We Started with a Simple Question
How can investors make better decisions without drowning in spreadsheets?
Back in 2018, a small group of us were sitting around trying to figure out why investment evaluation felt so unnecessarily complicated. We'd all worked in finance, seen clients struggle with overcomplicated tools that promised everything but delivered confusion. So we decided to build something different. Not revolutionary—just honest, straightforward analysis tools that actually help people understand what they're looking at. Seven years later, we're still here in Victoria, still asking that same question every time we develop something new.
What Guides Our Work
These aren't just words on a wall—they shape how we approach every project
Clarity Over Complexity
Investment analysis can be sophisticated without being confusing. We break down complex financial data into understandable insights because good decisions come from clear information, not impressive jargon.
Realistic Expectations
We don't promise overnight transformations or guaranteed returns. Our tools help you evaluate opportunities more effectively, but the final decisions—and their outcomes—are always yours to own.
Continuous Improvement
Markets change. Methods evolve. We regularly update our approach based on feedback from real users dealing with real investment scenarios, not theoretical models that look good on paper.
How We Got Here
The Beginning
Three finance professionals decided to create evaluation tools they'd actually want to use themselves. Started with a basic risk assessment framework that focused on transparency over flash.
First Major Update
Completely rebuilt our analysis engine after listening to early users. Turned out people wanted depth without complexity—who knew? Added scenario modeling that actually made sense.
Canadian Market Focus
Recognized that Canadian investors face unique considerations—tax implications, cross-border factors, regional opportunities. Tailored our tools to reflect these realities rather than forcing a one-size-fits-all approach.
Where We Stand
Still based in Victoria, still focused on practical investment evaluation. Our team has grown, our tools have matured, but the core mission hasn't changed—helping investors make informed decisions with confidence.
Our Approach in Action
From detailed market analysis to risk assessment frameworks, we focus on tools that provide genuine insight
Meet Our Lead Analyst
Elspeth Viklund
Senior Investment Analyst
Elspeth joined us in 2019 after spending eight years at a Toronto-based investment firm. She specializes in risk assessment and has a particular talent for spotting the gaps between what data shows and what it actually means. Originally from Edmonton, she moved to Victoria specifically to work with our team—though she admits the milder winters didn't hurt. Outside the office, she's usually hiking somewhere along the coast or experimenting with sourdough recipes that rarely turn out as planned.
"The best analysis isn't about finding perfect opportunities—it's about understanding the real risks and rewards so you can make decisions that actually match your goals."