What AFFINITY FINANCIAL WEALTH MANAGEMENT GROUP INC. does

Affinity Financial Wealth Management Group Inc. (operating as Affinity Financial Services Inc. / 恆譽金融) is a privately held Canadian wealth management and insurance distribution firm founded in 2009 and headquartered in Richmond, British Columbia. The company operates as a Managing General Agent (MGA) distributing insurance products and, through affiliated entities (Amerity Wealth Management Inc., founded 2018; and a strategic partnership with Monarch Wealth Corporation formed September 2025), distributes mutual fund products. Affinity delivers a one-stop financial platform covering investment planning, tax planning, retirement planning, mortgage strategy, risk management/insurance, and estate/wealth transfer planning, with services delivered in Mandarin and Cantonese through licensed advisors.

The firm targets Chinese-Canadian individuals, families, and small business owners across Canada, with physical offices in Vancouver (BC), Markham/Toronto (ON), Calgary (AB), and Edmonton (AB), supplemented by business centers in White Rock (BC) and Mississauga (ON). Customer acquisition is driven primarily by a community-led and event-driven go-to-market model: the proprietary 成功理財新思路 (Innovative Wealth Management Workshop) is delivered 3-4 times annually across major Canadian cities, supplemented by an annual financial summit, a Mandarin-language weekly blog (恆譽週報), and active WeChat/social media presence. Multiple leadership team members hold MDRT Top of the Table (TOT) and Court of the Table (COT) qualifications.

Revenue is generated through transaction-based streams: insurance distribution commissions, mutual fund commissions and trailing fees (via affiliated dealers), mortgage referral fees, and course/professional services fees from educational programs. The company is founder-controlled by President Shulei (Chloe) Tong, with no disclosed external institutional investors or public listing. No technology platform, AI capabilities, or proprietary software product is offered — Affinity is a people-led advisory distribution business, not a technology company.

Name

AFFINITY FINANCIAL WEALTH MANAGEMENT GROUP INC.

Legal name

Affinity Financial Services Inc.

Website

http://www.affinityfinancial.ca

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Affinity Financial is a privately held Canadian wealth management and insurance MGA founded in 2009, serving Chinese-Canadian individuals, families, and small businesses through licensed Mandarin/Cantonese-speaking advisors across offices in BC, Alberta, and Ontario.

Ownership category

akta.pro rank

Product category

Wealth Management Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

akta.pro secondary industries

Specialized/Niche-Vertical RIAs (e.g., Medical, Tech, Executives, Athletes) (FSAAACAL), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

• Wealth management services
• Insurance brokerage
• Financial planning advisory
• Mutual fund distribution
• Retirement planning services

Headquarters

HQ city

Richmond

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Distribution: Insurance products are distributed through Affinity Financial Services Inc. and partnered MGAs (Managing General Agents). The company acts as an insurance distributor earning commissions from insurance product sales.
2. Mutual Fund Distribution: Mutual fund products are distributed through Monarch Wealth Corporation (MWC), an affiliated company in which Affinity holds partnership. Mutual fund distribution earns commissions, trailing commissions, and management fee referrals.
3. Educational Courses: The company offers financial education courses including '成功理財新思路' (Innovative Wealth Management Workshop) and '恆譽財商教育' (Affinity Financial Education Series). These courses generate revenue through course fees while also serving as a marketing and client acquisition channel.
4. Mortgage Referrals: Mortgage products are offered through affiliated banks and other lenders. The company earns referral fees for mortgage product introductions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Affinity Financial Services Inc. (恆譽金融) operates as a Managing General Agent (MGA) and wealth management firm providing comprehensive one-stop financial solutions for Chinese-Canadian families. Core offerings include investment advisory, tax planning, retirement planning, mortgage strategy, risk management/insurance brokerage, and estate and asset transfer planning, delivered through a network of licensed advisors across offices in Vancouver, Toronto, Calgary, and Edmonton. The company also distributes mutual funds through its affiliated dealer Monarch Wealth Corporation and generates client acquisition through proprietary educational courses such as the flagship Innovative Wealth Management Workshop (成功理財新思路).

