Your partner in personalized, full-service wealth management

Your ally in the pursuit of financial freedom

We go beyond just managing money. At The Palhad 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

Joe Palhad

Wealth Planner

Joe Palhad

Wealth Planner

Joe’s background was in aircraft mechanics. However, he always had a passion for expanding his own knowledge about finances. This would eventually lead him to pursue a financial education, and make wealth planning his career.

For Joe, the most rewarding part of his job is helping others make the best decisions possible for themselves and their families. He is dedicated to helping explain ways to save more, pay less taxes, and reduce stress regarding financial futures through solid planning.

When not at work, Joe enjoys spending time with his family — fishing with his wife or playing with his two children. He is also an enthusiast of sports, comic books, and the outdoors.

Email: joe.palhad@optimize.ca
Phone: (519) 718-0100

Kelly Palhad

Associate

Kelly Palhad

Associate

Email: kelly.palhad@optimize.ca
Phone: (519) 718-0100

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 Palhad Group prioritizes exceptional, personalized service, treating every client as an individual with unique goals and needs. By focusing on building trust and fostering meaningful relationships, we make sure each client feels valued and supported. Our client-first philosophy drives every decision, meaning our strategies are tailored to achieve meaningful outcomes and long-term financial success.

Integrity as a Guiding Principle

Honesty, transparency, and ethical practices are the foundations of The Palhad Group. Our team is committed to providing clear, unbiased advice and open communication at every step of the financial planning process. By consistently putting our clients’ best interests at the forefront, we create trusted partnerships that inspire confidence.

Our dedication to excellence is
reflected in every aspect of our work

Clients can expect a proactive, high-touch experience designed to simplify and enhance their financial lives. At 4 Pillars Wealth, we believe in consistently going above and beyond to deliver exceptional service and build lasting relationships. This means not only addressing clients' current needs but also anticipating future challenges and opportunities, helping them feel confident and prepared for what lies ahead.

Empowering Clients Through Knowledge

At The Palhad Group, staying informed and knowledgeable is our top priority. Our team continually tracks industry trends in order to provide expert guidance that reflects the latest developments. By offering up-to-date strategies and empowering clients through education, we make sure that every decision is well-informed. This commitment to education helps our clients pursue their financial goals with clarity and assurance.

Supporting our community

The Palhad Group is committed to supporting equitable education for children in low-income communities. Through our involvement with First book Canada, we help remove barriers to learning by providing essential resources and opportunities for educators and students. This reflects our team’s belief in fostering a brighter future, and making sure that every child has access to quality education.

Advancing pediatric health is another priority for The Palhad Group. By contributing to SickKids, we support groundbreaking research and provide world-class healthcare for children. Our involvement not only helps improve health outcomes but also offers hope and healing to families, underscoring our dedication to bettering the lives of young patients and fostering healthier communities.

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

Your partner in personalized, full-service wealth management

Your ally in the pursuit of financial freedom

Meet the team

Joe Palhad

Wealth Planner

Kelly Palhad

Associate

Nick Cup, MBA, CFP, CIM®

Portfolio Manager

Omar Nassar

Associate Portfolio Manager

Team values

Client-First Approach

Integrity as a Guiding Principle

Our dedication to excellence is reflected in every aspect of our work

Empowering Clients Through Knowledge

Supporting our community

Our dedication to excellence is
reflected in every aspect of our work