• 5 min read
• Published on 25 July 2025
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View the full Basket:Century Club
In the modern investment world, we’re all a bit obsessed with the new. We chase after disruptive technologies, visionary founders, and companies that promise to change the world before they’ve even turned a profit. It’s exciting, I’ll grant you that. But it’s also exhausting. Amid this frantic search for the next big thing, I think we often overlook the quiet, almost unfashionable, virtue of simply sticking around.
Less than one percent of companies ever see their 100th birthday. Think about that. It’s an astonishingly rare achievement. These are businesses that have seen it all, from world wars and the Great Depression to the dawn of the internet and the chaos of the last financial crisis. They’ve survived, and in many cases, they’ve thrived. To me, that kind of resilience is far more compelling than a flashy pitch deck.
View the full Basket:Century Club
New companies talk a big game about their "competitive moat". Usually, it’s a clever bit of code or a patent that a rival will probably figure out how to copy in a few years. The moats protecting these century-old giants, however, are different. They are dug over generations, filled with brand loyalty, and patrolled by global supply chains that are almost impossible to replicate.
Take a company like Coca-Cola. A competitor could, in theory, create a similar fizzy brown drink. But could they replicate a distribution network that has spent over a century worming its way into nearly every village, town, and city on the planet? Not overnight, they couldn’t. That’s a moat built of time, relationships, and sheer, stubborn persistence. It’s the kind of advantage that doesn’t show up neatly on a balance sheet but is immensely valuable, especially when markets get choppy.
View the full Basket:Century Club
Another thing these old-timers tend to do is pay dividends. It sounds a bit dull, I know, but hear me out. A company like Procter & Gamble has been sending cheques to its shareholders for over 130 years. That isn’t just a financial policy, it’s a culture. It shows a fundamental commitment to returning capital to the people who own the business, rather than endlessly reinvesting it in speculative projects.
In an era where many high-flying tech firms burn through cash with little to show for it, a reliable dividend can be a comforting anchor. It suggests a mature, stable business that generates predictable cash flow. It might not give you the adrenaline rush of a stock doubling in a week, but it could help you sleep a little better at night.
View the full Basket:Century Club
The biggest criticism levelled at these companies is that they’re slow, lumbering dinosaurs on the verge of extinction. It’s a fair point to raise. Their size can make them less agile. But this view misses a crucial piece of their history. These companies have already managed multiple technological revolutions. IBM, for instance, went from making tabulating machines to mainframe computers to a cloud services provider. That’s not sluggishness, that’s profound adaptation.
Looking at a collection of these survivors, like the Century Club, you see a pattern of deliberate, not panicked, evolution. They have an institutional memory of how to handle change without betting the entire farm on a single new trend. Of course, past performance is no guarantee of future results, and these firms face real challenges from nimbler competitors. They are certainly not risk-free. They may offer less explosive growth, but the trade-off is a potential for stability that is hard to find elsewhere. For an investor, they could serve as the sturdy foundation of a portfolio, allowing you to take more calculated risks with the rest of your capital.
View the full Basket:Century Club
View the full Basket:Century Club
View the full Basket:Century Club
View the full Basket:Century Club
View the full Basket:Century Club
View the full Basket:Century Club
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
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