Archive for the ‘Podcasts’ Category

#29 The Impact of Empathy and Perseverance in Law with Morgyn Chandler

Sunday, November 24th, 2024

In this episode of the Polestar Podcast by VELA Wealth, host Kevin Parton interviews Morgyn Chandler, a distinguished lawyer and Managing Partner at Hammerco Lawyers. They explore Morgyn’s legal career from its inception to the present, highlighting pivotal moments that she faced as challenges, which were transformed into opportunities for success. Morgyn emphasizes a human-first approach in her legal practice, fundamentally reshaping her firm’s operations by prioritizing empathy and compassion in client interactions. Her experiences illustrate the critical importance of adaptability—both professionally and personally—demonstrating how such flexibility can significantly influence success for entrepreneurs and business owners.

 

 

Podcast Highlights:

  • Learn how the 2008 financial crash catapulted Morgyn to make an unexpected career move, ultimately transforming her into the outstanding lawyer she is today.
  • Discover how a significant legislative change in 2019 regarding ICBC personal injury claims drastically reduced the firm’s business.
  • Explore how Morgyn and her team champion an empathy-first approach to law, leveraging their understanding of human connection.
  • Get inspired by Morgyn’s ability to pivot quickly, focus on the future, and find solutions to challenging problems.

 

About the Guest – Morgyn Chandler

Morgyn Chandler is the Managing Partner at Hammerco Lawyers and leads the firm’s civil sexual assault group. She is a forceful advocate with a successful track record of winning exceptional results for her clients.

With over a decade of litigation experience, Morgyn has a reputation for successful resolution based on persuasive and astute legal strategies. She believes that establishing and maintaining open, honest, and ongoing communication with her clients is critical to ensuring the best possible outcome. In addition to practicing in the areas of personal injury and estate litigation, Morgyn is the practice lead for Hammerco’s civil sexual assault group. She acts on behalf of survivors of sexual assault and is a powerful advocate for her clients against both individual and institutional defendants.  Morgyn believes that survivors deserve to be heard, and respected, and deserve the opportunity to hold perpetrators accountable.

Morgyn is a sought-after speaker in her field and has been named for her work in Personal Injury Litigation by Best Lawyers in Canada since 2020. Learn more about Morgyn at Hammerco Lawyers LLP and get in touch with her on LinkedIn, Morgyn Chandler.

 

About the Host – Kevin Parton

Kevin Parton, CFP professional, specializes in personal and business financial planning, tax reduction, and estate planning. Kevin is diligently concentrating on client education as a powerful strategy for building financial certainty. As no financial situation is the same, Kevin and his team monitor clients’ plans and implement personalized strategies to reduce their personal and corporate taxes, and protect their income, assets, and loved ones against the financial consequences of a serious illness, injury or death, ensuring clients maintain financial certainty and peace of mind. To read more, please visit the VELA team page.

 

The episode is also available on:

  

  

 

 

The Podcast Transcript:

Kevin Parton:

Welcome to the VELA Wealth Polestar Podcast, where we bring together financial experts, visionary entrepreneurs and passionate philanthropists who share not just their expertise but also their personal stories, reflecting on remarkable experiences and offering inspirational insights. I am Kevin Parton, your host for this episode and I’m very excited to introduce our guest and friend of mine, Morgyn Chandler.

I met Morgan nearly a decade ago as part of a business networking group. Over these last 10 years, I’ve grown to know Morgyn as a friend, confidant, entrepreneur and a leader at her firm, as well as within the legal industry. Morgyn is now the managing partner at Hammerco Lawyers, where she’s built a reputation as one of the most dynamic and dedicated legal professionals in the field, and that’s not just my humble opinion. Her journey in law began with a passion for advocacy and a strong commitment to justice, and throughout her career, she has represented clients in a wide range of cases, from personal injury and estate litigation to some more intricate areas of law, ensuring that her clients receive the best possible outcomes. Her expertise and legal acumen have not only earned her many successful verdicts, but also made her a trusted advisor to individuals and businesses. While in the role of managing partner, the firm has expanded its reach and impact, pivoting from the firm’s decades-long focus on personal injury, to a more robust focus on providing top-tier legal services across various practice areas, while navigating changes in the BC insurance laws that have proved to be insurmountable for many other lawyers and law firms to navigate. In addition to her impressive legal career, Morgyn is deeply involved in the community. She’s committed to giving back, whether through pro bono work or by supporting various charitable initiatives. I’ve always viewed Morgyn as a trailblazer and inspiration for women, lawyers, entrepreneurs and high achievers. With that being said, welcome and thank you for being here, Morgan.

 

Morgyn Chandler:

Thank you, Kevin. It’s so wonderful to be here. I cannot believe it’s been a decade since we met.

 

Kevin Parton:

It’s pretty maddening. I’m going to first start by saying I think everyone should practice writing a bio intro for their friends because as part of preparation for this, I got to go through your history and all of the things you’ve done, and over the years, I’ve formed my own internal opinion of how much I admire you. But going through the details is a pretty exciting experience. So, if you or anybody else wants the opportunity to feel grateful for people in their lives, write their bio for them.

 

Morgyn Chandler:

I will write your bio anytime, Kevin.

 

Kevin Parton:

Fantastic. I want to jump into the journey of where you started. We’ll get to how you built up to being the managing partner, and how you navigated pivoting the firm during a challenging time when BC Laws were changing, and we’ll also get to discuss some interesting stories about the importance of estate planning. But for now, I want to start with the beginning. What inspired you to pursue a career in law?

 

Morgyn Chandler:

Looking back, I don’t think that I ever consciously thought I wanted to be a lawyer. But now it seems like such an inevitable outcome and a natural fit for me. But growing up, I knew I wanted to do something interesting, and I knew I wanted to work with people. I came from a family of teachers and social workers and didn’t really know any entrepreneurs or lawyers. Then I got into undergrad, and I was casting around thinking what am I going to do? And thought “Oh well, I’ll write the LSAT and I’ll apply to law school and that’ll open some doors. Sure, why not?”

Then I got into law school and found it interesting, but again, still didn’t really have a concept of what a lawyer did. So, I found myself thinking, “Oh well, I’ll join one of these big firms and I’ll work on these deals with major corporations, and I’ll go that route.” And so I found myself articling at a firm in downtown Vancouver. And each day was more and more mystified by why people would actually do this type of work until I got onto my litigation rotation.

So, when you article at a law firm, they send you around to the different departments, and litigation was not an area that I had ever thought was all that interesting. I sort of thought it was like all the lawyers on TV and didn’t really know what they did. But then I found myself working with trial lawyers, doing trials and it felt like coming home. I thought, this is my place, these are my people. So, then it was about figuring out if I wanted to be in the courtroom, and what kind of work do I want to do? I had a little bit of exposure to criminal defense, but that was not an area that I wanted to pursue. I really admire the people who work in that area. I think it’s incredibly challenging and rewarding, but it wasn’t for me.

I also knew that I didn’t really want to go into family litigation. So, I found myself thinking well, what’s left? Of course, I was articling in 2008 and there may have been a major worldwide financial crisis at the time. So, it was challenging to get hired back by the firm that I was articling with because they didn’t hire anybody back. In fact, across the city, nobody was getting hired back. Then I found myself on the open job market with every other law student in Vancouver looking for a very small number of jobs. I was very fortunate to interview with, as it was called then, Hammerberg Altman, Beaten, and Maglio.

 

Kevin Parton:

Very traditional name.

 

Morgyn Chandler:

Very traditional name. And it was mostly a personal injury firm and, in the interview, I found myself talking about my passion for personal injury. Well, my inner voice was saying, “Just give me a job.” But it was honestly the best thing that could have happened to me. It really was the best place I could have landed. Because I realized very quickly that personal injury encompasses a wide range of areas, it gives you a ton of courtroom experience. It sounds trite to say, but you get to work directly with people, and you get to help them at some of the worst moments of their lives and actually make a true difference in their lives. So that set me on the path, and I haven’t really looked back.

 

Kevin Parton:

Well, I’m sure everyone has a unique story getting into it. If you had predicted where you’d end up before you started, you wouldn’t have guessed it. But like you said, you’re happy where you are. The first thing that comes to mind when you tell that story is; well, I’ve talked to many, many lawyers, and some of them have become maybe a little bit jaded about the profession or the work they do or disengaged. And you mentioned that working directly with people has been a saving grace for you. Do you think that might be why some people become less passionate about the profession? Because you lose that human interaction?

 

Morgyn Chandler:

I think it comes down ultimately to whether there’s a real values alignment and whether you have a purpose in what you do. I do see that disengagement. It is common in our profession as it is in many other professions. Ultimately, I do think that it is a function of people not checking in with themselves, not asking the questions: “Why am I doing this? What drives me? What do I find fulfilling about this? Is this serving me and my purpose?”

I’ve had to check in a number of times over the years to make sure it is in fact still driving me and still aligned with my personal goals and values. And I’ve found over the years that it is and it’s evolved. I evolved from a broad personal injury practice where I worked with people who primarily were involved in car accidents and that type of thing, and my practice now is mostly working in civil sexual assault claims. So, I work with survivors of sexual violence and bring claims against the individuals and institutions that have been complicit in abusing them.

That very much speaks to me and my values and the people that I find myself working with are often vulnerable individuals who haven’t had a voice, maybe they were children at the time, they didn’t have the ability to speak out. Now they’re looking for some accountability. And so, I would never have envisioned myself doing this type of work. But over the last 5-7 years that I’ve been doing it, it really speaks to me, and I’ve found a new passion for the law and for what it can do for people. I think that’s a rarity.

More often than not, people don’t have the agency and autonomy in their careers. Because law, like many professions, is one where it’s easy to get shuttled around into different positions and not have a voice for yourself and think about what you really want to be using your expertise for.

 

Kevin Parton:

I think it sounds like there’s enough areas in law to start with. If someone feels like they’re disengaged and then you say check in with your values and make sure there’s value alignment. I think for many, the fear is in the question, “Should I be a lawyer? Should I do the thing?” That in itself can be confronting. But maybe, that introspection can mean maybe you’re just practicing in the wrong area. You want to be a lawyer, you want to do this, but maybe redirect yourself somewhere within your field, and so it’s not such a drastic change to the point that you have to reinvent yourself 10-15 years down the road. Or if you were pursuing things for the wrong reasons, be it security or more immediate income, and it puts you in a certain direction that’s not feeding the soul.

But it sounds like you’ve started off on the right foot inadvertently. And now, years later, are really aligning both the professional side of doing well financially and running a firm, but also, doing that while practicing in an area of law that means the most to you. That’s something that can evolve over time too.

 

Morgyn Chandler:

That is absolutely true, and I think for a lot of people it’s a scary proposition to think, “I’ve invested eight years of my life of school and articles and the financial commitment of doing that. And now to think I don’t want to do this, and I have to start from scratch.” That’s a really scary thought for a lot of people, but there are so many different areas you can practice in. You can also have a law degree and not practice law, and it still opens the door to so many different careers. You can be a lawyer and apply to be a member of a tribunal that makes decisions about residential tenancy issues or human rights issues or strata issues. There are so many different areas that people can go into, but I think fear holds a lot of people back.

More often than not, lawyers do not have the mind of an entrepreneur. They don’t think about reinvention. They don’t think about the next stage in their career. Beyond the thought of, I’m an associate, then I’m a partner, and that’s that. And that’s a shame, because you have so many wonderful people who maybe have these incredible skills that they could be applying but are a little bit stuck. So that’s one of the things that speaks to me in terms of mentoring younger lawyers, is making sure that they’re aware of all of the opportunities that are available to them and thinking outside the box in terms of what their skills mean? You have critical thinking skills, interpersonal skills, public speaking skills, so let’s look at that, instead of just slapping a label on it.

 

Kevin Parton:

Which I think is huge. Especially the longer you’re in a particular field, the more you start to connect the skills with that field and start to think, I’m only good at this thing versus how are these skills transferable? Then the longer you don’t make massive change, the more you don’t have a story that tells you, you can succeed in that environment, which tends to be why a lot of people don’t change unless some big event occurs that forces change upon them, and then they learn.

I want to start at the beginning now of when you started at a law firm. What was the journey from being an articling student or an associate lawyer to becoming a partner and how did you manage the two different roles? One is a lawyer at a firm doing lawyer stuff and the other, being on the partner track. Where did the entrepreneurial journey fit in there? Because I think those are two very separate tracks. In my experience as an advisor, but also partner at a firm, one is operating a business, the other is operating a practice. So, what did that look like for you and how did it evolve?

 

Morgyn Chandler:

I was so fortunate in landing at the firm that I landed at, primarily because of the people who were there. The people who were there were already operating from a very entrepreneurial mindset, from a growth mindset. To become a partner at that particular firm, you had to build a book of business. You had to build a practice that became profitable not just for yourself, but for other lawyers within the firm so that you could support the growth of the firm. For me, that just made sense. I’m a self-starter, I’m motivated by a lot of different things, I’m ambitious, I’m driven, and so putting that kind of goal in front of me meant okay immediately that’s motivating. I need to develop my skills. I need to become a great lawyer. But now I also have this opportunity, and this opportunity is entirely within my own power. And that for me, was so motivating. It wasn’t like I have to hit these milestones, and I have to do all these legal things. It was like I can get there as fast as I want to and I’m going to get there fast, and faster than anybody else because I had the ability right away to say okay, I need to become a good lawyer so that I can sell myself. So, then I’m going out and selling myself and I’m really good at that. I’m good at talking to people and I’m good at getting them to trust me and I have an unbreakable mentality of ‘I will get that business’, and I don’t know where that confidence came from.

 

Kevin Parton:

Just run with it!

 

Morgyn Chandler:

I ran with it! I had a great mentor and sponsor as well, who was saying from day one “This is what I did, here’s how I did it, but find your own path. You can do it.” Then I was a magpie, going around, picking and choosing what I liked from the various lawyers at the firm and thinking that style doesn’t work for me, but this does, I like how that person’s doing this thing, I like how that person’s built that practice.

A lot of law firms don’t think of building practices the way we did. It’s very much, you’re working with institutional clients, the expectation is that those will get handed down over the years as one lawyer retires. So, you’re trying to woo these institutions and companies, but you’re not out there hustling for your own practice. And I liked the hustle. So, I found myself right away joining organizations that would help me become a better businessperson because I was focusing on law, I knew how to do that, and I had the resources for that. But I had to figure out how to sell myself. What am I selling, what’s my brand, etc. I didn’t have language for it then but that’s what I was doing. So, I had these two parallel tracks where I was learning how to be an excellent lawyer and also building my own book of business so that I could become a partner. At that time, partnership was the ultimate goal.

