The Better Life Co.

What The Better Life Co. does

The Better Life Co. is a privately held Canadian financial coaching firm headquartered in Oakville, Ontario, founded in 2004. The company provides fee-only financial coaching, financial planning, tax preparation, tax planning, and life planning services to high-income Canadian households earning $150K+ or more, operating almost entirely within Ontario and explicitly excluding Quebec. New clients enter through a free strategy consultation booked via Calendly, after which they enter ongoing semi-annual coaching engagements rather than one-time plans. The team is multi-disciplinary, comprising CPAs, CFPs, and other financial professionals, with Adam Alexander as President and Doug Alexander as a senior financial coach since the firm's inception.

The firm's offering is advisory rather than software-based and is organized around two proprietary methodologies. The Better Life Financial Home framework coordinates client finances across four pillars — Cash, Finance, Tax, and Invest — supported by the Better Life Re-Advanceable Strategy, a CRA-compliant technique that converts non-deductible mortgage interest into tax-deductible investment debt via re-advanceable mortgages and HELOCs. The Better Life Process is delivered as an adaptive, long-running engagement, complemented by a vetted Financial Network of investment advisors, mortgage brokers, bank financing partners, and legal professionals. Better Life Accounting Professional Corporation, a wholly-owned adjacent subsidiary, extends the practice into accounting and CFO services for business owners and entrepreneurs, with reciprocal client referrals between the two entities.

Revenue is generated through subscription-style coaching fees and fee-for-service personal tax preparation (including HST reporting for self-employed clients); pricing is not publicly disclosed and is quote-based. Demand generation combines a content-marketing engine (educational blog and 5-Step Guide lead magnet), paid channels (Google AdWords and Facebook remarketing), email newsletters, and a VIP Referral Program rewarding existing clients with $25-$1,500 gift cards. The company is bootstrapped, has no app or API, reports 11-50 employees, and claims to have worked with hundreds of families; reported client outcomes include $15K+ average annual tax savings, $50K+ increased investing within the first year, and at least five-year faster mortgage paydowns.

Name

The Better Life Co.

Legal name

The Better Life Co. Inc.

Website

https://thebetterlifeco.ca

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

The Better Life Co. is a privately held Canadian fee-only financial coaching firm serving high-income Ontario homeowners with proprietary integrated planning, CRA-compliant tax strategies, and ongoing coaching engagements.

Ownership category

akta.pro rank

Product category

Personal Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Coaching & Budgeting Advisory (FSAEAAAH)

akta.pro secondary industries

Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors) (EDAAAJAN), Family & Life-Stage Financial Planning (Marriage, Kids, Caregiving) (EDAAAJAM)

Keywords

• Financial coaching services
• Personal financial planning
• Tax planning services
• Retirement planning
• Wealth management coaching

Headquarters

HQ city

Oakville

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fee-Only Financial Coaching: Ongoing financial coaching services with regular check-ins, coaching, and adjustments. Coaches help clients identify and realize goals, ensure financial pieces work together, and implement best strategies.
2. Personal Income Tax Preparation: Tax preparation services for individuals and self-employed clients, including year-end summaries and HST government reporting.
3. Financial Planning: Ongoing financial planning process as distinct from one-time financial plans, dealing with all eventual outcomes and life changes over time.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

The Better Life Co. delivers fee-only, ongoing personal financial coaching and planning services to high-income Canadian homeowners ($150K+ household income). Coaches use the proprietary Better Life Financial Home framework spanning four pillars — Cash, Finance, Tax, and Invest — to coordinate cash flow, mortgage paydown, tax reduction, and investment strategies, complemented by personal tax preparation and access to a vetted network of financial professionals.

Product overview

The Better Life Co. offers fee-only financial coaching services, not a software product. The core offering is personal financial coaching delivered through a proprietary framework called the Better Life Financial Home, built on four pillars: Cash, Finance, Tax, and Invest. Services include Financial Coaching, Financial Planning, Personal Income Taxes, Tax Planning, Life Planning, and access to a Financial Network of vetted professionals. The company uses the Better Life Process methodology to help clients increase cash flow, pay off mortgages faster, reduce income taxes, and invest more. A free 5-Step Guide is offered as a lead magnet. All services are delivered through ongoing coaching relationships with regular check-ins (every 5-6 months), not as standalone software products.

