt like a dip. It drifted back to $7.80, and that felt like no harm done. Then it went under what you paid, and you stopped opening the app to check it.

It's $4.60 now. If anyone asks, it's a long-term hold.

Most portfolios have one like it. Bought on a good story, now down 20, 30, maybe 40%. It's the one you'd rather not talk about when your partner asks, "Should we just pull the money?"

Sensible people hold losing shares for one plain reason.

Nobody gave them the sell price.

The tip, the newsletter, the bloke at the barbecue. Every one of them tells you what to buy. When it's time to sell, you're on your own.

And that one missing number costs more than most people ever want to add up.

WHY IT KEEPS HAPPENING

Why smart people hold the loser and sell the winner

We see it every week. Sharp people ride a good company all the way down: engineers, tradies, business owners, public servants. [CHECK: David and Peter are happy to say this in their own voice]

It starts the day you buy. Once you own a share, it's yours, and a loss on something that's yours hurts more than a gain of the same size feels good.

So when a share goes up, you grab the good feeling and sell early. When it goes down, selling would make the loss real, so you wait. You check it five times a day and do nothing, or you stop looking at it at all.

Small wins, big losses. Economists have studied the pattern for decades and call it the disposition effect: investors sell their winners too early and ride their losers too long. [CHECK: optional source line, Shefrin and Statman, Journal of Finance, 1985]

And the usual fixes don't touch it.

• More tips just hand you another entry.
• More research gets you six opinions and still no sell price.
• A weekend course leaves you with good notes and nothing different by Monday.
• On forums, you're last in and first hurt.
• Averaging down turns a small loss into your biggest holding.

Most of this industry sells the entry. It's cheap to get in, then there's the next report, and the one after that. The exit, the hard part, is left to you. So you end up deciding it on the worst possible day, the day it's already going wrong.

The longer a loss runs, the harder the climb back. That's plain arithmetic.

From $4.60, the share in that story needs to climb about 70% just to get back to $7.80.

That's why it happens to smart people. Nobody gave them the sell price.

Here's what changes when somebody does.

THE THREE NUMBERS

Define the win before you trade

Share trading profits don't come from finding better tips. They come from exiting better than you enter.

It's an old rule. Buy good companies on an upward trend, set your stop losses, take profits, and repeat. The process for making money in markets hasn't changed in 100 years.

So every Investor Plus call arrives with three numbers, decided by the analysts before you put a dollar in.

Buy under. The most it's worth paying. If the share has already run past it, you leave it alone.

The stop. The price that says the call was wrong. If the share trades there, you sell.

The target. Where you take the profit, and roughly how long it should take.

That means the hard decision gets made while you're calm, before your money's in. On the bad day there's nothing left to decide. You follow a number you already agreed to.

[Visual: the same real call card, each number highlighted in turn. CHECK]

The same share, run again with three numbers

Illustrative example. You buy at $7.80, with the stop at $7.18 [CHECK: 8% is for illustration; swap in your typical stop distance. If you trail stops up as a call rises, tell us and we'll rework this example] and the target at $9.

It runs to $8.95, then turns. At $7.18, you're out.

On a $5,000 parcel, that's a loss of about $400, and you knew the size of it before you bought.

Held with no stop, the same parcel is down about $2,050 at $4.60, and it still needs a 70% rise to get back to even.

Same company. Same bad luck. The only thing that changed is when you decided to sell.

(A stop plans the exit. It can't promise the exact price. If bad news lands overnight, a share can open below its stop, and when that happens you'll see it in our record.)

Try this tonight. Before your next buy, write down three numbers: the most you'll pay, the price that says you're wrong, and the price you'll bank. If you can't write the second one, you're not ready to buy.

Now, three numbers don't make anybody right every time. We're wrong about a third of the time. [CHECK: confirm against the pick-history CSV] It still works, because the wrong calls get cut small and the right ones get room to run to target. [CHECK: print this sentence only if the CSV shows average win × win rate beats average loss × loss rate]

You shouldn't have to take our word for any of that. So here's the record.

THE RECORD

Every call we've closed. Losses first.

[FROM CSV: number of closed calls] calls, closed between [FROM CSV: first close date] and [FROM CSV: last close date]. All of them. The full table runs in the order they closed, and the cards below put the losses first.