I never really thought about running the firm. I didn’t know what that was about and I thought that wasn’t for me. But I’m going to be a partner and that’s my goal. So, that’s what I did. And in six years of practice, I built up my skills as a trial lawyer. I also built a practice that was profitable enough that I was invited to the partnership. That was great in terms of meeting that goal. It was so motivating for me for the future. But then, I found after I became a partner and I built this practice that was self-sustaining, I did find myself thinking, “Okay what now? What next?” And I didn’t necessarily have an answer for that question.

Then we were confronted with pretty major changes to the nature of our business and that was an opportunity. Scary for sure at the time, it was very scary, but it was an opportunity.

What happened is, essentially a lot of our business in personal injury was dependent on motor vehicle accident claims and making claims through ICBC. But then the government changed the rules and basically said, “We’re not doing that anymore. We’re moving to a no-fault system”, which means no lawyers are involved. You can’t make claims for damages or compensation. It’s more of a Work Safe BC model where we’ll give you the treatment and care that you need and get you back on your feet, but we’re cutting lawyers out of the system. So, at that point, we’re looking at it and thinking, okay 90% of our revenue right now is coming from the work that we do helping people with ICBC claims. So now what do we do?

 

Kevin Parton:

That’s a huge number.

 

Morgyn Chandler:

It’s a huge number!

 

Kevin Parton:

We’ve talked about this before, where that number probably wasn’t dissimilar for many lawyers or many law firms, there was an entire segment of the market focused on this. What I found incredibly interesting, which I think is also an entrepreneurial trait, is those who have a strong sense of “why” tend to be able to persevere in the face of something like that.

It’s very easy to say no, I don’t care enough or it’s too much work, or I was passionate when it was easy and the money was good, but now things are going to change. So, it can be hard to find that drive if you don’t have a strong sense of “why”. That’s what makes this story exciting. In the face of 90% of revenue coming from a particular area and that well is dry; to say we’re going to pivot an entire firm and navigate other areas of law and become new in those areas of law, is incredible.

So, I’m sorry to cut you off there, but I’m really excited about this having happened and seeing you on the other side. Let’s dive into that now. What was the process of deciding that we’re going to push forward? Was there ever any conversation about throwing in the towel? And building on that, how has it been over the last few years?

 

Morgyn Chandler:

Yes, it’s exciting now that it’s been five years in the rearview mirror.

 

Kevin Parton:

Sure is. Post talk. In the moment, I’m sure it was traumatic.

 

Morgyn Chandler:

Yes, at the time it was traumatic. I think there was a collective moment of silence where everyone in the firm had to take stock personally and say, “Okay what do I want? What’s my next chapter?” Because some of our partners had made their money and they were ready to retire, and they were doing it because they enjoyed it, but they didn’t have to do it. Some of us, who were younger in our mid-30s, and early-40s, got years and years of work ahead of us and we’re thinking, “Where do I go now?”

So, there was that personal stock-taking and then there was a moment as a group, as partners, where we said, “Put it all on the table. Do we fold? Do we run it out and get rid of the files that we’ve got? Do we make money on those and then fold up their tent and go home? Or do we reinvent ourselves?” Collectively, we decided to reinvent ourselves. That was the moment that I was voted in as Managing Partner as well. Which, looking back, was it a vote of confidence or something else?

 

Kevin Parton:

Totally was, for sure.

 

Morgyn Chandler:

It certainly was, but I didn’t know what I was getting into at the time, at all. I will tell you right now that building a book of business and building a successful legal practice is very different from running a firm and a lot of people find themselves in the situation that I was in where you’re really good at what you do, so let’s promote you. It doesn’t work like that. Those skills are not always transferable.

Fortunately for me, I was able to make that shift, and I found myself reinvigorated by that. That was the time in my life when my enthusiasm was waning and I was a little bit unsure of what was next, and now all of a sudden, I’ve got this major challenge. I’m basically reinventing a law firm with my partners, but I’m at the helm of this and I have to think where do I start? So, we had a lot of strategic planning sessions together as a partnership and we decided what we needed to do and that was everything; from the types of law that we wanted to practice, to the changes we need to make to our technology infrastructure, to the rebranding that we needed to go through, we were essentially starting a new law firm now.

We were very fortunate because we had the capital and the infrastructure from our existing firm, which was fantastic, but we had to totally reinvent ourselves from the ground up. One of the things that we did was an analysis of what we had and what we do with it. What we had were skilled trial lawyers, absolutely. Then we identified how that translates to a new sector. Just because you’re a personal injury lawyer, doesn’t mean that’s all you can do. So, we started looking around and thinking what is our purpose. We want to help people. We want to make sure that we are providing assistance to people who would otherwise have a lot of difficulty navigating the system.  I think people have an idea of what that means and the sort of vulnerable individuals who may have difficulties.

But the law is really challenging and accessing the legal system is a privilege for people. There are business owners, entrepreneurs and other individuals who are highly successful in other areas of their life and are doing well financially, but then they get into a legal mess and all of a sudden, it’s overwhelming and they don’t know where to turn. They don’t know what to do or who to rely on. So, you do need to have a lawyer to help you navigate through that. But you need to have somebody who can also understand what you’re going through.

I think that was what we brought to the table– an empathy and a compassion. We always say, we’re human first, lawyer second. We are excellent lawyers (that goes without saying) but more importantly, we’re people who understand that another person is going through a really challenging time, and we’re going to help with that. That means finding the most efficient resolution to the problem.

The other thing we brought to the table, in addition to our skills as trial lawyers, was creativity around billing. We had never been tied to the traditional hourly rate billing model that a lot of lawyers are tied to. Because we did personal injury, we were more often than not on a contingency which means we get paid if we’re successful. If we’re not successful, we don’t get paid. So, we had to think how we could apply that to other areas of law. We found that there was this gap in the market where other areas of law, like commercial litigation and estate litigation lend themselves really well to contingency litigation as opposed to an hourly billing model. We had the resources to be able to do that and to understand that the law firm is taking a risk because they could be doing work for sometimes five years and not getting paid. Not a lot of firms can do that, and we had the infrastructure where we could. So that was a shift that we could make right away. We also saw that class action work tied very much into our values and was a similar billing model in the sense that you have to be prepared to work on these files for maybe 10 years and not see a dime.

 

Kevin Parton:

I was going to say, those are long cases.

 

Morgyn Chandler:

Yes, they are. And not only are you not getting paid on those files for 5 to 10 years, but you’re also carrying the costs of maybe hiring experts, forensic accountants, experts that come with a price tag of sometimes six figures. So, you have to be able to invest in that and not get paid for a long, long time. That’s a challenging undertaking for a lot of lawyers and law firms. We thought, if we do it now we have the ability to take that on. And so, we did. I think the key was not wasting any time. We didn’t sit and think, well maybe it’ll change. This change was thrust upon us, but we embraced it right away. I think that’s a real lesson for people in terms of how you react to change. You can cope with it, meaning you live with it, but you’re sort of fighting it the whole time. There’s still this push/pull and hoping it’ll revert back somehow, or you can absolutely accept it and say this is our new reality. Forget about the past. It’s gone. It’s done. We can’t change it. What do we do with this? And that was very much the mindset that we took.

I think that has been a major reason for our success. This happened in 2019, so we were already embarking on this journey when the pandemic hit. We were already in position to see it as just one more thing – a global pandemic. Throw it on. We got this.

That mindset really helped, because through that time we had changed our name, moved, rebranded, and we undertook learning these new areas of law and hiring practitioners who could teach us. We also purchased a firm on the island. We needed to extend our runway in terms of capital. We knew we needed to invest and one of the investments we could make was in lawyers (and firms) who saw these same changes and chose to retire. We were able to acquire their files that we could see through to conclusion. It was win-win. We were able to extend our reach and allow us to build these other practice areas and get comfortable with those.

 

Kevin Parton:

That’s exactly right. You talked about how when change happens, you can spend so much time fighting the change, and the coping is oftentimes not being willing to accept that a life or a future you thought was going to happen is no longer going to exist. I had this conversation with somebody the other day. I said you effectively mourn the death of a life that you lived, because if you’ve predicted the future in your mind, you’ve lived it, and now all of a sudden that’s not there. So, you’re mourning the death of something, and it stands true when people die as well. There are some who live in denial.

And I think there’s two parts to that. One is, mourn it, it’s okay to be devastated by something that didn’t happen. But if you’re going to let that determine the rest of your life, it’s not going to get better. And there’s a saying I heard that was just that, “Opportunity sometimes comes in the form of change we didn’t predict”. And you’ve got a certain amount of energy, and if you use the energy fighting the change, instead of leaning into the change, you don’t have energy for the other. So, I think the sooner you can say this is the new reality and take all of that energy that would be put into fighting, and lean in, you could start to create something. Like you said, now five years out, it was tough at the moment, but where you are now isn’t where you would have predicted six or seven years ago. But I would argue it’s a much better place than you thought you would be.

 

Morgyn Chandler:

I would agree with that wholeheartedly. I think my partners would as well. All of us find ourselves reinvigorated by the work that we’re doing by the expansion of our skills into different areas. It’s a much more dynamic and interesting time to be a member of our firm and to be practicing. There’s not one of us who would say we wanted to go back. But that doesn’t mean we didn’t spend some time mourning. It’s distracting, but there’s a period where you have to go through that process and understand that the reality that you had envisioned is not going to happen. That doesn’t mean that you won’t get to a similar place or get the end result. It means you’ve got to take a different path to get there. I think that for some people, they just get stuck in that and aren’t able to make the shift and move on.

That’s what we’re seeing now in the in the legal world, we’re seeing that there are firms who didn’t make any shift. They are now realizing that the end is here. You don’t have any more work coming from ICBC if you were dependent on that. There’s not some sort of magic reversal that’s happening. So, you have to deal with it and if you’re dealing with it now, you’re five years too late. Because it took us a long time to do it and to get here. I’m not saying it’s impossible, but you’ve made it much more challenging on yourself. So, I think fighting off change and that resistance doesn’t serve you in the long run, but that’s a hard lesson to learn and I do think you have to go through it to learn it.

 

Kevin Parton:

Totally. And you said something which I think comes only from having to reinvent yourself or pivot. Like I said before, a lot of times this comes from people who experience a traumatic event in their life. When you have to reinvent yourself, you start to learn that your skills are transferable. You’re not just the personal injury lawyer, you’re someone with resilience. Then you trust that whatever future you create is going to be a good one because you’re no longer trying to create a future you can predict. You’re being the best version of yourself today and one day you will get somewhere that you’re proud to be. It seems that it only comes through having to prove to yourself that you can reinvent yourself.

I’m going to jump ahead a little bit, because there’s been two moments in your life where what you thought would happen and what did happen were different. And those are quite pivotal. One is where you thought you might work at a large corporate law firm, and then 2008 happened. The second one being when BC Insurance law changed and then we had the pandemic, and all of a sudden you are reinventing yourself again. So, it seems like a bit of serendipitous circumstance, but like I said, many people get presented with those pivots and they choose the opposite. They cower, or they take whatever the safe route is. I think, going back to you being voted as managing partner of the firm, there’s something about where you see these challenges and think, yes it sucks but how are we going to get through this? You think first of the solution versus the problem.

 

Morgyn Chandler:

Absolutely, it is 100% your mindset and that is something that I’ve learned. When I look back, those are the two pivotal moments of my career that I absolutely credit with where I am now and I’m so happy with where I am now. But it is 100% about mindset and I think you have to be willing to set aside your ego to recognize that what you thought was going to happen, what you worked for is not going to happen. But you can either sit down and cry about it or you can get up and do something about it and find an opportunity and that mindset makes all the difference.

 

Kevin Parton:

There was a lunch that we went to where I was able to leverage you having gone through this for a time in my life where I was in that same boat, I wasn’t necessarily willing to let go of a future I thought I was going to have and was in a little bit of self-pity mode. So, maybe some advice I would give if you’re in a moment like that is seeking out someone who’s walked the path before, who can shine a little bit of light and can be that voice of reason when things seem dark. That was really helpful for me and maybe that will be the case for you.

 

Morgyn Chandler:

Yes. A little bit of self-pity is allowed. Everyone’s allowed a little bit, but it is what you do with it, and I think the difference with you is that even though you were going through that, first of all you have the self-awareness and introspection to recognize it and think, “Ok am I mourning the future that I thought I would have or am I mourning something else?” Asking people about their own journeys and their own struggles helps a lot, but you have to put your ego aside, be willing to listen and to see how other people have gone through it and how that might be the situation that you’re faced with. I think that’s the difference. Having a willingness to engage in a discussion at a difficult time when a lot of people just want to sort of go away and not talk to anybody and deal with it on their own. But you have to be willing to engage and to listen, because that’s probably the biggest thing that can pull you out of those moments.

 

Kevin Parton:

Totally. Well, you did pivot, and you got into estate litigation as a particular area of law. And this is kind of where the podcast focusing on financial areas and what you do in law intertwines most wholeheartedly. What are some areas that you find would be wise to prepare for, in your experience? And what are some stories of what can happen if they don’t? And maybe lead into that with how was your foray into the world of estate planning and what have you learned through that process?

 

Morgyn Chandler:

It’s interesting because estate litigation is, on the one hand, highly technical. You’re dealing with trusts, you’re dealing with tax implications, it’s a highly technical area of law. On the other hand, it’s so personal, because at the end of the day you’re dealing with people. And yes, you’re dealing with an estate and there is money and there is property and there are assets. But the key is you’re dealing with a family and you’re dealing with the family dynamics that have led up to that moment. So, when we talk about money, really, we’re not talking about the money. We’re talking about the family dynamics and everything that led up to that moment.

So, it was a great marriage between our technical legal skills and the empathy and compassion that we were able to bring from having worked with people going through really tough times in their lives looking for compensation because of injuries. For estate litigation, we’re dealing with people at a very difficult time in their life. Someone they love has passed away, so first of all, they’re grieving. They’re dealing with that, but they’re also dealing with the family that is left behind and the disputes over what should happen to the estate. So, there’s a lot of feelings, but you also are dealing with all this technical stuff. Having the background of knowing the law, and being excellent trial lawyers and having dispute resolution skills, was a perfect marriage.

So, that’s how we got into it and my partner, Krista Simon, who now leads our estate litigation. That had been an area that she was thinking of moving into and exploring for a few years before we did. Again, the impetus for that change was the change to our industry that was thrust upon us, and it was the push that she needed to make that move. We’ve all talked about this at the firm. It goes to show that comfort is the enemy of growth, right?

