Alex Green, CFP®

My professional and financial career began after receiving a diploma in Business Marketing from Fanshawe College. I was working with a large Canadian chartered bank in a role where, among other duties, I sold credit products to people who were either lacking the knowledge or financial means to use them responsibly or effectively. It appeared that there was a significant conflict of interest between many large financial institutions and their clientele. I could easily see that there was a need in the financial marketplace for comprehensive and unbiased advice for individuals. This was when I discovered my passion for helping people in an honest and meaningful way.

My exposure to the financial world came early on as both my parents had worked overseas in the international money markets. Back in Canada my father started a career as a Certified Financial Planner and my stepmother as an investment advisor at a major brokerage. Through watching their careers unfold, I saw the advantage of working directly with clients in a comprehensive and trusted advisory role, not as a seller of financial products. In 2003, I made a decision to leave my job with the bank and joined my father’s independent financial planning firm. It was here that I learned about the business from the ground up, by first facilitating all of the back-office and administrative requirements. In doing so, I learned how to effectively run a business and the importance of putting the clients first. Shortly thereafter, I became licensed to sell mutual funds and began to build relationships with my own clients. Several year later, it was with great introspection and deliberation that I decided to leave the financial advisory industry to pursue some personal goals as well as gain some additional work experience in the corporate world. 

After spending a number of years working in a sales role for both large and small companies, it became clear to me that I could no longer work in a position that compromised my need to put the clients first. In early 2013, I chose to return to the financial planning field and rejoin my father’s firm as a partner. Upon his planned retirement in late 2014, I set up my own financial planning practice, GreenTree Wealth Management Limited.

Through my own experiences and those of my clients, I have learned the value and importance of receiving quality financial advice. I also believe that in order for that advice to be meaningful, a focused and ongoing education is essential. As such, I have acquired a diploma in Financial Planning from the Canadian Institute of Financial Planning, I am a licenced agent providing life, accident and sickness insurance and, most importantly, I have attained my Certified Financial Planning designation (CFP) - an essential part of providing valuable financial guidance to clients.

After spending many years both working and living in downtown Toronto, I now have a much quieter lifestyle residing in rural Rockwood, ON with my wife, Meghan and our four children, daughters - Parker, Ryan & Maisie and son - Thomas.