Asset Management plays a distinctive role in capital markets by pooling the savings of investors and investing them strategically in financial instruments and other assets with the aim of generating returns. Investing is typically thought of as a way to increase the value of money and as a way of trying to protect the value of money against the impact of inflation over time. All investments carry risks and are generally accepted as higher risk than simply depositing money with a bank. Investments vary in terms of the degree of risk and also complexity and not all investment products are suitable for everyone.