Steve has spent the last 40 years helping people make great decisions with their money. He attained his Certified Financial Planner (CFP) designation in 2001 and has extensive experience working with both clients and other financial advisors. As your Wealth Planner, Steven focuses on ensuring you have accurate and thorough information and provide guidance in the decisions you make, ensuring all relevant factors are considered. Factors like taxation, risk planning, estate planning and cash flow all need to be balanced based on your individual objectives. The plan these discussions create form the basis of your working relationship with Steven and provide him with the necessary information to ensure that he is providing the most relevant solutions. Steven’s background in banking, business and advisory services has provided a depth of knowledge and experience which he humbly and happily shares.
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.
Meet the team
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Steve King, CFP®
Wealth Planner
- Email: steve.king@optimize.ca
- Phone: 306-551-5300


Nick Cup, MBA, CFP, CIM®
Portfolio Manager
- Email: nick.cup@optimize.ca
- Phone: 416-900-3887


Omar Nassar
Associate Portfolio Manager
- Email: omar.nassar@optimize.ca
- Phone: 416-907-3211
Team values

Clients First, Always
Putting clients first is not just a value; it’s our guiding philosophy at The King Group. Every interaction, decision, and strategy is rooted in understanding and prioritising our clients’ needs and goals. We are dedicated to delivering personalised, thoughtful guidance that helps clients achieve financial success while fostering long-term relationships built on trust and care.
Ethics Above Everything Else
Ethics guide every decision at The King Group. We believe that a strong moral compass is essential to delivering truly exceptional service. By adhering to the highest ethical standards, we ensure our clients receive unbiased, honest, and transparent advice. This commitment permeates every aspect of our work, from onboarding new clients to providing ongoing support.


Always Doing the Right Thing
At The King Group, integrity is our foundation. We are committed to doing the right thing, even when no one is watching. This unwavering dedication to ethical practices ensures that every action we take reflects honesty, accountability, and respect for our clients. By consistently prioritising what is right, we build trust and create meaningful relationships that stand the test of time.
Supporting our community

The King Group 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 their dedication to fostering a brighter future where every child has access to quality education and the tools they need to succeed.

Advancing pediatric health is a key focus for The King Group. By contributing to SickKids, they support groundbreaking research and world-class healthcare for children. Their involvement helps improve health outcomes while offering hope and healing to families, underscoring their commitment to bettering lives and strengthening communities.

Promoting cultural awareness and reconciliation is an important value for The King Group. Through their support of the Gord Downie & Chanie Wenjack Fund, they contribute to fostering understanding and building connections between Indigenous and non-Indigenous communities in Canada. This involvement highlights their commitment to creating a more inclusive, unified, and compassionate society for future generations.