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When measuring performance, results can differ depending on whether money-weighting or time-weighting is used. The time-weighted Global Investment Performance Standards (GIPS) are often viewed as an industry best practice. As a result, GIPS are often applied to all business models. However, money-weighting may actually be the more appropriate way to accurately measure performance. The Myths of GIPS whitepaper addresses the value (and limitations) of time-weighted performance measurement and offers insight into tailoring reporting methods to better serve clients, including: -The distinct advantages of time-weighted and money-weighted returns -How to choose the appropriate calculation method -The benefits of offering a choice of reporting options This paper will help educate firms on the benefits of using money-weighted versus time-weighted performance measurement.