We're investors, not traders.
Quality investments, diversified by sectors.
We invest in holdings you WANT to own
Our methodology resonates with owner-operators, entrepreneurs and all types of professionals because our definition of quality investing aligns with the attributes they strive to achieve in their business. We call this approach QSect – short for Quality Sector, looking for high-quality holdings on a sector-by-sector basis independent of geography.
TriCert Investment Counsel is registered as a Portfolio Manager with the Ontario Securities Commission (OSC) in Ontario, its principal regulator, and with each relevant securities administrator in all other jurisdictions across Canada. TriCert Investment Counsel Inc. is registered as an Investment Fund Manager in Ontario.
Investment Principles
Our QSect approach is based upon a series of investment principles that guide our portfolio management team.
Navigate through our seven guiding principles. →
1. Household–Based Asset Allocation
Where appropriate, we allocate your investments across the various individual and entity accounts in your household to optimize tax efficiency.
2. Sector-Based Equity Asset Allocation
Our comparison of companies is not constrained by the geography of their headquarters. We diversify our holdings from across the major industry sectors of the broad economy. Geographic approaches may lead to sector overexposure.
3. Valuation-Based Active Investment
Our investment strategy focuses on identifying undervalued securities with strong fundamentals. We conduct our own in-house research and valuation work to identify these opportunities, utilizing a long term investment philosophy. This involves performing thorough internal valuations to identify undervalued or overvalued securities. We actively manage the portfolio by making buy, hold, or sell decisions based on these valuations, aiming to align investments with client goals and market opportunities.
4. Timing Market Transactions
We perform our own internal valuation and carefully monitor the fundamentals using this process as a tool to help inform the timing of our buys and sells.
5. Quality Investing
We seek to invest in companies that we characterize as ‘value creators’. These are typically leaders in their industries, have solid, defendable business models, are financially healthy, can pay and grow their dividends, and have share prices that reflect their fundamentals, making them ideal candidates for long term investment.
6. Sector-Based Asset Allocation Adjustments
We seek to capitalize on macroeconomic trends by adjusting our weightings in the various asset and industry classes. Instead of moving assets between different geographies, we move them between various industries based on what’s happening in the global economy.
7. Exceeding Household’s Financial Plan Metrics
Our benchmark for success is meeting or exceeding the appropriate metrics in each household’s financial plan.
In this episode of InFocus, Mike Gassewitz, CEO of TriCert Financial Group, is joined by Brian Durno, CFP®, CFA®, Lead of the Investment Management and Strategy Group at TriCert Investment Counsel.
Listen as they delve into the concept of quality within the QSect approach. The conversation navigates the complex terrain of defining quality in investment management, emphasizing factors such as revenue stability, competitive threats, market share, and the distinction between growth and value creation. Brian sheds light on the team’s methodology in evaluating companies, stressing the importance of qualitative and quantitative analysis and the significance of paying the right price for quality investments. The episode underscores the resilience of quality businesses, exemplified by their consistent dividend growth even in volatile market conditions.
Investment Solutions
We apply our QSect approach to our client’s portfolios based on their unique goals, circumstances and, most importantly, their risk profile. For clients who are early in their journey, we utilize a series of portfolios and our QSect private pools. For clients well along their way, we create portfolios with individual equities and income producing holdings that enable an even higher level of customization as well as streamlined tax loss/gain harvesting.
Let us guide you on a journey to financial growth and peace of mind.
Get a deeper dive into our investment approach.
Investment insights
Tariff Turmoil: Dealing with Uncertainty
In this episode of InFocus, Mike Gassewitz, CEO of TriCert Financial Group, and TriCert Investment Counsel Chief Investment Officer Brian Durno, CFP®, CFA®, discuss the recent tariff threats from the U.S. and their potential impact on Canadian investors. With...
Canadian Banking Insights: A Deep Dive into RBC
In this episode of InFocus, Candis Fitch, CIM®, CIWM, portfolio manager at TriCert Investment Council, is joined by fellow portfolio manager Lee Grimshaw, CFA®, to discuss the financial sector, with a particular focus on the Royal Bank of Canada (RBC). They highlight RBC’s impressive performance, including its position as the largest company on the TSX 300 and its significant market cap. The discussion covers RBC’s diverse portfolio, global reach, and recent financial results, including a strong quarterly performance driven by acquisitions and growth in various segments. They also address some challenges RBC faces, such as increased provisions for credit losses and economic headwinds in Canada. The episode concludes by comparing RBC’s performance to that of other major Canadian banks.
Energy Investments: Balancing Risks, Opportunities, Policies, and Politics
In this episode of InFocus, Mike Gassewitz, CEO of TriCert Financial Group, is joined by Grayson Waechter, CFA®, TriCert Investment Counsel Portfolio Manager specializing in the energy sector. Together, they discuss the state of the oil and gas industry, focusing on the benefits of international diversification with investments in Shell, Exxon, and Chevron.