Product overview

Affinity Financial Services Inc. (恆譽金融) operates as a comprehensive financial services firm offering integrated wealth management, insurance, mortgage planning, and investment advisory services. The company provides a portfolio of registered accounts (FHSA, TFSA, RESP, RRSP, RRIF/LIF, RDSP), insurance products (life, critical illness, travel, group, disability, long-term care), and investment planning services. The core offering is complemented by educational programs including the flagship 《成功理財新思路》 (Innovative Wealth Management Workshop) and the 恆譽財商教育 series. The company distributes mutual funds through Monarch Wealth Corporation and insurance through partnered MGAs. Services are delivered through offices in Vancouver (headquarters), Toronto, Calgary, and Edmonton, with business centers in White Rock and Mississauga, covering major Chinese-Canadian communities across Canada.

Differentiator

Problem solved

Functional benefit

Brands

• 《成功理財新思路》: Financial education course created by President Chloe Tong in 2009, covering investment strategies, mortgage strategies, insurance strategies, corporate strategies, tax planning, and retirement planning. Conducted as 3-4 annual巡回 seminars across Canadian cities.
• 恆譽財商教育系列

Products and services

• Investment Planning Comprehensive investment advisory services for Chinese-Canadian individuals and families, covering strategy development, portfolio management, wealth accumulation, and tax-advantaged investing. Delivered by licensed advisors through in-person consultations.
• Tax Planning Tax-efficient investment and savings strategies for individuals and small business owners to minimize tax burden, optimize corporate profit extraction, and maximize after-tax returns.
• Retirement Planning Retirement income strategy development including RRSP, RRIF, and LIF account planning, designed to ensure comfortable retirement for Chinese-Canadian clients.
• Mortgage Planning Strategic mortgage management including accelerated payoff strategies, interest optimization, debt management, and emergency fund planning for Canadian homeowners.
• Risk Management & Insurance Brokerage Insurance brokerage services covering life insurance, critical illness, travel insurance, group insurance, disability income, and long-term care coverage for individuals, families, and corporate groups.
• Estate & Asset Transfer Planning Wealth transfer and estate preservation strategies to ensure smooth asset succession and legacy planning, including corporate wealth transfer for business owners.
• Innovative Wealth Management Workshop (成功理財新思路) Flagship financial education seminar covering 10 wealth-building strategies including mortgage optimization, tax-advantaged investing, RRSP/RRIF planning, and estate planning. Conducted as 3-4 annual touring seminars across Vancouver, Toronto, Calgary, and Edmonton for Chinese-Canadian families.
• Affinity Financial Education Series (�譽財商教育系列) Financial literacy education program covering asset appreciation, retirement planning, asset transfer, and small business tax planning. Includes courses on maximizing government benefits (OAS, GIS), RRSP dissolution strategies, and estate planning for Chinese-Canadian audiences.
• Corporate / Group Insurance Planning Group insurance plans and employee benefit solutions for corporate clients, including health and welfare trust arrangements and corporate coverage programs.

