Over his 37 years in the financial services industry, Rob Gillrie has earned a reputation for delivering financial guidance tailored to each of his clients’ unique journeys. Whether those clients are celebrating milestones such as marriage or retirement, or navigating challenges such as divorce or financial hardship, Rob is always ready to serve in his role as a trusted advisor.
Rob’s mission is clear — to help clients achieve financial stability and build a secure, worry-free retirement. Through customized strategies and timely service, he empowers individuals and families to pursue their financial goals with confidence. Throughout, Rob operates on a solid foundation of integrity — Rob says what he means, means what he says, and delivers on every promise.
Beyond his professional accomplishments, Rob is an active athlete, enjoying hockey, baseball and triathlons - having even completed Ironman Canada in 2010. Rob is also an avid outdoorsman, enjoying camping, hiking, and kayaking.
Your partner in personalized, full-service wealth management
Meet the team
Rob Gillrie, CFP®, CLU, ChFC
Wealth Planner
- Email: rob.gillrie@optimize.ca
- Phone: (780) 485-6911
Cassidy Holyoak, PFA, BComm
Wealth Planner
Cassidy Holyoak is a specialist in creating personalized plans and investment strategies for clients, helping them achieve their goals and secure their financial futures. Cassidy’s eight year journey in finance began as a summer student in high school and university, giving her early exposure to professional finance environments.
Cassidy would continue this education, gaining a Bachelor of Commerce with a Major in Finance from the University of Alberta in 2018. She would become a licensed insurance agent in 2019, and earn her Professional Financial Advisor (PFA™) designation in 2020, earning the second-highest grade in the country. Currently, she serves as a Wealth Planner at Optimize, taking a comprehensive approach to financial planning.
Cassidy’s expertise lies in her attention to detail, ensuring that every aspect of her clients’ financial plans is thoughtfully considered. She excels at listening to her clients, understanding their unique needs, and tailoring solutions to those needs. Cassidy always strives to take a holistic view of financial situations, delivering advice designed to foster long-term success.
Cassidy is proud to be the third generation in her family to work in the industry. This tradition has allowed her to develop a strong, multi-generational relationship with many clients — many of which have been with the firm for decades.
Outside of work, Cassidy is passionate about community involvement and staying active. She coaches volley, runs and plays fastball, having competed in multiple national tournaments. Cassidy has also completed three half marathons. She also enjoys reading, playing piano, attending concerts, and spending quality time with her family, especially her nieces and nephews.
- Email: cassidy.holyoak@optimize.ca
- Phone: (780) 485-6911
Alyssa Sadoway, BA, PFA
Wealth Planner
Alyssa Sadoway has over ten years of experience in helping clients plan their financial futures. She specializes in creating personalized financial plans and investment strategies, tailored to her clients’ unique goals.
Alyssa’s passion for finance started early, spending high school and university summers getting hands-on experience in the industry. After her graduation from the University of Alberta in 2016, Alyssa became a licensed insurance agent. She would also go on to earn her Professional Financial Advisor (PFA™) designation in 2020. Alyssa now works as a Wealth Planner at Optimize, taking a big-picture approach to financial planning for her clients. Alyssa’s years of experience, combined with this thoughtful, client-focused approach, makes her an invaluable partner for anyone looking to secure her financial future.
Outside of work, Alyssa is a devoted mother who enjoys spending quality time with her daughter. A lifelong sports enthusiast, she says active by participating in adult fastball leagues, and has been an avid downhill skier since childhood. Alyssa also finds relaxation in gardening while listening to audiobooks.
- Email: alyssa.sadoway@optimize.ca
- Phone: (780) 485-6911
Kim Gillrie
Associate
Kim Gillrie began her career in financial planning in 1993, and has been a vital part of Integer Financial ever since. As Rob’s business partner and the firm’s office manager, she plays a key role in making sure that daily operations run smoothly. Her attention to details, and commitment to client service, help create an organized and welcoming environment.
Kim enjoys the fast-paced nature of the nature of the financial services industry, and takes pride in handling the essential behind-the-scenes work. Her goal is always to make financial planning easier and less intimidating for clients, ensuring they receive the care and attention they deserve.
Outside of work, Kim’s greatest joy comes from her family. She and her husband, Rob, are proud parents of three grown daughters, and love spending time with their five energetic grandchildren. To keep up, Kim keeps active through fastball, gardening and running. Kim also enjoys reading, writing, cooking and playing the piano. Recently, she’s stepped out of her comfort zone by taking adult jazz and tap dance classes — an experience that has been both exciting and humbling.
- Email: kim.gillrie@optimize.ca
- Phone: (780) 485-6911
Mike Sadoway
Associate
Having spent seven years as an estimator in the commercial roofing industry, Mike has developed a solid foundation in client relations and project management — and through his continued education and training, he has gained the knowledge needed for his full transition into the financial services field. A natural “people person”, Mike is known for his ability to build strong relationships and communicate effectively with clients.
Outside of work, Mike enjoys skiing in the mountains, fishing at the lake, and hitting the trails on his road bike. A passionate Edmonton Oilers fan, Mike always strives to keep up with the latest happenings in the NHL. At home, his attention to detail shines through in the pride he takes in caring for his lawn. Mike would call himself a family man, and he places great importance on both the quality and quantity of time spent with those that he loves.
- Email: mike.sadoway@optimize.ca
- Phone: (800) 748-9028
Chandler Holyoak
Associate
- Email: chandler.holyoak@optimize.ca
- Phone: (800) 748-9028
Nick Cup, MBA, CFP, CIM®
Portfolio Manager
Nicholas Cup is a Portfolio Manager at Optimize. He specializes in overseeing investments of clients’ comprehensive financial strategies, making sure adjustments align to their unique goals. With more than 12 years of experience, he’s fluent in retirement cash flow planning, investment management, tax and estate strategies, and insurance planning. Nicholas is an MBA graduate and has acquired both the Certified Financial Planner and Chartered Investment Manager designations.