If a service won't show you its losing calls, you can't judge its winning ones. So ours come first.

Read the average loss beside the average gain. That's the whole method in two numbers. [CHECK: print only if the CSV supports it]

Full table (placeholder rows)

Three calls that lost

The three most recent losing calls, picked by date, so nobody had to choose the gentle ones.

[FROM CSV: ASX code] · [FROM CSV: company] · [FROM CSV: trade or investment]
Called [FROM CSV: date]. Buy under [FROM CSV: $]. Stop [FROM CSV: $]. Target [FROM CSV: $].
Closed [FROM CSV: date] at [FROM CSV: exit price]. Loss: [FROM CSV: %], [FROM CSV: how it closed, e.g. "at the stop"].

Hear the morning it was called

Three calls that won

The three most recent winning calls, picked the same way.

[CARD × 3, same layout, "Gain: [FROM CSV: %]"]

Check it yourself

Pick any row in the full table and tap the date. You'll hear the morning David made the call, with the same buy-under, stop and target you see on the screen. [CHECK: every closed call has an archived Daily Market Edge episode you can link]

Or download the whole file and sort it any way you like. [CHECK: you're happy to publish the CSV; public or members-only decides Bonus 3]

How the Record works

• Every closed call in the period is in it. Calls still open join at the next update.
• Each result runs from [CHECK: the buy-under price, or the price on the day of the call] to the price the call actually closed at, before brokerage and tax. [CHECK: dividends counted or not]
• If a share opens below its stop after overnight news, the Record shows the price it actually closed at, even when that's worse than the stop.
• Updated every [CHECK: quarter, or monthly, which would prove more]. Last updated [FROM CSV: date].

[CHECK: your standard past-performance line goes here, and only here]

Join Investor Plus ↓ See what you get as a member ↓

WHO'S MAKING THE CALLS

Two analysts you can question twice a week

You've seen the calls. Here are the two people who make them.

David Tildesley · Principal and Portfolio Manager
David presents the Daily Market Edge, the morning call that goes out every market day. He's the lead manager of the fund below, and he's been [CHECK: print exactly one: "the lead technical analyst since 2010" or "on the ASX for thirty-plus years"]. On every call, the chart is his job: where to buy, where the stop sits and where the target is. [CHECK: David sets the technical levels]

Peter Kopetz · Head Fundamental Analyst
Peter has spent 23 years in equity research. He looks at the business behind every recommendation, hunting for quality companies the market has priced too low, mostly at the small-to-mid cap end of the ASX.

Members call them The Hound and The Wolf, and we'll let you work out which is which. [CHECK: who's who, that more than one member uses the names, and that they're happy to see it in print]

Every call gets checked twice. Before a call reaches you, Peter has looked at the business and David has looked at the chart. [CHECK: every formal call is both fundamentally and technically reviewed]

The fund they run. The same two analysts manage a publicly reported fund, the [CHECK: current name; the PDS of 31 Aug 2026 calls it the Aland High Conviction Australian Equities Fund]. It's independently rated "Satisfactory" by Evergreen Ratings [CHECK: rating current under the new name] and runs under a licensed responsible entity, Primary Securities Ltd (AFSL 224107).

You won't find the fund's returns here, and that's on purpose. This page is about the daily calls, and they've got their own record.

The licence. The bloke on your feed promising 40% a month won't give you his licence number. Ours is Australian Financial Services Licence 343937, held by Equity Story Pty Ltd. Our parent company, Aland Equity Group, is listed on the ASX under the code AEG. We've been doing this since [CHECK: 2008, per the intake; the website says "nearly a decade"; print one].

You may have seen David and Peter in the Financial Review, The Australian, Business Insider, Stockhead, ausbiz and Kalkine. [CHECK: each mention is real and can be linked; drop any that can't]

"They are all so down to earth, with no airs & graces… & they talk in easily understood language."

Patrick, member [CHECK: permission, and surname initial or town]

WHAT YOU GET

What you get as a member

Investor Plus has five parts and takes about 15 minutes a morning. One rule runs through all of it: know your exit before you buy.