If you have no need to make a move, well, why would you? Everything’s fine. You’re good. And then along comes the challenge or the opportunity that you need, and it pushes you out of your comfort zone. As lawyers, we have a certain level of comfort with the law but still, running your first estate trial is very different, even though you’ve run 50 trials before. That was a challenge, but it was a great area for us to move into and very much aligned with our values and our purpose.

Estate litigation has proved to be an interesting area in the province of BC in particular because we have this unique ecosystem. We have WESA, the Wills, Estate and Succession Act, which sort of governs everything to do with wills and estates. That is a statute that has some peculiarities particular to BC – for example, allowing biological children or spouses to challenge a will. This comes up in the media a lot because at the end of the day, a person should be allowed to do what they want with their estate. It is their property, their business that they built. If they want to give it all to one child and disinherit the rest, well, why can’t they do that? WESA seems to suggest that you can’t, that in fact you need to provide some compelling reason as to why you would do that, or the court can actually step in and say, “Never mind that you wanted 100% to go to, for example, your son, we’re actually going to split it between all four of your children.” The court can do whatever they want.

I think some people feel like this is that an overreach. But at the end of the day, it doesn’t mean you can’t do it. It means that you have to put some thought into planning. I think that’s where our discussion is really important about what are the misconceptions about estate planning and what are the mistakes that people make.

I think number one is people don’t think about it, or they don’t think about it until it’s too late. It’s having to face your own mortality, which is a challenging thing for anyone. But it is our reality. All of us are going to die. We need to think about it now so that we can prepare for what happens. What I found really shocking is the number of high-net-worth individuals with complex corporate structures with multiple properties and developments and everything else, who have no estate planning. They just don’t have any.

 

Kevin Parton:

Do you suppose this is one of those things where comfort is the enemy of change? I hear the story time and time again, and I’ve experienced it, where especially if you’ve got a complex structure, you’re busy and you’ve got a million different things calling on your attention, so it’s really easy to say I’ll get to that later. That doesn’t diminish how important it is, but it makes time management a very justifiable reason to push it off. Unless someone dies in your life where you realize what can happen if you’re not prepared, the first time you’re going to be impacted by not preparing properly is when you die, and your family is then fighting over what’s left…

 

Morgyn Chandler:

…and they’re having to clean up. While I don’t do planning, speaking to my colleagues who do, they indicate anecdotally that a number one impetus for people coming to them and saying, “I need to talk to you about my will/I need to get a will done”, is because someone in their life has died – usually someone who is younger,  a surprise, nobody knew what was happening and all of a sudden, your mortality is very much confronting you. But for some people, that is exactly it. They don’t see it as a high enough priority to make the time. It’s one of those things that you put off until you can’t put it off any longer. But people need to think of it as a fundamental part of the human experience. You go to the doctor, you go to the dentist, you get your estate in order, because if you don’t, then the government dictates what will happen to it and that doesn’t sit well with a lot of people.

 

Kevin Parton:

I don’t think people like the government telling them what they can and can’t do for many things, let alone what they can do with your stuff when you’re not around to help.

 

Morgyn Chandler:

Sometimes, we have clarity at least on what happens if you have no estate plan. But I think an even worse thing that can happen sometimes is that people don’t update their estate plan. That’s a very common issue that we grapple with, is perhaps an individual was married, they had kids in that first marriage, then they got married again. Maybe they had more kids, maybe not. But they don’t update their estate plan, and that includes updating things like the beneficiaries of insurance policies and the like.

So, all of a sudden, you now have a subsequent spouse or subsequent children who are looking at this and saying, “Well, wait a second, that shouldn’t stand, that’s outdated. He did that plan before he even met my mom.” Or whatever it is, and yet you now have to engage in this very expensive and lengthy legal battle to try to set that aside or to prove intentions were different.

Look, I realize like I’m preaching and I don’t necessarily do this, but a will is something that you should be looking at once a year. You should diarize that and note down any changes. Do we have any new corporate entities? Do we have any new properties? Do I have a new spouse? Do we have any new children? Has our executor passed away, or are they no longer comfortable or competent to take on this role?

The choice of executor is a really important one, because first of all, it’s a very involved job. And yes, there is some compensation that they can receive for doing that job. But so often people say, “Well, I’ll just name, one of my kids, or maybe all of my kids, because that’s fair.” Well, that’s a mistake. You need your executor to be able to act and to be able to be nimble in that situation. And if you said, “Well, I’m going to name all three of my kids as joint executors because I want it to be fair.”, then you’re just creating so many difficulties for them after you’ve passed away. And the resentment sets in pretty quickly. All of these factors are things to consider.

I think absolutely at a minimum, once a year, you should be asking yourself if you need to update anything, and if yes, make the time to meet with your lawyer or whoever it may be to help you update your estate plan. That is probably the single biggest mistake that we see is people failing to update their estate plan.

 

Kevin Parton:

You raised a good point there. For those who do get a will, in many cases their circumstances are fairly basic. They may have a job, keep that job for 20 or 30 years. There’s less that might change on a year over year basis. And if that’s the case that you’re using to justify not doing it, or not updating it regularly – understandable. But if your situation is different (if we just look at business owners for example) there are a number of things that can change year-over-year. We see this with planning. You make projections and goals and then the next year, 15 things are different. Having a regular process by which you’re sitting down, and taking the time to review all of the moving parts is important so that you can go back to your otherwise busy life and focus on all the other things.

I realize we’re short on time here and we should have another conversation very specific to some of these stories, because I’d love to get into them, but I want to wrap this up in the way that I’m doing this now, which is circling back to advice for entrepreneurs.

You mentioned something early on about purpose, which is something that I really try and focus on. The more you can align yourself with a purpose or your values, the more the journey of entrepreneurship becomes both enjoyable and not dependent on a particular outcome. So, for people striving to find purpose, what have you done in your life to take stock and make sure that your decisions are being led by purpose or your values?

 

Morgyn Chandler:

That’s a great question. I think when I started truly thinking about it, I was always aware that people talked about values and purpose, and to me it was sort of buzzwords in the background and I thought, “Okay, sure.” But I think when you reach a certain age or a milestone, you get to a point where you have more self-awareness. You have more ability to be introspective and you do start to think about what drives me and what my purpose is. But first of all, it’s realizing you don’t need to overcomplicate it. Your purpose and your values can be really simple things, and they are very personal to you. But spending some time doing some reading or talking to people about their own values can be very helpful. Kevin, you and I have talked about this and had lunches where we will sit for too many hours and think about all of these things, but it’s so important.

I also think surrounding yourself with people who share that desire and that curiosity to think about and spend time on these things is really important because just naming and identifying your values is such a huge starting point and then reevaluating that as well. We’ve talked about a lot of re-evaluating, but just like your estate plan, it is important to look at it and say, “These are my values” that I set out. Maybe you’ve written them down, maybe you just have them in your head, whatever it may be, but they do change over time. They change with you. I don’t have kids, but a lot of my friends do, and I know that when you become a parent there is a change in how you see the world and how you approach things. As you get older, maybe you put importance on things when you were younger that you don’t put importance on anymore. One of the things that we had to look at when we were going through this reinvention of Hammerco is putting labels aside because labels aren’t serving anybody. Look truly at the function of what we do and for us, that was very much about wanting to help people. We want to give people a voice. Now that drives what we do and that drives our purpose. I think spending time on that analysis and giving yourself the freedom to think about your purpose and recognizing that this is equally important to your work as everything else that you do.

 

Kevin Parton:

I think that’s great advice, especially coming from someone who thought they were all cliche terms once upon a time.

The last question from an entrepreneurial perspective, maybe technical, maybe otherwise. What’s the most valuable advice you would share with leaders or entrepreneurs based on your experience now looking back on everything that’s happened in your life and the decisions you’ve made and the lessons you’ve learned?

 

Morgyn Chandler:

The greatest thing that I can offer is to listen. That is the key. That’s the secret – certainly it has been for me. That is the secret to my success because truly listening means you’re accessing all this information that you wouldn’t otherwise. It can be listening to your stakeholders, your clients, your employees, but you should be listening to everybody because they’re offering different perspectives which is so important. So, you don’t get stuck in an echo chamber. Listen to those offering insight into how we can be doing things differently. I think it’s a natural human inclination if something works to think, why change it? But people from the outside may be looking at that and saying, “Man, there’s a better way to do that”,  and you’re never going to know if you’re not listening and you’re not asking those questions.

As a business owner, so much valuable advice can come from your customers and your clients. They’ve seen it-they’ve been on the other side. That was true for me as a lawyer, and it’s still rings very true for me as a Managing Partner. To ask people in the community: What do you think of us? What are we doing that you like? What are we doing that you don’t like? How can we do better?

Our mantra is “Continuous Improvement” – getting better 1% every day, and that is largely because we listen. Then we take what we hear seriously. We think about how we can implement feedback. There’s lots of other things that go along with this, including embracing change and not being rigid, but truly listening is so important. I won’t say it’s a lost skill, but I think it’s really hard to do. It’s really hard to do in this environment where you’ve got so much coming at you all the time. It’s hard to carve out space with no distractions and listen truly and get that feedback and then think about what can I do with that. That is the key to so many great changes that we’ve made.

 

Kevin Parton:

Alright, make space to listen and actually listen. Great advice there. So, before we wind up for anybody who is listening and might want to get in touch for proactive or reactive reasons, where do they find you and how do they go about getting in touch?

 

Morgyn Chandler

Yes, absolutely. I love having conversations just like this, so please don’t hesitate to reach out. So hammerco.ca is our website and you can find my contact information there. You can send me an e-mail, you can give me a call. You can also find me on LinkedIn, Morgyn Chandler.

 

Kevin Parton:

Fantastic, Morgyn. Thank you so much for making the time today. I get the selfish privilege of having lunch with you once in a while and doing this, but I love that we were able to record this and share some of your story with everybody else.

 

Morgyn Chandler:

Thank you, Kevin. That was great.

 

#28 Q3 2024 Market Outlook with Keith Allan

Friday, November 1st, 2024

In this quarter’s Polestar Podcast by VELA Wealth, Kevin Parton and Keith Allan unpack the highs, lows, and surprises of Q3, setting the stage for what to expect in Q4. From interest rate cuts that could spark a holiday spending spree to the skyrocketing appeal of gold amid inflation worries, they dive into trends that matter. Also, they discuss TD Bank’s $3 billion fine in the U.S. for money laundering—how will this impact one of Canada’s largest banks?

Keith also shares valuable insights on modern portfolio strategies, moving beyond traditional approaches to include non-traditional assets that offer a fresh edge in today’s unpredictable market. This episode is full of timely insights for those looking to stay ahead in the investing world. Don’t miss it!

 

 

Kevin Parton and Keith Allan cover the latest in financial markets with some compelling highlights:

  • Q3 Market Trends: How did the typically quiet summer months shape up, and what might that mean for Q4?
  • Interest Rate Shifts: With new cuts in Canada and the U.S., they discuss the potential impact on holiday spending and the broader economy.
  • TD Bank’s Record Fine: A major headline in finance—how will this affect TD’s reputation and future growth?
  • Gold’s Unusual Surge: Gold’s standout performance this year prompts a closer look at its role in portfolios.

 

About the Guest – Keith Allan

Keith Allan is a Portfolio Manager with Harness Investment Management. Harness has engaged in a strategic partnership with VELA Wealth and provides discretionary portfolio management for many of VELA’s clients. With more than 15 years of buy-side investment management experience, Keith brings a wealth of knowledge and experience to provide insight and guidance to clients regarding their investment portfolios. At Harness, Keith is responsible for developing and maintaining investment portfolios for VELA clients. To learn more, please visit Harness Investment Management team page.

 

About the Host – Kevin Parton

Kevin Parton, CFP professional, specializes in personal and business financial planning, tax reduction, and estate planning. Kevin is diligently concentrating on client education as a powerful strategy for building financial certainty. As no financial situation is the same, Kevin and his team monitor clients’ plans and implement personalized strategies to reduce their personal and corporate taxes, and protect their income, assets, and loved ones against the financial consequences of a serious illness, injury or death, ensuring clients maintain financial certainty and peace of mind. To read more, please visit the VELA team page.

 

The episode is also available on:

  

  

 

 

Disclaimer

The information provided in the podcast transcript is designed for general informational purposes only and is not intended to provide specific advice or recommendations for any individual or on any specific security or investment product.

 

The Podcast Transcript:

Kevin Parton:

Hello, I’m Kevin Parton, Partner and Senior Advisor at VELA Wealth, and this is the Polestar Podcast. I’m here with Keith Allen, Portfolio Manager with Harness Investment Management and Portfolio Manager at VELA Wealth. Hello and welcome back, Keith.

 

Keith Allan:

Hi, Kevin. Thanks for having me.

 

Kevin Parton:

Well, we like to connect every quarter to discuss what happened in the markets and look at some forecasts for the upcoming quarter, and anything exciting that has happened over the last three months. So let’s start there. When we last talked, we were talking about what was going to happen, what we predicted might happen, if you will in Q3. Some of that revolved around Q3, historically the sleepy quarter; people like to take the summer off, go on vacation. That’s not just specific to people who like to spend money and are not necessarily shopping, but hedge fund managers who would otherwise increase the volume of trades are maybe also not at their desks. Now that we’ve gone through Q3, how did that pan out? What happened in the last three months that aligned with that or maybe didn’t?

 

Keith Allan:

I think for the most part, the summer months kind of followed suit and we saw pretty much a steady to flat market throughout the summer coming out of the summer into the beginning part of fall sort of end of August into September. We did see some strength in the market. I mean we saw the TSX reached an all-time high. This was early last week and there was some momentum coming out of the summer months into September back to school, back to work. But as we’ve kind of approached October and head into October, you could definitely say that we’re starting to lose some momentum in the market and that’s not uncommon, but certainly, as I’ve said in the past, typically the Q4 months are traditionally quite strong. So we’ll see what happens. To your point, Q3 sort of hummed along the summer months, with not a lot going on and this year was much of the same.

 

Kevin Parton:

Well, there’s a few things that happened that I want to bring up and get your take on that happened over Q3 that were interesting. I just want to get your take on them and then we’ll take a look at some forecast for Q4 and some of the things that have happened recently that might influence that. One of the things that I want to cover is interest rate cuts. I was just listening to our last conversation and Canada had been the first country to cut rates, and US hadn’t followed suit well since then. Now the US has cut rates. So, what does that look like as it relates to the market in sort of immediate sense and how do you see this sort of new trend of rate cutting impacting the market?