Nicholas believes financial peace of mind begins with a clear plan and diversified portfolio, not just market returns. He takes pride in helping clients make informed decisions and works closely with advisors to build personalized, long-term solutions.
Outside of work, Nicholas enjoys spending weekends at the cottage with his family and dog, as well as golfing, cycling, and running.
- Email: nick.cup@optimize.ca
- Phone: (416) 900-3887
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Harris Whiting, CIM®
Associate Portfolio Manager
Harris Whiting is an Associate Portfolio Manager at Optimize, where he helps clients invest with purpose and clarity. His role extends beyond portfolios to being a coach, educator, and trusted partner. He makes sure every decision reflects each client’s financial position and long-term goals. He also works with advisors to create a seamless, supportive client experience.
Early in his career, Harris recognized how money influences daily life. Driven by a passion for helping others feel confident in their finances, he entered financial services. Simplifying complex concepts into comprehensible action plans has been one of the most fulfilling aspects of his work. He provides steady guidance through market volatility, creating resilient portfolios that remain aligned with clients’ goals.
Outside of work, Harris enjoys distance running, golf, travelling, exploring Toronto’s restaurants, and keeping up with market trends. Most of all, he values quality time with family and friends.
- Email: harris.whiting@optimize.ca
- Phone: (437) 253-5716
Team values
Client-First Approach
Integer Financial Solutions prioritizes exceptional, personalized service — treating every client as an individual with unique goals and needs. By focusing on building trust and fostering meaningful relationships, we ensure that each client feels valued and supported. This client-first philosophy drives all of our decisions and strategies.
Integrity as a Guiding Principle
Honestly, transparency, and a commitment to ethics are the foundations of Integer Financial Solutions. Our team is committed to providing clear, unbiased advice and open communication at every step of the financial planning process. By consistently putting the client’s best interests first and foremost, we can start to build trusted, lasting partnerships.
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Our dedication to excellence is
reflected in every aspect of our work
Clients can expect a proactive, high-touch experience designed to simplify and enhance their financial lives. At 4 Pillars Wealth, we believe in consistently going above and beyond to deliver exceptional service and build lasting relationships. This means not only addressing clients' current needs but also anticipating future challenges and opportunities, helping them feel confident and prepared for what lies ahead.
Empowering Clients Through Knowledge
At Integer Financial Solutions, staying informed is one of our top priorities. Our team continually tracks industry trends, so that we can provide guidance that best reflects the latest developments. By offering these up-to-date strategies, and empowering our clients through education, we make sure every decision is well-informed. This commitment to shared knowledge fosters confidence, and helps our clients pursue their financial goals with assurance.
Timeline
1987 – 1993
Rob Gillrie worked as an Insurance Agent with Canada Life, establishing his career in the financial services industry.
1993 – Present
Rob Gillrie founded Integer Financial Solutions, with Kim Gillrie joining him as a business partner and administrative support. He transitioned from a career agent with Canada Life to working as a Life Insurance Broker. Over time, he obtained his securities license and earned several professional designations, including the Canadian Life Underwriter (CLU), Chartered Financial Consultant (ChFC), and Certified Financial Planner (CFP) designations.
2019 – Present
Integer Financial Solutions began their business relationship with Optimize Wealth Management, expanding their ability to provide comprehensive financial solutions to clients.
2011 - 2016
Alyssa began working part time as administrative support while attending high school and the University of Alberta, gaining foundational and essential experience in the financial services field.
2012 – 2018
Cassidy began working part time as administrative support while attending high school and the University of Alberta, gaining foundational and essential experience in the financial services field.
2016 – Present
Alyssa transitioned to a full-time role at Integer, earning her Life Insurance License and Professional Financial Advisor designation. She now serves as a Wealth Planner with Optimize Wealth Management while continuing as a Licensed Life Insurance Agent (broker) with Integer Financial Solutions, offering personalized financial and insurance solutions to clients.
2018 – Present
Cassidy transitioned to a full-time role at Integer, earning her Life Insurance License and Professional Financial Advisor designation. In 2024, she successfully passed her Certified Financial Planner (CFP) exam. She now serves as a Wealth Planner with Optimize Wealth Management while continuing as a Licensed Life Insurance Agent (broker) with Integer Financial Solutions, providing personalized financial and insurance solutions to clients.
2025 - Present
Michael Sadoway recently joined the Integer team and is actively training to build his expertise in financial services. With a strong commitment to learning, he is focused on developing the skills needed to provide exceptional support and personalized financial guidance to clients, Mike is eager to contribute to the team’s mission and looks forward to making a meaningful impact.
Supporting our community
Integer Financial Solutions is committed to supporting equitable education for children in low-income communities. Through their involvement with First Book Canada, they help remove barriers to learning by providing essential resources and opportunities for educators and students. This reflects the team’s belief in fostering a brighter future and ensuring every child has access to quality education.
Advancing pediatric health is a priority for Integer Financial Solutions. By contributing to SickKids, they support groundbreaking research and provide world-class healthcare for children. Their involvement not only helps improve health outcomes but also offers hope and healing to families, underscoring their dedication to bettering the lives of young patients and fostering healthier communities.
Promoting cultural awareness and unity is a key focus for Integer Financial Solutions. Through their support of the Gord Downie & Chanie Wenjack Fund, they contribute to reconciliation efforts and foster understanding between Indigenous and non-Indigenous communities in Canada. Their involvement reflects a commitment to creating a more inclusive and compassionate society for future generations.