ETP Canada Inc.

What ETP Canada Inc. does

ETP Canada Inc. is a privately held Canadian estate administration services firm headquartered at 27 Cork Street West, Guelph, Ontario, founded in 2017 and operating as a four-person team across Ontario and Alberta. The company provides three core professional services: Executor Support (ongoing guidance to individuals appointed as estate executors), Fiduciary Accounting (preparation of estate financial statements for presentation to beneficiaries), and Professional Executor services (where qualifying team members can be personally named as Executor in a client's Will). The firm explicitly disclaims trust company status and does not provide legal, tax, or investment advice.

ETP Canada generates revenue through a hybrid services-and-products model. High-touch professional services engagements form the primary economic engine, while a parallel productized digital offering — including the Executor Ready 10-module online course (sold via executorready.ca) and two digital workbooks (Estate Trustee Checklist at $9.99, Legacy Blueprint at $19.99) — extends the addressable market to self-directed executors. Internal service delivery is supported by an integration with the Estateably estate administration platform for client file management and task tracking. The customer base consists of Canadian individuals and families in Ontario and Alberta navigating estate settlement, acquired largely through organic content marketing, earned media placements, an email newsletter, community education events (including recurring sessions with Hospice Wellington), and a curated network of referral resource partners spanning legal, financial, real estate, and moving services.

The company is founder-led by CEO Debbie Stanley, supported by a team where all members hold the Certified Executor Advisor (CEA) credential; senior administrators are also pursuing the STEP Canada CETA certificate. ETP Canada has been recognized by Innovation Guelph (2017 Rhyze Award) and the Guelph Chamber of Commerce (2019 Emerging Business of the Year). Distribution remains deliberately concentrated in two provinces with no public signal of national or international expansion, no external institutional funding, and no platform API or developer-facing technology layer.

Name

ETP Canada Inc.

Legal name

ETP Canada Inc.

Website

https://etpcanada.ca

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

ETP Canada Inc. is a private Guelph, Ontario-based estate administration services firm (founded 2017, four employees) serving individuals and families in Ontario and Alberta with professional executor support, fiduciary accounting, named-in-Will executor services, and Executor Ready educational digital products.

Ownership category

akta.pro rank

Product category

Estate Administration Services

NAICS

Trusts, Estates, and Agency Accounts (52592), Trust, Fiduciary, and Custody Activities (523991)

SIC

Services-Engineering, Accounting, Research, Management (8700), Services-Educational Services (8200)

akta.pro primary industry

Estate Administration & Probate Services (FSAAANAE)

akta.pro secondary industries

Estate & Probate Administration Services (FSAEAKAD), Estate Planning & Trust Structuring Advisory (FSAEAKAC)

Keywords

• Estate administration services
• Executor support services
• Fiduciary accounting
• Professional executor services
• Estate planning education

Headquarters

HQ city

Guelph

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Professional Executor Services: Ongoing executor support services where team members can be personally named as Executor in client Wills upon qualifying. Provides fiduciary accounting and estate administration guidance.
2. Estate Administration Consulting: Consulting services for families navigating estate administration, offering support, guidance, and connection to professional resources.
3. Educational Workbooks: Digital PDF workbooks sold directly: Estate Trustee Checklist at $9.99 and Legacy Blueprint: Your Estate Planning Companion at $19.99.
4. Executor Ready Online Course: Online educational course for potential executors with video modules. Sold through executorready.ca.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

ETP Canada provides professional executor support, fiduciary accounting, and professional estate trustee services for Canadian families navigating estate administration. The company also offers educational products including the Executor Ready online course and digital workbooks (Estate Trustee Checklist, Legacy Blueprint) to help individuals understand and carry out executor responsibilities.

Product overview

ETP Canada Inc. is an estate administration services company operating a platform-plus-services model. The core offering consists of professional executor support services including Executor Support, Fiduciary Accounting, and Professional Executors. Supplementary to these services, ETP Canada offers digital educational products including Executor Ready (an online video course at executorready.ca) and two digital workbooks: Estate Trustee Checklist ($9.99) and Legacy Blueprint ($19.99). The company also provides free downloadable resources including an Executor Checklist and Reward Point Guide. Together, these offerings guide families through estate administration from death through final distribution.

