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Your partner in personalized, full-service wealth management

Your ally in the pursuit of financial freedom

We go beyond managing money—we focus on optimizing your financial journey by fusing technology, modern strategies, and core values like integrity, transparency, and balance. We provide honest, personalized advice and a proactive, high-touch experience.

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Meet the team

Guy Burberry
Wealth Planner
Nick Cup, MBA, CFP, CIM®
Portfolio Manager
Stuart Hinshelwood, CIM®
Portfolio Manager

Team values

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Core Principles That Build Trust

Integrity, transparency, a client-first mindset, and thoughtful collaboration are the guiding principles of The Burberry Group. These values shape every client interaction, ensuring individuals remain at the center of all planning efforts. By adhering to these core beliefs, the team delivers meaningful financial experiences that foster trust, confidence, and long-term relationships. Their commitment to these principles ensures personalized strategies that align with each client’s unique needs and long-term goals.

Exceptional Service Through Connection

Exceptional service and open communication set The Burberry Group apart in an industry often defined by impersonal systems. Clients benefit from direct access to their advisor, creating a seamless and responsive experience. By taking the time to understand each client’s unique circumstances and goals, the team designs customized strategies tailored to individual needs. Regular updates and transparent communication ensure clients feel valued, informed, and confident throughout their financial journey.

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Proactive, Tailored Financial Planning

Proactive financial advice tailored to each client’s wealth management goals is at the heart of The Burberry Group’s approach. Consistent portfolio reviews and thoughtful updates foster collaboration and ensure strategies remain aligned with long-term objectives. This personalized and caring approach helps clients achieve peace of mind and the lifestyle they envision. By prioritizing client needs and delivering tailored solutions, the team exemplifies their belief in the power of proactive, thoughtful financial planning.

1997

Guy Burberry began his career in financial services, establishing a practice dedicated to providing client-centric financial advice.

June 2003

He expanded his services to include comprehensive financial planning, adopting a holistic approach to meet clients’ unique needs.

March 2010

His practice surpassed 500 clients served, a milestone that highlighted the effectiveness of his personalized and results-driven approach.

October 2015

He received a regional award for Excellence in Wealth Management, recognizing his commitment to delivering exceptional results for clients.

January 2020 - Present

Guy introduced a new client communication platform to enhance transparency, ensure consistent updates, and provide direct communication with clients.

Supporting our community

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The Burberry Group is a proud supporter of Big Brothers Big Sisters of Niagara Falls, reflecting their commitment to giving back to the community. Their involvement spans several years, showcasing a passion for fostering mentorship opportunities and empowering local youth. Through this partnership, The Burberry Group demonstrates its dedication to creating positive, lasting impacts on the lives of young people in the Niagara Falls area.

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Contributing to SickKids helps advance pediatric health through groundbreaking research and world-class care. The support provided ensures that every child has access to innovative clinical treatments and the opportunity to benefit from cutting-edge healthcare. This commitment reflects a shared belief in improving children’s lives and fostering a brighter, healthier future for families in need.

 

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Supporting the Gord Downie & Chanie Wenjack Fund reflects a dedication to fostering cultural understanding and advancing reconciliation between Indigenous and non-Indigenous peoples in Canada. Inspired by Chanie’s story and Gord’s vision, this involvement underscores a commitment to creating a more inclusive society while helping to build a better future for all Canadians.

 

@ 2025 - Optimize Asset Management

Optimize Global Asset Management Inc. (operating as “Optimize Asset Management” or “Optimize”) is registered as a Portfolio Manager in all Canadian provinces. Optimize is also registered as an Investment Fund Manager in the province of Ontario and an Exempt Market Dealer in the provinces of British Columbia, Manitoba, Ontario, and Saskatchewan. Optimize Wealth Management Inc. (operating as “Optimize Wealth Management”) is a member of the Canadian Investment Regulatory Organization (“CIRO”) and the Canadian Investor Protection Fund (“CIPF”). Mortgage solutions are provided by Nesto Inc. Insurance solutions are offered through Optimize’s Managing General Agency, Financial Horizons Inc., and are available only through licensed representatives at Optimize. Investment and portfolio management is offered through Optimize, while financial services and solutions including financial planning, tax preparation, insurance solutions, debt management, and will preparation are provided through our affiliate, Optimize Family Office Services Inc. Investment advice is provided by licensed Optimize and Optimize Wealth Management Representatives only. Optimize does not provide legal, tax, real estate, or private equity advice. Nothing contained herein should be interpreted as such. "Optimize Financial Group" refers to the group of companies including the parent company Optimize Financial Group Inc., it's subsidiaries and affiliates.