# Scope & Kickoff for Verity Market Study

**February 24, 2026 at 07:59 AM** · 22m 0s · Participants: JD Busfield, James Adcock, Brent Sitarski, Matt Sheakley

### Bottom Line
JD's team will proceed with a market study for the Verity business line to assess its growth potential, focusing on industry analysis and avoiding internal bias by interviewing the internal team last.

### Key Takeaways
- **Project Scope:** The study will analyze the life care planning/expert witness industry landscape, trends, and competitive dynamics, but will not provide specific recommendations for Verity's internal operations.
- **Primary Risk:** The main project risk is the potential lack of quality information from external interviews with attorneys and RNs.
- **Internal Dynamics:** The Verity team leader (Sherry) is protective of the business and must be kept informed to avoid internal conflict.
- **Business Context:** The study aims to inform a 'grow or maintain' decision for Verity, a currently profitable but poorly understood business within the portfolio.

### Action Items
- [ ] Finalize alignment between Brent and Matt on the market study scope and kickoff. — @Brent and Matt `high`
- [ ] Formally communicate project kickoff and approach to Sherry to keep her involved/aware. — @Brent `high`
- [ ] JD's team to begin the market study, starting with external industry research and sourcing for interviews. — @JD `high`
- [ ] Prepare a moderated question set for a potential future interview with key customer Mark Simon. — @JD's team `medium`
- [ ] Investigate the two identified PE-backed consolidators in the life care planning space as part of the competitive analysis. — @JD's team `medium`

### Topics
Verity Market Study Scope, Project Risks & Timeline, Internal Stakeholder Management, AI Tool Usage, Industry Consolidation Trends

**Sentiment:** neutral

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*Generated by Call Assistant on 2026-04-09 11:44*