What Objective Financial Partners does

Objective Financial Partners Inc. is a Markham, Ontario-based financial advisory firm founded in 2012 by Jason Heath, CFP. It operates as a fee-only, advice-only practice, providing integrated financial planning to individuals, business owners, and Canadian expats across Canada and globally without selling financial products, collecting commissions, or accepting referral fees. The firm employs 11-50 people and serves clients primarily through a remote service model with optional in-person meetings in Toronto, Montreal, Vancouver, London (Ontario), and Lethbridge; a French-language sister site (pfobjectifs.com) extends reach into Francophone Canada.

The service portfolio spans multiple engagement tiers: Pay-As-You-Go Consultations from $525, Detailed Retirement Plans at $3,500-$4,500, Comprehensive Financial Plans from $5,000-$7,500+, and ongoing Objective Financial Counsel at $4,000-$10,000+ annually. Adjacent services include tax preparation (personal T1 from $535, corporate T2 from $1,750, trust T3 from $1,500), executor and probate services (from $2,000), and specialized practices for Canadian expats, cross-border (Canada-US) clients, incorporated business owners, and divorce/separation situations. Delivery runs on secure virtual meeting platforms with online self-serve booking (Acuity); there is no proprietary software product, and core technology is essentially communications infrastructure.

Revenue is derived entirely from client-paid professional fees, with no asset minimums, no commissions, and no third-party referral incentives; a Portfolio Manager network handles investment execution on a referral basis with the firm explicitly refusing referral fees. Marketing relies on content publishing (a 61+ page blog), earned-media contributions to Financial Post, MoneySense, and Globe and Mail, community presentations, and an Instagram hub (Objective Feed). The firm occupies a structurally scarce niche — one of approximately 150 fee-only, advice-only planners in Canada versus an estimated 90,000 financial advisers nationally — and maintains a 5.0 Google rating across 146 reviews.

Name

Objective Financial Partners

Legal name

Objective Financial Partners Inc.

Website

https://objectivefinancialpartners.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Objective Financial Partners is a Canadian fee-only, advice-only financial planning firm founded in 2012, serving individual clients, business owners, and Canadian expats across Canada and globally with integrated retirement, tax, estate, and investment planning without product sales or commissions.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Trust, Fiduciary, and Custody Activities (523991)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

akta.pro secondary industries

Comprehensive Financial Planning (FSAEAAAA), Trust & Estate Tax Planning & Compliance (FSAEAKAE), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

• Fee-only financial planning
• Retirement planning services
• Tax preparation accounting
• Estate planning advisory
• Investment advice

Headquarters

HQ city

Markham

HQ country

Canada

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Financial Planning Fees: Flat project fees or ongoing annual fees for comprehensive financial planning services. Financial planning consultation starts at $2,500, detailed retirement plan $3,500-$4,500, comprehensive financial plan $5,000-$7,500+.
2. Objective Financial Counsel: Ongoing annual counsel service for business owners, executives, and retirees with complex needs. Annual fees range from $4,000-$10,000+ depending on complexity.
3. Pay-As-You-Go Consultations: Pre-paid one-time consultations lasting up to 45 minutes with written memo, starting at $525 per session.
4. Tax Preparation and Accounting: Personal tax returns starting at $535, corporate tax returns starting at $1,750, trust tax returns starting at $1,500. Includes bookkeeping and payroll services.
5. Executor, Probate & Estate Services: Estate settlement services including probate (starting at $2,000) and basic estate settlement (starting at $4,000).

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Objective Financial Partners provides fee-only, advice-only comprehensive financial planning for individual clients, integrating retirement, tax, estate, investment, and insurance strategies into a single coordinated plan. Services span one-time pay-as-you-go consultations ($525+), project-based retirement and comprehensive plans ($3,500-$7,500+), ongoing annual counsel ($4,000-$10,000+), and full-service tax preparation, estate settlement, divorce financial planning, and cross-border (Canada/U.S. and expat) planning. The firm does not sell investment products, insurance, or accept referral fees.

Product overview

Objective Financial Partners is a fee-only, advice-only financial planning firm offering a unified suite of advisory services. The core offering is comprehensive financial planning that integrates retirement, tax, estate, investment, and insurance planning. The company provides multiple engagement models including Pay-As-You-Go Consultations (starting at $525), Detailed Retirement Plans ($3,500-$4,500), Comprehensive Financial Plans ($5,000+), and ongoing Objective Financial Counsel ($4,000-$10,000+ annually). Specialized services include Tax Planning & Accounting, Estate Planning & Settlement, Divorce & Separation Financial Services, Canadian Expat Planning, U.S. Cross-Border Planning, Business Owner/Corporate Planning, Investment Planning, and Money Coaching. The firm does not sell financial products or manage investments, providing only objective fee-based advice.

