Investing in Tomorrow’s Market Leaders Today
At Marnoa Private Wealth Counsel, we specialize in private wealth management for clients in Kitchener, Waterloo, and Cambridge, with dedicated expertise in Canada and US cross-border financial planning. Whether you’re living, working, or investing on both sides of the border, our team helps incorporated professionals, families, and business owners navigate the complexities of tax, estate, and investment planning—so you can protect and grow your wealth wherever you call home.
- By Christopher De Sousa, CIM® | Portfolio Manager
- 10 Min Read
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Our investment strategy centers on identifying exceptional businesses positioned at the intersection of structural transformation and competitive strength. We focus our capital allocation on enterprises that demonstrate remarkable resilience through economic cycles while capturing value from secular growth trends reshaping the global economy. These companies typically possess formidable competitive moats such as Amazon’s vast logistics network and cloud infrastructure, Visa’s payment processing ecosystem that benefits from network effects, or Nvidia’s proprietary chip architecture that creates substantial barriers for competitors and enables sustained pricing power.
Our investment process combines macro-thematic analysis with company-level research, allowing us to identify businesses operating in expanding markets with multi-decade growth runways. We particularly favor companies with strong management teams that have demonstrated capital allocation discipline through strategic acquisitions, consistent reinvestment in growth initiatives, and prudent balance sheet management. Exceptional leadership is critical for translating opportunity into shareholder value creation.
Market volatility presents both challenges and opportunities. Our approach to valuation discipline distinguishes us from momentum-driven strategies prevalent in today’s environment. When we encounter an exceptional business trading at elevated multiples, we maintain coverage and continuously refine our intrinsic value assessments, recognizing that market dislocations often provide entry points for long-term wealth creation.
Our patient investment approach has historically allowed us to acquire positions in market-leading companies during periods of broader market uncertainty or company-specific challenges that temporarily depress valuations below our estimated fair value. Given the quality characteristics of our portfolio holdings—that is, businesses with strong balance sheets, durable competitive advantages, and exposure to disruptive secular trends—we are confident that our investments will deliver compelling risk-adjusted returns over the long-term.
Where the Puck is Going
Wayne Gretzky’s famous quote, “Skate to where the puck is going, not where it has been,” serves as a powerful business metaphor. It captures the importance of anticipating trends and embracing innovation and disruptive change in the market. By focusing on the future—identifying emerging industries, breakthrough technologies, and evolving market dynamics—we position ourselves to capitalize on transformative opportunities rather than merely following yesterday’s successes.
In a rapidly shifting landscape, agility and foresight provide true competitive advantages. Our forward-thinking approach allows us to unlock opportunities before they become mainstream, giving our clients a distinct advantage in an ever-evolving investment landscape. This approach also differentiates us from many others who remain anchored in conventional strategies or react too late to market shifts.
The secular themes we have monitored for several years remain in their early stages, presenting multi-year investment opportunities for those strategically positioned. For example, the adoption of artificial intelligence is still in its infancy even though adoption rates are growing at double-digit rates[1]. Global enterprises implementing AI solutions are reporting strong productivity results[2]. For example, financial services firms are experiencing an average productivity increase of 20% in software development, customer service, and other areas, according to a survey from Bain & Company[3]
Bain & Company: Productivity gains from generative AI average 20%
Distribution of productivity gains from generative AI across financial services firms
We believe the AI market is at the beginning of a multi-decade growth opportunity. As Nvidia CEO Jensen Huang recently stated: “No technology has ever had the opportunity to address a larger part of the world’s GDP than AI.”[4]
The following chart highlights the disruptive and long-term secular growth trends that our investment team closely monitors on a day-to-day basis.
Secular Trend Category | Key Secular Themes |
Digital Transformation | Digitization, Digital Media, E-commerce, Mobile |
Next-Gen Computing | AI/Machine Learning, Big Data, Cloud, Semiconductors, Cybersecurity |
Emerging Mobility | Autonomous & Electric Vehicles |
Healthcare Innovation | Genomics, Minimally Invasive Surgery |
Emerging Tech | Blockchain, Robotics, Virtual Reality |
Alternative Assets | Real estate, Infrastructure, Private Equity, and Private Credit |
Global Demographic Shifts | Growing Middle Class, Aging Population, Intergenerational Wealth Transfer |
Energy Transition | Electrification, Grid Modernization, Decarbonization |
As we navigate an era of unprecedented technological change, our portfolio positioning reflects a focus on companies that are not merely adapting to change, but actively orchestrating it. The current market environment presents a compelling divergence between enterprises reimagining their industries and those trapped by legacy constraints.
Market leaders such as Amazon, Nvidia, Blackstone, Danaher, and Visa—key portfolio holdings—are spearheading innovation and disrupting legacy incumbents constrained by outdated infrastructure and business models. These companies continue to strengthen their competitive advantages and expand market share. What truly sets them apart is not just their current market-leading status, but the cultures of innovation they have cultivated.
