stock-picking approach in the early 1930s allowed him to maintain his commitment to equities when the market fell sharply once more in 1937-1938. In so doing, he provides an excellent example of the natural advantages that accrue to such long-horizon investors as university endowments in being able to behave in a contrarian manner during economic and financial market downturns. King's, one of the thirty-one Cambridge Colleges, was founded in 1441 by King Henry VI and lavishly endowed with agricultural real estate that stretched the length and breadth of England. Famous Kingsmen other than John Maynard Keynes include Sir Francis Walsingham, secretary of state and organizer of Queen Elizabeth I's spy service; Sir Robert Walpole, prime minister; Alan Turing, the father of modern computing; and the novelists E. M. Forster and Salman Rushdie. For centuries, their agricultural estates formed the bulk of the endowment assets of the oldest Colleges and King's was no exception. When Keynes became involved in the management of King's endowment just after World War I, he immediately undertook a substantial reallocation of the portfolio away from real estate into the new asset class, equities. At the time, other institutional investors remained reluctant to follow suit and it was not until after Keynes's death that they began to follow his example. Oxford and Cambridge ("Oxbridge") Colleges have a natural concern for preserving their wealth for future generations (Tobin 1974) and are the ultimate long-horizon investors. Keynes spotted an opportunity for such patient, long-term investors to make a substantial allocation to equities, an innovation at least as radical as the commitment to alternative assets in the late twentieth century by Yale and Harvard. He selected an asset mix for King's consistent with the implications of standard models of consumption and portfolio choice that were to appear many decades later, as described, for example, by Campbell and Viceira (2002). Keynes can justly be regarded as among the first institutional equity investors. This chapter describes why Keynes held strong views about equities and how he changed his investment approach to the benefit of lower transaction costs. We also highlight how King's benefitted from earning an emerging risk premium on UK equities despite the economic turbulence of the 1930s, as well as additional risk premia obtained through tilting the portfolio toward both value and smaller-capitalization stocks. His investment strategy benefitted the endowment considerably, to the extent that upon his death King's had at least drawn level with Trinity, the richest of the Cambridge Colleges. In the post-Keynes era, the endowment has had a more checkered history, illustrating the challenges in trying to emulate Keynes's unconventional investment approach. The chapter begins with a summary of Keynes's various investing roles in section 4.2. Section 4.3 describes our data, followed by a discussion of endowment asset management before Keynes in section 4.4. We then review Keynes'...