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.

Our mission is to give you much more control over your trading than you ever dreamed possible. Become the Warren Buffett of your own life and get consistent, marketing beating returns!

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. For the past two decades he's pursued the answer to why most traders fail. What he discovered blew his mind and could change your life forever.

1997

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

2013

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.

2020

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 enjoy consistent and persistent trading success.

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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.

This self-sabotage was caused by the negative and unproductive inner trading narrative most people have. One of the things Lincoln discovered is that one of the deepest and strongest emotions of traders -- fear of loss -- is an enemy to successful trading.

This fear of loss is triggered by the random and uncontrollable nature of the markets. The markets are not a machine nor a mathematical formula and what works for this trade may not necessarily work in the exact same way for the next one.

The markets are unpredictable because markets are comprised of unpredictable humans making emotionally charged decisions about fear and greed, risk vs reward.

The randomness of the markets conflicts with the basic human desire for predictable stability. Those traders who learn to be consistently profitable do so because they learn to think in probabilities and not solely focus on the outcome of individual trades.

The hidden truth that Lincoln uncovered is that to overcome self-sabotage and really begin to see consistent and predictable results, market approach and emotional management needed to combine as part of a complete trading process. Learning a proprietary method of trading that focused only on the entries without providing specific predictions and expectations won'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 Pillars provides each trader a sophisticated understanding of market probabilities and gives them statistically relevant expectations about trade results tailored to their risk level, natural way of thinking, and emotional responses to pressure.

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 returns and predictable profits from markets -- because you have a consistent approach to them.

Our Team

Experienced | Innovative | Talented

LINCOLN HOLBROOK

Founder

GORDON SCOTT, CMT

Trading Expert

JOSH MILLER

Coach

GARRET GRANT

Student Counselor & Coach

MIKA DIFRANCESCO

Compliance Officer

LINCOLN MCKAY

Sales Associate

ANN HOLBROOK

Financial Officer

MILLIKA SVENSSON

Content Developer

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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.