When investing, the primary aim is to achieve a high return on their investment, while taking a higher level of risk.
Customers focus on investment funds which offer greater potential for growth and appreciate that this comes with a high level of risk. They understand that the value of the investment can change rapidly and by a large amount in the short term (12 months) and that there is a greater risk to the original money invested.
They also understand that the value of the investment will go up and down over time and are prepared to take a high level of risk that it could lead to a possible reduction in the value of the money invested (capital) and the interest (return).