• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Ex-PepsiCo CEO Indra Nooyi worked from midnight until 5 a.m. as a receptionist to pay for her Yale degree—and she says ‘respect went up’ because of it

2

Shark Tank's Kevin O'Leary says if he were 25 today, he'd chase these two booming opportunities in the world of AI

3

China’s birth rate just hit its lowest point since 1949—and Trip.com cofounder James Liang thinks that’s a threat to innovation

1

Ex-PepsiCo CEO Indra Nooyi worked from midnight until 5 a.m. as a receptionist to pay for her Yale degree—and she says ‘respect went up’ because of it

2

Shark Tank's Kevin O'Leary says if he were 25 today, he'd chase these two booming opportunities in the world of AI

3

China’s birth rate just hit its lowest point since 1949—and Trip.com cofounder James Liang thinks that’s a threat to innovation
CommentaryMarkets

Time in the market is more powerful than timing the market

By
Thasunda Brown Duckett
Thasunda Brown Duckett
Down Arrow Button Icon
By
Thasunda Brown Duckett
Thasunda Brown Duckett
Down Arrow Button Icon
October 22, 2025, 9:00 AM ET
Thasunda
Thasunda Brown Duckett is president and CEO of TIAA.courtesy of TIAA
Add Fortune on Google for similar content.

When market volatility shakes our confidence and headlines scream uncertainty, I remind people that the real risk isn’t the ups and downs—it’s our reaction to them. In 2025, amid escalating global trade tensions, steep tariffs, stubborn inflation and a government shutdown, we’ve witnessed wave after wave of turbulence. Yet from decades in financial services, I’ve learned a simple truth: Your biggest risk isn’t market volatility – it’s how you respond to it. Rather than be reactive and try to time the market, it’s important to stay the course. 

Recommended Video

Market cycles have always been intrinsic to investing.  Since 1928, significant market declines of at least 5% have happened in 92 out of 98 years. Yet despite these downdrafts, the S&P 500 has been positive 79% of the time over one-year periods, and that success rate increases to 100% for those who stayed invested for 11 years or more. Just consider this year: despite a sharp April selloff triggered by tariff fears, the S&P 500 has rebounded more than 30%. These aren’t just statistics—they’re powerful reminders that a long-term perspective is our most reliable guide.

I often tell people, “Don’t let today’s headlines steal your tomorrow.” In periods of uncertainty, when emotions run high, our financial focus can waver. The important thing is to stay invested and get protected. Stick to your long-term strategy and add some cushioning to help your portfolio ride out bumpy patches. Here are five ways to put that into action.

First, don’t try to time the market

Many people think they can sell at market peaks and buy at bottom levels. But even the most experienced professionals know this is a fool’s game. I remind people: “Time in the market is more powerful than timing the market.” Staying invested through every cycle allows your money the chance to grow, regardless of short-term fluctuations.

Second, add steadily to your savings and investments

Set your contributions on autopilot. Whether it’s through your workplace retirement plan or another disciplined savings strategy like an IRA, regular exposure to the market is crucial. Remember, when asset prices dip, your steady contributions buy more shares. Over time, that accumulation can significantly boost your overall returns, turning short-term uncertainty into long-term advantage.

Third, make sure your portfolio is diversified

It’s tempting—especially when you’re young or feeling behind—to chase the latest high-flying stock. Yet success over the long haul almost always comes from a balanced mix of assets. Diversification, especially into areas that aren’t perfectly correlated, stabilizes your portfolio so that not every part moves in lockstep when markets shift.

Fourth, if you’re saving for retirement, add protection to your portfolio through an insurance product like an annuity

This becomes more important the older you get. If you’re nearing retirement, you don’t want your nest egg to fall victim to a quick, sharp stock slide like we saw during the great financial crisis in 2007-2008, or at the start of the pandemic. While prices will likely recover, you may be planning to draw down your savings to pay for retirement expenses before the recovery hits full swing. Bonds are often seen as a protective investment, but bond prices can decline, too – as we saw during 2022 when the Fed raised interest rates dramatically to fight inflation. A portion of your portfolio should be dedicated to guaranteed income—like an annuity—that can provide a stable return no matter what turbulence the markets face. This isn’t just about preserving wealth; it’s about maintaining the dignity of retirement.

