The History of investingsimply

A common-sense solution to a complicated market.

As a portfolio management strategy, investingsimply was developed in 2011 as a tool for advisors and retirement plan fiduciaries. The driving force behind the strategy was the need for data driven decision-making in investment management through the lens of risk tolerance instead of opportunity return. In an industry primarily focused on return, risk is often not one of the top priorities – hence the need for a different approach.

Through experience and research, Bobby Lumpkin, the founder of investingsimply, set out to develop an investment management solution that has a base set of risk adjusted strategies as the investment strategy tool and a comparative data model as the investment selection tool. In doing so, it was determined that optimum portfolio efficiency to client goals was at the intersection point of investment strategy and investment selection.

With a launch of this business model in 2020, our team looks to help investors that are uncomfortable with investing, have limited time to focus on financial discipline and are paralyzed to the point of inaction.

investingsimply is the common sense solution in a complicated investment market.

the investingsimply difference

The mission of investingsimply is to provide investment management coupled with a personal financial advisor at a cost-effectivet rate. We guide investors through complicated market dynamics while maintaining a risk focused investment strategy through our risk-based portfolio strategies. The collaborative efforts our advisors use to develop solutions for our clients plays a key role in keeping the focus on each client’s best interest.

The Process

With investingsimply, your assets will be managed based on the risk profile that best suits you. Our risk strategies include Aggressive Growth, Growth, Moderate Growth, Conservative Growth, Risk-Adjusted and Wealth Preservation.

Our Investment Policy Statement provides parameters for an ongoing assessment of the positions we hold that determine when a fund is placed on our Watch List for potential removal.

In an industry with ever-shifting regulations and an intense focus on cost-versus-value, it became obvious that investingsimply could be a solution in the financial services market to several developing trends.


People want to know how much bang they are getting for their buck. You don’t want to pay for holistic wealth management if all you want or need is someone to manage your assets. Similarly, not having access to a personal financial advisor can lead to making investment decision based on incomplete information. It is important that investors, like you, feel confident in what you are getting for the price.


Many investors are limited on the time they will allot to conduct the research necessary to make informed investment decisions in addition to making time to meet with an advisor. Your time is valuable so we will come to you- in video and phone chat form at least. We do the research so you can focus your time and attention on the things in life you enjoy most.


Quite often, fear and lack of knowledge leads to inaction. Many potential investors have no idea how to respond to the question, “Risk on or risk off?” On top of that, the media often plays on investor fears and anxiety, which in turn triggers emotional investing. We are here to answer any questions you might have at any point so you can take the necessary steps to reach your financial goals.


Most people place their priority on things other than their finances. As long as they have what they need in the moment, their financial situation is put on the back burner. This may be due to time or anxiety but whatever the reason, financial matters do not hold the priority in many people’s lives.

investingsimply is the common sense situation in a complex investment market. No matter what factor you’re dealing with most, we can help. When people don’t understand how these factors impact their investments, their portfolio are likely exposed to more risk than they intend.

In a fee-based account clients pay a quarterly fee, based on the level of assets in the account, for the services of a financial advisor as part of an advisory relationship. In declining to pay a fee rather than commissions, clients should understand that the fee may be higher than a commission alternative during periods of lower trading. Advisory fees are in addition to the internal expenses charged by mutual funds and other investment company securities. To the extent that clients intend to hold these securities, the internal expenses should be included when evaluating the costs of a fee-based account. Clients should periodically re-evaluate whether use of an asset-based fee continues to be appropriate in servicing their needs. A list of additional considerations is available in the firm’s Form ADV Part II as well as the client agreement. The Capital Investment Services fee schedule is also available upon request.