A Bit About Our Team

Eric Petersen


The best teacher we have in life is our history. I am the culmination of my past experiences -- a reflection of all that I’ve learned through good times and bad.

My History

I was born in the Edmonton, Alberta area, and I truly consider this home. I love this city, and I’m excited for its opportunities of growth, community, and leadership. Best of all, Edmonton is a big city with a small-town feel.

Growing up on a small farm and working for the family construction business taught me how to work hard and smart. I started in my teens and worked from the bottom up.

Throughout my early 20’s, I built my own capital reserves by privately purchasing and managing Alberta-based real estate and participating in the Western Canadian Road Building industry.

After a short break, I decided it was time to try something new. I wanted to cultivate and continue growing my knowledge of business in other avenues. As a result, I left my real estate ventures and the road building industry in 2007.

My Work

Since I loved business and working with people, I began to investigate many different career options. It didn't take long before I was approached with the idea of joining a local Financial Planning firm. I knew right away the opportunity was a perfect match.

I loved sharing my creativity and the business strategies I discovered throughout my life. Financial planning provided the platform to share these ideas and strategies on a full-time basis.

In 2007, I obtained my insurance license and in 2010, I was among the first Private Wealth Advisors in Alberta to receive my Exempt Market Dealing Representative registration.

I firmly believe learning is something that happens every day. Therefore, I strive to stay informed about economic factors that influence my clients’ future. Furthermore, I am registered and licensed to do business in the province of Alberta.

My Community

On a personal level, I believe in being an active member of the community and giving back where I can.

I have been involved in a diversity of community-minded organizations and projects. These include mentoring young entrepreneurs, advocating for those with Celiac Disease, working with youth through multiple organizations, and mentoring local small businesses.

I now have three beautiful children of my own and they are my fuel to succeed.

What to look for in an advisor

Choosing an advisor is like choosing a doctor -- you have to reveal some of the most intimate details about yourself and your life. If you search Google for "how to shop for a financial advisor," you'll find a myriad of articles. While it may seem difficult to find an advisor that you align with, here are some key areas you should focus on to help narrow your search. The questions below summarize many of the articles' advice and provide brief answers for each. I also include my own take on each question to tell you a bit more about what I do, where I stand, and what kind of an advisor I am. Have a question of your own that isn't shown below? Just ask me!


Not sure where to start?


Your financial future is a pretty big deal, but it doesn't mean we have to dive right in. I'm the kind of guy that likes to take things slow. First, we can meet for coffee and discuss what a business relationship might look like. If it makes sense, we can move ahead. If it doesn't, then we both can walk away still having met someone new to add to our network. The end result is win-win.


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