About Us

Our Mission

Wall Street works hard… against you. They’ve trained you to:

(1) welcome single-digit returns

(2) regard the “buy and hold” strategy as the best

(3) accept expensive mutual fund fees

(4) whatever happens in your retirement accounts, it’s your fault.

They’re not in it for you. And they don’t care about optimizing your returns. No one cares about your money more than you do.

Life, or what we like to call, “The School of Hard Knocks” teaches you street smarts. Higher education or college teaches you book smarts. We teach you trading smarts.

Becoming a consistently success trader simple...once you know the formula

Trading right is not as impossible as it seems. You have more control over your trading than you think. It's possible to predict your trading results.

Meet the Founder

Traveling the world as an instructor for Investools, Inc., and teaching thousands of people how to trade, Lincoln saw early that few had any real success. As the founder of his own trading education company, Lincoln and his instructors created educational programs for some of the world's most well known traders. Again, he saw only a few people really succeed despite sincere effort and poignant struggle. He spent 7 years and hundreds of thousands of dollars researching why most traders fail. What he discovered blew his mind and could change your life forever.


Lincoln was hired by Investools, Inc. He personally taught 7,000 people around the world how to trade. Most didn't succeed.


Lincoln founded Lincoln Institute of Financial Empowerment (LIFE) and created trading education systems with some of the world's most well known traders. His coaches taught 6,500 people how to trade. Most didn't succeed.


Lincoln founded Trusted Trading Institute specifically to share what he discovered in his research. He knows why most people don't succeed as traders. As he likes to say, he knows "the rest of the story" traders need to have consistent and persistent trading success.


Scott Elder, Investools, Inc. Founder

"Lincoln's insights and trading system are revolutionary. There is nothing else like it."

Our Story

Lincoln Holbrook began his career teaching people how to trade with Online Investors Advantage (which would later become Investools, Inc. after going public).

Through two day intensive workshops, Lincoln taught people worldwide how to use simple techniques to trade stocks and options successfully. Despite how simple the system was to learn and follow, there was something missing that kept an alarming number of people from following it to achieve consistent trading success.

As a conscientious instructor, Lincoln had concerns that not everyone who bought the program managed to make money with it. Because he felt a personal responsibility to help all his students succeed, he took it upon himself to find out what was missing. What kept most people from following the simple Investors system as taught?

Finding the rest of the story became Lincoln’s personal quest. Why weren't ordinary people able to win big enough, often enough, and consistently enough to never have to worry about money again? Engaging his instructors in this quest, Lincoln began to see a recurring theme; people were subconsciously sabotaging their own success.

Investools underestimated one of the deepest and strongest emotions – the fear of loss. The fear of loss is the enemy to successful stock trading. And it turns out that pretty much everyone has a fear of loss. It’s just that they all have it at different degrees. And the stronger the fear, the harder it is to make money trading stocks or options.

Lincoln set out to help people overcome their fear of loss in trading stocks. After months of studying this emotion and reading just about everything he could find on the psychology of
trading, he wrote a book, Emotional Habits of the Successful Investor.” This was a good start. And traders who read his book benefited immensely through increased profits in their
trading. But in time, he realized it wasn’t enough. It wasn’t helping everyone. Too many people still struggled to have consistent market profits.

In 2013 he launched Lincoln Institute of Financial Empowerment (LIFE) to continue helping all investors become successful traders. Since this time, Lincoln has worked directly and indirectly with more than 7,000 students and has spent over $250,000 researching how to help every trader succeed. From this, he identified the 10 roadblocks that most people have and how to overcome them.

Lincoln discovered that to overcome these roadblocks and become consistently successful traders, the market approach and emotional management needed to combine as a single trading system, both reinforcing the other. The traditional approach of learning a proprietary trading system in isolation from learning how to control emotions (specifically the fear of loss) just doesn’t work.

To solve this problem, Lincoln developed Trusted Trading Institute. This trading system considers the statistical probabilities of the markets and the fear of loss level of the trader. This fear of loss level is also known as risk level- the level of risk you’re willing to take. Lincoln’s revolutionary, 7 Pillar system provides each trader a sophisticated understanding of market probabilities and gives them statistically relevant expectations about trade results tailored to their risk level.

For the first time, it’s possible to use the exact sophisticated statistical probabilities employed by the pros in your own part-time trading. With this knowledge, you can confidently create (and follow) a trading plan that will give you consistent annual return profits from your trades- because you have a consistent approach to the markets.

Our Team

Experienced | Innovative | Talented




Trading Expert




Student Counselor & Coach


Compliance Officer


Sales Associate


Financial Officer


Content Developer

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See how our clients feel about us

Kim Kang

“[Lincoln] is just such an awesome teacher. We cannot speak more highly about what he is doing for us. … We would recommend this group to anyone who is interested in learning more about finance.”

Janice Page

"You can see in column AU, all but one stock would have resulted in losses totaling about $36,000. I will say that your cost of [membership] has been definitely well worth it. You saved me $36,000."

Cherie Lousie Bell

“Any time we asked him a question, he always had the answer. and he’s always there whenever we’ve made appointments with him, he really makes us feel like a priority. We love working with him.”

Charles Brown

"Hearing and reading [the lessons] from this well-thought out course drives home the points. Result? You are more likely to invest smartly, while less likely to rely on hope or emotions."


Our goal is to help you Be Money Smart and save the retirement of America.

We do not track the typical results of our customers. Our technology and these techniques may not always be accurate, and our trades may not always be profitable. They could result in a loss of an entire investment. We cannot guarantee that you will make money or that you will be successful if you employ this trading strategy specifically or generally. Consequently, your results may significantly vary from ours. We do not give investment advice, tax advice, or other professional advice. Reference to specific securities should not be construed as a recommendation to buy, sell or hold a security. Specific securities are mentioned for informational purposes only. All investments involve risk, and the past performance of a security, industry, sector, market, financial product, trading strategy, or individual’s trading does not guarantee future results or returns. Investors are fully responsible for any investment decisions they make. Such decisions should be based solely on an evaluation of their financial circumstances, investment objectives, risk tolerance, and liquidity needs.