Any investment approach has a basis in numbers and statistics. However, Johnson Investment Counsel does more than just focus on the numbers. We use a personal approach to fully understand your needs and goals in terms of your life, not just your money.

Over the long term, an investor’s most important investment decision is asset allocation, or the mix between stocks, bonds, real assets and cash. Since these assets have very different risk and return characteristics, your asset allocation will have the most impact on your return and volatility over time. Our investment approach starts with an analysis of which mix of assets will help you achieve results that are aligned with your objectives and risk tolerance.



Our coordinated investment strategy utilizes a variety of investment vehicles to offer a customized, sophisticated solution for your portfolio. Depending on your situation, we typically utilize:

• Individual stocks
• Corporate, municipal and government bonds
• No-load mutual funds
• Exchange-traded funds (ETFs)
• Real assets
• Separate account managers

Your Portfolio Manager, backed by our Research staff, determines the appropriate investment approach for your needs, and works closely with an experienced group of specialists who are committed to conducting and leveraging quality research to develop a sophisticated investment strategy.