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Good morning,
KISS stands for Keep It Simple Stupid.
The "Stupid" part isn't meant to be an insult. It's a reminder that smart people can make "stupid" mistakes when things are overcomplicated.
"Simplicity is the ultimate sophistication"
– Attributed to Leonardo Da Vinci
Retirement investing should be kept simple in order to minimize mistakes.
At its core, retirement investing is all about creating passive income.
At Sure Dividend, we focus on dividend paying stocks to build a growing passive income stream.
Publicly traded stocks have a host of advantageous wealth-building characteristics:
- Stocks have generated the strongest returns of any major asset class over the long run - and it isn't close.
- The cost of buying and selling individual securities is incredibly cheap now - and holding stocks after purchasing them is free (free is good).
- The stock market's combination of transparency (readily available financials) and liquidity reduce uncertainty relative to more opaque and illiquid investments.
But just about everything has a catch...
The 'big catch' of the stock market is the price volatility caused by the market itself being so active.
When you see prices decline quickly, it can be difficult to hold for the long-run.
The big drawback of the stock market is volatility... But that isn't a real drawback with income investing.
It's also where being a relatively conservative, long-term investor becomes an advantage.
“When an investor focuses on short-term investments, he or she is observing the variability of the portfolio, not the returns – in short, being fooled by randomness."
– Nicholas Nassim Taleb
When your portfolio produces the income you need, if stock prices fall by 10% or even 50%, your income doesn't fall.
The above of course assumes you are in strong businesses likely to increase their dividend rather than reduce it.
Price declines don't impact the reason of investing; income.
But price declines do mean that putting new money into the market from any source is invested at more attractive rates.
Sources of funds may be reinvested dividends, transferring funds from overpriced stocks to underpriced stocks, or new savings.
Conservative investors will naturally be drawn to higher quality businesses less likely to reduce their dividend payments during recessions.
And when you invest conservatively for income you get to profit from market volatility by choosing when you buy and sell instead of letting the market dictate your moves.
Picking exactly what dividend stocks to invest in can get complicated, but it doesn't have to.
There are a variety of investing services out there that range in price from asset managers and active mutual funds to investing directly in individual stocks.
The average advisory fee for a $1,000,000 account is ~1.0%. For a $1,000,000 portfolio, investing in individual securities yourself saves $10,000 per year, and savings only increase as your account grows.
The less you pay in investing fees, the more money is left in your investment account to grow and produce income for you. This is another simple concept. The less you pay the more you keep.
This means investing in individual securities. And specifically, income producing securities to generate passive income for investors in retirement or preparing for retirement.
There's no way around it – the most comprehensive way to find quality income dividend stocks is to analyze as many candidates as possible.
"So I think it was just looking at different companies and I always thought if you looked at 10 companies, you’d find one that’s interesting, if you’d look at 20, you’d find two, or if you look at 100 you’ll find 10. The person that turns over the most rocks wins the game. I’ve also found this to be true in my personal investing."
– Investing legend Peter Lynch
But that level of diligence is both time intensive and difficult...
And that's where The Sure Analysis Research Database (SARD) shows its value.
The Sure Analysis Research Database is where our ~15 person analyst team creates 3-page PDF reports on more than 900 income securities, every quarter.
Every company is analyzed over the same core metrics so we can compare and rank income securities to each other on an apples-to-apples basis. These metrics include:
- Fair value estimates
- Buy/hold/sell recommendations
- 5-Year forward expected total returns
- 5-Year forward expected growth rates
- Dividend yields
- Years of consecutive dividend increases
- Dividend Risk Scores
- And many other metrics
Note: You can see how we calculate these metrics on our Sure Analysis Glossary page.
"You and your team run the BEST research program in the country."
– Sure Dividend member
The Sure Analysis Research Database is our best service to help investors find high quality dividend growth stocks for the long run.
More than 2,500 intelligent investors are members of the Sure Analysis Research Database.
