It is easy to assume that those closest to the markets have their personal investments figured out, especially in a city like Hong Kong, where news and money both travel at a lightning speed.
The quiet irony is that the opposite is common. At Endowus, we hear stories of people in banking and finance who spend their days analysing the market and doing buy and sell trades by day, yet default to holding cash or rolling over fixed deposits when it comes to their own money. Lack of time and energy is often cited as a reason.
Alex, a 38-year-old finance professional in Central, Hong Kong, in our diary story is not one person, but a reflection of many. This diary brings together those shared experiences – the hesitation, the overthinking, the quiet discomfort.
27 October, the embarrassing lunch

Mood: A bit sheepish.
Recounts a casual lunch with a colleague who was excitedly discussing their portfolio’s performance.. I just nodded along. When they asked what I was into, I mumbled something about “playing it safe.” The truth? My salary goes into my bank account, and every 3-6 months, I roll over my fixed deposit.
For someone who analyses markets for a living, it’s deeply embarrassing. The classic “cobbler's children have no shoes” scenario. Retirement feels like a problem for a future, less-tired version of me.
29 October, the “analysis paralysis” doomscroll

Mood: Overwhelmed.
Spurred on (or inspired?) by Monday's lunch, I spent an hour after work “researching.”
Fell down a rabbit hole of market news, analyst reports, and conflicting opinions. One headline says China is poised for a rally; another predicts a correction. It feels like both sides make sense, but neither is actually helping me decide. I had 18 tabs open—slightly better than my work laptop, but with zero conviction.
It feels like every time I’ve considered buying, it’s been at a peak. I have a few stocks I bought on a whim over the years—no rhyme or reason, just a hot tip from a group chat. It’s a portfolio that looks like a garage sale. I closed all the tabs. Ordering from Keeta is an easier decision, and I still have coupons that I can use (it’s how they trap you).
7 November, the “someday” trap

Mood: Procrastinating.
It’s been over a week. I promised myself I’d sort out my finances. But a huge deal came up at work, and I’ve been pulling 14-hour days. The thought of spending my Saturday morning figuring out ETFs versus mutual funds feels like a punishment.
I know that my cash flow is sufficient for my lifestyle today, but how much do I need in retirement? At this rate, when can I even afford to retire? It's so easy to just let it slide, to tell myself I'll deal with it “when things quiet down.” But when does that ever happen in Hong Kong? I keep telling myself I have time. I’m starting to wonder if that’s just a story I tell to feel better. It's the weekend, and I should start soon. Hate to see that my “do more with my money” plan is perpetually pushed to someday, but I’d rather rest…
18 November, a different kind of advisor

Mood: Cautiously optimistic.
A colleague at work recommended I speak to an independent wealth advisor. My first thought was, “I don't have time for that.”
But I went. I laid it all out: the long hours, the fixed deposits, the random stocks, the fear of buying at the top. The advisor didn't judge. Instead, they asked about my life, not just my money. What did I want in 5 years? 10 years? Did I want to buy property? Travel more?
Instead of asking what I wanted to buy, they asked what I wanted my life to look like and what I am actually investing for.
27 November, the plan is the point

Mood: Relieved. In control.
Had my follow-up meeting. We built a real plan. Not a get-rich-quick scheme, but a disciplined, automated strategy. A portion of my salary now gets invested automatically each month. It's globally diversified and aligned with the goals we discussed.
The biggest revelation? The goal isn’t to be a stock market genius. It’s to have a system that works for you, especially when you don't have the time or energy to manage it yourself. For the first time, I feel like my personal finances are finally catching up with my professional life.
Investing well does not have to mean doing more
Alex’s story is familiar to many in the industry. It’s not about a lack of knowledge—it’s about time, energy, and the mental space to make decisions for yourself.
The good news is, investing well does not have to mean doing more. One way is to put the best outcome along the path of least resistance by making investing simple, easy and automatic. Importantly, it needs to be aligned with what matters to you.
The math isn’t hard, and the benefits are clear. For finance professionals who’ve been putting their own goals on hold, there’s a way to move forward with clarity and confidence. Endowus is here to help make that easier.
Read more: The science behind why we are bad at saving for retirement
<divider><divider>
Risk Warnings
Investment involves risk. Past performance is not an indicator nor a guarantee of future performance or returns. Projected performance or returns is not guaranteed to materialise. The value of investments and the income from them can go down as well as up, and you may not get the full amount you invested. Rates of exchange may cause the value of investments to go up or down. Individual stock performance does not represent the return of a fund.
General risk warnings relating to collective investment schemes
Before making an investment decision, you are reminded to refer to the relevant prospectus/ offering document for specific risk considerations and related fees and charges. Funds are not a bank deposit and not capital guaranteed, and is subject to investment risks, including the possible loss of the principal amount invested. Some of the funds also involve derivatives. Do not invest in them unless you fully understand and are willing to assume the risks associated with them.
Opinions
Whilst Endowus HK Limited (“Endowus”) has tried to provide accurate and timely information, there may be inadvertent delays, omissions, technical or factual inaccuracies or typographical errors. Any forward-looking statements, prediction, projection or forecast on the economy, stock market, bond market or economic trends of the markets contained in this material are subject to market influences and contingent upon matters outside the control of Endowus HK Limited (“Endowus”) and therefore may not be realised in the future. Further, any opinion or estimate is made on a general basis and subject to change without notice. In presenting the information above, none of Endowus HK Limited, its affiliates, directors, employees, representatives or agents have given any consideration to, nor have made any investigation of the objective, financial situation or particular need of any user, reader, any specific person or group of persons. Therefore, no representation is made as to the completeness and adequacy of the information to make an informed decision. You should carefully consider whether any investment views and products/ services are appropriate in view of your investment experience, objectives, financial resources and relevant circumstances. You may also wish to seek financial advice through a financial advisor or the Endowus platform and independent legal, accounting, regulatory or tax advice, as appropriate.
No invitation or solicitation
Nothing contained in this article should be construed as a solicitation, an offer to buy or sale, or recommendation, to acquire or dispose of any security, commodity, investment or to engage in any other transaction in any jurisdiction in which such solicitation, offer to buy or sale would be unlawful under the securities laws in such jurisdiction. No information included in this article is to be construed as investment advice or as a recommendation or a representation about the suitability or appropriateness of any advisory product or service; or an offer to buy or sell, or the solicitation of an offer to buy or sell, any security, financial product, or instrument; or to participate in any particular trading strategy. Investors should seek independent financial and tax advice before making any investment decision.
Product Risk Rating: Please note that any product risk rating (the “PRR”) provided by us is an internal rating assigned based on our product risk assessment model, and is for your reference only. The PRR is subject to change from time to time. The PRR does not take into account your individual circumstances, objectives or needs and should not be regarded as advice or recommendation to purchase, hold or sell any fund or make any other investment decisions. Accordingly, you should not solely rely on the PRR in making your investment decision in the relevant Fund.
This article has not been reviewed by the Securities and Futures Commission or any regulatory authority in Hong Kong.