1. Daily Market Edge
Every market day. 15 to 20 minutes. Out before the 10am open. [CHECK: publish time]

David walks you through the day's ASX call: the buy-under, the stop, the target, whether it's a short-term trade or a longer investment, and why he and Peter like it. Some mornings the call is to sit in cash, and he'll say so.

Listen once with your coffee or in the car. Then it's about two minutes with your broker, or nothing at all.

Members tell us it's the part they'd keep if they had to drop the rest. [ASK: one member's own line about the morning call, with permission, would beat this sentence]

2. Ask The Analyst
Live on Zoom, Tuesday 7pm and Friday 12pm, Sydney time (AEST/AEDT). Recorded. [CHECK: session length]

Bring a share you own, a chart you're unsure about or your own research, and ask David and Peter how they'd approach it. The share you've been worrying about on your own gets looked at by two people who do this for a living. Miss one because of a late shift and the replay's waiting.

3. Hot Stocks
One pick, every Sunday night. [CHECK: time it lands, and whether it comes by email]

The team's highest-conviction ASX call for the week ahead, with the entry, the risk and the target already set. Monday's decision gets made on Sunday, while the market's shut and you're calm.

4. The Weekly Einstein's Report
Every weekend. [CHECK: which day]

Four hand-picked lists with a chart behind each: Buy, Bullish, Sell and Bear. Read the Bear list before you buy anything a mate tipped.

5. CTM Foundations
Your first week. No experience needed.

It teaches the exit-first rules behind every call, from the Cincinnati Trading Method. By the end of week one you'll know why a stop sits where it does. [CHECK: one plain line on the "Shark Chart" if you want it named here]

Inside, you'll find out:

• How to put a sell price on every share you already own, in your first week. [CHECK: First Exit Map]
• The one thing never to say when a share hits its stop: "I'll give it a week." Most big losses started as small ones somebody gave a week.
• The trap the buy-under price keeps you out of, and why it catches people on the shares they like most.
• This week's "stay away" list, before your money finds those shares.
• When work runs long: how a stop already lodged with your broker sells while you're stuck in a meeting. [CHECK: Foundations or onboarding shows members how to place a stop order with their broker]
• What to do with a share that's up 25% and still climbing, and why waiting for "a bit more" usually ends with nothing. [CHECK: the call's target, or CTM Foundations, covers when to take profit on a share already up]
• How to bring a share to Ask The Analyst without feeling silly, even one that's down 40%.

"I especially love the 'Ask The Analyst' twice-weekly sessions along with the daily commentary."

Patrick, member [CHECK: permission]

A morning with Investor Plus. It's 7.40 on a Tuesday, and the Daily Market Edge is on in the car. One of your calls has hit its stop. You already know what you're doing, because you knew that number three weeks ago. No knot in your stomach. Tonight, when your partner asks how the shares are going, you show them the numbers.

Investor Plus is built for people who already own shares, so the first bonus starts with the ones you've got.

THREE MORE THINGS

Three bonuses, one for each reason people hold off

Bonus 1 · Your First Exit Map
A sell price for every share you already own, by the end of week one.

Most people join with a portfolio already full of unfinished decisions: a winner they're scared to sell, and a couple of losers that have slowly turned into long-term holds.

Your First Exit Map starts there. Over your first five days, a recorded walkthrough takes you through your own shares, one at a time. Against each one, you write three numbers: a buy-under, a stop and a target. [CHECK: the 5-Day Profit Primer exists, or will by launch, and covers shares members already own. CHECK: one line on what the buy-under means for a share you already hold]

You write them, and that matters. They're your numbers, decided while you're calm, before the next red morning.

By the end of week one, before you've placed a single new trade, every share in your account has an exit.

Bonus 2 · The Partner Page, plus a free partner login
The exit rules on one page, for the person you share the money with.

Someone at home has watched the account go red too. Maybe they've already asked, "Should we just pull the money?"

The Partner Page answers that in plain English: what the rules are, why every share has a stop, what happens when one gets hit, and why a small loss, taken on purpose, is the plan doing its job.

Hand it over at the kitchen table. Your partner also gets a free login of their own, so they can hear the calls for themselves. [CHECK: the partner login can be delivered, and what it includes]

Bonus 3 · The Record, as it happens
Every call, the day it closes. [CHECK: members see the Record updated as each call closes, while the public page is a periodic snapshot]

The Record above is a snapshot, last updated [FROM CSV: date]. Members see it move. Every call that closes joins the file that day, with its entry, stop, target, exit and result, and the morning it was called one tap away.

