Best Ideas

Invest in the ideas shaping our world

Can you see the world changing around you?

When was the last time you

  • used a camera?
  • pulled out an A-Z?
  • called someone on a landline?
  • went into a music shop?

The rise of mobile technology is just one theme driving deep structural change in world markets. The EQ Best Ideas portfolios tap in to these trends that are shaping our world, and invest to take maximum advantage of them.

Independent thinking

As an independent business we like to think differently. We’re nimble, and ideally positioned to take advantage of niche opportunities, smaller funds and newer fund managers.

We evaluate all major markets and invest your money where we see the right mix of risk vs. reward. It’s not easy to beat the market, so we don’t often find new gems. But we keep seeking them out.

A robust approach

  • We have a highly qualified team with the flexibility and expertise to consider all types of investment
  • We spend a lot of time analysing global markets with specialist tools
  • We invest in the areas of the market where we see the strongest opportunities
  • We are rigorous in selecting the best fund managers to exploit these opportunities
  • We keep our ingredients broad, but carefully select and blend them to suit each portfolio

Look under the bonnet

There are a number of long term, structural themes informing our research:

Artificial intelligence

  • Big data
  • Cloud computing
  • Machine learning
  • Software as a service
  • Autonomous vehicles
Computer scientists have developed machine learning techniques that aim to mimic human cognitive functions. Vast quantities of data are used to train sophisticated software involved in language translation, route planning, chatbots… even self-driving cars.

Robotics & automation

  • Semiconductors
  • Sensors & networks
  • Internet of things
  • 3D printing
  • Battery revolution
Robotics is rapidly changing many aspects of how we work and live. Robots frequently work alongside humans on manufacturing assembly lines but advances in technology, particularly in software, are making their application ever broader, such as in the operating theatre, agricultural field, building environmental control and in transportation.


  • Social & digital media
  • Marketing & advertising
  • Music & video streaming
  • Gaming
  • Cyber security
The digital transition started differently for everyone – LPs moved to CDs, VHS to DVD, newspapers to iPad. The shift from physical “media” to digital and now to online, on-demand “streaming” continues. Changing alongside our method and style of consumption are artist royalties and the marketing & advertising industries.


  • Biotechnology
  • Genomics
  • Pharmaceuticals
  • Long term care
  • Healthcare equipment
Mapping the human genome at the turn of the millennium accelerated the genomics revolution. Medicines can now more accurately target disease, therapies can be engineered to edit our DNA and technology is helping us to provide better treatments and detect illness at an earlier stage.

Future energy

  • Renewables
  • Grid energy storage
  • Energy efficiency
  • Nuclear power
  • Fossil fuels
Fighting climate change and the intensity of energy use is necessary to build a sustainable future. More efficient use of energy helps reduce overall demand and building renewables into the energy mix reduces our need for fossil fuels. However, renewables are intermittent, so energy supply still needs balancing. Utility scale battery technology could revolutionise this.


  • Banking
  • Insurance
  • Asset management
  • Mobile payments
  • Blockchain
A healthy financial sector is needed to nurture growth in all economies. The nature of money is also going through a slow transformation, becoming increasingly digitised. This provides an avenue for innovative in the sector, most visibly with blockchain based applications.

Life’s luxuries

  • Health & fitness
  • Leisure & entertainment
  • Tourism
  • Media production
  • Discretionary retail
As our standard of living improves and as our understanding of well-being changes, our choices for discretionary spending are transformed. Spending choices also differ by generation – technologies change, societal interests and values evolve, all leading to different patterns of consumption.

Life’s essentials

  • Agriculture
  • Food production
  • Organic products
  • Fertilisers
  • Food staples
We all have some basic needs for survival, the most fundamental of which are food & water. Our specific choices have evolved over time as farming methods improve and supply becomes more plentiful. However, a growing global population and limited natural resources mean life’s essentials are good business.

Core infrastructure

  • Telecommunications
  • Water supply
  • Waste management
  • Logistics & shipping
  • Education
Essential links between our towns, cities and across countries come in many forms and with greater volumes of traffic comes more business. Whether it’s the operator of a communications network, the manufacturer providing replacements for aging pipes, there are a variety of niche businesses that benefit from global growth.

Real estate

  • Homebuilders
  • Construction
  • Retail parks
  • Office parks
  • Energy efficiency
Increasing global populations and increasing levels of urbanisation across both the developed and emerging markets means there is a near constant need for new places to live, work and have fun.


  • Rare earth elements
  • Metals
  • Chemicals
  • Timber
  • Miners
  • Refiners
As we build the world around us, there is a constant need for new materials. We are always making more efficient use of resources, but as technologies evolve, the resources needed change also.


  • Centennials
  • Millenials
  • Gen X
  • Baby Boomers
As populations age, dependency ratios change and consumption patterns shift. A host of knock-on changes ensue, affecting demand, inflation, labour markets and supply chains.

A strong track record

Select a risk grade to see how our Best Ideas portfolios have performed:

Past performance is not a guide to future performance. The value of investments and the income derived from them may go down as well as up, so you could get back less than you originally invested.

Model portfolio performance is shown in sterling, net of underlying fund charges and an annual management fee of 0.59%, with all income reinvested. Actual client returns and the levels of fees will vary. Annual management fees will vary depending on assets under management and the level of service. We use the UK Consumer Price Index (CPI) to benchmark the performance of our portfolios; CPI measures changes in the price level of a weighted average market basket of consumer goods and services purchased by households. Data sources: EQ, Morningstar.

Get in touch

If you have a question about our Best Ideas Portfolios, we’d love to hear from you

Our qualified advisers are just a phone call away: please call us on 020 7488 7110 or email us.