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INSIGHT

Time In The Market Beats Timing The Market: Why Consistent Investing Often Delivers Better Results Than Trying To Predict Market Movements

  • Updated September 18, 2026
  1. Why market timing is difficult
  • No one can predict the market consistently: Even experienced investors cannot accurately forecast every market rise and fall.
  • Missing the best days hurts returns: Investors who stay out of the market waiting for the “right time” often miss periods of strong growth.
  • Waiting has a cost: Every day you delay investing is another day your money misses the opportunity to grow.
  1. The benefits of staying invested
  • Consistency builds wealth: Investing regularly helps smooth out market fluctuations over time.
  • Compounding works best with time: The longer your money remains invested, the greater its growth potential.
  • Market downturns are temporary: History has shown that markets generally recover over the long term.
  1. A smarter investment approach
  • Invest according to a plan: Focus on your financial goals rather than short-term market movements.
  • Review, don’t react: Monitor your portfolio periodically instead of responding emotionally to daily market changes.

Bottom Line

Successful investing is not about perfectly predicting market movements. It is about remaining disciplined, investing consistently, and giving your investments enough time to grow. Time in the market has historically been a more reliable path to building wealth than trying to time the market.

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Oluwafemi Adisa

Portfolio Manager

Oluwafemi Adisa is a seasoned investment professional with over 11 years of experience in financial services, including more than 8 years in portfolio management. A graduate of the Federal University of Technology Akure (FUTA), he began his career at AXA Mansard Pensions, where he built a strong foundation in fund accounting and enterprise risk management.

This early experience in financial controls, valuation, compliance, and risk assessment instilled a disciplined and analytical approach to his work, providing him with a deep understanding of downside risk and regulatory considerations. Over the years, Oluwafemi has developed a proven track record in managing client assets, optimizing portfolio performance, and navigating dynamic market conditions across various interest rate and liquidity cycles.

Currently, he focuses on constructing and managing diversified portfolios, with specific expertise in fixed income securities, liquidity management, and yield optimization. He combines technical proficiency with market insight to deliver consistent, risk-adjusted returns while aligning investment strategies with client objectives.

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Opeyemi Agunbiade​

Managing Director

Mrs. Opeyemi Agunbiade is a seasoned Investment Management professional with over 20 years experience in the financial services industry. She has deep expertise in global financial markets, having navigated multiple market cycles and consistently delivered on corporate objectives while maintaining a strong focus on customer satisfaction.

Her experience spans from core banking treasury and extends across a broad spectrum of financial institutions, including asset management, trustee services, investment banking, equities trading, microfinance, and wealth management. She has led and executed a wide range of financial transactions, both within Nigeria and across Africa and international markets, covering instruments from plain vanilla products to highly structured, multi-currency transactions.

She commenced her career at Ecobank Plc and subsequently joined Coronation Merchant Bank (formerly Associated Discount House), where she served as a Local Currency Dealer, Treasury Bill Dealer, Fixed Income Dealer and later as the pioneer Foreign Currency Dealer. She also held the role of Chief Dealer at Providus Bank and most recently served as Group Treasurer at United Capital Plc overseeing a multi-asset portfolio exceeding ₦1 trillion prior to her appointment as Managing Director of the Company.

Mrs. Agunbiade holds a Master of Science (M.Sc.) in Business Information Systems from the University of London, United Kingdom, and a Bachelor of Science (B.Sc.) in Computer Science from the University of Lagos. She is also holds ACI dealing certification, Paris, and an Associate Member of the Chartered Institute of Bankers of Nigeria.

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Adeniyi Falade

Executive Director

Mr. Adeniyi Falade is a Chartered Accountant, Chartered Stockbroker and an Investment Banker. He had his professional accountancy training at PricewaterhouseCoopers, and Coopers & Lybrand Limited, Lagos. He holds a Master of Business Administration (MBA) from the University of Warwick, United Kingdom and a Bachelor of Science degree (BSc), from the University of Ibadan.

Before his appointment as Executive Director of Custodian Investment PLC, he had served as Managing Director of Crusader Sterling Pensions Limited, Managing Director of Lead Capital and Head of Investment Banking Group of Ecobank Nigeria Plc and Lead Bank Plc. He had also at various times served as Head of Internal Control/ Chief Inspector and Head of Risk Management Department of Lead Bank Plc. He is also a member of the Board of Directors of Custodian Life Assurance Limited, Custodian Trustees Limited, UPDC PLC and Interstate Securities Limited..

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Wole Oshin

Executive Director

Wole is the founder and Group Managing Director of Custodian Investment Plc. He is an industry leader with over thirty-five (35) years’ experience and has at various times been a member of the Presidential Committee on Pension Reforms, Chairman of the Nigerian Insurers Association, Council Member of the West African Insurance Companies Association (Ghana), and External Lecturer – West African Insurance Institute, Banjul, The Gambia. He sits on several Boards including the International Insurance Society, New York as well as Council member of the Nigerian Insurers Association and the Commonwealth Enterprise and Investment Council.

He has received numerous awards including nomination as “African CEO of the Year” by African Reinsurance Corporation, a three (3) time awardee of the Top 25 CEO’s Award by the influential BusinessDay Newspaper and the 2019 Harvard Business School Association of Nigeria (HBSAN) Leadership Award for General Management. A graduate of Actuarial Science and a Chartered Insurer by Profession, he holds the Doctor of Finance (Honoris Causa) and is a Fellow of the Chartered Insurance Institute of Nigeria, The Risk Managers Society of Nigeria and the Association of Investment Advisers and Portfolio Managers as well as a Fellow of the West African Insurance Institute, Banjul, The Gambia. He is a past President of the Lagos Business School Alumni Association (LBSAA), as well as an alumnus of the Harvard Business School.

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Richard Asabia

Executive Director

Mr. Richard Asabia, an Investment Banker and Stockbroker, is a 1983 graduate of the London School of Economics [University of London] and 1989 graduate of the University of Wales, Cardiff, UK. He holds a Bachelor’s Degree in Law, a Master’s Degree in Business Administration and is a qualified Barrister, as well as a Fellow of the Chartered Institute of Stockbrokers.

Mr. Asabia has several decades of experience, including as Chief Executive Officer, Non- Executive Director and Independent Non- Executive Director on the Boards of several financial institutions, spanning Banking, Stockbroking, Pension Funds Administration, Trusteeship and Insurance. He is currently a Director on the Board of CrusaderSterling Pensions Limited and is the Chairman of Custodian Life Assurance Limited and Custodian Trustees Limited.