Ruffer is a British investment company with two main entities: Ruffer Investment Company and Ruffer LLP. Ruffer Investment Company focuses on internationally listed equities, aiming to avoid losses and generate returns above cash returns[1]. Ruffer LLP offers financial planning and portfolio management services for individuals and businesses[2]. Their target audience includes high-net-worth individuals and small businesses. The unique selling proposition is their conservative investment strategy, prioritizing capital preservation alongside returns[1]. This approach appeals to risk-averse investors seeking stable financial growth.