Your partner in personalized, full-service wealth management

Your ally in the pursuit of financial freedom

We go beyond just managing money. At The Baird Group, we optimize your financial journey through modern technology and sophisticated expertise, providing dynamic, personalized strategies. We’re dedicated to connecting you with holistic, transparent advice that aligns with your unique goals.

Meet the team

Colin Baird

Wealth Planner

Colin Baird

Wealth Planner

Colin Baird is committed to creating peace of mind for all of his clients. He understands that talking about finances can be difficult and uncomfortable, so he aims to make it easy by meeting clients exactly where they are, aligning strategies with their life stages and situations.

Education and continuous learning is important to Colin. He has a Bachelor of Arts in economics from the University of Western Ontario (UWO) and a Master of Business Administration in finance from UWO’s Richard Ivey School of Business.

Since graduating, Colin has worked at a mix of bank-owned and independent brokerages. During his search for a platform that provides full-suite services, independence, and a client-centred approach, he found Optimize, where he’s now a Wealth Planner.

During his brokerage experience, Colin witnessed how technology advancements have massively changed the investment space. He embraces these changes, as they provide him with the opportunity to be a work-from-home dad and husband. This allows him to further appreciate the importance of family, both his own and those of his clients.

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

Nick Cup, MBA, CFP®, CIM®

Portfolio Manager

Nick Cup, MBA, CFP®, CIM®

Portfolio Manager

Nicholas Cup is a Portfolio Manager at Optimize. He specializes in overseeing investments of clients’ comprehensive financial strategies, making sure adjustments align to their unique goals. With more than 12 years of experience, he’s fluent in retirement cash flow planning, investment management, tax and estate strategies, and insurance planning. Nicholas is an MBA graduate and has acquired both the Certified Financial Planner and Chartered Investment Manager designations.

Nicholas believes financial peace of mind begins with a clear plan and diversified portfolio, not just market returns. He takes pride in helping clients make informed decisions and works closely with advisors to build personalized, long-term solutions.

Outside of work, Nicholas enjoys spending weekends at the cottage with his family and dog, as well as golfing, cycling, and running.

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

Omar Nassar

Associate Portfolio Manager

Omar Nassar

Associate Portfolio Manager

Omar Nassar is an Associate Portfolio Manager at Optimize who takes an analytical and people-first approach. His love for numbers and problem-solving is what first sparked his interest in financial services, but it was the chance to make a meaningful difference in people’s lives that has kept him committed to the industry.

At Optimize, Omar focuses on understanding each client’s unique circumstances, values, and goals. He provides portfolio recommendations and steady guidance through market shifts, helping clients stay disciplined and confident in their long-term aspirations. His work reduces uncertainty and supports important milestones, which he finds incredibly rewarding.

In his personal time, Omar enjoys playing soccer, tennis, and volleyball. He’s also fond of travelling to experience new cultures and cuisines. Above all, he values time with family and friends.

Email: omar.nassar@optimize.ca
Phone: (416) 907-3211

Team values

Client-First Approach

The Baird Group prioritizes personalized service, paying careful attention to each client’s unique goals and needs. Our diligent personalization builds trust and fosters meaningful relationships, helping clients feel valued and supported in their financial journeys. This client-first approach drives every decision we make, enabling us to design strategies that are tailored to achieve meaningful outcomes.

Driven by Ethics

Ethics guide every decision at The Baird Group. We believe a strong moral compass is essential to delivering high-quality service. By adhering to sophisticated ethical standards and industry regulations, we make sure our clients receive the most updated and accurate advice as it relates to their portfolios and personal values. This commitment permeates every aspect of our work, from onboarding new clients to providing ongoing support.

Empowering Through Knowledge

At The Baird Group, staying informed and knowledgeable is a top priority. Our team avidly tracks industry trends to provide prompt guidance that reflects the latest market developments. By offering up-to-date strategy recommendations and educating clients on the “why” behind them, we make clients feel well-informed in every decision they make. This commitment to education helps clients feel confident as they navigate their financial journeys.

Supporting our community

The Baird Group is committed to supporting equitable education for children in low-income communities. Through our involvement with First Book Canada, we work to remove learning barriers and enable the provision of essential resources for educators and students. This reflects our team’s belief in fostering a brighter future where every child has access to quality education and opportunities for success.

Advancing pediatric health is a priority for The Baird Group. By contributing to SickKids, we support the process of groundbreaking research and administration of world-class healthcare for children. Our involvement aids the improvement of health outcomes, while also offering hope and healing to families. This commitment underscores our dedication to making a meaningful difference in the lives of young patients and building healthier communities.

Promoting cultural awareness and unity is important to The Baird Group. Through our support of the Gord Downie & Chanie Wenjack Fund, we contribute to reconciliation efforts and the mission to foster understanding between Indigenous and non-Indigenous communities in Canada. Our involvement highlights our commitment to creating a more inclusive and compassionate society for generations to come.