The 10 Commandments of Stocks and Shares ISA Investing

LONDON, November 1, 2010 - 1. Make a Clear Goal - The journey begins with making a commitment. Make
the all important, never go back decision - that one day you will be
financially free. Decide you will do whatever it takes to achieve your goal.
Many people in the UK have proven that becoming an "ISA Millionaire" is
possible. Gain absolute clarity on your future ideal lifestyle and how much
cash you'd need to fund your lifestyle. Set a realistic deadline.

2. Invest at the Right Time and Get Active - Learn how to read and
analyse stock market behaviour using price and volume data. This will allow
you to invest when the stock market is in an uptrend and move out of the
market into an ISA Cash Park when the market is in a downtrend. Because three
out of four investment funds move in the same direction as the stock market,
by investing with the uptrends, you significantly increase your probability
of success.

3. Take Full Advantage of Strong Market Environments - Learn how to find
the best performing investment funds managed by fund managers with
outstanding track records. Look also at the fund manager's short-term
performance. Ideally, your fund manager will have outperformed the market
indexes over the long-term and will also be outperforming the market indexes
in the short-term. Morningstar.co.uk is a free site ideal for searching for
investment funds.

4. Protect and Preserve in Weak Markets - Switch into a cash-based
investment fund (an example is Fidelity's ISA Cash Park) when the market is
unhealthy to help you protect your capital.When the downtrend is over and a
new uptrend begins, simply start scanning for quality investment funds that
are "on the move."

5. Use Tax Shelters - By religiously using your ISA allowance, you
continually protect your investment from the taxman. This means you don't pay
capital gains tax when you switch back and forth from being invested to not
being invested. This preserves the incredible power of compounding.

6. Fight for Every Percentage Point - Keep commission and switching costs
low by using a fund supermarket such as Fidelity's FundsNetwork. If you don't
use a fund supermarket, and bought through an IFA or bank, you could end up
paying excessive commission fees.

7. Invest the Maximum Allowance Every Single Year - Right from the start,
focus on investing your full GBP21,360 (if you are investing with your
partner) each and every year. Add aggressively for the full duration of your
plan irrespective of what the market is doing. Ideally, aim to add sometime
between April 6th and April 13th every year. Adding is the key to your
success. Aim to put in GBP10,680 for you and GBP10,680 for your partner each
year but don't worry if you are unable to put that much in. Just do your very
best and try to improve it year on year.

8. Stay the Course - Think long-term. Think ten, twenty or even thirty
years or more. Never cash in your chips early or you may live with serious
regret. Be patient. NEVER touch this money for anything. To win, your ISA
account must become untouchable UNTIL the time that is has grown so large
that you can start to draw down on that account to help pay for your chosen
lifestyle.

9. Continuous Education is the Key - Continuing to educate yourself can
increase your value, which in turn helps you to be worth more to the market
place, which in turn helps you easily and effortlessly sock away the maximum
allowance each and every year.

10. On Reaching Your Target, Set up an Automatic Withdrawal Plan - When
you finally reach your target, you set up an automatic withdrawal plan to pay
for your chosen lifestyle. This means that if by then you have mastered the
skill of growing your money at 12% per year, by withdrawing 5% your large
chunk of capital will continue to grow at approximately 7% every year. This
means as well as enjoying your chosen lifestyle, you also become richer each
year.

Commenting, Stephen Sutherland, Chief Investment Strategist of ISACO and
published author of 'Liquid Millionaire', said: "Successful ISA investing is
just like baking a cake. You need all the right ingredients to make it work.
The 10 Commandments of ISA investing are the rules my clients and I follow
and, by adhering to them religiously, they have fortunately helped me build a
six figure ISA account."

NOTES TO EDITORS

Nasdaq Composite, FTSE 100 and Stephen Sutherland ISA account
comparative:

    2010 Performance             Q1    Q2     Q3     Year to date
                                                     as at 1
                                                     October 2010
    Stephen Sutherland's ISA     8.2%  -7.6%  13.2%  13.2%
    Account
    FTSE 100                     4.9%  -13.5% 12.9%  2.4%
    Nasdaq Composite             5.7%  -11%   11%    4.4%

ISACO was founded in 2001 by brothers Stephen and Paul Sutherland.
Stephen is known as the UK's leading authority in ISA Trend Investing and
author of 'Liquid Millionaire.'

Richard Koch, member of the 'Sunday Times Rich List' and author of
best-selling 'The 80/20 Principle' has called 'Liquid Millionaire'
"Inspiring and exciting, and just possibly right."

Paul Sutherland is known as the creator of the unique '3 Minutes per Day'
investing system.

ISACO Ltd. ("ISACO") is a leading ISA investing specialist based in
Manchester, UK.

ISACO aims to help high net worth individuals achieve 12% tax-free
annualised growth rates with the use of ISAs, personal pensions and SIPPs.

ISACO makes this possible by providing a unique premium investing service
using ISA Trend Investing. With ISA Trend Investing you trade investment
funds (not stocks) using an ISA, a SIPP or both, to achieve tax-free, index
beating returns. You aim to profit in up markets and protect in down markets,
helping you to outperform the market over the long-term.

Stephen Sutherland is a regular commentator on business television and
radio, personal finance newspapers and magazines and other market commentator
mediums. 'Liquid Millionaire' is available from Amazon.co.uk, Waterstones and
all other leading book stores. Review copies, as well as interviews, are
available to the media on request.

www.ISACO.co.uk

ENQUIRIES: Dominic Barretto (Public Relations to ISACO Limited): Tel: +44(0)208-980-3545