Here's what's included in Sure Analysis:
- Massive Dividend Growth Stock Coverage
We cover 900+ income securities every quarter in Sure Analysis, over the same key metrics. See below for 3 examples of the 900+ income securities we cover:
+ Coca-Cola (KO)
+ Realty Income (O)
+ Landmark Bancorp (LARK)
- Weekly Top 10 Best-Of-The-Best Email
We send out an email each week with the 10 highest expected total return securities with "A" or "B" Dividend Risk Scores from the most recent editions of the Sure Dividend Core Newsletter, Sure Dividend High Yield Newsletter, and Sure Dividend Growth Newsletter. This email uses the recommendations from our premium newsletters, so you get a concise list of the best-of-the-best dividend growth stocks each week.
+ Example Top 10 email from December 30th, 2025
- The Sure Analysis Research Database Spreadsheet
The Sure Analysis Research Database spreadsheet is powerful. It has everything you need to quickly sort through the 900+ income securities we cover to find the best that match your needs, and avoid the worst. And, it is updated daily, so you always have up-to-date info to guide your dividend growth investing decisions.
+ Example Spreadsheet from December 31st, 2025
- The Sure Dividend High Yield Newsletter
Our most yield focused long-term dividend growth newsletter. It publishes on the 2nd Sunday of the month. Click here for a historical edition.
- The Sure Dividend Growth Newsletter
Our most growth focused long-term dividend growth newsletter. It publishes on the 3rd Sunday of the month. Click here for a historical edition.
- The Sure Dividend Core Newsletter
Our most balanced (between yield and growth) long-term dividend growth newsletter. It publishes on the 1st Sunday of the month. Click here for a historical edition.
“Love Sure Analysis service. The Excel spreadsheets are awesome as it allows you to “drill down” in about any category you want. I actively use your service in researching dividend stock purchases for a retirement IRA account. Love it all!”
– Sure Analysis Member
And now is the absolute best time to join Sure Analysis because of the February 2026 Deep Discount Event.
The February 2026 Deep Discount Event discount on the Sure Analysis Research Database ends tomorrow (2/23/26) at 8:00 PM CST, with absolutely no exceptions.
This is BIG because SARD will never be this inexpensive again. And your price will never increase after joining...
The key points of this special limited time offer are below:
- Incredible Value | From $999 to $339
SARD was previously priced at $999/year. It's a bargain at that price because SARD includes all our other premium services (previously priced separately at $755/year) and access to the Sure Analysis Research Database itself, which is by far our most valuable service. Thanks to the current deep discount event, you can join now for just $339/year.
- Never Priced This Low Again
+ We will never offer this membership at a lower price.
+ No price increases ever – always just $339/year.
- Risk-Free 60 Day Full Refund Period
Enjoy a full 60-day refund anytime after your first payment, no questions asked.
- Deadline: February 23rd, 2026, 8:00 PM CST
Once this offer expires, it’s gone for good – no exceptions.
There's no risk in trying the Sure Analysis Research Database thanks to our 60-day full refund period.
There is, however, serious dividend compounding potential from investing in quality dividend growth stocks for the long run.
"I am very pleased with the service and information I receive from Sure Analysis. It is great guidance for me as a retiree. I use it exclusively to manage my portfolio of equities."
– Sure Analysis Research Database member
Click below to start join and get instant access to the Sure Analysis Research Database.
Note: The February 2026 Deep Discount Event is in effective, reducing your price for Sure Analysis to just $339/year. Sure Analysis will never be this inexpensive again, and your price will never increase after joining. This offer ends in just:
To your compounding dividend income,
Ben Reynolds
Founder, Sure Dividend
P.S. The February 2026 Deep Discount Event ends in just 1 day, and Sure Analysis will never be this inexpensive again. Click here now to join the Sure Analysis Research Database annual plan with the deep discount applied, while it's still available.
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