The KeepMore Company
The Head Start
Course No. 05
What you keep matters more than what you're told
The Professional Bridge · Securities Foundations

Read the claim
beneath the ticker.

A price is the number you see. A security is the set of rights, obligations, risks, and priorities underneath it. Before you ask whether something might rise, ask the question that makes every later question cleaner: what, exactly, do I own?

Foundation to bridge

The first four courses taught you how people, incentives, taxes, time, and costs shape a decision. Course Five begins the professional bridge. The language gets more precise because the object itself matters now: owner is not lender, dividend is not interest, issuance is not trading, and price is not priority.

I · CLAIM

Name what is owned

Separate ownership, preference, and debt.

II · PRIORITY

Run the stack

Watch value reach claimants in order.

III · ROUTE

Follow the security

Distinguish issuance from later trading.

IV · RIGHTS

Read what travels

Match rights and process corporate actions.

V · DOCUMENT

Interrogate the offering

Use disclosure to defend a conclusion.

I Module One
A security is a claim, not a story

Common stock, preferred stock, and corporate bonds can all be issued by the same company. That does not make them three names for the same bet. They place the holder in different legal and economic relationships with the issuer.

Common stock

An ownership interest: usually voting rights, possible dividends if declared, and the residual claim after higher-priority claims.

Preferred stock

An ownership class commonly built around stated preferences. It generally stands ahead of common stock for dividends and liquidation, but behind creditors.

Corporate bond

A debt obligation. The holder lends to the issuer under stated interest, principal, maturity, and credit terms; the bond itself is not an ownership interest.

Fund share

An interest in a pooled investment vehicle. The investor owns a share of the fund, while the fund owns its portfolio securities.

The ownership boundary

Limited liability generally means a shareholder's financial exposure as an owner is limited to the amount invested. It does not protect the investment from falling to zero, erase separate obligations, or excuse the holder's own conduct.

First professional habit
Name the claim before judging the price.

A quote can change all day without changing whether its holder is an owner, a creditor, or an owner of a pooled vehicle. Price behavior and claim structure answer different questions.

Knowledge Check · Claim versus quote
A company's common stock falls 20% in the secondary market. What changed automatically?
  • The common shares became corporate bonds
  • The shareholders moved ahead of creditors
  • The market price changed; the security remained a common-stock claim
  • The company was required to pay a dividend
WhyPrice can alter what the market will pay without rewriting the instrument's class. Rights can change through formal terms or corporate actions—not because a quote moved on its own.
II Module Two
The ownership stack is a priority map

Companies can finance themselves with several layers of claims. Each layer accepts a different bargain. Debt usually gives up ownership upside in exchange for contractual terms and higher priority. Common equity accepts the last claim in exchange for the residual upside if the enterprise prospers.

Debt claimsContractual payment terms; creditors stand ahead of shareholders in this simplified stack.
Preferred equityOwnership with stated preferences; generally ahead of common and behind creditors.
Common equityThe residual claim: whatever remains after the higher-priority claims.
Priority is not safety

Being earlier in line does not guarantee full recovery. It only answers who is considered before whom under the simplified assumptions. Actual reorganizations can include secured claims, administrative expenses, taxes, negotiated recoveries, and instrument-specific terms.

Authorized

The maximum shares the company's governing documents currently permit it to issue.

Issued

Shares the company has issued. Issued shares can later be held by investors or reacquired as treasury shares.

Treasury

Previously issued shares the company has reacquired and now holds; they are not outstanding while held in treasury.

Outstanding

Issued shares still held by shareholders. In this simplified model: issued minus treasury.

Ownership arithmetic
Your shares ÷ shares outstanding.

A new issuance can reduce a nonparticipating holder's percentage because the denominator grows. A proportional stock split changes both share counts but does not, by itself, dilute ownership.

III Module Three
Issuance and trading are different events

A company needs capital. It creates or offers a security, discloses its terms, and sells it to investors. That is the primary-market story. Once an existing security changes hands between investors, the route has moved into the secondary market.

01

Issuer

Creates the security and seeks capital under stated terms.

02

Distribution

An underwriter or other authorized channel may help price and place an offering.

