About LifeGoal

LifeGoal's Mission

LifeGoal’s mission is to create a company that offers investment services for the Everyday American. The LifeGoal Co-Founders and brothers, Brett and Taylor Sohns, spent decades on Wall Street prior to launching LifeGoal Investments. Throughout their Wall Street careers, the following question constantly weighed on them, ‘We’re working directly with some of the wealthiest families in the country- are these really the people that need our financial guidance???’ They looked back on their roots, with a mother that was a math teacher and father that was a milk delivery man, and decided to launch LifeGoal Investments.

The goal of LifeGoal Investments is to simplify investing- we understand it is a very confusing landscape for much of the population. We focus on creating products that attempt to help meet some of the largest financial goals of the Everyday American.  We name our investments in a way that’s easy to understand- for example, our LifeGoal Home Down Payment Investment ETF. With the help of LifeGoal Investments, we hope people feel more comfortable investing in a product they understand, in an attempt to conquer their financial goals.

Investment Approach- The Simple Version

Investing is not gambling- this is the core tenet to our approach. Everyone loves to talk about their stock or investment that went up by 30%, but you probably won't hear much about their stock that dropped by 60%.

The truth is, the average investor’s returns are 2.9% per year*, which is less than half of the S&P500. Why so bad? We believe it’s because investors chase the short term, exciting returns, and don’t look for the long term, “boring success”, of slow and steady growth.

In a conversation between two of the wealthiest people in the world, Jeff Bezos and Warren Buffett, Bezos asked Buffett, “Your style of investing is so simple- why doesn’t everyone just copy you?” Buffett replied, “Because nobody wants to get rich slowly.”

At LifeGoal Investments we’ll look to create “boring success” for you, so you can confidently invest with us in an effort to create long term, slow and steady growth.

The Technical Version 

Our portfolios start with Risk Parity at their foundation- it’s not always clear which part of the economic cycle tomorrow will bring, and therefore we believe our clients should remain strategically invested in assets that can perform across different parts of the economic cycle. Each of our portfolios will maintain a strategic exposure to stocks, bonds, commodities/crypto, inflation-linked securities- but will also have the latitude to tactically adjust when the market presents opportunities.

With Risk Parity as the foundation of our strategic allocation we use a Risk Premia overlay to determine our asset class and security selection.

All aspects of our process are executed on while we strive to optimize for trading costs, investment costs, and tax-aware returns.

LifeGoal Investments’ Favorite Quote: “Buy on the sound of cannons, sell on the sound of trumpet.” Rothschild, 1810

* J.P. Morgan. “Diversification and the average investor.” Guide to the Markets, U.S., 2Q 2021, as of March 31, 2021.