Stability first. Target three to six months of essential expenses, parked in a high-yield savings account. Automate transfers after payday. This cushion turns market dips into opportunities rather than threats, and it makes business risks—like ad experiments or hiring help—feel deliberate, not desperate.
Use broad-market index funds or ETFs inside tax-advantaged accounts where available. Keep costs low, contributions automatic, and diversification wide. You are not chasing jackpots; you are buying the economy. Over decades, fees and behavior dominate performance, so simplicity often quietly outperforms complex, exciting strategies.
Decide risk by timeline and temperament. Money needed within three years belongs in cash-like vehicles; longer horizons suit stocks and diversified funds. Pre-commit to a rebalancing rule. When headlines scream, follow your rule, not the noise, safeguarding both returns and your peace of mind.