The final step is to compare and decide on the investment. You need to weigh the risk and return of the investment against your objectives and criteria, as well as consider diversification, liquidity, and tax implications. Tools such as a risk-return trade-off, the capital asset pricing model (CAPM), and a decision matrix can all be used to evaluate the options. The risk-return trade-off helps find an optimal balance between risk and return that suits your preferences and goals. The CAPM formula calculates the required or expected return of an investment based on its risk and the market return. Lastly, a decision matrix lists criteria, alternatives, and scores of the investment options to help you rank and compare them based on their strengths and weaknesses. By following these steps, you can make informed and rational decisions when investing in financial services.