Fifth, consult a professional

Investing is complicated. There’s no shame in asking for help. I lead a financial services company and I still meet regularly with a personal financial advisor. Get advice – and get it from the right places. Not the latest hot stock tip you heard from the guy at work, and not the latest trend on social media. A good financial professional will get to know your goals, educate you about different asset classes and strategies, and – maybe most importantly – prevent you from making rash decisions when volatility strikes.

By staying invested and getting protected, you can manage through market turbulence with confidence. There will be plenty of days when choppy waters make you a bit queasy, but if you keep your eyes on the horizon, you’ll maintain a steady outlook.

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.

About the Author
By Thasunda Brown Duckett
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Commentary

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Thasunda Brown Duckett is President and Chief Executive Officer of TIAA, a leading provider of secure retirements and outcome-focused investment solutions for millions of people and thousands of institutions.

Before joining TIAA in 2021, she held several key executive roles during a 17-year career at JP Morgan Chase, including CEO of the Consumer Bank and Auto Finance. Earlier in her career, she was a Director of Emerging Markets at Fannie Mae.

In addition, Duckett is an appointee to the President’s Board of Advisors on Historically Black Colleges and Universities (HBCUs), The Business Council Executive Committee and the Committee for Economic Development. She also serves on the board of Business Roundtable.

 

Latest in Commentary

heat
Commentaryclimate change
McKinsey Global Institute: Climate planning has prioritized floods. Heat demands equal attention
By Sylvain Johansson, Mekala Krishnan, Kanmani Chockalingam and Annabel FarrJuly 7, 2026
11 hours ago
j
CommentaryEducation
AI didn’t break higher education—It exposed the credential trap
By Jason BenedictJuly 7, 2026
12 hours ago
e
CommentaryEntrepreneurship
I skipped college and founded a company at 18. Several exits later, this is what I learned
By Eric FranciaJuly 7, 2026
14 hours ago
mw
Commentaryregulation
Virtual Assets Regulatory Authority CEO: Finance’s AI future moves at the speed of its slowest regulator
By Matthew WhiteJuly 7, 2026
15 hours ago
t
CommentaryParenting
Babylist CEO: The Trump Accounts gold rush is overlooking moms
By Natalie GordonJuly 6, 2026
1 day ago
e
CommentaryCorporate Governance
SpaceX’s supervoting shares put a decades-old governance debate back in play
By Jeffrey Sonnenfeld and Steven TianJuly 6, 2026
1 day ago

Most Popular

Ex-PepsiCo CEO Indra Nooyi worked from midnight until 5 a.m. as a receptionist to pay for her Yale degree—and she says ‘respect went up’ because of it
Success
Ex-PepsiCo CEO Indra Nooyi worked from midnight until 5 a.m. as a receptionist to pay for her Yale degree—and she says ‘respect went up’ because of it
By Preston ForeJuly 6, 2026
1 day ago
Shark Tank's Kevin O'Leary says if he were 25 today, he'd chase these two booming opportunities in the world of AI
AI
Shark Tank's Kevin O'Leary says if he were 25 today, he'd chase these two booming opportunities in the world of AI
By Marco Quiroz-GutierrezJuly 5, 2026
2 days ago
China’s birth rate just hit its lowest point since 1949—and Trip.com cofounder James Liang thinks that’s a threat to innovation
Asia
China’s birth rate just hit its lowest point since 1949—and Trip.com cofounder James Liang thinks that’s a threat to innovation
By Nicholas GordonJuly 7, 2026
15 hours ago
Current price of oil as of July 6, 2026
Personal Finance
Current price of oil as of July 6, 2026
By Joseph HostetlerJuly 6, 2026
1 day ago
The man who ran Bernie's campaign says Democrats are still making the same mistakes with Democratic Socialists, and they should laud Mamdani's win
Politics
The man who ran Bernie's campaign says Democrats are still making the same mistakes with Democratic Socialists, and they should laud Mamdani's win
By Catherina GioinoJuly 6, 2026
1 day ago
Even as Elon Musk calls philanthropy ‘very hard,’ everyday Americans gave a record $617 billion—despite feeling the squeeze over the cost of living
Success
Even as Elon Musk calls philanthropy ‘very hard,’ everyday Americans gave a record $617 billion—despite feeling the squeeze over the cost of living
By Preston ForeJuly 4, 2026
4 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.