 

Keith Allan:

Well, last week we saw that the Bank of Canada also cut interest rates by 50 basis points. So, we went from, I believe 4.25 the overnight rate to 3.75. So, they are kind of following suit there and that wasn’t unexpected. I think the consensus amongst most people was that there was going to be a rate cut and it was probably going to be larger. Their typical cut rate is a 25 basis point rate, so 50 basis points was somewhat expected and in fact I heard a lot of people talking about maybe a 75-basis point rate cut, which didn’t come to fruition. That being said, I do have a fair amount of confidence that the next time we will see an additional rate cut and possibly an additional 50 basis point cut. I think there’s more to come on that. What it means is that we have seen the market lose a little bit of momentum; unemployment numbers are creeping up, they’re the lack of GDP growth and just overall growth itself in the economy. Canada has slowed down a little bit and I think a lot of that is the impetus for the Big Canada to cut rates now and look to be cutting rates moving forward into 2025.  I think when we do see a cutting interest rate, the idea is that it will stimulate the economy, provide initiative for consumers to spend and borrow, and try and stimulate that growth within the consumer sector. As I’ve said many times on here, Q4 traditionally has that spending momentum, if you will, when you factor in all the upcoming holidays, the Black Friday, the Cyber Monday and Amazon Prime days, the Boxing Day in December; so, people traditionally like to spend during these fall months. So, we’ll see lower interest rates, lower borrowing costs, more access to liquidity, and more access to money and that should sort of help in that respect.

 

Kevin Parton:

Move things along, which is the idea and so I think it’s like I said, it’s it can spur business growth, which is exciting. It can also increase spending as people are spending money on debt and one of the other things that I would think happened and it’s come up in conversation is as well as interest rates go down, yields in sort of the fixed income or cash space go down and to where a lot of money was parked, getting a decent return, that return decreases that money is looking for somewhere to go now. Something worth mentioning is gold as an asset is coming close to 40% this year and there’s lots of conversation around it. People always hold some amount of gold in their portfolio for a haven. But historically, it’s kind of barely kept up with inflation. And this year it’s kind of on a tear. How much of that do you think has to do with the current economic environment versus how much of it has to do with geopolitical uncertainty? So, you think that with interest rates coming down, that gold stops being appealing? Is there a correlation between gold safety and people feeling stressed in the market and the economy?

 

Keith Allan:

Yeah, it’s actually a really good question, Kevin. I was at an investment management conference last week, and they talked a lot about alternative assets, nontraditional assets, and how to structure portfolios in today’s environment. The last session of the day was on commodities, alternative assets, crypto, real assets, and infrastructure, and the fellow that was speaking put an interesting quote up on the big screen from Warren Buffett, who you know is probably the most sophisticated, best value investor of our generation and has obviously done quite well, but notoriously is not being very bullish on gold. The quote says, “Gold gets dug out of the ground in Africa, or someplace. Then we melt it down, dig another hole, bury it again, and pay people to stand around guarding it. It has no utility. Anyone watching from Mars would be scratching their head.” We spend all this time taking it out of the ground, melting it down, putting it in the safety deposit boxes, paying these people to guard it for their lives, and it serves no functional utility in society, right? We have this fascination with it, and he can’t understand it. And he’s right. If somebody who didn’t know anything about human beings or planet Earth or how we function in the economy was watching us do this, they’d be like, “What is the big appeal?” So, he’s right in the sense that it has no functional utility. If you were to go to buy a car tomorrow or some furniture, you’re not going to take a bunch of stack of bricks of gold and pay for it. So, what is our fascination with it? I think the biggest thing is that it is a store of value, it is a natural hedge against inflation because gold holds its value and it has shown that throughout time now. To Warren Buffett’s point, and I’ve said this before, it does not provide any cash flow, it is a non-yielding asset class. So, you hear people that are super, super bullish on gold like you got to own gold, you got to own silver – that’s great, but it’s not providing you any meaningful cash flow, all it’s doing is holding its value. So, at some point in time, presumably, you’re going to trade it in for something else. You’re not just going to hold it until the day you die. It’s going to hold its value, and you’re going to exchange it for presumably cash at some point to buy things. So, do I think that there’s a place for it in everybody’s portfolio? Yes, I do think there’s a place for it because it is a diversifier. It’s a hedge against inflation. It holds its value. Am I super bullish on it like everybody else? No, because, again, it doesn’t provide that needed ongoing cash flow that most people need in their portfolio. To your point, Kevin, yes, it’s done incredibly well this year. You could say the same about other alternative assets. In 2020 Crypto did incredibly well, is there a place for it in your portfolio? I’ve gone on record saying that I’m not a huge crypto guy, I still I’m not necessarily a believer in it and I think there are a lot of holes in its functionality, but yes, if you’d like to have it in the portfolio, sure, as a diversifier. Same thing with the gold. I think the biggest reason why it’s done so well is because people are afraid of inflation, and traditionally gold has been a hedge against inflation. So, people drive the price up because more people are buying into it, because they think it’s going to hold its value. So, if all of a sudden there is a recession, I’ve got this gold that’s held its value and now I can get what it’s worth. We’ll see.

 

Kevin Parton:

It will be interesting to see if gold is this sort of thing that stays at this value or do the majority of the people who have invested in gold which is then driven up the value of the commodity, do not see inflation is coming down, interest rates are coming down and need to capitalize on the growth and then the market gets flooded. With gold, and now all of a sudden the value of gold comes back down, it will be interesting to see, and like you said, when there isn’t an underlying value to it, it’s not producing dividends. There isn’t a business you live and die by the price of gold. If you own gold today and then own gold in a year and it’s worth half as much, well, it didn’t matter that it was the highest it’s ever been today. You still hold it and it’s not pumping out dividends. So, it’s interesting how it fits in and again, given that it’s spiked this year, but has been a lagging sort of asset historically. I just want to mention it now because we’ll see in the next few quarters go on, if there does seem to be a correlation between the people’s propensity to buy gold and a high-interest rate environment, a poor economy, and if that changes, people then start to pivot, and we see gold maybe come down in value while other market segments spike.

 

Keith Allan:

Yee, and don’t forget, we’re talking about gold as an asset class now. You can own gold through instruments such as ETFs and gold stocks of gold-producing companies, and there are all types of assets, or you can hold and own physical gold which a lot of people do. There is a tangible aspect for people that do hold physical gold, you can see it, you can touch it, you can hold it, you can feel it. You have it. And that goes a long way with people, and that’s a whole other podcast we can talk about behavioral finance and the feeling of actually being able to touch and hold something, whereas like with the traditional stock. Back in the 1920s, you would have a stock certificate that you would put away in your safety deposit box, but everything’s electronic now. So, there’s no tangible aspect of it. You can hold 100 shares of Apple, but you don’t hold it. You don’t see it, you don’t touch it, it’s on a computer screen. So, for some people, that tangible aspect of holding gold is real. It is part of the fascination with it. I think a lot of people like that aspect of it.

 

Kevin Parton:

I get that. I have comments from people all the time.

 

Keith Allan:

Same as real estate – you can hold it; you can touch it. I see the house I live in. I own this piece of land; I can see it.

 

Kevin Parton:

I was just going to mention that. They understand people need to live in homes and it’s a lack of understanding of what ownership in a company means. What is a share? Well, that’s where people get spooked. The market could go to 0. That’s only said by someone who doesn’t understand what makes up the market. So, it’s a lack of understanding.

Something interesting happened in the last quarter that I wanted to talk to you about, which is the TD Bank. TD Bank got fined for a big money laundering scandal and they were fined $3 billion, which to my knowledge, is the largest fine in history of any. What happened? What do you expect to happen going forward and in the aftereffects of that, where does TD sit in the landscape of trustworthiness and reliability for Canadians?

 

Keith Allan:

Yes, pretty big news. I think it was about 2 weeks ago. That came out in the United States. It’s important that we get our facts straight. So, it was the US arm of TD Bank and over the last several years, TD has made a conscious effort to expand their business operations in the United States, particularly in the Southern United States. They were found guilty of money laundering effectively like funding some pretty shady individuals, cartels, drug trade, and things of that nature and we don’t need to go into the specifics of what, but the reality is that there was a pretty high-level cover-up and it was a kind of a no in secret amongst the regulators and the big industry that had been on this for a while. So, here they are with the largest fine. I think was over $3 billion along with some pretty heavy sanctions against it moving forward. Again, this was in the United States, not here in Canada. So, it’s important we differentiate between the two.

So, reputationally, TD Bank is taking a hit now. I’ll go on record as saying, I still have my mortgage with TD, and my wife and I bank there. I’m not about to pack up and move to another bank because as banks operate, they’re people overseeing different divisions and while the bank itself is one name brand, there is a separation of the arms and how this kind of came down the pipeline and where it was affected. So, it’s important to keep that in mind now, but it did cost the CEO of TD his job. Effectively, he stepped down or was asked to leave, or whether he knew about it or not, it happened on his watch. So,  the safeguards weren’t in effect. It happened on his watch and someone had to take the fall and he did.

We had a portfolio managers meeting last week and we actually have decided to add it to our portfolios at these price levels for a number of reasons, but most notably because although reputationally it has taken a hit, we still feel that fundamentally it is a very sound business. This happened and it doesn’t look great, but TD has been open in Canada for decades and is still sort of a staple in the Canadian financial industry, and a place where people entrust their money, their savings, their mortgages, their loans, and their business accounts. We don’t feel that’s going to change moving forward. I do feel and we as a portfolio management team feel that this is going to perhaps stall their growth in the United States with these sanctions coming down and some of the measures that the US regulators have thrown at them in terms of their ability to expand and grow in the United States, that’s obviously going to affect their balance sheet moving forward. But still, at these prices, we feel it’s attractive. As far as you know, things that are important to investors are their dividend. Based on our research, we feel like this isn’t going to impact, they increase their dividend year over year, and we feel that’s going to be the same going forward. Is it going to increase as much next?  Maybe. Maybe not. But that shouldn’t be impacted and it’s at a pricing level that we feel is very, very attractive from a ratio analysis and just looking at the fundamental aspects of the company.

So, well, let’s call a spade a spade; it’s not a good look for TD regarding what happened. It sounds like they’ve taken the necessary steps toward addressing the people involved, who have obviously been punished, and they have implemented the necessary measures to prevent this from happening again. I think it’s important, again, to differentiate between what happened down in the United States and TD’s operations here in Canada, as they are two separate entities, although they all fall under the TD brand

 

Kevin Parton:

Totally. Well, I wanted to bring it up as I had a number of conversations last year when Silicon Valley Bank went under as well as a couple of other private banks. People were viewing a bank going under as like an entire banking industry recession. There were very big differences between segmented banks and US banks and Canadian banks and what would happen over there in regulation. So, seeing TD, what does this mean?

 

Kevin Parton:

So, how does the U.S. branch differ from the Canadian branch? What does that mean? Was this just an internal issue that didn’t go well and is now tarnishing the brand, without really changing how the bank operates? It’s not the first time, after all. You need to look these things up—it’s par for the course in this industry. It wasn’t that long ago that we were talking about the Panama Papers with RBC, the largest bank in Canada. You have to google to remember exactly what that was. You don’t want to see it, but it happens.

I think what’s important, like you said, is what is the bank doing now to kind of fix that. Are they removing the people who are involved? Are they putting systems and processes in place and are they looking out the front window? Seeing how can we continue to grow and rebuild that brand going forward, and seems at least in the early days.

 

Kevin Parton:

They are two more things that I wanted to get to before we are able to wrap this up today. In the next couple of weeks, we’ve got an election coming up. By we, I mean, we as humanity. It’s happening in the States. What have elections meant for markets in short term? Is there sort of a forecast on what happens to the market over the next couple of quarters if it goes Democrat versus what happens if it goes Republican?

 

Keith Allan:

Well, we saw the last time that Donald Trump ran for and won in November 2016. The short-term effects of a Republican win were positive for capital markets, right? It’s no secret that Trump is a capitalist. He is very pro-business and pro-U.S. business. So, this means lower corporate tax rates and more profits in the pockets of big companies, which should lead to higher earnings and, hopefully, higher payouts. Not always, but higher earnings typically result in more money invested back into the business, which, in turn, should lead to an increased stock price. As anyone knows, the price of a stock is the discounted future value of any cash flows, and if those cash flows are forecasted to be larger moving forward, that will ultimately increase the current stock price. So, in the short term, that’s what it could mean.

Now, in the medium to long term, there are a lot more unknowns. Again, it’s no secret that he has a very protectionist view of the U.S. economy. Tariffs, such as “pro-U.S.” and “buy U.S.,” along with keeping everything sort of closed and in-house, do not lend themselves nicely to overall growth in terms of the U.S. and what it means globally. Many companies in the U.S. rely on global trade and attracting global customers. So, if trade slows down suddenly due to protectionist views and tariffs, that may be detrimental to the growth of the economy in the long term.

As for the overall global economy, typically, as I said, in the short term, if we see a Republican win the election, we can expect some stimulus in the capital markets and potentially an extended bull rally. Democrats are sort of the reverse. Right now, I think the Democratic view has been a little more right-leaning than traditionally, in terms of some of their economic views. But, like I said, if you’re just looking at it as blue versus red, Democrat versus Republican, traditionally, a Republican government has led to more growth in capital markets in the short term than a Democratic win. So, we shall see.

 

Kevin Parton:

Well, it will be exciting to see, nonetheless. The things that continue to come up as we have these conversations—and as I’ve looked at the markets for 15 years—are that the forecasts are great, but a lot of it is really unpredictable. Timing seems to be something that no one can get consistently right. So, there are two things I want to finish off with. One is portfolio management strategy. When you’re looking at the markets as a whole and having conversations with your team, what has happened over the last quarter that impacted how you might be designing a portfolio, and what are some of the things that you’ve changed? This way, people who are listening can understand what is happening within a portfolio. Then I want to move to asset allocation because I think those are two distinctly separate things. One is what’s in the portfolio, and the other is what percentage of your assets are in different types of portfolios. So, we’ll start with portfolio management: what’s happened in the last quarter that you and your team are looking at, and how does this change how you design a portfolio?

 

Keith Allan:

That’s a really good question. As part of the seminar conference that I attended last week, we were discussing ways to be nimble and pivot in terms of how we build out portfolios for our clients. As I’ve said in previous podcasts, the typical 60/40 or 70/30 portfolio is kind of antiquated, right? We don’t look at investing in clients the way we did 2-3 decades ago. You can’t really achieve true alpha in a portfolio nowadays by doing that. So, what can we do? How can we be elastic? How can we be flexible? How can we build our portfolios by mitigating our risk, staying within our risk tolerances, and ensuring we’re not taking undue risk in a client’s portfolio to achieve that alpha, while also diversifying enough to fulfill our responsibilities as portfolio managers? We are not going to act as if, “Hey, I don’t care what this client’s risk appetite is.” You can’t build a portfolio that way, right?

