The Prium Name
Prium Investment Management, LLC takes its name from King Prium of Troy. When people realize this they typically ask two questions:
- Isn’t his name spelled Priam?
- Why would you name your company after such a tragic figure?
Answer to question 1…
The answer to the first question is easy. Prium is also an acceptable spelling of the name, though it is far more common to spell the name that way in the U.K. than in America.
Answer to question 2…
Prium is known primarily as the king who lost the Trojan War. What people forget about Prium is that he led Troy in defense of the city against a far superior force for 10 long years. The combined might of all Greece was not sufficient to conquer Troy. At least some of this must have been due to Prium’s leadership and strategy.
Troy’s eventual downfall came only after the Greek forces devised the most famous dirty trick of all time, the Trojan Horse. You will recall that the Greeks built an enormous wooden horse and left it in front of the city as a “gift” to the Trojan people. Prium, in a gesture of supremely misguided trust, opened the gates of the city and brought the wooden horse inside. Of course, unbeknownst to Prium, Greek soldiers were hiding inside the horse, waiting for the right time to strike. When the rest of the city had fallen asleep, the soldiers emerged from the horse, opened the gates to the city, and destroyed the town.
What Prium really needed, and what would have changed the course of Greek history, was a trusted advisor. Prium needed someone to say, “Don’t let the horse inside the city. This is a bad idea.” If someone could have just convinced Prium of this little piece of common sense, everything might have turned out differently in the end.
We want to be that advisor for our clients. We can provide the common sense to help protect our clients from the Trojan Horses that they face. Many investors are “at war” with the finance industry and don’t even realize it. There is a continual battle over every investor’s money. The finance industry is actively trying to separate investors from their own money. The finance industry has a variety of “Trojan Horses” that it uses against investors in this war. These Trojan Horses include get rich quick schemes, account churning, high commissions and loads, high fees, financial “products” that benefit the industry more than the client, and tax inefficiency.
Most investors are kind, trusting people – just like Prium – who don’t even realize they are fighting for their lives. Most investors do not even realize that their brokers, bankers, insurance agents, and financial planners have absolutely no obligation to do what is best for the client. At Prium Investment Management we do have that obligation, and we take it very seriously. So, we named our firm after King Prium so that we and our clients would be continually reminded to be on guard against the Trojan Horse, whatever form it may take.
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