At Flourish, we build client portfolio allocations and use a mixture of mutual funds and ETFs to accomplish long-term goals. Taking a long-term approach like ours, based on upside potential over time, is called investing. Trading, conversely, focuses on making money in the near-term by capitalizing on price changes, upcoming announcements, and expectations of short-term gains. Trading is exemplified by the recent headlines on GameStop and others and, while it’s not necessarily bad, we prefer the risk-reward benefits of investing. As Warren Buffet once said, “Our favorite holding period is forever.”