Non Vi Sed Arte, a Latin phrase meaning “not by force, but by skill”, captures the essence of successful investing: intelligence, strategy, and expertise often triumph over sheer power. This principle underscores the importance of thinking strategically, solving problems creatively, and mastering skills to achieve long-term success rather than relying solely on brute force.
In today’s complex world, thoughtful approaches often lead to better outcomes. Non Vi Sed Arte serves as a guiding mantra for investment principles, encouraging individuals and organizations to prioritize expertise over aggressive tactics. This mindset fosters resilience, adaptability, and smart decision-making, where success is driven by clever, strategic solutions. Whether in investing or personal growth, Non Vi Sed Arte reminds us that skill, strategy, and intelligence are the true keys to lasting success.
Please read more about the most important investment principles the strategy is focused on. They are all inspired by Non Vi Sed Arte.
Focus on cash flows, effective management, and competitive advantages.
Long-term focus with the flexibility to replace holdings when needed.
Optimizing the right number of positions to balance daily risk and potential returns.
Not focused on following any index, but on optimizing returns over the long term.
Momchil invests the majority of his savings in the strategy.
Account for key macro, sector, and cross-asset dynamics.
Focused on 1:1 investing and therefore not using leverage.
Focused on long equity and not focused on short trades.
Momchil invests only in stocks listed on the NYSE and NASDAQ, as well as in stocks that have ADRs on those exchanges.
Key lesson from 2022: balance gains in bullish years with limited losses in bearish years.
Focus on $50B+ market cap companies, prioritizing stability.
Hold stock/ADR positions for an average of 3 or more weeks before rotating into new positions.
2020 | +97.84%
2021 | +47.73%
2022 | -40.62%
2023 | +42.17%
2024 | +31.06%
2025 | +33.80%
2026 | +21.96%
Compounded Annual Growth (2020-2026) | +27.90% per annum
Growth of $100,000 (2020-2026) | $527,692
Number of eToro Followers Globally | 1,000,000+
This website is for informational purposes only and should not be interpreted as investment, financial, or any other form of advice. Investing carries the risk of losing money, and past performance is not indicative of future results. Please carefully consider whether you can afford to lose up to 100% of your investment before investing in any financial instruments. Performance data points were updated on October 3, 2026.
eToro is a multi-asset platform offering investments in both stocks and cryptoassets, as well as the trading of CFD assets. CFDs are complex instruments and carry a high risk of losing money rapidly due to leverage; 61% of retail investor accounts lose money when trading CFDs with eToro. You should assess whether you understand how CFDs work and whether you can afford to take the high risk of losing your capital. eToro (Europe) Ltd. is authorized and regulated by the Cyprus Securities Exchange Commission (CySEC) under license #109/10, and eToro (UK) Ltd. is authorized and regulated by the Financial Conduct Authority (FCA) under license FRN 583263. Your capital is at risk, and additional fees may apply. For further details, please visit etoro.com/trading/fees.
Momchil Lukanov is not a registered investment advisor and does not provide investment advisory, fund management, wealth management, or any other services. Non Vi Sed Arte is an investment strategy on the eToro platform managed by eToro Popular Investor Momchil Lukanov. This page is for informational purposes only and does not constitute a recommendation to copy the Non Vi Sed Arte strategy or invest in any fund or security. 2020 performance figures are from Momchil’s personal account and are not available on the eToro platform; from 2021 onwards, performance is calculated by eToro.
This website has been prepared solely to provide information about the Non Vi Sed Arte investment strategy and has been compiled in good faith by Momchil Lukanov. However, no representation is made regarding the completeness or accuracy of the information provided. This information may be incomplete, contain errors, or become outdated over time. The content on this website speaks only as of the respective dates on which it was filed. Momchil Lukanov disclaims any obligation to update information on the website on a daily basis, though he reserves the right to add, modify, or delete any information at any time.
All information and references on this website are provided “as is,” without any warranty or implied terms of any kind. Reproduction or distribution of materials obtained from this website is prohibited without the written permission of Momchil Lukanov. All rights reserved.
Momchil has been a Popular Investor on eToro since 2021. He holds both a BSc and an MSc in Finance, as well as a CISI Level 3 Certificate in Investment Management. Having begun his investing journey in 2012, he initially shared manual signals with followers in 2020 before transitioning to automated copy investing on eToro in 2021. His professional background includes four years at a leading Southeast European financial group; he currently serves as Principal of Customer Lifecycle & Revenue Strategy for a global leader in 3D visualization technology.