How The ITM Strategy Works
Discover the simple, proven ITM options strategy in In The Money.
The weekly ITM Blog shows how it plays out in real markets, with the ITM Reader Hub supporting it with charts, podcasts, videos, quizzes and backtesting.
The ITM Approach
No prediction. No guesswork. No margin calls – ever.
Simple rules. Clear decisions. No screen-watching.
ITM is built to work with the market – not fight it.
Backtested
33 years
6 X market
return
Invested
in 1993
Market result
2025
ITM result
2025
The ITM Blog
Don’t start your week without the ITM Blog. Every Monday before the market opens.
The ITM Swansong | The new ITM book is finally live. This is the definitive edition, bringing together everything from the previous books into one place. The earlier titles are now being retired. What’s new? Both strategies are now included – the bull (SPY / SPYG / QQQ) and the
Bear Markets: Shock vs Grind We’re not in a bear market. Not yet. That matters – because how a bear arrives tells you how it behaves. Not all bears are the same. Some hit like a car crash. Others just slowly drain the life out of the market. Let’s look
On The Bench. Well, we’re out of the market. SPY, SPYG, QQQ – all on the sidelines. Sitting twiddling our thumbs, so we have plenty of time to review our performance – and, of course, play the ‘if only we’d . . . ‘ game. Podcast: On The Bench (Trying
Read more ITM Blog
“Simple, clear, and easy to follow.”
“By far the easiest and lowest-stress strategy I’ve used.”
“A simple, profitable way to trade – without losing sleep.”
“I’ve read over a hundred investing books – this is in the top five.”
“I’d give it 6 stars if I could.”
We follow the ITM trades for 33 years.
Every single trade is listed. No cherry-picking.
The good trades, the bad trades, the boring trades.
No smoke, no mirrors.
The result?
ITM beat the market and fund managers spectacularly.
Hi, I’m Heather, author of In The Money. I’ve been trading the stock market for over 25 years and know what works – and what doesn’t.
After years of making and losing money, I developed the ITM (In The Money) strategy – a simple way to beat the market, across both bull and bear conditions.
Learn the ITM strategy in my new book, check out the charts and resources in the ITM Reader Hub, then follow the weekly ITM blog where I show how to implement it and answer readers questions – all free, no membership required.
The complete ITM strategy – for both bull and bear markets.
Different approaches, same principles.
The ITM Reader Hub is a free companion to the book, bringing together charts, audio, visuals and quizzes to help you understand and apply the ITM strategy.
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Please note that Heather answers all questions at the end of the ITM Blog.
Happy trading!