Differentiator

Problem solved

Functional benefit

Brands

• Better Life Accounting Professional Corporation: A separate accounting and CFO services entity for business owners and entrepreneurs.
• Better Life Financial Home
• The Better Life Process
• Better Life VIP Referral Program

Products and services

• Financial Coaching Ongoing personal financial coaching for families in which coaches work with clients to create customized financial plans, identify and accomplish life goals, and optimize cash flow, debt, taxes, and investments through regular check-ins (every 5–6 months).
• Financial Planning Ongoing financial planning process (distinct from a one-time financial plan) that adapts to life changes, future events, and evolving client circumstances over time.
• Personal Income Tax Preparation Personal income tax preparation services for individuals and self-employed clients, including year-end summaries and HST government reporting.

Quantifiable outcome

• Save $15K+ on average in income tax per year
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• A RochaminorOthersChristian environmental organization. The Better Life Co. partners with A Rocha as part of their community involvement, providing leadership training, guidance, and financial support to charities focused on healthy leaders and organizations.
• Catalyst FoundationminorOthersCharity focused on healthy leaders understanding how to lead healthy organizations. The Better Life Co. provides partnership, leadership training, guidance, and financial support.
• Live DifferentminorOthersCharitable organization that The Better Life Co. partners with, providing leadership training, guidance, and financial support as part of their community involvement philosophy.
• Kerr StreetminorOthersCommunity organization that The Better Life Co. supports through their charitable partnership program focused on healthy leadership.
• Opportunity International CanadaminorOthersMicrofinance charity providing financial services to the poor internationally. The Better Life Co. partners with them as part of their community involvement and leadership support for charitable organizations.
• Better Life Accounting Professional CorporationcoreStrategic or Co-development PartnerRelated entity providing CFO services, business accounting, and financial management for business owners and entrepreneurs. The Better Life Co. refers business clients needing external CFO support or accounting help to this partner.
• ThriveUminorStrategic or Co-development PartnerProgram for young professionals finishing school and starting careers, newly married couples, or those looking to save/purchase first home. The Better Life Co. serves as ThriveU financial coach to help create solid financial foundations.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Tangerine: Canadian direct bank offering low-fee investing and savings products aimed at middle-class Canadians. Comparable fee-conscious mass-market positioning, but Tangerine is digital-first and does not offer human-led financial coaching.
• Manulife Financial: Large Canadian insurance and wealth management company offering financial planning, investments, and advice to individuals and families. Overlaps with Better Life in integrated financial planning for Canadian households but serves a much broader wealth spectrum with insurance-led products.
• RBC Financial Planning: Royal Bank of Canada's wealth and financial planning division serving Canadian households with banking, investing, and planning products. Overlaps with Better Life on integrated planning for high-income Canadian homeowners, but RBC's offering is part of a much broader banking platform.
• BMO Financial Group: Major Canadian bank with wealth management, investment, and personal banking services for mass-affluent Canadians. Comparable customer profile and integrated planning ambitions, though BMO's wealth offering is embedded in a large multi-product banking business.
• IG Wealth Management: One of Canada's largest wealth management firms offering financial planning, investments, and advice to mass-affluent and high-net-worth Canadians. Overlaps with Better Life in target segment and integrated planning, but operates at a much larger scale with a broader product portfolio.

Direct peers

• Questwealth Portfolios: Canadian online portfolio management service offering automated investing for mass-affluent Canadians. Comparable target market (middle-class Canadian households) and fee-only model, though Better Life delivers advice via human coaches rather than algorithms.
• Wealthsimple: Canadian digital wealth manager serving mass-affluent Canadians with investing, tax, and financial planning products. Directly comparable as a fee-based, middle-class-targeting Canadian financial services provider, though Better Life differentiates via human-led coaching rather than a digital platform.
• PWL Capital: Canadian fee-only financial planning firm serving professionals and households with ongoing advice. Comparable in business model (fee-only, recurring engagements, integrated financial planning) and target market (high-income Canadian households).
• Edward Jones Canada: Branch-based financial advisory firm with a large Canadian footprint serving middle- and upper-middle-class households. Comparable target client and recurring-advisory relationship model, though Edward Jones operates on a much larger advisor-led scale.
• Yellow Brick Branches: Canadian financial coaching firm targeting young adults and early-career professionals with one-on-one coaching. Comparable coaching-based, fee-only financial advisory model in the Canadian market, though Better Life focuses on higher-income homeowners rather than early-career clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TheBetterLifeCo
• LinkedInlinkedin.com/company/the-better-life-co

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 The Better Life Co.