03

Primary buyer

Buys the newly issued security; in a primary sale, proceeds go to the issuer.

04

Secondary venue

Existing securities may later trade on an exchange or another market venue.

05

Broker-dealer

Handles a trade for a customer or may transact as a dealer, depending on capacity.

06

Record & settlement

Clearing, depository, custody, and transfer functions help ownership and money arrive where required.

The proceeds question
Who receives the money?

If newly issued securities are sold and the issuer receives the proceeds, think primary market. If investors are trading an existing security with each other, think secondary market.

IV Module Four
Rights travel with the instrument

The word stock is not enough. The class, charter, offering terms, and applicable law define the rights. Common shares often carry votes; preferred shares commonly carry preferences; bonds carry contractual debt terms. “Usually” is a cue to read—not permission to assume.

Vote

Common holders commonly vote on directors and specified corporate matters.

Dividend

A common dividend is generally declared, not contractually owed merely because a share exists.

Preference

A preferred class may receive stated dividend or liquidation priority over common.

Debt terms

A bond can state interest, principal, maturity, security, call, or conversion provisions.

Rights & warrants

These can create a privilege to buy shares under stated terms; the privilege is not the same as already owning those shares.

Conversion

A convertible bond or preferred share may become common stock if its terms and conditions are met.

Instrument reading
Right, obligation, priority, condition.

For every feature, ask four things: who receives it, who owes it, where it stands, and what condition activates it.

Corporate actions change the frame

Splits, reverse splits, dividends, buybacks, tender offers, rights offerings, mergers, and proxy votes do not mean the same thing. Process the mechanics first. A two-for-one split changes shares and the reference price mechanically; it does not, by itself, double the holder's economic interest.

V Module Five
Read the document before the dream

An offering is often sold through a story about what the company might become. The professional reading order starts elsewhere: what is being offered, who is selling, where the proceeds go, what can go wrong, how ownership changes, and what the distribution costs.

TERMS

What is the security?

Class, amount, price, rights, preferences, maturity, or conversion terms.

PROCEEDS

Who gets the money?

The issuer, selling holders, or both—and what management says it plans to do with it.

RISK

What can break?

Business, financial, market, legal, concentration, governance, and offering-specific risks.

DILUTION

What changes per share?

How the offering affects ownership, share count, and stated book-value measures.

DISTRIBUTION

Who is placing it?

Underwriting or placement structure, discounts, commissions, and conflicts.

FINANCIALS

What supports the claim?

Financial condition, cash needs, obligations, operating record, and capital structure.

Registration is not approval

A registered offering enters a disclosure process; another offering may rely on an exemption. Registration or effectiveness does not mean the SEC endorsed the investment, guaranteed the disclosure, or decided that it fits a particular investor.

Capstone rule
Trace the claim all the way through.

Name the instrument. Name the market. Name the participant's job. Name the priority. Then decide what evidence would still be required. A conclusion without that chain is only a reaction.

Delayed retrieval · Courses 01–05
Old ideas must survive a new case.

Five unfamiliar decisions now mix incentives, mechanisms, taxes, disciplined investing, and security claims. Retrieve the principle without being told which earlier lesson it came from.

Private decision record

Choose one security you have heard discussed recently. Without deciding whether it is “good” or “bad,” write the first three questions you would now ask about its claim, route, rights, or priority.

You can now see what the quote leaves out.

You have moved from the behavior around markets to the architecture inside them. You can distinguish owner from lender, calculate changing ownership percentages, rank a simplified stack, separate primary issuance from secondary trading, identify participant roles, process corporate actions mechanically, reject the registration-means-approval myth, and interrogate an offering document before accepting its story.

The bridge has begun
A ticker is a label. The claim is the thing.

Course Six will move from the ownership stack into the language of bonds: yield, credit, duration, price sensitivity, and the bargain a lender is actually making.

Primary-source reading used for this lesson: FINRA’s current Securities Industry Essentials content outline and Series 7 content outline; SEC/Investor.gov explanations of stocks, corporate bonds, primary markets, secondary markets, stock splits, the SEC's share-count definitions, registration warning, and IPO prospectus bulletin. Sources accessed for factual review July 27, 2026.
· · ·
← Return to The KeepMore Company