Financial security is a growing concern with many investors. As the cost of living rises and college tuitions grow, it is quickly becoming more important than ever to put away a few dollars for your children's college education, nest egg for retirement or a rainy day. It is increasingly necessary to prepare for your financial future. With social security on dangerous ground and retirement programs that don't quite measure up, consumers are turning to investing in stocks as a means of preparing for the future. The Mutual Fund Store is a testament to the times by offering mutual fund investing in easy to understand format.



The Mutual Fund Store is an investment management firm that charges a fee and specializes in helping investors make smarter decisions regarding mutual funds. They have more than 50 franchises throughout the U.S. and offer entrepreneurs a unique turn key business. The company has an engaging and unique marketing approach as they use a radio show to promote the local franchise. "The Mutual Fund Show," airs every Saturday morning. It is a nationally syndicated call in show that offers information to people who want to learn more about investing while it gives each local franchise a boost in free advertising.

Customer reviews are mixed. Some people like the straightforward, easy choices (you can only purchase mutual funds) and the simplicity that makes the service great for less than seasoned investors. Mutual funds, of course, are usually less of a risk than many other stocks. The "store" capitalizes on that and does double duty in educating their customers through the Mutual Fund Show as well as through their managers and advisors. The website also offers a great deal of tips for investors and consumers who are interested in taking that crucial step in preparing for their future.

There has been some criticism of as of late however, and they have come under fire because of the limitations of mutual funds that customers are allowed to buy. There have also been some complaints regarding the advisors' and even the managers' knowledge of mutual funds, the type of mutual fund advice offered and even investing in general. Some critics feel that the company's opposition to index fund investing is incorrect and that the logic behind that opposition lacks substance. This lack of choice and selection puts this unique business model into a potentially awkward space.

Fans of the show and the company counter that very solid reasons for opposing exchange traded funds are expressed every Saturday on the show. They also maintain that the store is good for beginner investors because they are not bombarded with too many choices and are not overwhelmed by an excess of information. By keeping it simple, The Store can offer investors a simple way to make financial arrangements for their future, prepare for their children's college education or help them save up for that dream home or dream vacation. The obvious benefit of mutual funds is the lowering of risk that investors are exposed to, compared to owning shares of individual companies.

Bottom line, The Mutual Fund Store seems to be a good choice for casual investors or investors who are inexperienced. As long as you go into it with a full understanding that you will only be allowed to purchase certain, select funds, you will likely fare pretty well. If you have a different fund that you want to buy, go to a discount broker instead. The best way to know if this type of investing is for you is to check it out yourself. It could be the crucial step in preparing for your future.