First of all, you need to understand investment risk. When it comes to pensions schemes, we're not talking about situations where you get a call and get told it's all gone (although there are plenty of opportunities to lose all your money in the self directed arena). It is usually how much your money can go up and down. Risk and return are related, so the more it make you, the more it can go up and down in the short term.
Think of it like a rollercoaster. The one with all the twists and loops gives you the biggest thrill but it's not for everyone. Some might like an easier ride.
The ESMA ratings 1-7 are misleading, as can the life companies ratings of high, medium and low risk. ESMA is based on volatility over a 3 year period. If markets are calm for those 3 years, a high equity (which is high investment risk) has a lower ESMA rating. That same fund when markets are volatile, gets a higher rating and suddenly an investor is in a higher risk strategy than they intended.
As for lift companies (and adviors) describing investments as high, medium and low risk. Are the establishing what an investors interpretation of what high risk means? I have found that they don't and assume that investors understand investment risk, which in most cases they don't. The fact that they don't ask the questions is negligent.
Steven
http://www.bluewaterfp.ie (www.bluewaterfp.ie)