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

Colin Baird

Wealth Planner

Colin Baird

Wealth Planner

After first receiving a BA in Economics at the University of Western Ontario, Colin returned to earn his MBA in Finance at UWO’s Richard Ivey School of Business in 1998. Since graduating he has worked at a mix of bank owned and independent brokerages and his search for a platform that provides a full suite of services while allowing for both independence and a client centered approach has brought him to Optimize.

Colin was born in Toronto and grew up in the nearby Milton. Comfortable in both big city and small-town environments he brings that easiness to all of his clients, meeting each of them where they are at in life and experience.

Technological advancement has ushered in massive changes in many industries including the brokerage and investment space. While others may be troubled by the disruption Colin has embraced the opportunity to be a work-from-home dad and husband, allowing him to be more richly involved in the lives his wife, Amy, son Reid, and daughter Riley. With this comes a deep appreciation for the importance of family, both his own and those of his clients.

Email: colin.baird@optimize.ca
Phone: 647-808-2374

Nick Cup

Supervising Portfolio Manager

Nick Cup

Supervising Portfolio Manager

Email: nick.cup@optimize.ca
Phone: 416-900-3887

Team values

Client-First Approach

The Baird Group prioritize exceptional, personalized service, treating every client as an individual with unique goals and needs. By focusing on building trust and fostering meaningful relationships, they ensure each client feels valued and supported. Their client-first philosophy drives every decision, ensuring strategies are tailored to achieve meaningful outcomes and long-term financial success.

Integrity as a Guiding Principle

Honesty, transparency, and ethical practices are the foundation of The Baird Group. The 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 at the forefront, they create a trusted partnership that inspires confidence and builds lasting relationships.

Empowering Clients Through Knowledge

At The Baird Group, staying informed and knowledgeable is a top priority. The team continually tracks industry trends to provide expert guidance that reflects the latest developments. By offering up-to-date strategies and empowering clients through education, they ensure every decision is well-informed. This commitment to education fosters confidence and helps clients achieve their financial goals with clarity and assurance.

Supporting our community

Providing equitable education opportunities for children is a cause The Baird Group is passionate about. By supporting First Book Canada, the team helps ensure that children in need have access to the resources they require to succeed academically. This reflects their dedication to fostering brighter futures through education and community involvement.

Improving health outcomes for children is a priority for The Baird Group Group. By contributing to SickKids, they support groundbreaking pediatric research and innovative care that benefits children and families. Their involvement underscores a commitment to advancing healthcare and creating a healthier future for the next generation.

Promoting understanding and reconciliation between Indigenous and non-Indigenous communities is an important focus for The Baird Group. Through their support of the Gord Downie & Chanie Wenjack Fund, they contribute to efforts aimed at fostering inclusivity and building stronger connections across communities. This commitment reflects their belief in a more compassionate and unified society.