So, what are we doing? We’re looking at other ways to build value and diversify. Whether it’s nontraditional fixed-income solutions—we talked a lot last week about using corporate debt from other countries, such as global debt from South America, Europe, or emerging markets—to find alternatives beyond traditional U.S. corporate bonds. Can we find value in debt from other countries where we may not have previously looked? There may be uncovered value.

We discussed a little bit about gold; can we use commodities, real assets, gold, energy, infrastructure, or farmland to build out portfolios in a non-traditional asset class that would hedge against volatility in equity markets by utilizing private assets? Private equity, private debt, and private real estate carry some risk every time you invest in them, but they also act as a hedge against traditional equity markets and can uncover meaningful value for clients in private assets if they’re willing to accept the parameters that come with it, where your capital is tied up for several years and there’s not a lot of yield there necessarily, but there’s potential for capital growth. It hedges against traditional asset classes, so it’s uncorrelated.

Then there’s the use of derivatives, right? Put-call options. Are you able to write puts and calls and collect the premium on them, and hedge against them if you’re in or out of the money, depending on whether you’re long or short the option? These are ways where you have to become, I wouldn’t necessarily want to say creative, but you need to think outside the box to try to add value from an asset allocation standpoint and diversify what we’re doing for clients, rather than just saying 60% equity, 40% corporate and government bonds, and then washing your hands of it and being done. No, that’s not going to work.

 

Kevin Parton:

Totally. Well, it’s good to hear because I think it’s really helpful that there are multiple parts to building a portfolio if one is to have one or is working with someone to do that. What makes up the equity component? What makes up the fixed income component? What makes up alternatives and cash, and how is that being managed on an ongoing basis to not only be advantageous now but to change with the times in a meaningful way that happens over time?

The other aspect is asset allocation. So, you, as the person who’s investing, need to know how much of your money should be in that equity component versus that fixed income, and that has everything to do with your time frame and your goals—what’s important to you and your appetite for risk. You don’t want to be in a position where you’re so concerned about what’s happening with interest rates—wondering, does that mean I need to get out or stay in? We built this model for you based on your time frame. So, if you have short-term goals, you have enough in short-term reserves. If you’re a long-term growth investor, you’re in the markets, and prices will go up and down.

Even more importantly, I think the significant reason that market returns, portfolio returns, and real investor returns are often so far apart on average is that people behave in ways that contradict the outcomes they want. So, you can have a great portfolio and the right asset allocation. If you don’t have the ability to stay focused on the ‘why’—the end game—and you’re not working with a partner who can help you talk you off the ledge or invest when the opportunities are there, those are kind of the three major ingredients to a recipe for success within the markets. So many people don’t get all three of them right and are left in a worse situation, with a sour taste in their mouths.

I like to end this conversation by focusing on the fact that portfolio construction is really, really important. That’s what you and your team are doing. Asset allocation is also key. Talking and figuring out where your money should be, and then having meetings regularly: Why am I invested? Why does this portfolio make up part of my overall assets? How does it make sense? Why should I stay invested? Why should I invest more? And then coming back to it on a regular basis.

So, I’ll end on that note. Thank you again, Keith, for taking the time. I love going over what happened in the last quarter, and with each quarter having more interesting developments, I’m really looking forward to talking to you in the new year.

 

Keith Allan:

Of course. Thanks for having me, Kevin.

 

Kevin Parton:

Cheers.

#27 Unpacking credit card rewards with The Prince of Travel: Ricky Zhang

Friday, October 18th, 2024

In this episode of the Polestar Podcast by VELA Wealth, Rob Wallis sits down with Ricky Zhang, Founder and CEO of Prince of Travel, to dive into the world of credit cards and travel rewards. Ricky, also known as the “Prince of Travel,” shares his journey from a passionate traveler to establishing a leading platform that empowers Canadians to maximize their credit card rewards to unlock premium travel experiences.

For those looking to optimize their travel spending and explore the world in comfort, Ricky’s insights provide practical guidance. To learn more, please visit Prince of Travel or follow their YouTube channel for comprehensive resources on making the most of your credit card rewards.

 

In this episode of the Polestar Podcast, we will talk about:

  • Ricky Zhang’s Journey: From passionate traveler to founding Prince of Travel, a leading platform for Canadians to maximize credit card rewards for luxurious travel.
  • Practical Tips: Advice on optimizing credit cards and rewards programs to get the most value from travel spending.
  • Unlocking Premium Travel: Ricky shares how to convert points into airline miles and hotel stays, making premium flights and accommodations affordable.

 

About the Guest – Ricky Zhang

Ricky Zhang first had the idea to start a travel blog in 2016, inspired by his growing passion for traveling the world using points and miles. After graduating and starting a corporate job with one of the Big 5 banks, Ricky felt unfulfilled, despite the stable position.

Encouraged by his then-girlfriend, now wife, he decided to pursue his passion. After months of searching, he finally landed on the name “Prince of Travel” and launched the blog. Today, Ricky has shared hundreds of stories, inspiring others to travel the world in style for less.

Prince of Travel is a team of expert travellers dedicated to educating, informing, and inspiring readers on maximizing the power of Miles & Points to travel the world at a fraction of the price.

 

 

About the Host – Rob Wallis

Rob has provided senior financial planning and advice to VELA clients for over 15-years. He excels at working with entrepreneurial professionals and business owners to define their individual ecosystems and establish meaningful life and financial goals. He has specialized expertise in guiding healthcare professionals who are building multi-location, and specialist clinics. To read more, please visit the VELA team page.

 

The episode is also available on:

  

  

 

 

 

The Podcast Transcript:

Rob Wallis:

Welcome to the VELA Wealth Polestar Podcast. This month I’m delighted to have Ricky Zhang join us, also known as the Prince of Travel, to talk about credit cards, rewards, and the business that he’s built.

So, Ricky, as a fellow aviation enthusiast, I have followed you and your channels over the years, and just coincidentally had this epiphany that I had no idea what I was doing with my credit cards and points, despite collecting them for many years and not knowing what to do with them. I reached out to somebody at the Prince of Travel website and put two and two together, realizing that it was you who was behind that. So, it’s kind of a small world in some ways, and very cool to have you here and to talk to you about this.

Since we’ve set this podcast up, I’ve been talking to lots of my clients and contacts about credit cards and points, and what to do with them, and I realized that I was not alone in having no idea what to do. So, I want to find out about it today. You consider yourself a global citizen, and I’m interested to know about your aviation journey and how that transcended into Prince of Travel, and also what people can do with their points and how to build them in the right way. With that in mind, if you could give us a little bit about your background, where you grew up, your interest in aviation, and how that transcended into Prince of Travel, that would be an awesome place to start. Thank you for joining us.

 

Ricky Zhang:

Thank you for having me. It’s a pleasure to be here, and I’m happy that you were able to find out about what we do. I’m happy we got to connect; it’s always a very good time to share more with different audiences that we come into contact with and talk a little bit about what we do at Prince of Travel and how people can maximize their credit cards and travel rewards to enhance their travel possibilities.

I’ve always been a lifelong traveler. I had a fairly global upbringing. I was born in Vancouver, and I grew up in Hong Kong and Beijing at a time when technology was transforming the lives of all of Asia. I was growing up at an exciting time—kind of a buzz in the air in the region. With the unique background I had, growing up in Asia but with ties to Canada, I came back for university as well I always tried to think about how I could leverage this unique background to build something of impact in the work that I do. The first manifestation of that was through the pure act of traveling and finding new opportunities to see new places, expand my horizons, and unlock new travel experiences. Back in the day very much just backpacker style in Europe and going to take trips on a budget as a student.

That’s what led me to figure out credit card points and how to redeem points for flights and whatnot because I was purely coming from a place of, “I want to travel more and I have a limited disposable income to spend on it, so there has to be a better way to figure this out”. It’s pretty much a very niche community back in the day of how to take advantage of credit card offers and bonuses and benefits and get more for less, especially in Canada.

Back then, I was a student. I was just in my first job out of university. I was learning the ropes, applying for credit cards, earning points, and figuring out how to redeem for the best value for business class and first class instead of just economy class. So, I decided to share what I was learning online. I just created a website called princeoftravel.com. I spent a year, actually, between when I first had the idea for the website and when I actually launched it because I couldn’t think of a proper domain name that was available. Eventually, I landed on Prince of Travel as just the domain name that was ready for me to purchase. I just started creating content as a personal blog at first, and then it became a YouTube channel as well. That was seven and a half years ago. So, it’s been quite the journey of continuing to grow our content and grow our team, and now we have a wide range of services in the market to help people as they pursue travel of their own.

 

Rob Wallis:
So did you have any idea seven years ago, when you went down the beginnings of the entrepreneurial journey, that it would have led to the business that you have right now?

 

Ricky Zhang:
Not concretely, but I had an idea of the type of scale of impact that I would like to make, and I had an idea of the sense of abilities that I had, right? I went into it knowing that there would be a lot to figure out along the way. It’s a matter of taking those first steps and then being in a position to figure things out as we go along. So, there have been twists and turns, successes, and failures that we are going to take our learnings from as we move forward. It’s impossible to have that 100% clarity of exactly how it’s going to go right from the start, and even today looking ahead, but it’s just about that constant lifelong learning process.

 

Rob Wallis:
I myself had the realization I had no idea what I was doing with the points that I was collecting on my cards and started to Google and figure out that there were resources available. Seven years ago, when you started sharing, from what I could see, there wasn’t that much available at that time. What was the reception that you got from the general public?

 

Ricky Zhang:
So, 7 years ago, the space was… there was not a whole lot of understanding among Canadians of how to maximize their points, nor was there a whole lot of resources available. A lot of it was found deep in the niche communities. You had to actively gather information, and that’s what I was doing – I actively studied it and learned the game myself. I just saw an opportunity where this type of stuff needs to be presented in a digestible manner for people to be able to take action and apply it in their lives. So, I tried to set up as nice of a website as I could and write in an engaging, approachable style, and over time, just kind of invite people in when they come browse at the website and learn a few tidbits and apply it in their lives and get value from it, it’s a good experience, and they want to come back. So that’s just been the enduring underlying principle that has held to ourselves as we’ve grown the team, and we’re always looking to deliver that caliber of experience, that extra edge in terms of information, and the value that we deliver to the audience compared to other sites, and look at how people get the best possible travel outcomes as a result.

 

Rob Wallis:

You’ve mentioned a lot about Canada not having many resources. Why is that?

 

Ricky Zhang:
Well, I’d say the Canadian credit card market in general is overshadowed by the US side. There’s just population-wise, and then also credit appetite-wise, as Canadians tend to be more risk-averse and conservative. So, the credit card landscape here is, in general, there are fewer opportunities available compared to the States. Likewise, when it comes to the publishing space in the credit card domain in terms of publishers and websites and creators like ourselves, there’s just a whole lot more in the States. We were kind of the first one of the first movers on the Canadian side, and we’ve established that industry-leading position here. From that basis, we’re now looking to also play a bit of the US game and serve Americans as well. That’s the next phase of the company. On the Canadian side, it’s just been lacking, and we’ve been able to fill that gap.

 

Rob Wallis:
Very cool. You said you have a team now. How did you go about building the team, and what type of people do you have working with you?

 

Ricky Zhang:
It was really around 2019-2020, around the pandemic times when I was developing a greater awareness of what it would mean to scale this business and what would be required to deliver all the things and all the goals that we had in mind for Prince of Travel. That required making a big change from what I was doing before, which was me sitting down every single day writing three to five articles, and filming one YouTube video a week. So definitely that was around the period when we kind of underwent that transition. Since then, we’ve been through a second transition, which is the first time you go from me to a small, lean team of other people who are all doing similar things, right, like kind of grinding from morning to night and wearing many hats. Now we’re undergoing the transition of having built the company structure, and we have leaders and managers who know the importance of following processes and holding people accountable and all the “how the sausage is made” in terms of building a business. That’s the phase of the company now—it’s exciting, but it’s also very challenging going from the so-called lifestyle business to an enterprise and being able to fulfill the big vision that we have, which is to be the leading platform empowering every global citizen to go further and better.

 

Rob Wallis:
So that leads me very neatly to my next question, thank you, which is how does Prince of Travel help people now?

 

Ricky Zhang:
In the current phase of the company, we are an industry-leading content publication. First and foremost, we publish content on our website. We publish YouTube videos, and we have an active presence on all of the social channels as well. If you’re Canadian and are looking for information on this topic—how to use your credit card points, and how to travel better—you most likely will come across one of our content pieces sooner rather than later. If you’re American, then, you’ll be seeing more of us as well. From that content, people find out more about the services we offer on the back end.

We have like one-on-one paid consulting services to help people figure out exactly, based on their situation, how they should maximize their credit cards, and their spending, maybe which credit cards they should switch up to earn points currency that’s more powerful—points currency that will get them closer to their travel goals, maybe even fly first class or stay in a really nice resort and have a really nice special vacation that they can treat themselves and their loved ones to. We kind of take all that information based on the specific individual and give them a personalized plan. We also have a service that essentially does this on the client’s behalf for some of our entrepreneurs and founders who have a lot of spend and need to maximize their points but don’t have the time to do it themselves. We offer our concierge service that takes care of all the heavy lifting for them.

 

Rob Wallis:
Very interesting. So, if a family is looking to book a trip away, what is the best way for them to engage with Prince of Travel?

 

Ricky Zhang:
If it’s one trip, you can check out our points consulting service at https://consulting.princeoftravel.com/. Typically, in an hour’s worth of a call, we’d be able to figure out from your current position—how many points you have, how much you’re spending on your cards, which cards you have, and what your goals are—how you can get to take a trip as a family all on points, and perhaps even flying first class. So, if that sounds like something that’s going to be interesting in the next 6 to 18 months, and you’d like to go on a trip, essentially what points allow you to do is unlock like a $10,000 trip for $1,000 or $100, right? It allows you to really multiply the value of your travel budget. If that sounds appealing, then we can help throughout a call.

 

Rob Wallis:
Excellent. From what I understood when I engaged with the consultancy service, their outsized rewards live inside a program within credit cards that have the most flexibility. Do you have some tips for our listeners about what cards work best and where these outsized rewards actually live, and perhaps some easy fixes as well?

