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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 and thoughtful collaboration are the guiding principles at The Burberry Group. These values ensure that every client, and their goals, are at the center of all our planning efforts. By adhering to these core beliefs, our team can deliver meaningful financial experiences. Our commitment to these principles ensures personalized strategies that align with each client’s unique needs and long-term goals.

Exceptional Service Through Connection

Exception service and open communication set The Burberry Group apart in an often impersonal industry. Clients benefit from direct access to their advisor, creating a seamless, responsive experience. By taking the time to thoroughly understand each client’s unique circumstances, our team can design strategies customized to best address their needs. Regular, transparent updates ensure our clients feel valued and informed throughout their financial journeys.

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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

Expanded services to include comprehensive financial planning, adopting a holistic approach to meet clients’ unique needs

March 2010

Surpassed 500 clients served, a milestone that highlighted the effectiveness of Guy’s personalized and results-driven approach

October 2015

Received a regional award for Excellent in Wealth Management, recognizing Guy’s commitment to delivering exceptional results for clients.

January 2020 - Present

Introduced a new client communication platform to enhance transparency and ensure consistent updates.

Supporting our community

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The Burberry Group is a proud supporter of Big Brothers Big Sisters of Niagara, reflecting their commitment to giving back to the community. Our involvement spans several years, showcasing a passion for fostering mentorship opportunities and empowering local youth. Through our 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.