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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.

The Lambert Group (1)
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Meet the team

Wayne Lambert, CFP
Wealth Planner
Macy Lambert
Assistant
Nick Cup, MBA, CFP, CIM®
Portfolio Manager
Omar Nassar
Portfolio Manager

Team values

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Client-Centered Approach

At the Lambert Group, every client is treated with the utmost care and respect, regardless of investment size. Our team takes the time to properly understand each client’s goals and financial situations. Then, we craft tailored solutions designed to help match those unique aspirations. This client-first approach makes sure that every financial plan is personalized, relevant and aligned with our clients’ best interests.

Commitment to Integrity and Ethics

Integrity and ethics are the cornerstone of The Lambert Group’s practice. Guided by the highest standards of ethical conduct, as recognized by FP Canada and Advocis, the team ensures every client interaction is honest, transparent, and rooted in doing what’s right. This unwavering commitment to integrity fosters trust and confidence, enabling clients to feel secure in their financial decisions. The Lambert Group’s ethical approach serves as the foundation for building strong, lasting client relationships.

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Comprehensive Financial Planning

The Lambert Group embraces a “no stone left unturned” philosophy, addressing every element of a client’s financial plan. From investments and insurance to estate planning and tax strategies, the team develops holistic, long-term plans that account for all variables. This comprehensive approach provides clients with clarity, confidence, and peace of mind, knowing their financial lives are thoughtfully managed. By focusing on the big picture, The Lambert Group ensures clients are prepared for today and the future.

2004

Earned the Certified Financial Planner (CFP) designation from the Canadian Institute of Financial Planners, formalizing his expertise in financial planning.

2013-2017

Joined The Inclusif Group as a Certified Financial Planner, providing holistic financial planning solutions to business owners and retired individuals.

2017-2020

Served as a Wealth Planner at Independence Wealth Management Group, specializing in business owner pensions, group benefits, and retirement planning.

2020-Present

Assumed the role of Senior Relationship Manager at Optimize Wealth Management, offering personalized support and guidance to clients while ensuring that all investment advice is provided by a licensed Optimize Representative.

2023-Present

Currently serves as a Wealth Planner at Optimize Wealth Management, delivering personalized financial planning, tax preparation, and will preparation in collaboration with Associate Advising Representatives and Portfolio Managers.

Supporting our community

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The Lambert Group is passionate about providing equitable education for children. Through supporting First Book Canada, we help make sure that children in need have access to the resources they require to succeed academically. This reflects our dedication to fostering brighter futures through education and community involvement.

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Improving health outcomes for children is another priority for The Lambert Group. Through our contributions to SickKids, we support groundbreaking pediatric research and innovative care for children. Our involvement underscores a commitment to advancing healthcare for the benefit of future generations.

 

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The Lambert Group is also invested in promoting understanding and reconciliation between Indigenous and Non-Indigenous communities. Through our support for the Gord Downie & Chanie Wenjack Fund, we contribute to fostering inclusivity and building strong connectives across these communities. This commitment reflects our belief in a more compassionate and unified future.

 

@ 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.