About Us | Thriftilyzx

Our Story

Thriftilyzx was founded in 2008 by Robert Thornton and Sarah Chen during one of the most challenging economic periods in recent history. Having witnessed the devastating impact of the financial crisis on unprepared investors, they recognized a critical gap in the financial services industry: the absence of truly client-centered, transparent financial guidance focused on long-term stability rather than short-term gains.

What began as a modest two-person consultancy in a small office in downtown Calgary has grown into one of Alberta's most respected independent financial planning firms. Our expansion has been organic and deliberate, driven by client referrals rather than aggressive marketing. This measured growth has allowed us to maintain our founding principles while expanding our expertise and capabilities to serve a broader range of client needs.

Over the years, we've expanded our team to include specialists in tax planning, estate management, and business succession strategies, allowing us to provide truly comprehensive financial solutions. Today, Thriftilyzx manages over $500 million in client assets and serves more than 300 families and businesses across Western Canada, while maintaining the personalized service and fiduciary commitment that defined our origins.

In 2018, we moved to our current location at 640 5 Ave SW to accommodate our growing team while remaining centrally accessible to our clients. Despite our growth, we've remained independently owned and operated, allowing us to maintain our client-first approach without the pressures of corporate quotas or product sales targets that often compromise advice at larger institutions.

Our Mission & Values

Mission

To empower our clients to achieve financial freedom through transparent, evidence-based financial guidance that prioritizes their long-term interests above all else.

Core Values

Fiduciary Excellence

We hold ourselves to the highest fiduciary standard, always placing client interests first and avoiding conflicts of interest. Our fee structure is transparent, and we never receive compensation for recommending specific products or services.

Evidence-Based Approach

We ground our recommendations in academic research and empirical evidence rather than market predictions or trending investment fads. This disciplined approach helps clients avoid costly behavioral mistakes and achieve more consistent long-term results.

Comprehensive Perspective

We believe that true financial planning must address all aspects of a client's financial life, including investment management, tax optimization, risk mitigation, estate planning, and charitable giving. Our integrated approach ensures that these elements work in harmony.

Continuous Education

We are committed to ongoing professional development for our team and financial education for our clients. We believe informed clients make better decisions and that the rapidly evolving financial landscape demands continuous learning.

Community Engagement

We believe in giving back to the communities where we live and work. Through pro bono financial literacy programs and strategic philanthropy initiatives, we strive to expand access to financial education beyond our client base.

Meet Our Leadership Team

The experienced professionals guiding our client strategies

Robert Thornton

Founder & Chief Investment Strategist

With over 30 years of experience in institutional investment management, Robert brings a wealth of knowledge from his previous roles at major Canadian pension funds and investment firms. He holds the CFA designation and an MBA from the University of Toronto. Robert leads our investment committee and oversees portfolio construction methodology.

Sarah Chen, CPA

Co-Founder & Chief Financial Planning Officer

Sarah oversees our comprehensive financial planning processes, ensuring tax efficiency and integration of all financial elements. Her background includes tax advisory at a Big Four accounting firm and specialized experience with cross-border tax situations. Sarah is recognized for her ability to translate complex tax concepts into actionable strategies.

Michael Rodriguez, JD

Director of Estate & Legacy Planning

Michael joined Thriftilyzx in 2015 after a successful career as an estate attorney. He specializes in integrating estate planning with overall financial strategies, with particular expertise in business succession planning and charitable giving structures. Michael leads our estate planning division and coordinates with clients' legal counsel.

Amanda Williams, CFP

Director of Client Relations

Amanda ensures exceptional service delivery across all client relationships. With 15 years of experience in financial planning and wealth management, she specializes in retirement income strategies and helping clients navigate major life transitions. Amanda holds the Certified Financial Planner designation and leads our client education initiatives.

Our Achievements & Distinctions

Recognition of our commitment to excellence

Industry Recognition

Named among "Top 50 Financial Advisory Firms in Canada" by Financial Planning Magazine for five consecutive years (2018-2022)
Recipient of the "Client Service Excellence Award" from the Canadian Financial Planning Association (2020)
Recognized for "Best Practices in Fee Transparency" by the Financial Consumer Agency of Canada (2021)
Featured in The Globe and Mail's special report on "Innovators in Wealth Management" (2019)

Professional Credentials

100% of our advisors hold advanced professional designations (CFP, CFA, CPA, or JD)
Our team includes three published authors on financial planning and investment topics
Our advisors have an average of 18+ years of industry experience
All client-facing staff complete 50+ hours of continuing education annually, exceeding industry requirements

Client Outcomes

98% client retention rate over the past five years
Average client relationship extends beyond 12 years
Over 85% of new clients come from referrals from existing clients
Successfully guided clients through three major market downturns with documented adherence to long-term plans
Facilitated the successful transition of over $200 million in family business assets across generations

What Our Clients Say

Hear from those who have trusted us with their financial future

"What sets Thriftilyzx apart is their genuine commitment to understanding our family's unique circumstances. Unlike previous advisors who seemed more interested in selling products, Robert and his team developed a comprehensive strategy addressing everything from our business transition to our charitable goals. Their integrated approach has simplified our financial life while giving us confidence that nothing is being overlooked."

Richard and Elena Westbrook

Business Owners • Clients since 2015

"As a physician with limited time to manage my investments, finding Thriftilyzx was transformative. Their evidence-based approach aligns perfectly with my scientific mindset, and their tax strategies have been invaluable for my professional corporation. What I appreciate most is their educational approach—they ensure I understand the 'why' behind every recommendation, empowering me to make informed decisions rather than simply following advice."

Dr. Priya Sharma

Medical Specialist • Client since 2017

"After retiring from a 30-year career in the energy sector, I needed guidance transitioning from wealth accumulation to creating reliable retirement income. The Thriftilyzx team designed a tax-efficient withdrawal strategy that's optimized across our various accounts and income sources. Their detailed retirement projections gave us confidence to make the lifestyle decisions we'd been postponing, knowing our financial foundation is secure."