# Khadivi & Assoignon — updated brand direction

September 11, 2026. Supersedes the earlier draft's uncertainty about Tina's direct credentials.

## Recommendation

Use **healthcare and mining** as the primary sectors. Lead with healthcare because the supplied Surevix deck provides concrete evidence of relevant fundraising, founder advisory and healthcare investment experience. Public-company status belongs within the two sectors rather than alongside them as a third industry.

The brand should express: **Capital experience. Revenue execution.** The commercial offer remains positioning, demand generation, marketing effectiveness and revenue recovery. A historical fundraising credential does not imply the JV undertakes capital placement or has committed financing partners.

## Foreground evidence

- Tina: $150M+ raised for private and public companies, per Surevix deck p. 3.
- Tina: 30+ founders advised, per p. 3.
- Tina: experience spanning $30M ventures to $800M Nasdaq-listed companies, using the source wording without inventing a valuation measure.
- Tina: partner and CFO/COO at Surevix; founder experience across fintech and seniors wellness.
- Tina: named advisory references in dental technology, medical devices, genomics, radiology and biopharma.
- Troy: published $7.6M software/SaaS client-profit result; $4.5M fund-raise asset and positioning work; millions in advertising spend managed. His public result summaries retain their prior attribution and limitations.

The direct partner figures are now prominent on the homepage and healthcare page. The firm page contains the larger set of relevant experience and named advisory references. [The complete proof register](Surevix-Proof-Register.md) extracts all material credentials, figures, affiliations, portfolio references, process commitments and external market statistics from the ten-page deck with exact page references.

## Attribution boundaries that improve credibility

Dominick Spada's anonymized specialty-pharmacy operating history contains $300M+ annualized revenue, approximately 80% niche share, 46-state licensure, 98% patient retention, manufacturer relationships sustained over 20+ years, and URAC-accredited operations. This is relevant Surevix background, not Tina's personal operating result or the JV's record. His participation in the JV is not established.

Ace Ventures' 140 investments, 32 exits and accelerator recognition belong to Ace Ventures. The anonymous capital partners' $20B+ platform, $1B+ credit assets, approximately 1M-patient network and 50+ acquisition history belong to those institutions or their principals. None establishes money committed to the JV. Brand names associated with those third parties are not presented as JV client logos.

Company milestones listed under Tina's advisory portfolio are not attributed to her intervention. FDA status, patent counts, valuations, investment rounds and user counts remain source-dated descriptions in the register, not new verified current claims or proof of her causal impact.

## Target priority

1. **Healthcare first:** specialty-pharmacy and healthcare platforms, medtech and healthcare innovation businesses with a defined commercial growth problem. Tina's experience makes the conversation relevant; Troy's commercial execution provides the delivery proposition.
2. **Mining second:** maintain a dedicated primary-sector page and a distinct mandate around corporate positioning, approved economics, milestones and stakeholder engagement. The new deck supplies no mining case studies. Relationships described by the user support prospect selection but should not be advertised as completed mandates or proven campaign outcomes.
3. **Public and private ownership:** adapt sponsor, narrative, approval process and metrics to the actual company. A publicly traded issuer is not automatically a large advertising spender.

The two-sector focus is a strategic inference from the supplied deck, the user's relationship context and the earlier sector research. It is not evidence that both partners have equal track records in both industries.

## Sector research retained

- [Notified / CIRI, March 2025](https://www.notified.com/blog/7-key-investor-relations-trends-expert-insights-from-global-leaders): coherent corporate narratives and investor communication.
- [IQVIA, November 2025](https://www.iqvia.com/locations/united-states/blogs/2025/11/precision-marketing-in-healthcare): connect acquisition, referrals, scheduling, follow-up and retention.
- [EY, 2026 mining risks and opportunities](https://www.ey.com/en_gl/insights/mining-metals/risks-opportunities): operating complexity, costs/productivity, capital and stakeholder trust. Survey population was 500 leaders at companies with at least US$1B revenue; do not generalize all findings to junior explorers.
- [Troy's published results](https://positioningexpert.com/) and [biography](https://www.troyassoignon.com/): individual, self-published proof.

The original Surevix deck remains unchanged. It is marked private and confidential and is not embedded in or offered for download from the JV draft. Selected attributed claims appear in the review draft, and the complete register preserves the distinction between evidence owners.