Amazon continues to expand beyond e-commerce into cloud computing, logistics, and artificial intelligence, making substantial investments in infrastructure including multi-billion-dollar fulfillment centers and data centers. Over the years, Amazon has developed core competencies that have enabled it to broaden its addressable markets, enter new verticals like AI, and build new platforms for growth, notably AWS and Prime. We believe Amazon is well-positioned as the market leader in the ongoing multi-year growth of both e-commerce and public cloud, where secular shifts remain in their early stages. There is considerable growth potential in both e-commerce and cloud adoption. Global e-commerce accounts for about 20% of total global retail sales[5] and more than 85% of global IT spending is still on-premises and not yet in the cloud.[6]
Danaher started as a traditional industrial manufacturer, but over the past two decades, it has boldly reinvented itself. The company has pivoted toward biotechnology, life sciences, and diagnostics, which are less cyclical industries known for high margins and recurring revenue business models. Today, Danaher provides essential products and services that support the discovery, development, and large-scale manufacturing of biological medicines, including monoclonal antibodies, cell and gene therapies, and mRNA-based treatments. Danaher’s diagnostic companies enable more than 1.5 million cancer diagnoses every week. That is quite the journey from supplying general purpose mechanic tools through Matco and car tires through Mohawk Rubber.
Nvidia’s transformation is particularly striking because the company recognized early that its specialized hardware had applications far beyond gaming. Nvidia evolved from a graphics processing leader to becoming the essential backbone for artificial intelligence and cloud computing. Today, the company maintains several key growth drivers, including the transition from legacy CPU-based computing architectures to accelerated GPU-based computing, advancements in generative AI, the emergence of agentic AI (autonomous, non-human assistants), and the development of physical AI (humanoid robots and autonomous vehicles).
Visa began as a payment network facilitating credit card transactions among consumers, merchants, and banks with the launch of BankAmericard by Bank of America in 1958. The company later expanded beyond credit cards into broader digital payments including debit cards, prepaid cards, and online payment processing. Today, Visa is expanding into adjacent digital services beyond traditional card payments. This includes investments in cybersecurity and data analytics, partnerships with fintech startups, and exploration of blockchain and real-time payment technologies.
These companies have found their “second and third acts” as I highlighted in a previous letter available here.
Alternative asset managers Blackstone and Brookfield represent a different but equally compelling story. They’re not just riding a secular trend—they’re actively shaping it. Both companies are capitalizing on the accelerated shift of capital into alternative assets. According to PitchBook, a provider of private market data, global private capital assets under management (AUM) are projected to grow from $18.7 trillion in 2024 to $24.1 trillion by 2029—an estimated annualized growth rate of 5.2%.[7] This secular trend is driven by institutional and private wealth investors seeking diversification, higher risk-adjusted returns, and uncorrelated performance compared to traditional stocks and bonds.
Institutional investors—including pension funds, endowments, sovereign wealth funds, and insurers—are actively increasing their allocations to alternative assets like real estate, infrastructure, private equity, and private credit. This shift reflects a fundamental recognition that traditional 60/40 (equity/bond) portfolios are insufficient to meet their long-term return objectives. A decade ago, alternatives represented a small share of institutional investor portfolios. According to Preqin, a provider of private market data, institutional investors allocated 22% of their portfolios to alternatives in 2024 (see chart below). Alternatives account for more than a third (35.4%) of foundation and endowment portfolios.[8]
Average asset allocation in 2024
Based on a sample of 4,129 institutional investors, representing $22.4 trillion in AUM
Perhaps even more significant is the growing availability of alternative investments to private wealth investors. Historically, these investments were exclusive to institutional investors because of high investment minimums, complex structures, and regulatory constraints. Today, alternative asset managers are successfully bridging this gap, making private markets increasingly accessible to retail and high-net-worth investors. For example, Blackstone has grown its wealth channel AUM to over $250 billion in the past decade, with further growth expected as regulatory frameworks and product structures become more accommodative and investor friendly.
We believe Blackstone and Brookfield are well-positioned to increase their market share due to their impressive investment track records, strong fundraising capabilities, broad product offerings, and global scale and network advantages.
Final Thoughts
As these durable secular trends continue to unfold, we expect the divide between industry leaders and legacy businesses to widen. We expect companies investing heavily in next-generation technological capabilities to experience expanding margins and superior returns on invested capital, while those clinging to outdated models will likely face margin compression and market share declines.
Enterprises at the forefront are redefining efficiency, cost-effectiveness, and scalability—whether by deploying AI-driven automation, revolutionizing medical treatments, or innovating payment solutions. These dynamic trends are continuously evolving and represent some of the fastest-growing sectors of the economy, shaping the future in unprecedented ways.
Many of the companies in our portfolio benefit from strong, long-term secular growth trends that we believe will drive their expansion for decades to come. As always, I look forward to sharing our ongoing results with you.
P.S. If you missed my previous letter, read it here: Staying Invested in Quality Businesses in Volatile Times
Christopher De Sousa, CIM®
Portfolio Manager
(519) 707-0053
marnoa.ca