Toronto-based advisory firm adds a managing partner in Calgary and a national insurance planning director as it pushes west
Platform Financial has moved into Alberta, appointing Brad Malazdrewicz as Managing Partner, Alberta, and Blaise Morin, CFP, CLU, as Director, Insurance Solutions, in a dual hire designed to anchor the firm's western expansion and strengthen its national insurance and estate planning capabilities.
Malazdrewicz, based in Calgary, will lead Platform Financial's Alberta operations and oversee advisor network growth across the province. His background spans financial services leadership, business development, and advisor growth - a profile the firm says is well matched to its adviser-first model as it extends its reach beyond Ontario.
The Alberta move is the latest in a broader wave of eastern firms planting flags in the west.
Richter Family Office opened a Calgary office earlier in 2026, citing the province's accelerating pace of first-generation wealth creation, while ATB Wealth has been building out its private counsel bench in Alberta with a run of senior investment counsellor appointments this year. Competition for established advisors and affluent clients in Alberta has sharpened considerably.
A national insurance mandate
Alongside the Alberta hire, Platform Financial brought on Morin to lead insurance planning across the country. He brings more than 20 years of experience in financial services and insurance, with a particular focus on insurance strategy, estate preservation, and advisor support for business owners, professionals, and affluent families.
In his new role, Morin will support advanced insurance planning initiatives and work with advisors to design customised solutions for complex client needs. His appointment reflects the growing importance of integrated insurance and wealth planning in serving high-net-worth Canadians - a segment where estate and succession strategies increasingly require specialist input delivered under one roof.
Platform Financial describes itself as a Canadian advisory firm focused on life insurance, estate planning, and wealth preservation strategies for affluent individuals, families, business owners, and professionals.
Building under one roof
The dual appointment underscores a model Platform Financial has been pushing, consolidating insurance, wealth, tax, estate, and succession planning services within a single advisory structure.
Matthew Francis, President of Platform Financial, framed the hires as a reflection of that ambition.
"Brad's leadership and deep understanding of the advisor landscape make him the ideal person to lead our Alberta operations," Francis said. "At the same time, Blaise's extensive insurance experience and track record supporting high-net-worth clients significantly strengthens our national capabilities. Together, these appointments reflect our commitment to providing advisors and clients with best-in-class support and sophisticated planning solutions across Canada."
The consolidation trend has been visible elsewhere in the Canadian wealth space. Foundation Wealth Partners established its first Calgary office through a similar pair of senior hires, framing the move at the time as part of a push to raise the bar for independent advice in Canada.
Alberta's wealth opportunity
Alberta's appeal for advisory firms rests on a combination of factors: a concentration of business owners, energy sector professionals, and first-generation wealth creators — many of whom have sold or are preparing to transition businesses and need sophisticated planning support that spans insurance, tax, and estate strategy.
The wealth management opportunity in Western Canada has grown more visible in recent years. Wealth Professional's coverage of national advisory expansion has tracked a steady stream of firms moving into Calgary and Edmonton as assets under management in the province continue to grow.
For Platform Financial, the Alberta launch is presented as a foundation rather than a ceiling. The firm says it remains focused on building out advisor support and planning services for Canadian families, professionals, and business owners as it grows its national footprint.
