Simplicity Financial

What Simplicity Financial does

Simplicity Financial is a privately held, independent financial advisory practice headquartered in Mississauga, Ontario, Canada, founded by Certified Financial Planner Anna Knight. The firm provides holistic financial planning services for affluent Canadian families, including financial consultation, investment management, retirement planning, tax planning, pension and severance planning, and estate planning. Its go-to-market is sales-led and high-touch: a free 30-minute introductory meeting scheduled via Calendly, followed by fee-for-service engagements, comprehensive planning packages, or ongoing advisory partnerships.

The firm operates with no proprietary technology platform; service delivery is entirely consultation-based. To extend its reach and diversify revenue, Simplicity Financial has productized parts of the founder's expertise into six self-paced online courses priced at $59 CAD each (covering financial health checks, retirement readiness, tax planning, cash flow, debt/credit, and estate planning), distributed in part through CPD-Formula, where they have accumulated 3,800+ 5-star reviews. The founder has also published 'The Million Dollar Difference' book, sold through Amazon and FriesenPress.

The business operates under the Desjardins Financial Security Independent Network affiliation, which provides institutional product infrastructure and regulatory backing while the firm retains client-service autonomy. The firm runs on a small team (1–10 employees), markets through organic content on LinkedIn, YouTube, and Facebook, and targets affluent Canadian families seeking wealth management integrated with personal purpose — a positioning it labels 'Wealth, With Soul.' No external funding, no M&A activity, and no AI/technology capabilities are disclosed.

Name

Simplicity Financial

Legal name

Simplicity Financial

Website

https://simplicityfinancial.ca

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Simplicity Financial is a privately held financial advisory practice in Mississauga, Ontario, founded by CFP Anna Knight, serving affluent Canadian families with holistic financial planning, online courses, and a published book under the Desjardins Independent Network.

Ownership category

akta.pro rank

Product category

Financial Advisory / Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Fee-Only Advisory (FSAEAAAL), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

• Financial planning services
• Wealth management advisory
• Retirement planning
• Tax planning advisory
• Estate planning services

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning Services: Fee-for-service financial planning engagements, including comprehensive plans and ongoing advisory partnerships. Clients can choose between one-time comprehensive planning engagements or ongoing advisory relationships.
2. Educational Courses: Sale of online financial planning courses at $59 each, covering topics such as retirement readiness, tax planning, estate planning, cash flow management, and debt/credit management. Courses are delivered through the company's website.
3. Book Sales: Sale of The Million Dollar Difference book authored by Anna Knight, available through Amazon and FriesenPress. The book covers financial planning strategies and the value of working with financial advisors.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Simplicity Financial provides holistic, personalized financial planning and wealth management services for affluent families, covering financial consultation, investment management, retirement planning, tax planning, pension and severance planning, and estate planning. The firm supplements these advisory services with six self-paced online financial education courses (each priced at $59 CAD) and a published book, delivering "Wealth, With Soul" planning under the Desjardins Financial Security Independent Network.

Product overview

Simplicity Financial is a financial advisory firm offering holistic financial planning services for affluent families. The core offering includes comprehensive planning services (Financial Consultation, Investment Management, Retirement Planning, Tax Planning, Pension & Severance Planning, and Estate Planning), complemented by six online educational courses priced at $59 each covering financial health assessment, retirement readiness, tax planning, cash flow management, debt & credit, and estate planning. The company also publishes 'The Million Dollar Difference,' a book by founder Anna Knight on wealth-building strategies. Free resources include the Private Wealth Resource Guide, Legacy Letter Template, Prosperity Blueprint, and worksheets. The firm operates under the tagline 'Wealth, With Soul' and is supported by Desjardins Financial Security Independent Network.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Services Holistic financial planning services for affluent families, covering financial consultation, investment management, retirement planning, tax planning, pension and severance planning, estate planning, guest speaking, and pro bono financial services.
• Private Wealth Comprehensive wealth management service for affluent families, aligning wealth with purpose and integrating purpose, energy awareness, and disciplined strategy into the financial plan.
• 10 Point Financial Health Check Online self-paced financial course providing a 10-point assessment of an individual's overall financial health.
• Retirement Readiness Simplified Online self-paced course focused on preparing individuals for retirement through foundational retirement planning guidance.
• Creating Wealth Through Tax Planning Online self-paced course teaching strategies for building wealth through effective tax planning techniques.
• Befriend Your Cash Flow Online self-paced course focused on understanding and managing personal cash flow.
• Debt & Credit Demystified Online self-paced course explaining debt management and credit improvement strategies.
• Estate Planning Course Online self-paced course covering estate planning strategies and their implementation.
• The Million Dollar Difference (Book) Book authored by founder Anna Knight revealing the power of financial planning to transform lives and offering practical strategies for building lasting wealth and confidence.

