Rob Gillrie

Senior Financial Planner


Rob grew up in an insurance and investment background. He was privileged to follow in his father Larry’s footsteps, and entered the financial planning industry in 1987. Throughout the years, Rob and his team have grown their business one client at a time by building relationships based on sound advice and ongoing commitment to exceptional client service. In 1994, Rob’s wife, Kim joined as an integral business partner and office manager. In more recent years their daughters, Alyssa and Cassidy have joined the team, each earning their Bachelor degrees from the University of Alberta and PFA (Professional Financial Planner) designations through The Institute for Advanced Financial Education.

A strong believer in lifelong learning, Rob has earned his CFP (Certified Financial Planner), CLU (Certified Life Underwriter), and ChFC (Chartered Financial Consultant) designations. He is also a multiple recipient of the National Quality Award, which recognizes his commitment to the outstanding service of his clients.

Rob is in the financial planning industry to help his clients achieve financial stability, and to assist clients in working towards a worry-free retirement and the realization of their financial goals.

Rob’s Approach to Financial Planning


Rob provides clients with a comprehensive approach to financial planning, tax preparation and will preparation, ensuring his clients always benefit from the highest level of service. At Optimize, Rob works alongside an experienced team of licensed portfolio managers to help clients achieve their desired long-term financial and investment goals.

The cornerstone of his service rests in effectively matching his clients’ financial and life goals with a personalized financial planning strategy and overall customer service experience which will exceed their goals in every respect. Rob measures his success by how well he has helped his clients achieve their specific goals and objectives.


Rob believes that much of his successes and accomplishments to date are as a result of his beliefs and values which he stands by: honesty, persistence, teamwork, excellence, and creativity.


Rob puts his clients’ interests above everything else to ensure that he earns their business not only at the beginning of the relationship but throughout every stage of it as well.

Optimize Wealth Management’s Investment Services

Proper Wealth Management is an ongoing process which helps you make prudent decisions about your money in order to achieve your specific goals.

Optimizing investments is an important step to achieving your financial goals but realize that it is just one step in a much longer journey. Rob, along with a licensed portfolio manager from Optimize Wealth will focus on looking at the complete picture as it relates to your particular situation. They begin this process by listening intently to your specific goals and objectives. They then analyze every aspect of your situation such as your investments, mortgage and other debt, will, insurance, company plan, and tax preparation needs.

Once they have completed their analysis, they together will then design you a coordinated strategy to achieve all of your particular goals and objectives. In order to provide you with a better sense of just how much value they could bring to you and your family, the range of services offered through Rob and a licensed portfolio manager from Optimize are outlined in detail below.

As a Senior Financial Planner, Rob helps coordinate your financial plan by organizing the strategy into efficient steps toward your goals

Financial Planning

Financial Planning is an ongoing process which helps you make prudent decisions about your money in order to achieve your specific goals in life


We help our clients create and protect their wealth in all markets and economic conditions.

Will & Estate Planning

Estate planning is about your family and loved ones – and the inner peace you get from preserving their financial security.

Loans & Mortgages

Start looking today with the confidence that we will be with you every step of the way to make your homeownership dreams a reality.

Insurance Solutions

Sometimes in life, keeping it simple is the best way to go. Let us show you how to protect what matters most to you while keeping your costs well in check.

Tax Planning

You work hard for your money and you deserve to keep as much of it as possible. Work with us to optimize your tax return and we’ll show you how.

*Disclaimer: Will preparation, tax preparation and financial planning provided by Rob Gillrie; All investment advice and registerable activity provided by a licensed Portfolio Manager of Optimize Inc.

Learn More About Our Portfolio Management Team


If you are looking for holistic advice which covers your entire financial situation, we would be keen to discuss how we could work with you and your family. An Optimize Financial Planner is always ready to take that step with you and design a financial plan specific to your particular goals and objectives.


Call on (780) 485-6911 or fill out the form below.

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