How The ITM Strategy Works
Discover the simple ITM options strategy in In The Money: Bull & Bear Markets.
The weekly ITM Blog shows how it plays out in real markets. The ITM Hub backs it up with charts, podcasts, videos, quizzes and backtesting.
The ITM Approach
No prediction. No guesswork. Simple rules.
Clear decisions. No screen-watching.
No margin calls – ever.
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
In The Money: Bull & Bear Markets
• Options Trading
• Derivatives Trading
• Trading Analysis & Strategy
58 reviews: all ★★★★★
“I tried everything else – this works.”
“No nonsense options strategy.”
“Finally a strategy that actually works!”
“FANTASTIC!! Simple rules based strategy, no BS, no wizardry. Proven track record.”
The ITM Blog
Don’t start your week without the ITM Blog. Every Monday before the market opens.
Brokers Win. Traders Lose. Your broker doesn’t make money when you make money. It makes money when you trade. The more often you open the app, check the flashing prices, chase the stocks on the “most popular” list and place another trade, the more money it makes. Is it any
Does Experience Cure Bad Habits? The ITM Plan is built on a simple reality: markets are made up of people, not companies. And while companies change, human behaviour repeats in remarkably predictable patterns. Ever lost your car keys? Even when we know an impulse didn’t work out last time, we
| The Great ETF Explosion | Currently there are over 5,000 US-listed ETFs trading across the major US exchanges – more than twice as many as there are companies listed on the NYSE. What started out as a way of capturing the large market movement has morphed into thousands of
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 the best!’
“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 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 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!