I highly doubt that bitcoin ventures in general would surpass Bitcoin's value appreciation. Yes, it is important to grab market share of the services, and power and monopoly positions etc. But so far an average Bitcoin stock portfolio is down.
To an entity of every size, I would suggest first to start a relentless coin purchase program, and then think about bitcoin companies, services and investments.
These people already have $100s of millions. They want to build things.
I don't know the details of the online product suite they are developing, but helping with stream lining bitcoin purchases seems a "before its time" service given that the general public has a hard time even getting their hands on bitcoin.
Erasing the 2%-5% merchant fee "taxation" is a great cause I think that is something the world needs. But I don't know how an online suite of products is going to really tackle that problem until consumers have a REASON to use bitcoin. Right now consumers have no reason to use bitcoin.
We need more companies that can get bitcoins in people's hands. That is step #1. I SUPPOSE if Circle wants to encourage companies to incentivize Bitcoin, that could help the process, but Bitcoins have to become easily accessible. Like really really easily accessible. And, sorry, Coinbase doesnt qualify.
EDIT: if they want to compete with Paypal and Western Union however with money transfer peer to peer, that might be a more "ready now" suite of products. However, someone still needs to get bitcoin into people's hands.