We have reached an exciting moment at Blu Asset Management: today, our brand name is changing. From now on, we will be known as Stoic. This name is based on Stoic philosophy, which we believe best represents our vision of asset management.
Stoicism is an ancient Greek philosophical school based on the principle that humans must free themselves from emotions in order to be happy. Stoics go through life with great serenity; they are, in fact, above events.
The Stoics adhered to three essential rules of life:
- Emotions distract and obscure a clear view of the facts.
- We ignore things that cannot be influenced.
- Always focus on the goal to be achieved: the dot on the horizon.
And that is exactly how we deal with assets: money is emotion, but not for us. We manage assets as rationally as possible. Our investment philosophy certainly recognizes the existence of human emotions: financial markets are even driven by them. But at Stoic, we don't let ourselves be distracted by them. We keep our gaze stoically fixed on the dot on the horizon: the investment goal. In fact, we don't do that much. We don't constantly buy and sell shares, but we invest and store assets in the safest possible way, ensuring that they simply grow in line with inflation and the global economy. In fact, this is no longer asset management, but rather ‘Calm Capital Control’: our new brand promise.
New brand, new identity
A new brand name calls for a new identity. We opted for a design that radiates what is so essential to our services: calmness. That means lots of space, lots of tranquility, lots of white. The proverbial dot on the horizon—the focus point of the stoic—plays a central illustrative role. And the blue tones are a reference to our original name: Blu Asset Management. Just so you know.
We believe that with Stoic as a powerful brand, we can convince even more people that ‘doing nothing’ really is the best way to achieve a good return on assets. One could argue that this way of investing is so simple that those who have some skill with index funds could easily do it themselves. That's true, except for two essential points: our scale allows us to achieve much lower costs, which means more returns. But more importantly, it is difficult for an individual to protect themselves from their own emotions. Fortunately, Stoic now offers Calm Capital Control to address this issue.
Door Henk Kras
