Build from the Bear Up: PICTON Ushers in a New Era of Investing amid Rebrand

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From Market Symbol to Mindset Shift: Why the Bear Represents the Future of Investing

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TORONTO — Today marks a bold new chapter for Canadian investing. Picton Mahoney Asset Management, the Toronto-based alternative investment firm with over $13 billion in assets under management, has officially rebranded as PICTON Investments – a striking shift that goes far beyond a name or logo. It’s a call to rebuild the investment industry from the Bear Up.

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This is more than a refreshed look for the brand, but a fundamental repositioning of the firm’s identity and a declaration of intent: to challenge the status quo, lead with a risk-first mindset, and rally a new era of investors, advisors, institutions, and portfolio managers to help them see the power of alternative investments in building better portfolios for their clients.

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Since the firm was co-founded over 20 years ago, PICTON Investments (“PICTON”) has partnered with advisors and institutions to offer alternative investments to build portfolios that go beyond traditional approaches – aiming to provide diversified, less correlated return streams that deliver stronger, more stable outcomes for Canadians.

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Building on the firm’s decades of investment expertise in the alternative investment space, one thing that hasn’t changed is what’s always been at their core: deep investment expertise and an unwavering belief that alternative investments offer Canadians a more resilient path to achieving their goals with greater certainty.

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“For more than two decades, we’ve pushed the industry to think differently about portfolio construction,” said David Picton, President and CEO of PICTON. “Now we’re calling on the entire investment industry to join us. Traditional 60/40 portfolios are failing to do their job. It’s time we evolve like other industries around us have, preparing for what markets will continue to look like in the future, which is likely more uncertain.”

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A New Era. A New Symbol. A New Standard.

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In today’s world of stubborn inflation, high interest rates, and tight asset correlations, diversification has never been more critical. With its new rebrand, PICTON is hoping to raise awareness of the importance of moving beyond a traditional portfolio to a fortified40/30/30 portfolio – 40% equities, 30% fixed income, 30% liquid alternatives – a construction that aims to offer more resilience in all markets, not just bull runs.

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By embracing the bear and encouraging Canadians to see it as a friend rather than a foe, PICTON aims to change the long-held perception of the bear as a symbol of fear. It now takes center stage as PICTON’s brand anchor. Not as a warning, but as a symbol of strength, adaptability, and preparation.

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“To have a bear mindset is to prioritize preparation over prediction,” said Picton. “It’s about building portfolios that endure. That’s what Canadians need and what advisors deserve from the managers they trust.”

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The Movement Begins: Build from the Bear Up

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With this rebrand, PICTON signals its commitment to lead a movement. “You’ll notice a new logo, a modern identity, and a more direct way of communicating,” said Leisha Roche, Chief Marketing Officer at PICTON. “This isn’t just a philosophy. It’s a movement to reimagine how portfolios are built in Canada for all investors, in any market condition.”

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“The bear is our purpose,” added Roche. “We’re inviting the industry to join us, to think differently about how they invest. Our message is clear and encouraging. It’s time to stop fearing the bear and start building like one.”

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To launch the new brand, PICTON unveiled a 7-foot-tall Resilient Bear statue this morning at The Well in downtown Toronto and will close the market with one of the industry’s first AI-created brand mascots – a friendly grizzly bear that embodies resilience, adaptability, and preparation.

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Shaping the Future, Together

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PICTON is investing heavily in its people, processes, platforms, and partnerships because Canadians deserve more certainty in uncertain times. With resilience, discipline, and innovation, the firm is shaping a future where more investors can reach their financial goals with confidence.

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“We’re proud of what we’ve built together, but we’re just getting started,” said Picton. “We’re inviting others to think beyond tradition, challenge convention, and bring more advisors into this movement. It’s time to build portfolios – and trust – from the Bear Up.”

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To experience the new brand, full videos and digital banners are available below:

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Rebrand Sizzle Reel:

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Brand Ads:

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Build From the Bear Up (30s):

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See the Bear Differently (15s):

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Embrace the Bear Mindset (Zoom 6s):

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Think Like a Bear (Reverse 6s):

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Market Close:

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AI Resilient Bear’s Journey to the TMX:

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Digital Banners:

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About PICTON Investments

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PICTON Investments is a Canadian investment firm with over $13 billion in assets under management, recognized for pioneering alternative investment strategies that challenge traditional thinking. Since 2004, we have been helping advisors and investors rethink portfolio construction – moving away from traditional models toward more resilient, diversified solutions. Leveraging deep expertise in quantitative research, fundamental analysis, and authentic hedging strategies, we champion a modern approach designed to deliver more consistent, risk-adjusted returns. Our philosophy is to “Build from the Bear Up,” embracing a bear mindset of resiliency, adaptability, and strength to provide Canadians with greater certainty.

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