Advisor, Fortune Brands Innovatns
Search every verified Cheri Phyfer interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Cheri Phyfer, an advisor at Fortune Brands Innovatns, was interviewed in September 2021 about her use of a financial tool. She described starting in the financial business in 1998, noting that the industry has changed significantly since then. Phyfer stated that she manages money primarily for retired clients, focusing on safety and steady growth, while taking more risk in her own account using options. She said she uses the tool to find timing for entries and exits and to manage dollar-cost averaging, rather than to choose what to buy. Phyfer discussed her approach to market analysis, saying she watches a ratio indicator closely and adjusts her buying or selling based on its levels. She noted that she avoids stocks in bearish trends, having learned from past experience that holding them rarely ends well. Phyfer also commented on market behavior, observing that parts of the market can move differently than expected due to large fund flows, and that events like the GameStop trading activity show the market does not always follow logic. She said the tool helps her keep her logic in check by showing what large investors are doing.
“I started in the financial business in 1998, and back then we looked up stock quotes in a newspaper. It was a completely different world, with monthly statements and a lot of selling funds without much technical analysis.”
“When the market was bubbly around 2000, I moved my older clients out of stocks like Qualcomm into bonds, which catapulted my business. It was honestly luck, but it showed the importance of adapting to market conditions.”
“I manage mostly retired people's money, so I'm not a big risk taker with their accounts. In my own account, I take more risk using options, but for clients, I focus on safety and steady growth.”
“I use your system not to choose what to buy, but to find the right timing and how to dollar cost average into positions. It helps me manage entries and exits more effectively.”
“The best feature I like is the signal change that tells me which positions are deteriorating or improving. Before, I had to track this manually, but now it’s automated and really useful.”
“The market today is a totally new world compared to when I started. Stocks like GameStop show that what’s happening doesn’t always follow logic, so I had to upgrade my approach and rely on fund flow data.”
“I watch the ratio indicator closely; if it’s above 2 and still bullish, I buy more. If it drops below 0.4, I start selling some. It’s a bit arbitrary but helps me follow fund flows and manage risk.”
“If a stock is bearish, I usually avoid it because I’ve learned the hard way that holding onto bearish trends rarely ends well, even if an analyst says it’s a great idea.”
“In March, I noticed bond ETFs and gold started performing well, which didn’t fit the common macroeconomic reflection. It shows that parts of the market can move differently than expected, driven by big fund flows.”
“The tool helps me keep my logic in check because it shows what the big players are actually doing, not just what I think should be happening based on world events.”
Today, we interview Cherie, one of most active subscribers. She describes how she integrated MFR in her trading process.
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