Read the losers first. You'll see what a stop looks like when it does its job. Small, decided in advance, done.

All of that comes with the membership, for one price, and there's a reason the price is $247.

THE PRICE

$247 a year. GST included. Billed once.

That's 68 cents a day.

Members used to pay $5,000 a year for this service. Later it was $1,500 a year. [CHECK: the years each price ran, and that it was this membership and not the Investor Club, which sells at $4,997 today. If it was the Club, swap this line for: "Everything in Investor Plus is also inside our Investor Club, which is $4,997."]

It's $247 now because we want more people trading with an exit plan, and a lower price gets more of them started. [CHECK: you approve this reason; it rests on your own "to cover entry"]

The comparison that matters more is one trade.

In the illustrative example above, the stop was the difference between losing about $400 and losing about $2,050 on a $5,000 parcel. That's about $1,650, more than six years of Investor Plus.

A typical trade for our members is $2,000 to $15,000. [CHECK: a member figure, or a general one?] Even on a $2,000 parcel of that same illustrative share, it's about $820 held and about $160 with the stop. The gap is about $660, more than two and a half years of membership.

One avoided mistake can cover the fee for years.

And $247 is only the price for people who join by 30 November.

THE WHOLE PATH

Everything we sell, on one screen

Investor Plus is complete on its own. Every call, every session and every bonus on this page is in the $247.

Earlier we said most of this industry gets you in cheap, then sells you the next report. So here's everything else we sell, with the prices, before you join.

• The CTM course, $2,497. A full day, live on Zoom with the analysts, on the method behind the calls. [CHECK: one current price; the site says $2,497, the brief says $2,000 to $4,999. And what the course includes that the $497 tour day doesn't]
• The live CTM day on tour, $497 a seat, dinner included. The method in a room with David and Peter, in Brisbane, Melbourne and Sydney. [CHECK: the last date is 14 November, so drop this line once the tour has run]
• The Investor Club, $4,997. Everything in Investor Plus, plus more live time with the team, and the Wealth Division for qualified investors. [CHECK: a year, or one-off?]
• The fund, from $10,000. For people who'd rather the analysts run it for them. [THEIR STANDARD FUND LINE: PDS AND TMD]

"Have just completed a day of the CINCINNATI TRADING METHOD… my only grievance is… why didn't I do this a few years ago when I joined!!!"

Patrick, after his CTM day [CHECK: permission]

That's everything we sell. You don't need any of it to use Investor Plus, and reviewers on Trustpilot say the same thing: no upselling. [CHECK at publish: quote one review's exact text with its date]

BEFORE YOU JOIN

Who Investor Plus isn't for

• You want returns promised to you. Nobody honest can promise them.
• You want the tip, and you'll work out when to sell later. That's the habit this membership is built to replace.
• You won't follow a stop once it's set. The stops only work if you follow them.
• You trade US shares or crypto. Investor Plus is built for the ASX and nothing else.
• You want someone else to make every decision for you. That's what the fund is for, and it's a separate decision, made with a PDS.

If none of those is you, you've got a choice to make by Monday 30 November.

YOUR CALL

Two ways this goes from here

You can close this page and carry on the way you are.

The share you're holding stays a long-term hold. The next tip arrives with a buy price and no sell price. The account gets checked five times a day, and nothing changes. And if you come back after 30 November, the same membership costs $399.

Or you can join today, for $247.

The next market morning, you hear your first call with its three numbers already set.

By the end of week one, every share you own has a sell price you wrote yourself.

On Tuesday night or Friday lunchtime, you put the share you've been stuck on in front of David and Peter, live.

And you've got 60 days to decide whether it changed how you trade. If it didn't, one email and every dollar comes back.

Either way, 1 December arrives. Join by 30 November and $247 is your rate for as long as you stay.

Know your exit before you buy. On every call, in about 15 minutes a morning.

Fill in your details and you're in straight away, with today's call waiting.

