Our Investment Philosophy

  • The Importance Of Risk Mitigation

    Our objective is not solely to achieve exceptionally high returns, but rather to thrive in all market terrains while managing risk appropriately. When evaluating investment decisions, we give priority to risk-adjusted returns, among other factors.

  • To Be Contrarian And To Be Right

    Being contrarian means thinking independently and acting against the crowd when markets swing to extremes. This allows us to identify potential opportunities when the majority of the market may be overlooking them.

  • No Investment Category Is Inherently Superior

    We employ our Moneyball investing strategy to facilitate sector rotation. Depending on market sentiment, we may become more selective and deliberate in our choices by adjusting our portfolio towards undervalued assets.

  • Macro-forecasting And Wall Street Are Overrated

    Information only has value if it is meaningful and knowable. While macro trends matter, gaining an edge there is difficult because the future is uncertain and unpredictable.

  • Getting The Odds On Your Side

    The markets are often rigged against individuals and do not always reflect true value. We capitalize on these market inefficiencies, adjusting between offensive and defensive positioning as conditions change.

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Our Coaches

Kathy Soon

Co-Founder, Chief Investment Officer

Kathy is the Co-Founder of The Joyful Investors and a specialist in technical analysis. She holds a degree in Economics from the National University of Singapore (NUS). Her early career working alongside traders at Merrill Lynch and Citibank exposed her to the inner workings of the financial markets—and the often-overlooked challenges that trip up new investors.

Today, Kathy is focused on demystifying the markets, helping investors avoid common pitfalls, and refining strategies that capture upside potential while managing downside risk. She also serves as the CIO of InvestingNote Portfolio, a subscription-based service in partnership with AlphaInvest, designed to help retail investors achieve stronger, more consistent investment outcomes.

Hazelle Soon

Co-Founder, Chief Executive Officer

Hazelle is the Chief Trainer and the Co-Founder of The Joyful Investors—a financial education firm committed to helping investors level up their portfolios and achieve financial independence (F.I.R.E). A first-class Accountancy graduate from Nanyang Technological University (NTU), she began her career in audit at one of the Big Four firms, where she honed her skills in financial analysis and business fundamentals.

To Hazelle, financial freedom isn’t just about retiring early—it’s about having the freedom to pursue what truly matters. She also heads TJ Academy, which runs the Moneyball Investors Playbook and Options Investors Playbook programs alongside other investor training workshops.

As an SGX Academy Trainer and SIAS Speaker, she actively supports financial education initiatives and regularly shares her insights on long-term investing, portfolio building, and market cycles.

Keith Ng

Co-Founder, Private Client Adviser

Keith is an investment mentor at The Joyful Investors and the mastermind behind the Moneyball Investing methodology—a strategy that enabled him to achieve financial independence by age 35. He holds a degree in Business Management from Singapore Management University (SMU) and is also a MAS-licensed senior wealth adviser with over 19 years of experience, where he has worked closely with asset managers to deliver tailored wealth solutions, with a strong focus on retirement and financial planning. His deep expertise in portfolio management has helped many clients achieve early retirement and earned him multiple accolades, including the iFAST Symposium Top Wealth Advisers award.

Keith currently leads the AlphaJoy Managed Portfolio service, where he constructs resilient portfolios aligned with the long-term financial goals of his private clients. He is also the co-CIO of InvestingNote Portfolio.

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