 

Ricky Zhang:
I think a lot of people are accustomed to earning a specific type of points because they just happen to bank with a given bank, right? For Canadians, it’s probably one of the big banks, and usually, when you set up your accounts, you’ll get set up with a credit card, and it’ll just be like that bank’s credit card or that bank’s points that you’re earning. That’s kind of a default mindset that most people don’t necessarily take the time to think about which points they should be earning. The key shift is there are a few specific types of points in Canada that give you flexibility in terms of how you redeem and give you a lot more flexibility than if you were to simply go with, say, TD Rewards, or BMO Rewards, or CIBC Adventure. With those, you’re just locked into the program. But the ones you should be looking at are number one, American Express Membership Rewards, and number two, RBC Avion points. The reason these are so powerful is because they each allow you to not just redeem points directly with their programs but also transfer them to a range of different programs run by airlines around the world. It’s through redeeming through these airline programs that let you get those high valuations for points that you get those first-class flights for less than $1,000 out of pocket, or business class or almost free. That enables you to get those big wins, right? It lets you put in very little and get a whole lot out of it in terms of maximizing that value.

So, for American Express, the key transfer partner to know is Aeroplan, which is Air Canada’s frequent flyer program. If you concentrate your points earnings on the American Express Membership Rewards points and the credit cards that earn that are the Platinum card, Gold card, or Cobalt card, then you can transfer those points at a one-to-one ratio to Aeroplan. When you have Aeroplan points, you can book business class to Europe for only 70,000 points or business class to Asia for about 75,000 points. Those are just a few examples, but that’s kind of the main strategy: on these transferable points rewards we say Amex and RBC, which will give you the optionality. When it comes time to redeem, you can go through Amex directly if that’s going to suit you best, or you can transfer to Aeroplan, or you can transfer to British Airways, because all these different programs have different rules and some of them have certain sweet spots that can be more favorable for you to consider. That’s where the rabbit hole starts to form, and people either delve deep with our content and do it themselves, or, we’ve got solutions that can help them shortcut the time it would take to figure it all out.

 

Rob Wallis:
Very interesting. Thank you for sharing. That’s very valuable information. Just before we wrap up, Ricky, I’m very interested, as you mentioned a little bit, about expanding into the US, and it’s really been an entrepreneurial journey with Prince of Travel that you may not necessarily have realized would end up where it is right now. So, if we were to sit down again in three years, where do you think Prince of Travel and Ricky will be?

 

Ricky Zhang:
It’s a good question. We’re aiming to establish an industry-leading position, not just in Canada but across North America as a whole. We are excited to embark on that journey and make inroads in the US market, which is very ripe with possibilities, especially in this space. Likewise, we’re keen to develop some of our other products and services as well. For example, the concierge services I’ve mentioned—we want to tap into a wider base of founders and entrepreneurs looking to maximize their travel perfect the product and become the market leader in terms of how well we can deliver value on saving both time and money for entrepreneurs who are traveling and giving that value back to the bottom line. There’s that, and then three years from now, I’d love to think we’ve moved on to a phase of the business where we’ve got our content processes dialed in, we’ve got our services in the market as well, and we’re looking to build some kind of mass-market software or tool or something that can transform the way people experience travel—not just learn about how to travel but also book and experience it. We want our brand to continue through people actually taking their trip and continuing to have that positive Prince of Travel experience and coming back the next time around.

 

Rob Wallis:
That’s awesome. So how do people find Ricky and Prince of Travel?

 

Ricky Zhang:
You can find us at princeoftravel.com. We’ve got our Prince of Travel YouTube channel and also our social media platforms. Our handle is @princeoftravel. You can follow me personally at @realricky on Instagram. That’s my account where I share some behind-the-scenes from my travels as well as my transformations as a founder.

 

Rob Wallis:
Super. Well, Ricky, thank you very much for your time today. This has been fascinating, and it’s an area that I have just learned a little bit about recently and realized there’s a lot more to unpack there. The resources that you and Prince of Travel have provided have been super helpful to me and my family, and I’m grateful for the opportunity to meet you and to be able to share your learnings and teachings with our audience as well. Thank you again.

 

Ricky Zhang:
Thanks so much, Rob. Thanks for having me.

 

Rob Wallis:
Welcome. Take care.

 

#26 Visionary Commitment to Sustainability with Sonia Strobel

Wednesday, September 25th, 2024

In this episode of the Polestar Podcast by VELA Wealth, host Kevin Parton speaks to Sonia Strobel, the CEO and Co-founder of Skipper Otto, a sustainable B-Corp Certified Community Supported Fishery that connects Canadian fishing families with their communities through memberships and innovative, sustainable business structures. Prepare to be invigorated by Sonia’s passion for sustainability and get inspired to join the Skipper Otto Community.

 

 

Podcast Highlights:

  • Discover Skipper Otto’s values on sustainability and the importance of preserving Indigenous finishing practices.
  • Explore how Skipper Otto has reimagined the “farm-to-table” experience to connect customers to the stories of fishing families.
  • Listen to Sonia discuss the role of a system-oriented approach in enabling sustainable practices and how it was essential to becoming a B-Corp Certified corporation.
  • Familiarize yourself with Sonia’s perspectives on entrepreneurship and business ownership, emphasizing the significance of incremental progress to prevent feelings of overwhelm and ultimately achieve greater success.

 

About the Guest – Sonia Strobel

Sonia is a visionary leader and entrepreneur. She is the CEO and Co-founder of Skipper Otto Community Supported Fishery, an innovative solution for home cooks to source premium, wild seafood directly from independent, Canadian fishing families. Under her leadership Skipper Otto has grown both in size and scale, helping to transform the way Canadians eat local seafood.

Sonia is also a sought-after speaker on sustainable fisheries and local food systems. She relentlessly advocates for the rights of independent small-scale, community-based fishers and seeks to protect their way of life in Canada. Her ability to synthesize and communicate about complex issues in the fishing industry enables her to consistently engage Canadians to advocate for meaningful change. Sonia’s leadership continues to earn her many accolades including winner of Coralus (formerly SheEO) in 2015; Veuve Cliquot Business Woman Award 2018 Canadian finalist; winner of the Forum’s 2019 Pitch Finale; Inc Magazine’s list of the top 100 female entrepreneurs of 2020; and finalist in the BC Food and Beverage Women Entrepreneur of the Year Award in 2023 and frequent invitations to speak at the House of Commons and major decision making tables.

 

About the Host – Kevin Parton

Kevin Parton, CFP professional, specializes in personal and business financial planning, tax reduction, and estate planning. Kevin diligently concentrates on client education as a powerful strategy for building financial certainty. As no financial situation is the same, Kevin and his team monitor clients’ plans and implement personalized strategies to reduce their personal and corporate taxes, and protect their income, assets, and loved ones against the financial consequences of a serious illness, injury or death, ensuring clients maintain financial certainty and peace of mind. To read more, please visit the VELA team page.

 

The episode is also available on:

  

  

 

 

 

The Podcast Transcript:

Kevin Parton:

Welcome to the Polestar Podcast by VELA Wealth, where we bring together financial experts, visionary entrepreneurs and passionate philanthropists who share not just their expertise but also their personal stories reflecting on their remarkable experiences and offering inspirational insight. I’m Kevin Parton, your host for this episode, and I am very excited for our guests today. Welcome Sonia and thank you for being here.

 

Sonia Strobel:

Thank you so much, Kevin. Great to be here.

 

Kevin Parton:

I was introduced to Sonia through a previous guest, Johnny Immerman, who met her as a keynote speaker at the B Corp convention held in Vancouver earlier this year. I’m excited to circle back to that a little bit later. But the second that he told me the name of her company, I knew I needed to meet her because my freezer is full of her product as my family have been members of this company for two years now.

A little bit of an introduction: Sonia Strobel is the visionary CEO and Co-founder of Skipper Otto, a pioneering organization that is transforming the seafood industry through direct-to-consumer models and sustainability. Skipper Otto is renowned for its innovative approach to connecting consumers directly with local fishermen. Ensuring fresh, high-quality seafood while promoting sustainable fishing practices.

That’s enough of my scripted intro. Sonia, how did I do?

 

Sonia Strobel:

You did great, Kevin. Thank you so much for the intro.

 

Kevin Parton:

You’re very welcome. The rest of this is going to be an awesome opportunity for me to ask you a litany of questions, because I think there’s just so much that you have to share today that we’ll try and tap into on this podcast.

 

Sonia Strobel:

That’s great. I think it’ll be lots of fun. And it’s so great that you’ve been a member for a couple of years, so you’ve already got that experience of what it means to be getting your seafood directly from our fishing families.

 

Kevin Parton:

Yes. I got my own personal questions because there are certain things about the company, such as the faces on the front of the packaging, which I thought was super cool. We’ll get to that later.

Can you share your journey from being a high school English teacher to becoming an entrepreneur? What motivated you to make this shift?

 

Sonia Strobel:

It’s an interesting story. I think there are a lot of us who become accidental entrepreneurs and that’s certainly my journey. I was a high school teacher, and I was always involved in local food systems, social justice projects and things like that. I married into a fishing family, and I was fascinated to learn what that way of life is.

Fishing families take on huge risks. Whether that’s licenses, boats, nets and all that kind of things. Then they head out to sea and have no guarantee what they’re going to catch. They have no guarantee what the price is going to be like, or what the market will be. So, it’s a really risky endeavour.

On the consumer side, we live here in, Metro Vancouver where we’re on the edge of some of the cleanest water in the world with some of the most abundant and well-managed fisheries in the world. And yet mostly 80% of what we eat here is imported seafood, and in Canada we export about 90% of what we catch.

So all these things were kind of fascinating to me when I became a part of a fishing family and because I had for a long time gotten vegetables directly from farmers through community-supported agriculture, CSA boxes, I was familiar with some of these programs and I thought, well, surely somebody must be doing that with fish so you could get your fish directly from a fishing family and I did my research and couldn’t find anyone doing it so just thought well, this is silly. Somebody’s got to do this. I guess it’ll be me. So that was kind of my journey to get started on that business. I don’t think I was even really aware that what I was doing was starting a business at the time. I was just solving a thing that needed to be solved. And so 16 years later, here we are.

 

Kevin Parton:

That’s fascinating. And from everything I’ve read, what you want to do when you start a business is create value. Oftentimes that starts not from doing something and convincing people why they should have it, but solving an unmet need. Now it seems odd and maybe still does that that gap existed 16 years ago. Do you know why it existed, why that hadn’t been started? Were there complexities in doing it? Did you come across obstacles early on where you thought “This is why this didn’t exist before”?

 

Sonia Strobel:

Definitely. I think if I knew then what I know now, I would have been too scared to do what I did. So, ignorance is bliss sometimes. I think we have a system here which is designed for a different outcome. In a lot of parts of the world where they were colonized, our fisheries were set up under that kind of structure. You have people from Britain come here and extract resources to export them. The whole system is kind of designed for that. And so, I realized that whether you’re talking about license ownership or infrastructure, everything was designed for a different outcome. So, in a way, you’re like a salmon swimming upstream. You’re fighting the currents to try to build something new. This definitely was challenging to do, but one of the things that I love to do is problem-solve. And I really found my place in that. And I said “Well, that’s ridiculous. Why is it done that way? Why don’t we just do it like this?” And I think not having had formal business training before I started the business, in some ways allowed me to just be creative, not to say that’s impossible, that will never work. But to just go out and try things. So, lots and lots of challenges. All of the logistics to set up a different way of doing business was challenging for sure.

 

Kevin Parton:

So, let’s go back to the beginning then, 16 years ago. Some of the big things that seem to be paramount in starting and growing a business over 16 years are a vision, mission, purpose and a reason why. Can you speak to what that vision or mission was back then? And if that stayed the same for 16 years?

 

Sonia Strobel:

The vision and mission, as I said before, were around this idea of creating a different kind of fisheries system. Different kinds of food systems. Creating one that pays living wages, treats fishing families with dignity and de-risks fishing for those families. That allows them to persist in a traditional way of life in their often rural, coastal Indigenous communities.  So, we are motivated to protect this way of life. And then on the other side, we’re motivated around building a robust local food system, a way that people could get local food. And then as well we are motivated by conservation. None of us want to catch the last fish. We want this to be a way of life that goes on in our families for generations and generations. So, we’re very interested in the ways that small-scale and community-based fishing protects. It looks forward, it thinks that the long term. It’s not just about pulling floating dollars out of the ocean. But about how do we be good stewards and respectfully interact in this ecosystem? Also a reconciliation piece around recognizing that First Nations here and Inuit in the North families that we work with, have persisted for generations and generations for time immemorial, fishing, feeding themselves, their communities, their families, and trading for millennia. So how do we recognize the value that our First Nations fishing families see, share that story and protect that way of life? So, these are some of the key values around why we got started and those have continued to be what we think of as the pillars for how we make decisions. If we have an opportunity, for example, to bring in a new species of seafood, we ask ourselves, does buying it from this person protect a way of life in our coastal and indigenous fishing communities? Does it support conservation? Is it fished responsibly? Does it build robust local food systems? Does it solve all these kinds of problems and at the same time, does it support the business? Because we are a business.

So there has to be a revenue-generating reason to do this, to make sure the business doesn’t go under. So, these continue to be the pillars of decision-making for the company today and I think that is what has kept us going. In addition, I think your values are like a compass and there are so many great fishing and metaphors so forgive me if I use them. When there’s the captain on the ship, the captain is setting the course and they’re looking  to the horizon. They have to have tools to guide them. Because if you meander and you take side trips and you chase every shiny object, you can lose sight of where you’re going and you can be wildly inefficient getting there. So, for us, those core values, are the core reasons why we started the business and they remain there to guide us at every decision-making point.

 

Kevin Parton:

You said in the beginning you didn’t view yourself as an entrepreneur as you didn’t have the experience. At that point you were a problem solver, and you were married into a fishing family, which gave you close proximity to an existing problem. But now, 16 years in, what are some of the things you did early on that you think now were indicative of real true entrepreneurship?

 

Sonia Strobel:

I think some of the big things right now are around building the right team. Acknowledging that I bring certain strengths and certain skills, and there are lots of gaps that I don’t bring. My husband and I, co-founding this company, had a lot of similar strengths, big ideas and a connection to fishing. But boy, it was hard in those early years trying to do the QuickBooks ourselves. So, recognizing that one of the key things is building the right team, hire people who are smarter than you and have the humility to say you have all these great skills. Let’s bring that into this company and let me set up systems of accountability and communication so that you have the tools and authority to work efficiently and happily. Building a team, of course, is essential.

And systems – systems and structure! Having been a high school teacher, I understand the value of systems because they help you communicate desired outcomes. In business, I learned not to do something once and then reinvent it every time. Do it once and write the system for how it’s done. That has allowed us to onboard great new people, hire them, give them the agency to run with things and do them, but also have succession planning, so if and when people leave, that isn’t a disaster or catastrophe. We’re not on our knees begging people not to leave. We love our staff and we also recognize that people’s lives change. If they move on, we have systems that they can hand over to other people. So that’s also really critical.