Differentiator

Problem solved

Functional benefit

Products and services

• Pay-As-You-Go Consultations Pre-paid focused consultation sessions (up to 45 minutes) on topics such as retirement planning, investment strategy, tax planning, divorce, and estate settlement, including a brief written memo; sessions start at $525, intended for individuals seeking targeted advice without committing to a full plan.
• Detailed Retirement Plan Personalized retirement projection service modeling year-by-year financial forecasts (income, taxes, expenses, investment growth, and decumulation strategies) for pre-retirees and retirees; single client fee $3,500-$4,000, couple $4,000-$4,500, complex cases with corporations, U.S. citizens, or expats $5,000+.
• Comprehensive Financial Plan Full financial planning service encompassing the Detailed Retirement Plan plus in-depth investment strategy, tax reduction, insurance needs analysis, and estate planning for individuals and families; starting at $5,000, fee varying with complexity.
• Investment Planning Independent investment advice covering risk assessment, portfolio review, tax-integrated investment strategy, and coordination with portfolio managers, starting at $3,500; designed for DIY investors and clients needing objective second-opinion validation of their portfolio strategy without asset management.
• Tax Planning & Accounting Personal tax returns (T1) starting at $535, corporate tax returns (T2) starting at $1,750, trust/estate returns (T3) starting at $1,500, Section 216 returns for non-residents, plus compilation engagements, financial statements, T4/T5 slips, GST/HST returns, bookkeeping, and payroll services for individuals, corporations, trusts, and estates.
• Estate Planning and Settlement Services Estate planning, will preparation, and estate settlement services including probate-only engagements with a valid will starting at $2,000, basic estate settlement starting at $4,000, plus post-probate support and complex estate engagements subject to custom or hourly pricing for executors and families.
• Divorce & Separation Financial Services Chartered Financial Divorce Specialist (CFDS)-led planning support for separation and divorce, including financial disclosure preparation, settlement modeling, support calculations, and post-divorce financial rebuilding for individuals undergoing separation.
• Canadian Expat Financial Planning Financial planning and tax services for Canadian expatriates covering non-residency planning, Canadian tax obligations while abroad, OAS/CPP handling for expats, foreign investment oversight, and cross-border retirement coordination, including Section 216 returns.
• Financial Planning for Business Owners & Corporations Corporate financial planning for incorporated professionals and business owners, including corporate structure reviews, compensation planning (salary vs. dividends), tax integration between personal and corporate finances, corporate investment strategy, holding company management, and succession/exit planning.
• Objective Financial Counsel Ongoing annual comprehensive counsel service combining financial planning, estate planning, investment oversight, and annual tax planning for business owners, executives, and retirees with complex needs; annual fees range from $4,000-$6,000 general, $6,000-$10,000 for incorporated professionals, and $10,000+ for the most complex situations.
• Money Coaching Coaching service focused on budgeting, goal setting, and cash flow planning, positioned as distinct from the firm's longer-term technical financial and tax planning services, for individuals seeking behavior and cash-flow support.

Quantifiable outcome

• 146 Google reviews with 5.0 rating demonstrates high client satisfaction
• +1 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Portfolio Manager NetworkminorChannel Partner/ Reseller/ DistributorOFP maintains a network of portfolio managers that they can recommend to clients. Some portfolio managers may offer discounted fees to OFP clients because of the planning work completed upfront. OFP does not accept referral fees and is paid only by clients.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Carson Group: Large US-headquartered RIA network supporting fee-only advisors with technology and back-office; comparable as a scaled fee-only platform increasingly expanding into Canada, posing a competitive threat to independent fee-only firms.
• IG Wealth Management: One of Canada's largest wealth management firms offering financial planning and investment products; a broad incumbent with overlapping financial planning capabilities though a different distribution and compensation model.
• Raymond James Ltd: Major Canadian wealth advisory firm offering financial planning and investment management services; a broad incumbent providing comparable planning services to high-net-worth and professional clients across Canada.

Direct peers

• PWL Capital: Toronto-based fee-only wealth management firm providing flat-fee financial planning and investment advice; directly comparable as a Canadian fee-only advisor serving mass-affluent and professional clients.
• T.E. Wealth Advisors: Canadian fee-only investment counsel and financial planning firm serving high-net-worth and professional clients; directly comparable as an Ontario-based fee-only advisory practice.
• Cardinal Point Capital Management: Fee-only portfolio management firm in British Columbia offering integrated financial planning; comparable to OFP on the conflict-free, fee-only dimension and Canadian client focus.
• Excel Private Wealth: Toronto-area fee-only financial planning firm serving professionals, business owners and retirees; directly comparable in service mix (retirement, tax, estate) and fee-only structure.
• Macdonald Shymko & Company: Vancouver-based fee-only financial planning and investment advisory firm with no commissions; closely comparable to OFP in its fee-only advice-only model and integrated retirement/tax planning focus.

Emerging players

• Wealthsimple: Canada's largest digital wealth manager offering automated financial planning and investment advice; an emerging digital-first player that overlaps with OFP's planning services at lower price points.
• ModernAdvisor: Canadian robo-advisor offering automated portfolio management and financial planning tools; partial overlap with OFP's planning offerings on a digital, low-fee basis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/objective-financial-partners-inc-
• Instagraminstagram.com/objectivefinancialpartners
• Facebookfacebook.com/ObjectiveFinancialPartners

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Objective Financial Partners