They look at the top of the market, listen to whatever horse is being spoken about the loudest, watch a favourite get cut from 7/4 into 11/10, then convince themselves they have found something solid.  

The problem is, by the time half the country is on it, the price has usually gone. And even when it does win, what have you really done? You have risked your money for a return that barely moves the needle.  

Then, when it gets turned over, you are left wondering why you backed a horse at a poor price just because everyone else seemed to fancy it.  

That is not the type of racing The High Odds Advisor is built for.  

This service is for the punter who would rather take a proper each-way position at 20/1, 33/1 or even bigger, knowing that one good result at those prices can do more for your month than a dozen short-priced winners ever could.

One horse was sitting there at 25/1, and at first glance it was easy to see why plenty had ignored it. The recent form looked ordinary, the market was quiet, and it wasn’t the sort of runner most people would give much time to.  

But the more you looked, the more it made sense. It had shaped better than the result suggested last time, the conditions were more suitable, the trainer was starting to find a bit of form, and the jockey booking caught the eye.  

Most importantly, the price looked too big so the bet went on each-way. By race time, the price had shortened, and those who waited had missed the best of it. The horse ran a proper race, stayed involved, and delivered the kind of return that reminds you why bigger-priced each-way betting can be so powerful.  

That was the moment the penny dropped.  

You don’t need to be right in every race when the prices are big enough. You just need the right horses, at the right odds, with the right each-way structure in place.  

That way of thinking is what became The High Odds Advisor.

With bigger-priced each-way selections, the game changes. A 20/1 shot doesn’t need to win every time to be worth backing, a 33/1 runner hitting the frame can still bring back a strong return, and when a 45/1 outsider actually wins, it can change the whole look of your week or month.  

Of course, this isn’t about backing any big price for the sake of it. There’s a big difference between a horse being ignored by the market and a horse being a big price because it has no real chance.

Sometimes that means a horse is sitting there at double figures when, in our view, it should be a fair bit shorter. But those prices do not always hang around. Once a few shrewd punters start taking the odds, or the market begins to wake up to the same angle, the bookies can cut the price quickly. 

A horse advised at 33/1 in the morning might slashed by half the price by the time the race goes off. That is why members are always better off getting on as early as they can.  

The bigger the price you take, the stronger the each-way position becomes, because you are locking in the value before it disappears.

It will suit you if you understand that this type of betting is not about landing every selection, but about making sure the winners and placed horses are at prices that can actually pay.  

It will suit you if you would rather have a small number of proper each-way angles than a long list of forgettable bets spread across the day. But it will not suit everybody.  

If you only feel comfortable backing horses near the top of the market or expect a 25/1 shot to run like a 10/11 favourite, this probably is not the service for you. 

If you want constant action from the first race to the last, there are plenty of other places that will give you that. What we CAN give you is excitement when watching these selections. 

Most days will include 2-3 each-way selections, although there may be quieter days if the racing does not offer enough at the right prices.  

You will receive the horse, race time, advised price, bet type and staking advice, with the aim of giving you enough information to act quickly without making the process more complicated than it needs to be.  

You get the alert, place the bet, and then get on with your day knowing you are involved at prices that can actually make a difference!