 

Kevin Parton:

Presumably over those 16 years, you’ve evolved as a person, as a business owner and have developed a lot of skills along the way. What are some of the things that you’ve learned since the beginning that, when you applied to the business, you really saw an upward trajectory?

 

Sonia Strobel:

There’s so much, and it’s hard just to pull out a couple. But the metaphor I like to use is that my first son was born the same year that I started the company, so he’s 16 and the company’s 16. So, while I’ve been growing a 16-year-old company, I’ve also been raising a 16-year-old person. And I think there are so many parallels. So for any of your listeners who may be parents or close to parents or know some parents, this might ring true that when you first start – in my case, not having had the training to be an entrepreneur to start a business – it’s just like when you have a baby, you kind of can’t believe they let you go home from the hospital with a baby because you’re so unsure of what to do and haven’t had any training whatsoever. But when they’re little, you figure it out because they’re hungry, their needs are right in front of you. You feed them, you change diapers, it’s exhausting, but you just do everything. And that’s what entrepreneurship was like in those early years. You do all things and there’s no real manual for how to do it. But just like how parenting evolves, so does the way you run a business in the same way. As a parent, you have to parent differently. And likewise, as an entrepreneur, you have to lead differently. So, I have now a teenage son, his needs are very different from when he was a newborn baby. I have to upskill all the time as a parent and think about how to be supportive and likewise in the business. It’s very similar in many ways. Being the CEO of a company evolves and it involves a lot of listening and observing and then saying, “Okay, wait, I am not needed in that way anymore.” And that’s not something to be sad about. That’s a good thing because that means the company has grown up and it has all these capacities now. So, it’s important to celebrate that, but then recognize that there are areas where I am needed. For me, a lot of that’s been around thinking about the vision and what this company is designed to achieve, then allowing that to guide my energy. As an example, last year we became B Corp certified and I think you mentioned that at the outset. So that’s a lot of work, getting that B Corp certification. Essentially it acts as an audit of your impact. It involved dedicating time and resources to having all that data, to be transparent so that we can back up claims about the impact that we create. That’s the kind of stuff that you can do as a more mature company, you can’t do that when you’re at the very beginning of a start-up. And just like when you’re a parent, you don’t start writing college applications when your kids are two. Well, some people maybe do, but…

 

Kevin Parton:

… It depends on who you’re talking to!

 

Sonia Strobel:

I know! It depends on who you’re talking to. But there’s a time and a place for that and you can become overwhelmed if you start a startup and you think “We have to be a B Corp and we have to have RRSP contributions for our staff. And we have to do X, Y, Z.” If you try to do that all on day one, you’re going to overwhelm yourself and you’re going to miss some important things. So, it’s recognizing what stage you’re at and then being humble enough to say “I am not able to do that right now, so I’m going to focus on this” or, “I’m not needed for that anymore. So let me celebrate that and then find ways that I can be of value to the company.”

 

Kevin Parton:

There are lots of similarities between business and parenthood. In companies there’s the infancy stage, there’s the growth stage and then eventually there’s the passing of the baton in whatever way that is. For some people, it’s wrapping up an organization. Sometimes when you build something that’s bigger than yourself, it’s a question of “Does this stay in the family or what is a good transition?” Because everybody who starts a business is a person and the business is an entity that’s tied to them, but they have a whole other life outside of that.

So, what does that look like for you and Skipper Otto?  And to backtrack a little as well, could we go back to where the name came from?

 

Sonia Strobel:

So, Otto is my father-in-law’s name. When I married into the fishing family, he really was the one who spoke so eloquently about why fishing is a meaningful way of life. That being out there on the ocean, small-scale, community-based fishers are conservationists. They are outdoors people. They love to be on the water. They derive such meaning from that peaceful, calm environment and also this very basic interaction with nature to harvest these living creatures to feed people. It’s very fulfilling for people, and it just calls to a certain number of people. You hear the phrase, “salt waters in your veins” and it’s real for Otto and it is for my husband, Sean. And so, I learned so much from them. This is why we named the company Skipper Otto, naming it after Otto.

As I say, my first son was born that year that we started the company. And around that time Otto had started talking about selling the boat. It was just so difficult. It was just money-losing. You lose money, year after year and you just can’t keep up. And I felt really sad about this, losing that way of life in our family. I remember distinctly I have a photo of me with this newborn baby on the fish boat and thinking, “Gosh, I’d really love for my kids to be able to grow up this way. It’s so sad if we can’t.” So, here we are, fast forward 16 years. My husband Sean and my oldest son, Oliver, just got back from fishing. They go out every week. They’re fishing the Chinook salmon fisheries right now. It is a family affair. And my oldest son is a fisherman at heart. It’s just fascinating to watch –  it’s the saltwater in his veins. He wants to be there on the water, he wants to learn. And, for a lot of kids at 16, classroom learning is not their favourite place to be, right? And yet, being on the water, the things that he learns about life and about people, about important things like trust and about winning people over, helping people out, about hard work, about staying up late, about how hard your parents work. Even things like radio operation and marine emergency duties and safety on the first day, he’s learning so much and he loves it. So, it’s very meaningful for us as a family to continue fishing. Then I watch our other 45 fishing families that fish for Skipper Otto now, and it’s the same story. It’s all multi-generational. It’s all about how we as fishing families pass on knowledge and our values are out there on the fishing grounds. I see the value of what we do separately and what our members do, by trusting those fishing families and saying, “Hey, we actually value what you’re doing and how you teach your kids and how you raise them.” So, they’re continuing to support them and that’s been a really deeply personal piece for our family.

 

Kevin Parton:

That’s awesome. As you said, “Fishing is in people’s families, and now, not only fishing is in your family but also running an organization that supports fishing.”

Do your children get involved in that side of operations as well? One is running a business, and the other is running a fishing boat, which is a business, but they’re different interests.

 

Sonia Strobel:

Yes, there are really different interests and different skill sets, and I like that you pointed that out. I think a lot of fishing families are entrepreneurs, they’re running businesses, and they have all these costs.

 

Kevin Parton:

High overhead business.

 

Sonia Strobel:

High overhead, high-risk businesses. Right, exactly. And then running this side, the shoreside, is another kind of business. I think that often people don’t recognize that in fishing families… and this is why I use the word fishing families because it often is a whole family affair and you’ve got members of the family on shore who are dealing with things like all of the onerous paperwork, reporting things to the government and managing licenses and the finances, and then selling the fish. And sometimes you’ve got your fish and you’ve had them gutted and you’ve got roe, so now you could sell the roe to somebody else. So, you’re managing those complex business things. Families are all learning that. Then there is the other side – our business side. My kids are a bit young to be involved in much of this business side, except, they’ve certainly grown-up learning how to operate forklifts and learning how to offload and how to pack orders. My kids are down at Fisherman’s Wharf and they’re picking up a lot of the trade as we go along. So, I’m not one of those people who’s hung up on the idea that my kids are going to take over my business. For me, I don’t think that’s fair to pigeonhole them. I want them to be themselves and to discover what they want to do in the world. Here is this opportunity, we have this growing business. They can work in it, whether that’s a summer college job or whether they begin to pick up some of the other aspects, whether that’s finance or marketing or HR, who knows, there’ll be opportunities. But I also don’t want to burden them with this idea that they have to follow in my footsteps and take it over. So, we think about succession planning in terms of: How do we do jobs that we love, for as long as we want to do them? And then how do we set ourselves up to be able to replace ourselves? How do we make sure that what we’re building, we can replace ourselves if and when we want to?

 

Kevin Parton:

So, I heard on another podcast you’re on, and you mentioned a couple of things that I wanted to touch on. You talked about scaling the business. I don’t know how many fishing families were involved other than your own in year 1, but you’ve got 45 now, so a big growth trajectory. Now this is my personal story. I didn’t know anything about Skipper Otto, but I opened the freezer one day and my wife had brought home a bunch of fish with people’s pictures on it. And then I remember reading and it told me about who that fisherman was and where they caught the fish. And there’s this story on there and I thought that’s so unique and cool. Then my brain being systems-oriented thought, the effort that had to go behind doing this, doesn’t necessarily seem profitable – but it’s definitely a labour of love to have done that. So, tell us about that.

 

 

Sonia Strobel:

You know, it’s true. We’re super proud of those labels because we are the only people I know of in the world that do that. Certainly, the only ones in Canada. But I don’t know anybody else anywhere in the world that does that. And it’s not just a marketing ploy. It’s not like we just randomly stick someone’s face on the label, we really babysit each fish from the boat through the processor. Our fishing families will call us from the fishing grounds and report in and say, “Okay, I’ve got X pounds of this product and I’m on my way into Vancouver.” And so, our operations team does the math, they figure out the recovery rates, they figure out how many fillets there will be. We do all the printing in-house. So, we actually produce that label on the spot. Then we edit it with all the current updated information, we run off however many copies we need onto those drums of labels, and then we take those or ship them across town to where they’re being processed. So it’s real-time, fisherman drives up with the truck of fish, our labels arrive, the fish cutters are cutting back, sealing and then putting that label on there so that we know who caught it. And that’s been really important to us because it’s an act of honouring the work of those people who harvest it. And I think so much about our food system we’re so disconnected. I know we go into the grocery store, and they shrink-wrap things, and nobody thinks much about where it came from. But I think when you get to know fishing families, you understand the work that goes into that.

I think we also live in a world where people are so disconnected, that they’re losing those connections between people. You could live in your apartment as we did in the pandemic and order everything online and never see another human. But we lose something about our humanity when we don’t connect with people or connect with people who are outside of our own little social media bubbles. So that’s always been critical for us to have the fishing families themselves tell us what they want on their label, their name, maybe for many of our First Nations, that’s the name of the fish in their language. How long or how many generations they’ve been fishing, gear method that they use to catch it. All these kinds of pieces of information tell us that.

So, it does seem like an onerous thing to do, but I said at the beginning, this is why I think systems are so important. Because once you have the system in place, it’s not that difficult to maintain. But it takes being motivated to do it, valuing it, saying this is really important to us and then putting into place the systems to operate that day after day. So, it is critical to what we do and we’re really proud of it.

 

 

Kevin Parton:

I love it too. You talked about connecting the chain and making everyone feel like part of the community. I’ve heard Scott Harrison, who is the founder of Charity Water, and he talked about how they would raise money to build wells and then he finally was able to connect the well that was built in the water and the data being produced to the people who made the donations. And just the general contentment and satisfaction with the people who are making donations went through the roof because they saw where their money went. And so, for me, it’s a similar experience. I know who I’m supporting. I know who the fisherman was. I would imagine it must be a sense of pride too, for the fisherman, knowing that’s their package. It’s not just going out into the ether of the world. It’s not being shipped to another country. It’s super unique.

I can see such a passionate pursuit of what you’re doing because I heard you talk about how you’re an ideas woman and sometimes you show up with ideas and your team must think that you’re nuts. But that’s super cool because it’s important to know that exists in the business world. That you can have these crazy ideas that aren’t necessarily entirely motivated by efficiency at first or by profitability, but by passion and by the labour of love. And then figure out how to make it work efficiently and systematically, for it to build and become profitable. And as time has gone on, it builds loyalty. It builds brand recognition.

 

Sonia Strobel:

It does. And it even builds it within the organization. I think you’re absolutely right. It used to just be me walking in and throwing grenades into everything, just like crazy ideas. But I think that kind of enthusiasm for centering the business around our values, is infectious and everybody has picked that up. So, the ideas come from within as well, the team is all motivated to find new novel ways to do things so that we can achieve what we’re setting out to do. One short example is that one of the other folks on our team came up with the idea to do a Secret Santa letter exchange program during the holidays. So, we have all of our members write letters to their fishing families during the holidays to say how meaningful it is to them. So that’s closing the loop you were talking about and some of the fishermen are cranky old fishermen, but they’ll say “Well, I guess I got to go because I have to get something for the members.” Because they’re so proud. They know their face is going on it, and they know what it means to those people at the end to receive it.

 

 

Kevin Parton:

That’s awesome. So, I know about the company, I love all of the value it brings to the fishers. But the community is a big part. You talked in the past about where people can go to pick up the seafood and how that gets them out of their home, into the community and the value it brings. So, maybe talk about it from the consumer side. What are the reasons why this is a far better way for them to engage with seafood consumption than what they might be familiar with.

 

Sonia Strobel:

That’s a great question. From the consumer side, folks often think that the most convenient thing is just to walk into a grocery store and pick up what’s there. But actually, it’s a far better experience to be a member of a Community Supported Fishery and get your seafood this way. So, our members commit to a dollar value for the year, and they can start as small as $100. It’s not a massive commitment and that almost functions like a gift card, if you will. After that, they can pick and choose whatever they want, whenever they want from the catch. So, they’ll get e-mail updates from the fishing grounds, stories about who’s catching what, where, when and how, and they can log in to the online store, see their credit there and then say, “Oh, look, Doug caught halibut. I’d like a piece” or, “Look, there’s some smoked salmon just out of the smokehouse. I’ll take a piece of that.” So, they can pick and choose. It’s really flexible. It’s not like getting a weekly mystery box of fish or anything, and they can order as often as they want.

The important thing is we don’t do direct home delivery. What we do is what we call “Community Partner Pickups”. So, we have about 100 pickup locations across Canada, from Victoria to Montreal, where people can select to have their orders shipped. The order goes into a grocery store, a butcher shop, sometimes a brewery or even sometimes a National Historic site. Places that act as a community pickup hub. Your order comes in flash frozen. It goes into that freezer, and then you’ve got about four days or so to go and pick it up. And that’s really important. It fosters relationships in your community. So, if you’re here in Metro Vancouver, you can come to False Creek Fisherman’s Wharf and pick it up directly from us. But if you’re in Winnipeg or you’re in Toronto, you can pick it up in your neighbourhood, in your community. Those community partners are also business people running a business in their community. They know their community too, and it sends our people in the door to shop in the store, and I think that’s meaningful. I think it’s really important to do that, to support one another. They say, “The rising tide lifts all boats.” And it’s a core driver to make sure we’re lifting one another up.

So, we think that’s a really neat and efficient way to get your seafood because it’s coming in flash frozen, you can take these pieces home, put it in the freezer, sometimes people think that frozen isn’t high quality, but I just have to say when we do blind side-by-side taste tests, people always pick the frozen and the reason they do, is because if it’s flash-frozen right when it’s caught, you’re preserving the catch day freshness, whereas if it’s coming to you through that long supply chain, it might have been out of the water for 14 days by the time you get it. So, it’s not necessarily fresh. When you’ve got these beautiful little flash-frozen pieces of fish in your freezer you can pull one out and throw it in a sink of cold water for 20 minutes. Once thawed, you’re cooking the rest of your dinner. You’ve got the freshest seafood on the table. It’s not languishing in your fridge while you decide what night you’re going to cook it, but it’s always on hand. It’s just such a convenient way for folks to get seafood.