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Desjardins Financial Security Independent NetworkcoreStrategic or Co-development PartnerDesjardins Financial Security Independent Network provides the institutional backing and strength for Simplicity Financial's operations. The firm operates as an independent advisor within this network, leveraging Desjardins' infrastructure while maintaining autonomy in client service delivery. The partnership provides access to Desjardins' financial products and institutional credibility.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Questwealth (Questrade): Online wealth management offering from Questrade providing managed portfolios with advisor access. Comparable as a Canadian alternative for clients seeking professional portfolio management, though delivered through a lower-cost digital platform.
• Boomer Consulting / Sarah Dale Coaching: Canadian financial coaching practice integrating life coaching with money management for individuals and couples. Comparable to Simplicity's holistic "Wealth, With Soul" positioning that blends financial planning with wellness and life-purpose coaching, though smaller and more coaching-focused than advisory-focused.

Direct peers

• PWL Capital: Canadian fee-only financial advisory firm providing comprehensive wealth management and financial planning to affluent families across Canada. Directly comparable to Simplicity Financial in fee-only model, holistic planning philosophy, and affluent-family target market, though at larger multi-advisor scale.
• Modern Advisor: Canadian hybrid robo-advisor platform combining digital portfolio management with access to human financial advisors. Comparable to Simplicity Financial in serving Canadian clients seeking professional planning guidance, but delivered through a technology-augmented, lower-fee model.
• Money Coaches Canada: Canadian fee-only financial planning firm offering holistic, advice-only financial planning services to individuals and families. Directly comparable to Simplicity Financial in service model (comprehensive plans, coaching-led engagement) and target customer (Canadian households seeking holistic advice without product sales).

Broad incumbents

• Wealthsimple: Canada's largest digital wealth manager offering automated investing, advised portfolios, and financial planning tools. Comparable as a Canadian wealth management alternative for affluent and mass-affluent clients, though delivered via a technology-first platform rather than concierge advisory.
• IG Wealth Management: One of Canada's largest financial planning firms with a national advisor network providing comprehensive financial planning, investment, and wealth management services. Comparable in offering full-service financial planning to Canadian families, though at vastly larger scale and through a dealer-affiliated model.
• Edward Jones Canada: Canadian branch of the global advisory firm offering personalized financial planning, investment management, and retirement planning through a national network of local advisors. Comparable in targeting affluent families with personalized, relationship-based planning, though operating at much greater scale.
• RBC Financial Planning: Bank-affiliated financial planning service within Royal Bank of Canada offering comprehensive financial planning, investment, retirement, and estate planning to affluent Canadian clients. Comparable in the full-suite financial planning offering to affluent families, though embedded within a major bank.
• IPC Securities (Investment Planning Counsel): Canadian independent dealer network providing financial advisors with product access, compliance support, and practice management resources. Comparable to Simplicity's Desjardins affiliation as an independent advisor operating under a larger dealer infrastructure serving Canadian households.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCTKS4CctzYwmMdBM01F-ZOA
• Facebookfacebook.com/SimplicityFinancialON
• LinkedInlinkedin.com/company/simplicity-financial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Simplicity Financial