What Fraser & Partners does

Fraser & Partners is an independent, privately held financial life-planning firm headquartered in Winnipeg, Manitoba, operating under the legal entity Fraser Financial Ltd. Founded in 1987 as part of a national financial planning franchise, the firm provides fee-based integrated financial life planning services to individuals, families, professionals, business owners, farm families, and retirees across Manitoba and Canada. Its signature offering is the Life Aligned® methodology — a trademarked 7-step planning process (Visioning, Financial Picture compilation, Scenario Building, Decision to Implement, Detailed Action Plan, Ongoing Collaboration, and Detailed Review/Benchmarking) — that aligns personal values and life vision with financial strategy across asset management, cash management, tax planning, estate planning, insurance, and retirement/fulfillment planning.

The firm's technology stack centers on third-party tools rather than proprietary platforms: the Vision Systems Corp. financial planning suite is used as a core planning engine (noted as a hiring criterion), Xero for accounting (used internally and recommended to business clients), and Tresorit for secure client document exchange. Client-facing digital resources include the Vision Toolkit (values and life-purpose worksheets), a suite of 15+ interactive financial calculators, an Excel-based ACB Tracker, a Personal Income Tax Checklist, and a regularly published industry-updates content library.

Fraser & Partners monetizes through a hybrid revenue model combining (1) transparent fee-based financial life planning under multi-year agreements with no obligation for clients to implement through the firm, (2) investment services commissions/trailing fees routed through Designed Securities Ltd. (CIRO/CIPF member) under the trade name Fraser & Partners Investment Services, (3) insurance product commissions via affiliation with Customplan Financial Advisors (an independent MGA), and (4) income tax preparation services. GTM is primarily sales-led through direct advisory consultations supported by a professional referral network (lawyers, accountants, business coaches), content marketing via blog and LinkedIn, community sponsorships, and educational webinars. The team comprises approximately 5 members, including two CFP-level producing planners.

Name

Fraser & Partners

Legal name

Fraser Financial Ltd.

Website

https://fraserandpartners.ca

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

Fraser & Partners is an independent Winnipeg-based financial life-planning firm serving individuals, families, professionals, business owners, and retirees in Canada with fee-based integrated planning under its trademarked Life Aligned® methodology, supported by investment, insurance, and tax service affiliations.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Agencies, Brokerages, and Other Insurance Related Activities (5242), Trusts, Estates, and Agency Accounts (525920)

SIC

Investment Advice (6282)

akta.pro primary industry

Family Office Advisory (Single/Multi-Family) (FSAEAAAI)

Keywords

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

Headquarters

HQ city

Winnipeg

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, Infrastructure

Revenue model

1. Financial Life Planning Fees: Fee-based financial planning services with transparent fees disclosed at the onset of each agreement. Three fee options available. Clients are under no obligation to implement plans with the firm.
2. Investment Services: Investment services provided through Designed Securities Ltd. (DSL) under the trade name Fraser & Partners Investment Services. Includes GICs, segregated/insured funds, mutual funds, ETFs, stocks, bonds, and alternative investments.
3. Insurance Services: Insurance products offered through affiliation with Customplan Financial Advisors, a managing general agency providing access to Canada's major insurance companies.
4. Tax Preparation Services: Income tax preparation services for individuals and businesses, including annual tax filing and ongoing tax planning assistance.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Fraser & Partners is an independent financial life-planning firm that helps individuals, families, and business owners integrate their values and life vision with a coordinated financial plan. Core services cover asset management, cash management, tax planning, estate planning, protection (insurance) planning, retirement/fulfillment planning, and income tax preparation, with investments and insurance delivered through affiliated licensed partners (Designed Securities Ltd. and Customplan Financial Advisors).

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Life Planning

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Designed Securities Ltd. (DSL)coreChannel Partner/ Reseller/ DistributorJan Fraser and Jon Alvaran offer investment services as representatives of Designed Securities Ltd. (DSL), under the trade name Fraser & Partners Investment Services. DSL is a full-service investment dealer and member of CIPF and CIRO. Only investment-related products and services are offered through DSL/Fraser & Partners Investment Services.
• Customplan Financial AdvisorscoreChannel Partner/ Reseller/ DistributorFraser & Partners is affiliated with Customplan Financial Advisors, a managing general agency (MGA) made up of independent advisors. Customplan provides access to the products and services of Canada's major insurance companies. Unlike most MGAs, Customplan is not owned by an insurance company, maintaining independence.
• Professional Advisory NetworkminorStrategic or Co-development PartnerReferral network of lawyers, accountants, mortgage brokers, and other professionals whose roles may be required in the preparation and implementation of client financial plans. Works collaboratively with these advisors to integrate all facets of clients' financial affairs.

Scale indicators1 record

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• National Bank Financial Wealth Management: National Bank of Canada's full-service brokerage and wealth management division offering financial planning, investment, and advisory services. A larger banking-anchored comparator in the Canadian independent advisory market.
• Manulife Wealth: The wealth and advisory arm of Manulife, combining insurance, investment, and financial planning offerings. Comparable as a large multi-product Canadian wealth provider, though heavily insurance-product oriented.
• Sun Life Financial: A major Canadian insurance and wealth company offering financial planning, retirement, and investment products through its advisor channel. Comparable in the integrated insurance-and-wealth advice segment Fraser & Partners operates in.
• BMO Private Wealth: The wealth management arm of Bank of Montreal, providing full-service financial planning, investment management, and estate planning through Canadian advisors. A broad incumbent competitor across most of Fraser & Partners' service lines.
• CIBC Wealth Management: A division of one of Canada's largest banks offering financial planning, investment advisory, private banking, and estate services. Overlaps materially with Fraser & Partners but operates as part of a much broader banking and wealth platform.

Direct peers

• Assante Wealth Management: A Canadian wealth management firm owned by CIBC that supports independent financial advisors in delivering comprehensive financial planning, investment, and tax services to individuals and families — directly comparable to Fraser & Partners' independent, planner-led model.
• Edward Jones Canada: A Canadian branch network of personal financial advisors providing face-to-face financial planning, investment, and retirement advice to individual households. Comparable as a regional/local advisor-driven wealth advisory firm serving mass-affluent clients.
• IG Wealth Management: One of Canada's largest personal wealth management firms, offering financial planning, investment, and retirement advice through a national network of consultants. Closely comparable in its planner-led, fee-disclosed, multi-service approach for Canadian households.

Emerging players

• Credential Qtrade Wealth Management: A Canadian independent financial services dealer supporting a growing network of financial planners and advisors with planning and investment tools. Comparable as a competing dealer-aligned platform but at a smaller scale than the bank-owned incumbents.
• Wealthsimple: A leading Canadian digital wealth management platform offering automated investing and financial advice to mass-affluent and emerging-affluent clients. Competes for the same end-client demographic Fraser & Partners serves, but via a low-cost digital model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fraser-&-partners-financial-strategy

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Fraser & Partners