About Us: Meet the Authors

Lorraine Ell

CEO and Senior Financial Advisor, ChFEBCsm

Lorraine Ell is the CEO of Better Money Decisions (B$D) and Better Insurance Decisions. As co-owner of B$D, she is excited to continue her long career as an investment professional which started when she worked in the 1980s as an advisor with Drexel, Burnham and Lambert and J.W. Charles and as Co-owner of a Registered Investment Advisory (RIA) firm.

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Meet Lorraine

Bringing you a better investment experience.

Based on decades of academic research, we apply the Free Market Portfolio Theory in the construction of your investment portfolio. Having an understanding of what you own and why you own the components of your portfolio is a cornerstone of our philosophy.

Our management is passive, not active. Active management relies on the judgment and experience of a manager to buy and sell based on forecasts and analytical research. Active managers are wrong over half of the time.

Passive management doesn’t try to profit from short-term market fluctuations but focuses on long-term “buy and hold” strategies, global diversification, and risk management as outlined in the Free Market Portfolio Theory.

You will never receive a call from us touting the latest fad, or recommending a “hot” stock. We do not “time the market” or chase performance. Our investing is not based on the latest news or short-term economic outlooks. During times of market turbulence, we will help you manage your emotions so that you do not fall victim to making poor investment decisions.

No one has a crystal ball or special trading strategy that works as consistently as the Free Market Portfolio Theory. The financial markets reward long-term investors. People expect a positive return on the capital they invest and, historically, the equity and bond markets have provided growth of wealth that has more than offset inflation.

Let us and the market work for you!

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