With $4 billion of assets under management, the financial advisory firm James E. Bashaw & Co. does not really need to reach out to new kinds of clients.

But James Bashaw, the Houston firm's chairman and chief executive, intends to do just that. He plans to expand its practice to professional athletes — a group with a reputation for being as difficult as they are rich. "I just think it's an underserved market," he said.

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