Differentiator

Problem solved

Functional benefit

Brands

• Executor Ready: An engaging, easy-to-follow crash course designed to help executors in Canada save time and avoid costly mistakes settling an estate.

Products and services

• Executor Support

Quantifiable outcome

• Reduces stress, risk, and fear for executors during estate administration
• +1 more outcomes

Named customers2 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

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• WillfulminorGTM or Marketing PartnerOnline Will-writing platform partner offering discount code ETPCANADA for 10% off their services. Mutual referral relationship for clients needing Will preparation.
• Swot ServicesminorStrategic or Co-development PartnerResource partner providing services to ETP Canada clients requiring specialized assistance.
• Gale Law Estate LitigationcoreImplementation/ SI/ Consulting PartnerEstate litigation law firm partner for clients requiring legal representation in estate disputes or litigation matters.
• T's Complete MoveminorStrategic or Co-development PartnerMoving services partner for clients needing assistance with estate property clearing and moving.
• Nicolas Forget (Royal LePage)minorStrategic or Co-development PartnerReal estate representative partner for clients needing assistance with estate property sales.
• Viive PlanningminorStrategic or Co-development PartnerFinancial planning partner for clients needing comprehensive retirement and estate planning services.
• Hospice WellingtoncoreStrategic or Co-development PartnerRegular partnership for executor education sessions and Hike for Hospice fundraising events. Joint events helping families prepare for executor responsibilities.
• EstateablycoreTechnology or IntegrationEstate administration software platform used internally for client file management, task tracking, and process optimization. Partnership provides technology infrastructure for service delivery.
• Guelph Estate Planning CouncilcoreStrategic or Co-development PartnerDebbie Stanley is founding chair of this professional organization for estate planning professionals in Guelph.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Estateably: Estate administration software platform that ETP Canada already integrates with. Operates in the same estate-administration workflow and serves a comparable Canadian estate professional audience, positioning it as both a partner and adjacent competitor in workflow tooling.
• Willful: Online Canadian Will-writing platform with mutual referral partnership already in place. Targets the same families/individuals preparing estates, and competes for the same top-of-funnel estate planning mindshare through direct-to-consumer digital products.
• Hull & Hull LLP: Toronto-based law firm specializing in estate litigation and estate administration. Competes for the same Ontario estate administration engagements with full legal authority, though focused on contentious matters — often a downstream referral destination for ETP Canada clients.

Others

• Wealthsimple: Canadian digital wealth manager offering estate planning adjacent services. Adjacent rather than direct competitor, but represents the broader fintech encroachment into the Canadian consumer estate and legacy planning space.
• LegalZoom: Large-scale US-based online legal services platform offering wills, trusts, and estate planning documents. A long-tail indirect competitor demonstrating the scale a digital estate platform can reach and the brand/SEO moat that ultimately defines category leadership.

Regional players

• Trust & Will: US-based online estate planning platform with a comparable digital course plus professional services hybrid model. Operates in a different geography but offers a directly analogous product suite (online wills, trusts, and executor education) that signals the cross-border category ETP Canada could expand into.

Broad incumbents

• Aird & Berlis LLP: Toronto full-service law firm with a substantial Trusts & Estates practice group. Provides estate planning, administration, and executor services to a comparable Ontario clientele, with broader institutional credibility but higher cost structure.
• RBC Royal Trust: Incumbent Canadian trust company offering professional executor and estate administration services. Competes directly for high-net-worth estate executor appointments but with full trust-company regulatory authority ETP Canada cannot offer.
• BMO Trust Company: Major Canadian trust company providing executor, trustee, and estate administration services through a national branch network. Represents the regulated alternative that families seeking professional executor services typically compare ETP Canada against.

Emerging players

• Cake: Digital end-of-life planning platform offering free will, funeral, and estate planning tools. Targets the same consumer end-of-life planning journey as ETP Canada's Executor Ready course, with a much broader content library and VC backing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/etpcanada.ca
• LinkedInlinkedin.com/company/etpcanada

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 ETP Canada Inc.