I'm just going to put all my money in an S&P 500 ETF.

• He said proudly.

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Love is apparently not blind - it's been scientifically proven that we do have a type when it comes to relationships. We make similar choices when it comes to investing, and we're inclined to exhibit familiarity bias. There is a lot of focus on the US market which isn't surprising given its breadth and depth. Why would you to take a chance on the slightly scruffy, unshaven nerd in the corner over the blonde, sculpted, All-American football player asking you out?

Over the last decade, the S&P 500 Index has destroyed the MSCI Emerging Markets Index (MSCI EM) by a large margin. The S&P 500 has had an annualised return of 9.73% versus the MSCI EM's poor 2.99%. However, since its inception in 1988, the MSCI EM has outperformed.

They are called emerging markets for a reason. Don't underestimate them.

Some may say, "Well, those returns are really volatile."

Yes, they are more volatile, but have a look at the best and worst annualised returns of the two indices over 1-year, 5-year, and 10-year periods:

We often underestimate the benefits of global diversification without assessing the facts. Guess the top-performing market since 1990?

You may be surprised to learn that in real terms, it's South Africa, followed by Australia, then the US.

The best-performing equity markets over the last 118 years have tended to be resource-rich or New World countries, although this trend is unlikely to continue. Focusing mainly on the US may not give you the optimal risk-adjusted returns. And as the cliche goes, there are other fish in the pond.