With over 15 years of experience in the financial services industry, Dubert Rocuant specializes in wealth management and financial planning, with a particular focus on supporting business owners and farm owners. His expertise includes succession planning, family legacy strategies, estate planning, and guiding clients toward a successful and stress-free retirement.
Dubert’s educational foundation includes a Business Administration diploma in Financial Services from the Southern Alberta Institute of Technology (2010). He has earned several key certifications, including the Canadian Investment Funds Course from the Investment Funds Institute of Canada, the Elder Planning Counselor designation from the Canadian Initiative for Elder Planning Studies (2016), and the Certified Financial Planner (CFP) designation from FP Canada (2015).
This year has been especially rewarding for Dubert both personally and professionally. He had the honour of speaking at a leadership conference on running a successful team-based practice and reached elite status as an advisor, qualifying for the prestigious Million Dollar Round Table (MDRT). Dubert is also training for his first marathon in support of the Black Lung charity, set in the scenic landscapes of Nordegg.
Beyond his professional accomplishments, Dubert enjoys spending time with his family on their acreage, where he finds peace hiking, biking, and sitting by the fire. This downtime allows him to recharge and reflect on what truly matters most.
Dubert’s personal philosophy is: Your Wealth. Your Story. Our Purpose. He believes wealth is more than just numbers—it’s a reflection of your values, dreams, and legacy. His purpose is to help clients create a financial story that aligns with their goals, providing confidence today and a meaningful impact for tomorrow.
Over his career, Dubert has held key roles with IG Wealth Management, Assante Wealth Management, and ATB Financial, where he honed his skills in financial planning and client care. Since joining Optimize Wealth Management, he has elevated his practice, benefiting from their support to deliver top-tier service and personalized strategies to his clients.
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
Dubert Rocuant, EPC, CFP®
Wealth Planner
- Email: dubert.rocuant@optimize.ca
- Phone: (403) 845-7777
Kendal Justinen
Senior Relationship Manager
Kendal has worked almost 37 years in the Financial Services industry, starting as an Insurance Advisor with SunLife in March of 1986. He then added Financial planning and investing to the services that he offered his clients moving to IQON Financial, then Assante Wealth Management.
Kendal is now looking forward to a further transition to Optimize Wealth Management where he will take on a new role as Senior Relationship Manager at RJ Mountain Wealth. In this new role, he will be providing support, mentorship and growth to the client base for Dubert Rocuant and his expanding team.
Kendal has a passion for food, people and outdoor activities. He enjoys sharing these passions with his clients through their family events, but also supporting the community of Rocky Mountain House surrounding area, by hosting BBQ event fundraisers.
In his new role, he looks forward to having more time to pursue these passions with clients and the community.
- Email: kendal.justinen@optimize.ca
- Phone: 403-845-3681
Linda Justinen
Client Service Manager
Since 1998, when Justinen Financial Services Inc. was founded, Linda has been actively involved in the business alongside Kendal. While raising a young family, she initially took on the role of Bookkeeper, while also helping to manage various day-to-day operations.
As their children grew older, Linda expanded her contributions by taking on additional administrative and processing responsibilities. While still working as a substitute teacher, her interest in the business deepened. Over time, she became more engaged, dedicating more time to the office to train staff, organize operations, and assist with strategic planning.
In 2020, Linda transitioned to a full-time role, leaving her teaching career behind to fully immerse herself in supporting the evolving needs of the business. Her flexibility and dedication have allowed her to adapt to changes in staffing and business demands, providing invaluable support wherever it has been needed.
Linda’s true passion lies in helping young families set and achieve their financial goals. She finds great joy in watching them work toward these milestones and feels privileged to witness so many families transform their youthful dreams into successful retirement realities.
- Email: linda.justinen@optimize.ca
- Phone: 403-845-3681
Megan Oja
Client Service Administrator
Megan was born and raised in Rocky Mountain House and joined our team in 2017 as a Client Service Administrator. With 13 years of experience in client services, she thrives on connecting with people and helping them resolve any challenges they face.
After welcoming her daughter in 2020, Megan transitioned to a part-time role to spend more time with her family. She continues to play a vital role, specializing in the processing and administration of investments and insurance.
