Investment Advice is the process of identifying appropriate and tax-effective solutions according to your financial objectives and the measure of risk you are prepared to take to achieve those objectives. Investment Planning seeks to accomplish two equally important goals that naturally conflict with each other. The first goal is to maximize returns on investments. The second is most often to minimize investment risk. Effective investment planning seeks to balance these two goals in all areas of the investment process so that the investor can achieve the desired outcomes. Broadly speaking, most investors seek to achieve one or a combination of the following objectives: