Roll up

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Roll up

To move to an option position with a higher exercise price. In venture capital, refers to the venture capitalist forcing small firms to merge operations in order to reduce costs
Copyright © 2012, Campbell R. Harvey. All Rights Reserved.

Roll Up

1. In venture capital and hedge funds, the purchase and merging of two or (often) more small firms in the same sector. This is done to hedge risk; given the choice between two firms in which to invest, one more risky than the other, a fund or venture capital firm may simply buy out both of them and force a merger, hoping to split the difference in risk and return. Roll ups become more common in times of economic downturn as part of a market consolidation process.

2. To liquidate one option in order to buy similar one with a better strike price. Most often, an investor does this in order to maintain a position when he/she is bullish on the price of the underlying.
Farlex Financial Dictionary. © 2012 Farlex, Inc. All Rights Reserved
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Another big reason for their success is a rollup strategy that's taking advantage of the current economic and regulatory environment--one that's disproportionately affecting smaller RIA firms.
Likewise, I would advise that you not sell an indexed annuity with a competitive GLWB rollup to someone who is going to start their guaranteed income stream right off the bat.