Global Investment Performance Standards (GIPS) are intended to enable investors to compare investment firms worldwide. Created in the 1990s, the standards have been updated over time and now include requirements for reporting, marketing and advertising.Why are GIPS important?Because without them, it would be difficult – if not impossible – to compare the performance of one investment firm against another. This is especially important when looking for an advisor or manager with a global reach.How do you know if an investment firm is compliant with GIPS?Look for the “GIPS” seal on their website or marketing materials. If you can’t find it, contact the firm directly and ask them about their compliance status.