When she’s not in the office, Megan enjoys tending to her garden and spending time outdoors on her family’s farm.
- Email: megan.oja@optimize.ca
- Phone: 403-845-3681
Caitlan Maxwell
Administrative Assistant
Caitlan brings years of experience in administration, reception, and customer service to our team. She thrives in the dynamic environment at RJ Mountain Wealth, where she continues to grow professionally while building meaningful relationships with clients and businesses in the community. As the friendly face often greeting you at our door, Caitlan is dedicated to ensuring every client and guest feels welcomed with a warm “hello” and a genuine smile.
Born and raised in Rocky Mountain House, Caitlan developed a passion for gymnastics at an early age, dedicating much of her time to the sport. While she has transitioned to a career in administration, she remains connected to gymnastics by serving as a judging official at various meets for the Alberta Gymnastics Federation.
Outside the office, Caitlan enjoys walking with her dog, Rue, or heading out west to soak up the fresh mountain air.
- Email: caitlan.maxwell@optimize.ca
- Phone: 403-845-3681
Sameer Amin
Supervising Portfolio Manager
- Email: sameer.amin@optimize.ca
- Phone: 437-253-1346
Bonnie Gunn
Portfolio Manager
- Email: bonnie.gunn@optimize.ca
- Phone: 437-253-8803
Team values
Authenticity in Every Interaction
At RJ Mountain Wealth, authenticity is at the heart of what we do. We pride ourselves on being genuine, transparent, and true to our word. Our clients can trust that every recommendation and decision reflects their best interests and aligns with their goals. By fostering honest and open relationships, we ensure that every client feels heard, respected, and confident in their financial journey. Authenticity is not just a value; it’s how we build lasting partnerships.
Guided by Family Values
Family values shape everything we do at RJ Mountain Wealth. We approach every client relationship with care, compassion, and a dedication to understanding what matters most to them. Just as we prioritise our own families, we extend the same commitment to yours, creating financial strategies that protect and support what’s most important. By focusing on long-term stability and well-being, we provide guidance rooted in trust, respect, and the values that truly matter.
Teamwork That Drives Success
At RJ Mountain Wealth, collaboration is key. Our team works together seamlessly, combining diverse expertise to deliver the best solutions for our clients. We believe that working as a team allows us to tackle challenges, create innovative strategies, and provide more comprehensive support. By fostering a culture of collaboration—with our team and our clients—we ensure that everyone is aligned and working toward achieving meaningful, long-term financial success.
Timeline
November 1987
Kendal obtained his Mutual Fund License, enabling him to offer Spectrum Mutual Funds to clients.
May 2001
Kendal left SunLife to become an independent financial advisor at IQON Financial.
June 2007
IQON Financial merged into Assante Wealth Management, expanding resources and services for clients.
March 2013
An Associate Advisor, Dubert, joined Kendal's firm, strengthening the team.
September 2017
Dubert became a partner in the firm, reflecting his contributions and leadership.
November 2022
Kendal's practice transitioned to Optimize Wealth Management, a premium wealth management firm, to better serve clients.
November 2023
Dubert was promoted to Managing Partner, taking on a leading role in the firm.
September 2024
Megan Oja obtained her insurance license, further enhancing the firm's ability to provide comprehensive financial services.
Supporting our community
RJ Mountain Wealth proudly supported the inaugural Black Lung Ultra Marathon, an event designed to promote health and tourism within the community. Their contributions included financial support and a special culinary effort—cooking and serving smoked brisket chili for the marathon runners. This involvement reflects their dedication to fostering wellness, community spirit, and local tourism.
Supporting community events is a priority for RJ Mountain Wealth, demonstrated through their participation in the Rocky Lions Club Demolition Derby. The team served over 2,500 burgers in support of this well-loved local event, contributing to the Lions Club’s efforts to strengthen the community and raise funds for vital initiatives.
RJ Mountain Wealth actively participated in Alberta Health Week, serving healthier food options during activities that encouraged a healthy lifestyle. In addition to promoting wellness, their efforts helped raise funds for the Rocky Mountain Hospital, reflecting their commitment to supporting local healthcare and fostering a healthier community.