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• 5 min read
• Published on 25 July 2025
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View the full Basket:Trust Brokers
Let’s be honest, trust isn’t what it used to be. Time was, a firm handshake and a chap’s good word were enough to seal a deal. Today, that world feels like a distant, black and white memory. In our sprawling, chaotic digital age, trust has become a commodity. It’s something that is manufactured, packaged, and sold for a handsome profit. And I must say, as an investment theme, it’s rather compelling. The companies that have cornered this market, the so called ‘trust brokers’, have stumbled upon a brilliant truth. In a world riddled with uncertainty, businesses will pay almost anything for a slice of certainty.
View the full Basket:Trust Brokers
Think about it. If you run a large company, can you really afford to skimp on cybersecurity? It would be like a bank deciding to save a few quid by getting rid of its vault doors. It’s simply not an option. The same goes for a company needing a credit rating to borrow money. These services are not discretionary luxuries, they are fundamental, non negotiable costs of doing business. This creates an incredibly resilient revenue stream, one that doesn't really care if there’s a recession looming. People will always need locks for their doors, and businesses will always need digital locks for their data.
This inelastic demand is the secret sauce. While other sectors fret about consumer spending, the trust merchants are selling something everyone needs, all the time. It’s a beautiful business model, really. They profit not from boom times, but from the underlying complexity and risk of the modern world itself. And let’s face it, complexity and risk aren’t going out of fashion anytime soon.
View the full Basket:Trust Brokers
At the sharp end of this trade, you have the cybersecurity firms. Companies like CrowdStrike and Palo Alto Networks are, in essence, the digital bouncers for the global economy. They stand at the virtual door, checking IDs and making sure no unsavoury characters get inside to cause a ruckus. CrowdStrike’s genius was to build its security in the cloud, watching billions of tiny events to spot trouble before it starts. It’s less like an old antivirus program and more like a tireless, all seeing security guard. Once a company installs this kind of system, the cost and hassle of switching to a rival is enormous. That gives them customer loyalty that other industries can only dream of.
Then you have the financial headmasters, the credit rating agencies like Moody’s. These firms wield an almost comical amount of power. With a single report, they can decide the financial fate of entire countries, let alone companies. They, along with a couple of their peers, form a neat little oligopoly, acting as the gatekeepers to global capital. If you want to borrow serious money, you need their stamp of approval. It’s a fantastic position to be in, getting paid by the very entities you are judging.
When you put them all together, you see a pattern. These are the companies selling certainty in an uncertain age. It’s a fascinating collection of businesses, a sort of who's who of digital gatekeepers. You can find a group of them in what some are calling the The Trust Merchants basket, which bundles these sorts of firms together.
Of course, nothing is a sure bet. Investing always carries risk, and you could lose money. These companies face their own challenges. The cyber threats get cleverer, and the regulators could always change the rules of the game. What’s more, quality doesn’t come cheap, and many of these stocks trade at prices that reflect their dominant positions. But to me, the long term trend seems clear. The world is only getting more digital, more complex, and frankly, more dangerous. In that environment, selling peace of mind might just be one of the best businesses to be in.
View the full Basket:Trust Brokers
View the full Basket:Trust Brokers
View the full Basket:Trust Brokers
View the full Basket:Trust Brokers
View the full Basket:Trust Brokers
View the full Basket:Trust Brokers
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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