Lock in my $247 member rate

Instant access · Billed once · The 60-Day Exit, every dollar back · $399 for new members from 1 December

When your first stop gets hit and you sell without the knot in your stomach, come and tell us on Friday's Ask The Analyst. We'd like to hear it.

Questions people ask before they join

1. I've paid for tip services before and still lost. Why is this different?
That's fair. Most services hand you the entry and leave the exit to you. Every Investor Plus call comes with a buy-under, a stop and a target set before you buy, and every closed call, losses included, is in the Record for you to check.

2. I can't afford to lose more. What if it doesn't work for me?
Then a loss with no exit planned is the one you can least afford. Your first week puts an exit on every share you already own, before you buy anything new. After that, every call comes with its stop set in advance, so a loss is a size you chose. And the fee's covered. If it hasn't changed how you trade in 60 days, one email gets every dollar back.

3. How is this different from Motley Fool and the other services?
Fair question. There are plenty of them, and some people are well served by them. So compare what you can check before you pay. Every Investor Plus call comes with its buy-under, stop and target set before you buy. Every call we've closed is in the Record, losses first. The two analysts who make the calls also run a publicly reported fund. And you can put your questions to them live, twice a week. Other daily ASX services charge more than $1,500 a year. [CHECK at publish: Marcus Today $1,549 and Market Matters $1,599 on their own pages, 14 Oct 2026]

4. Are you going to upsell me?
You won't need anything else. Everything on this page is in the $247, and the other things we sell are listed above with their prices, so nothing comes as a surprise later.

5. I work long hours. Will this turn into a second job?
It's built for people with real jobs. The daily call is 15 to 20 minutes, acting on it takes about two minutes with your broker, and the live sessions are optional and recorded. It comes to under three hours a week, all in.

6. My partner's nervous about the share money. How do I explain this?
Hand them the Partner Page. It explains the rules on one page, in plain English, and they get their own free login to hear the calls. [CHECK: Partner Page and login]

7. I'm not an experienced trader. Will I understand it?
Yes. CTM Foundations is taught in your first week and needs no trading experience. Ask The Analyst takes questions at any level, and the analysts talk in plain English.

8. Do you give exact buy-under prices, stops and targets?
Yes. Every formal recommendation comes with a buy-under price, a stop, a target price and how long it's expected to run, a short trade or a longer holding. You get the reasoning too. [CHECK: every formal call carries a specific stop price and a timeframe]

9. What happens when my year's up? Am I locked in?
You're never locked in. Join by 30 November and you renew at $247 a year for as long as you stay. We tell you before your membership renews [CHECK: notice period], and if you cancel before the renewal date, you won't be charged again [CHECK: how members cancel]. [CHECK: does the 60-day refund also cover renewal charges?]

10. The market's all over the place. Is this a bad time to start?
Rough markets are when an exit set in advance earns its keep. The stop is decided before you buy, so a bad day can't talk you out of it. Some days the call is to sit in cash or not trade at all, and the daily call will say so.

11. How many calls will I get?
One call each market morning, one pick on Sunday night and one weekly report. [CHECK: the typical number of formal recommendations a week]

12. Is it ASX only?
Yes. It's built for the ASX, by Australian analysts.

13. Is this personal financial advice?
Investor Plus is general advice. It doesn't know your situation, so think about whether a call suits you before you act on it. [THEIR STANDARD GENERAL ADVICE WARNING]

The rest you'll find out in your first week, with 60 days to change your mind.

$247 a year if you join by Monday 30 November, locked for as long as you stay. From 1 December, new members pay $399.

Lock in my $247 member rate

Instant access · Billed once · The 60-Day Exit, every dollar back · $399 for new members from 1 December

P.S. If you've scrolled straight to the bottom, here's the short version. Every call comes with a buy-under, a stop and a target, so you know your exit before you buy. It takes about 15 minutes a morning. Join by Monday 30 November and $247 a year is your rate for as long as you stay. From 1 December, new members pay $399. And for 60 days, one email gets every dollar back.

P.P.S. Before you decide, pick one share you own. Write down the price you'd sell it at if it falls, and the price you'd take profit at. If both numbers come to you in ten seconds, you might not need us. If they don't, that's what your first week fixes.

Join by 30 November ↑

David Tildesley, for the team at Equity Story [CHECK: who signs the page]