Quantifiable outcome

• The company has grown to become one of Canada's Top 10 MGAs in under 10 years
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Monarch Wealth CorporationcoreStrategic or Co-development Partner · 1 September 2025Affinity Financial formed a strategic partnership with Monarch Wealth Corporation (MWC) in September 2025 to expand and enhance investment solutions. Monarch Wealth Corporation is an affiliated mutual fund dealer and member of the MFDA. This partnership enables Affinity to offer mutual fund products alongside insurance products, creating a more comprehensive product offering. MWC serves as the distribution channel for mutual fund products, while Affinity advisors can recommend and sell these products.
• Amerity Wealth Management Inc.coreStrategic or Co-development Partner · 1 June 2018In June 2018, Affinity Financial partnered with industry players to establish Amerity Wealth Management Inc., a Mutual Fund Dealer. This was a significant milestone, creating a rare Chinese-owned Mutual Fund Dealer in Canada, complementing the existing MGA business.
• Equitable LifeminorChannel Partner/ Reseller/ DistributorEquitable Life is one of the insurance product partners whose products are distributed through Affinity Financial. Dean Erickson, Regional VP of Western Canada, attended the 10th anniversary celebration and acknowledged Affinity's rapid growth to become a Top 10 MGA in Canada.
• Fidelity InvestmentsminorChannel Partner/ Reseller/ DistributorFidelity Investments, the global investment management company, sent Patrick Hawkins, District VP to speak at Affinity's 10th anniversary celebration, indicating an ongoing distribution or partnership relationship.
• TD Mutual Fund, RBC Global Asset Management, BMO, Franklin Templeton, Dynamic Funds, Canada Life, Manulife, Sun Life Financial, Desjardins, Manulife Bank, Manulife Investments, Meritrust Financial, Foresters, Assumption LifeminorChannel Partner/ Reseller/ DistributorThese major financial institutions attended the 10th anniversary celebration as industry partners. Products from these companies are distributed through Affinity Financial's advisor network. The event highlighted the strong industry relationships the company has built over 10 years.
• ManulifeminorChannel Partner/ Reseller/ DistributorManulife is a key insurance partner with an MGA relationship. A video '恆譽金融 x Manulife MGA' highlights the partnership milestone between the two organizations.

Scale indicators4 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• World Financial Group: WFG operates a multi-level financial services distribution network with strong penetration among Chinese-Canadian and other immigrant communities in Canada. Both are insurance-and-investment distributors targeting culturally aligned consumers through advisor networks.
• Primerica: Primerica is a Canadian-licensed mutual fund dealer and insurance distributor with a multicultural

Broad incumbents

• Sun Life Financial: One of Canada's largest insurance and wealth management companies, with dedicated Chinese-language advisory services and a national MGA / advisor network. Comparable as an incumbent insurance + wealth platform that Affinity competes against for the same Chinese-Canadian clients.
• Manulife: Manulife is a key Affinity insurance partner (MGA relationship) and a major Canadian life insurer + wealth manager with Chinese-oriented advisory offerings. Comparable as a broad incumbent that Affinity both partners with and competes against in the Chinese-Canadian segment.
• Canada Life: Canada Life is a major Canadian insurance, wealth, and benefits provider with national multi-channel distribution and multilingual services. Comparable as a broad incumbent offering insurance and investment products through advisor networks in the same Canadian market.
• IG Wealth Management (iA Financial Group): IG Wealth Management is one of Canada's largest financial advisory businesses, distributing mutual funds and insurance through a national advisor network. Comparable as a distribution-led wealth platform targeting similar mass-affluent Canadian households.
• Foresters Financial: Foresters Financial is a Canadian-licensed mutual life insurer with multicultural advisory outreach and a mutual/brokerage distribution model. Comparable as an insurance-led wealth provider with multicultural community engagement.
• Equitable Life of Canada: Equitable Life is a Canadian life insurer that has publicly recognized Affinity as a Top 10 MGA partner. Comparable as an insurance carrier whose products are distributed through MGA networks like Affinity's.
• RBC Wealth Management: RBC Wealth Management operates a national bank-affiliated advisory network with dedicated Chinese-Canadian banking and wealth services. Comparable as a broad incumbent competing for the same affluent Chinese-Canadian families.
• HollisWealth (iA Financial Group wealth dealer): HollisWealth is a Canadian independent wealth dealer (part of iA Financial Group) distributing through a national advisor force. Comparable as a multi-affiliate mutual fund dealer channel competing for similar advisor and client relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCkPCbaYN5ByRyJ3sMXAhxQA
• Facebookfacebook.com/AffinityFinancial
• Instagraminstagram.com/affinity_financial/?hl=en
• LinkedInlinkedin.com/company/affinityafs

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 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 AFFINITY FINANCIAL WEALTH MANAGEMENT GROUP INC.