Assets Insight Probability of cross-sell across investment management services is high given Probity Advisors' focus on customized portfolio management, financial and estate planning, retirement benefits, risk management, and tax planning, suggesting opportunities to expand advisory services and tax-efficient wealth strategies.

Tech Enablement The firm uses a relatively lightweight tech stack (WordPress, forms, analytics tools), indicating openness to digital onboarding, client portals, and tech-driven reporting enhancements to improve client experience and scale client acquisition.

Wealth Segment Revenue size and client-oriented services imply a target market of individuals, families, and small-to-mid enterprises seeking integrated wealth management; a personalized, fee-based advisory model could be expanded with family office services or higher-touch planning packages.

Recent Investments Notable past allocations in public equities such as IMAX and Amazon suggest potential interest in diversified, growth-oriented investments; explore opportunities to offer alternative asset classes, screen for ESG-aligned options, and provide tailored portfolio campaigns.

Growth Readiness With a modest employee base and mid-market revenue, Probity Advisors may benefit from scalable services, strategic partnerships, and outsourced compliance or RIA support to support growth, succession planning, and expanded geographic reach.