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Equity StoryInvestor Plus · Equity Story Pty Ltd · AFSL 343937

For Australian investors who've held a share too long

Know your exit before you buy.

Investor Plus hands you three numbers before you buy: the buy-under price, the analyst-set stop and the target. On every call, in about 15 minutes a morning.

See every call we've closed, losses included ↓
  • Equity Story Pty Ltd
  • AFSL 343937
  • Parent company listed on the ASX (AEG)
  • The analysts run a publicly reported fund
  • 4.7 out of 5 on Trustpilot from 84 reviews
Every call, three numbersIllustrative example
The targetWhere you take the profit
$9.00
Buy underThe most it's worth paying
$7.80
The stopThe price that says the call was wrong
$7.18

Set before you put a dollar in.

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.

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.

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.

If a share fallsit has to rise this much to get back to even
10%11%
25%33%
50%100%

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.

01

Buy under.

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

02

The stop.

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

03

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.

The same share, run again with three numbers

Illustrative example. You buy at $7.80, with the stop at $7.18 and the target at $9.

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

about $400On a $5,000 parcel, that's a loss of about $400, and you knew the size of it before you bought.
about $2,050Held 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. It still works, because the wrong calls get cut small and the right ones get room to run to target.

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

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

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. On every call, the chart is his job: where to buy, where the stop sits and where the target is.

Peter Kopetz

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.

Every call gets checked twice. Before a call reaches you, Peter has looked at the business and David has looked at the chart.

The fund they run. The same two analysts manage a publicly reported fund. It's independently rated "Satisfactory" by Evergreen Ratings 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.

You may have seen David and Peter in the Financial Review, The Australian, Business Insider, Stockhead, ausbiz and Kalkine.

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

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.

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.

2

Ask The Analyst

Live on Zoom, Tuesday 7pm and Friday 12pm, Sydney time (AEST/AEDT). Recorded.

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.

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.

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.

Inside, you'll find out:

  • How to put a sell price on every share you already own, in your first week.
  • 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.
  • What to do with a share that's up 25% and still climbing, and why waiting for "a bit more" usually ends with nothing.
  • 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

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.

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.

Bonus 3

The Record, as it happens

Every call, the day it closes.

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.

It's $247 now because we want more people trading with an exit plan, and a lower price gets more of them started.

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. 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.

Your member rate

The price goes up on 1 December. Yours doesn't.

From 1 December 2026$399From 1 December 2026, new members pay $399 a year.
Your member rate$247Join by Monday 30 November and you pay $247, then keep paying $247 a year for as long as you stay a member. That's the member rate, $152 a year less than new members pay, every year you stay.

Why the price is going up

Version AWe set $247 as an entry price. From 1 December the price for new members settles at $399. That's still about a quarter of what other daily services charge, and everyone already in keeps $247.
Version B (only if capacity really is the reason)Ask The Analyst is two analysts, live, answering members' questions about their own shares. Every new member brings more questions into that room, and we want every question to keep getting a proper answer. So new members pay more from 1 December, and everyone already in keeps what they paid.

The details

  • The cut-off is 11:59pm Sydney time on Monday 30 November 2026.
  • Everyone who joins by then keeps $247 a year. So does every current member, including everyone whose membership renews this year.
  • Your membership renews at $247, and we let you know before it does.
  • The rate lasts as long as your membership keeps renewing. If you cancel and come back later, you pay whatever new members pay on the day you rejoin.
Optional, only with a written commitment from the business to sell nothing below $247 for 12 months after 30 November:After 30 November, $247 is gone for new members. No sale and no coupon will bring it back for at least 12 months.

You won't find a countdown timer on this page. The date is the deadline.

The 60-Day Exit

Every call comes with its exit set before you buy. So does your membership.

Use it for 60 days. If it hasn't changed how you trade, email us and every dollar comes back. No questions, no retention call.

There's nothing you have to do to qualify. You're the judge of "changed". We won't ask why, and nobody will ring to talk you round.

The exit numbers you wrote for your own shares are yours to keep. And the promise comes from the same licensed business that makes the calls, part of an ASX-listed group.

Under our old 30-day guarantee, 25 of the last 980 payments were refunded. That's fewer than 3 in 100.

There's one more thing people who've been burned before want to know.

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.

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.

The Investor Club, $4,997.

Everything in Investor Plus, plus more live time with the team, and the Wealth Division for qualified investors.

The fund, from $10,000.

For people who'd rather the analysts run it for them.

"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

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.

Yes, I want Investor Plus.

I get the Daily Market Edge every market day, Ask The Analyst live twice a week, Hot Stocks every Sunday, the Weekly Einstein's Report and CTM Foundations. I also get Your First Exit Map, the Partner Page and the Record.

I pay $247 today, GST included. I keep paying $247 a year for as long as I stay a member, and I get notice before every renewal.

If it hasn't changed how I trade in 60 days, I send one email and get every dollar back.

Lock in my $247 member rate

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

4.7 out of 5 on Trustpilot from 84 reviews

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.

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.

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.

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, and if you cancel before the renewal date, you won't be charged again.

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.

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.

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

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