 

Kevin Parton:

You’re describing what happens in my house two to three days a week. And in two years, I haven’t had a bad experience. So, like I said, I love being part of that. I love supporting local and knowing where those resources are going.

A couple more things that I want to cover today before we wrap this up. You mentioned something that I thought was also really unique about what you do, called Blue Perks Wellness. So maybe for a couple of minutes can you talk about what that is?

 

Sonia Strobel:

That’s a great program where businesses buy Skipper Otto memberships for their staff, their key accounts, their partners, etc. as a Wellness perk. Maybe your listeners are familiar with this idea of blue zones in the world, and so blue zones are parts of the world where there are the longest-living people. We studied them and asked why they lived so long. Why are they healthy? Why are they happy? And one of the things that we pulled out of that is that people in blue zones eat seafood about 3 times a week. It’s incredibly nutritive, incredibly good for you, so much better for you than fish oil supplements that don’t have the same effect. So, we’ve offered this to businesses to buy a Skipper Otto membership for their staff. We saw this in the blue zones, and we thought, “Wow, this really is what we do at Skipper Otto.” Connecting people in meaningful ways, we feed them the most nutritive, delicious fish that’s so good for your brain and your heart and all those things. So, we have companies now who are taking us up on this. They’re buying Skipper Otto memberships for their teams. We have a couple of tiers of that package, whether it’s kind of a self-serve or whether it’s a little bit more handholding where we actually will do a lunch and learn with staff, helping them understand the benefit, what they get from this, the welcome packages that every employee can have on their desk. It’s a great way for companies to set themselves apart. There are so many folks that I’m hearing from in the business community talking about how we retain good staff. They’re looking for more than just the boilerplate benefits packages. This is a really kind of neat and unique thing when we talk to staff at companies that have blue perks, they are so fired up about it. They feel like this really shows how much their company cares. And that they’ve been welcomed into something unique and different. We meet them where they are. Some folks are great home cooks. They know exactly what to do. We’ve got recipes. Some folks are just starting out, they’re scared to cook fish. But we can do all this education with them. As you know, I was a high school teacher. I love the teaching and learning part. Thanks for asking about that. We think that’s a really fun and exciting program.

 

Kevin Parton:

I love that for what it is, it’s very unique. I also love it because it’s among several things over the 16 years of Skipper Otto that have been quite creative and innovative. I think that what helps businesses stand the test of time. Not just resting on your laurels and doing what worked when you started. But thinking how do we grow? How do we pivot? How are we unique? All of these things are coming out of great ideas and problem-finding. But it’s also continuing to take those risks, going for a new idea that may not work but feels good. That’s true entrepreneurship. So, with that being said, where do you see Skipper Otto in 10 years? What’s on the horizon?

 

Sonia Strobel:

So much. I love my job. Honestly, I hope people love their jobs as much as I do because I get to be creative, I get to think long-term down the road and what else can we create with this more mature business. I get excited about the idea of truly being nationwide in terms of our fishing families, but also nationwide in terms of anyone in Canada being able to access Canadian seafood in this direct-to-fishing family way. We have fishing families in BC and Nunavut, we’re chatting now with some folks in Northern Saskatchewan about having Saskatchewan Lake fish available to Skipper Otto members, and, of course, there’s the East Coast. There are so many fisheries in Canada that we would be so excited to support and to be able to have our members support and to get to know them. And then likewise, expanding into every corner of the country in terms of pick-up. We have about 100 pickup locations, but we want more. We want thousands, we want to be able to reach everybody. So, we do have a big vision for where we’re going. And I just know there are so many opportunities and we’re just excited to grow. We grow mostly through word of mouth, and we’ve been cautious with how we grow because we have wanted to retain that control. But we know that as we grow, we grow our impact, and we grow a better food system in Canada and a better way of life for folks. So, we’re really excited about that.

 

Kevin Parton:

That’s awesome. Maybe a question for another interview is as things scale, but for now, how do you maintain the culture and how do you maintain that sense of community? Does one prevent or limit the other or can you do them all? So excited to see where Skipper Otto grows to and how you handle and manage that. Just based on your demeanor in this interview, you’re bringing so much passion to what you do, and that’s the secret ingredient to success in so many ways. Which brings us to the last two questions that I like to ask these of everybody who I convinced to come on this podcast. The first is around purpose. At this stage in your life, with everything that you know, for people striving to find purpose and fulfillment, what advice would you give to them?

 

Sonia Strobel:

For me, we talked about this at the outset, it was really around witnessing a problem or something that just didn’t jive for me, that didn’t seem right. Thinking that’s not the best way to do this. There’s got to be a better way. When something runs counter to your values, you can feel your blood pressure rising, and that’s because your values are under threat. So, if you find yourself getting huffy about something, then I think that’s an opportunity to say wait. That’s something that is going counter to my values. Is there some way that I can solve that problem? I think that’s what lights people up. When they feel like they’re moving toward a better way, moving towards solving something that really goes counter to their values and beliefs, that’s what lights them up. That’s really what we did. And I think that doesn’t always have to be starting a business. I’m sure some of your listeners work in large mature companies or any variety of things. I think we can all look at places in our lives, whether that’s in our community or our kids, sports teams or in our volunteer work or even within our own departments and teams in our company. We can all find things that rub us the wrong way that might be running counter to our values. Then we must get creative and not be afraid to set up something new that tackles that. So that for me is seeing something that’s wrong and then learning about it, listening and then innovating and finding a new way. And that’s what gets us up in the morning.

 

Kevin Parton:

I love that. And I think what you said there that stood out was not being afraid. For a lot of people, it’s the fear of “what if” or thinking if it is worth it or even sitting still long enough to listen to that feeling that you said you got. But doing that means being concrete on what those values are, and where that feeling comes from. But then having the confidence to say, we’re on this planet for as long as we’re here, let’s have the courage and try. And that’s where I think purpose comes from.

 

Sonia Strobel:

Yes, exactly. It’s always easier to ask forgiveness than permission. So, just be daring and try things in small ways. We didn’t have any money when we started Skipper Otto. But we tried a low hanging fruit version. So, I encourage people to think about what’s the Minimum Viable Product (MVP) that you can try and find out if it’s got legs.

 

Kevin Parton:

And maybe in a similar vein or it’s been mentioned already, what’s the most valuable advice you would share with leaders or entrepreneurs, based on your experience? At this point, what advice would you give to someone who’s starting a business or looking to be a leader in their community or their company?

 

Sonia Strobel:

Well, I guess I can tie that to the last question you asked and to some things we talked about earlier.  Remember that you don’t have to do it all yourself, and you don’t have to do it all at once. So, there’s some really interesting visuals out there about how, if you look at the whole thing that you’re building, you can become overwhelmed. You must not do that. You must look one step at a time. My husband is a cave diver, and he always says to me, “The thing about cave diving is you have to just think about what’s right in front of you. You can’t think about what happens if my light goes out. What happens if this happens?” You’ll become paralyzed by that, so you solve for what’s right in front of you right now and know that you will have confidence. You have what it takes to solve whatever it is that’s coming when it comes, you can’t fix it now. You can’t solve it now. When you first start a company or a new project, you may have this vision, “We want to have our B Corp certification or do 1% For The Planet.” Know that that will come. And when the time is right, you are the right person to do it. You will be fine. Just solve what’s right in front of you, one step at a time, and that’s gotten me through. Don’t let yourself become overwhelmed. Have the vision but bring your gaze back to a closer field.

 

Kevin Parton:

I love that advice. That’s incredibly valuable. And for someone whose husband does cave diving, I’m sure that is valuable advice, too. “Don’t think too far ahead, just get to dinner time!”

 

Sonia Strobel:

Get to dinner time! Exactly.

 

Kevin Parton:

Okay, well, I know where to find you. But for any listeners who are excited about what they’ve heard and want to learn more, or they want to become a member. How do they find you?

 

Sonia Strobel:

I would love to connect with folks! And I’d love to feed them. So, if they go to skipperotto.com, you can join. You can buy, as little as $100 membership and give us a try. If you don’t like it, no harm, no foul. But I can guarantee you’re going to love it. You can also find us on all the social channels. Follow our fishing families on the fishing grounds. I would love to have folks aboard, get them some seafood and get them some great stories and community connection. And likewise, if you’re running a business, if you have a company, if you have a team and you think that Blue Perks might be a great fit for your team, give me a call. Give me a shout. You can find me at sonia@skipperotto.com. Find me on LinkedIn and places like that as well. I’d love to have a chat and see what could work for your team.

 

Kevin Parton:

Thank you so much. It’s been a pleasure to talk to you. After two years of seeing your product in my freezer, it’s a pleasure to be able to learn a lot more about you and thank you for making the time today.

 

Sonia Strobel:

Thank you so much for being a member of all these years and for helping share our story, it was great chatting with you today.

 

Kevin Parton:

Likewise, take care.

 

Sonia Strobel:

You too.

#25 Unwavering Dedication and a Passion for Business & Marketing with Karen Flavelle

Thursday, August 15th, 2024

In this episode of the Polestar Podcast by VELA Wealth, host Jason Boudreau speaks with Karen Flavelle, the CEO and Chair of Purdys Chocolatier about how her visionary leadership has been instrumental in steering Purdys toward continued success in the confectionery industry. In this episode, Karen also shares her passion for her philanthropic endeavors, contributing to various charitable causes and community initiatives. Karen’s story is one of determination, perseverance, and a passion for business that will undoubtedly capture your attention and leave you wanting to hear more.

 

 

Podcast Highlights:

  • Discover the begining of the Flavelle family’s ownership of Purdys Chocolatier in 1963, initiated by Charles Flavelle and Eric Wilson.
  • Karen shares her journey into business, influenced by her father’s success from a young age, leading her to pursue her passion for business and marketing.
  • Learn about Karen’s determination to become a part of the family business despite initial challenges and rejections and how her passion propelled her to becoming the powerhouse of Purdys.
  • Learn about the enduring values of quality, sustainability, and philanthropy at Purdys.

 

About the Guest – Karen Flavelle

Many different experiences have provided the toolbox for Karen to successfully lead Purdys, the largest Chocolatier in Canada, a BCom from Queen’s, living in Japan and Asia for 2 years, speaking fluent French, being trained in classic packaged goods marketing at General Mills, developing innovative new products at Product Development Partnership in the UK, and growing a popular chain of 140 restaurants: Swiss Chalet.

Karen’s personal mission is to help people connect, to strengthen existing relationships and build new ones. At almost 117 years old, Purdys Chocolatier is a delicate balance between tradition and innovation, giving customers their favorites while exciting them with new ideas and new chocolates. In addition, Purdys contributes to many, local Canadian organizations with a focus on helping children and their families.

About the Host – Jason Boudreau

Jason has built VELA Wealth into an established life and estate planning firm, guiding families as they make meaningful choices at the intersection of life and wealth. Jason’s areas of expertise include intergenerational wealth transfer and estate planning with a focus on advanced insurance-based solutions that incorporate philanthropy and legacy planning. Leveraging these specialties, Jason brings a fresh perspective and outside-the-box thinking to the strategic planning process. To read more, please visit the VELA team page.

 

The episode is also available on:

  

  

 

 

The Podcast Transcript:

Jason Boudreau:

Welcome everybody to the Polestar Podcast by VELA Wealth. I’m your host, Jason Boudreau, and today I have the pleasure of welcoming Karen Flavell to the conversation. Karen is the CEO and Chair of Purdys Chocolatier. Karen, thanks so much for being here today.

 

Karen Flavelle:

It’s a delight to be here. Thanks, Jason, for having me.

 

Jason Boudreau:

I think it will be neat for our listeners to hear the story of your life and obviously taking it all the way back as far as you want to go in that conversation to give us some context around how your family business came to be and then how you got involved over time. But as far back as you want to start would be great. And then we’ll carry the conversation from there.

 

Karen Flavelle:

Well, maybe I’ll start with why I got interested in business. My parents like to have quite a formal dinner four nights a week. So we’d be around the dining room table, and I would listen to what my father’s day had been and it always really intrigued me, but his message around that table also was “I don’t want to parachute kids over long term employees” and he also was careful to say, “How we make a bit of money but we put that money back into the business”, and so I think he was really trying to communicate two things which were his employees were terribly important to him. The business isn’t easy, and you need to keep building it and nurturing it. But what he also communicated is there’s no room for you in this business. And all of us heard that message and went off and did other things.

 

Jason Boudreau:

Right! Loud and clear.

 

Karen Flavelle:

Yes. So, I went to Business School at Queens University and graduated from there. From there I was very interested in marketing and wanted to do packaged goods marketing. So, I went to General Mills, which was a fantastic background. I loved it for a while and then I found myself wanting to go more towards the retail side of things because I saw that there were only five major grocers in Canada. So, as a packaged goods marketer at that point, it started to get a lot more challenging. But mostly, I like the experiential nature of retail and “being where the power was”, that’s how I thought of it at the time.

Then along came Jamie, who’s now my husband, and he happened to be living in London, UK, at the time. So, I thought, why don’t I go to London? I knew I was bored with something. I didn’t know whether it was Toronto or package goods. I felt it was time for a change. So, I moved to London. And unfortunately, I didn’t have a grandparent or anything that would give me status or a working visa and at that time, I was too old and they weren’t as generous with the ages at that time, so I was too old to get the student visa. So, I looked for a job. I tried to get into retail, and I remember being in an interview where they said “Well, from what you’re describing (wanting to be involved in everything the customer touches) purchasing is a good fit.” I thought, “no, no, no, no purchasing is not what I’m interested in.” So, I ended up getting a job with a boutique consulting company and they mostly helped companies like Quaker Oats to design a new product, that kind of thing, and it was good. I learned that really, I’m an operator. I’m not a consultant. I want to be the one trying to figure out what to do and then watching that project go all the way to the end and either being successful or pivoting and figuring out what else to do, but not being the person recommending. Then the crash of ‘87 happened, and Jamie was in Canadian dollar euro bonds at Citibank and that was a serious crash at the time. Citibank decided they didn’t need any more Canadian dollar euro bonds. So, then we had a decision of do we stay, and he gets another job, or do we go back to Canada. He’d already been in the UK 5 1/2 years by that point and was ready to go home and I wasn’t loving my job enough to say no. So we went back to Canada, and I sat down with a book called “What Color is Your Parachute?”

 

Jason Boudreau:

Oh yes, I know that book.

 

Karen Flavelle:

Well, the book leads you through; What do you love doing? What do you not like doing? What are you good at? What do you think you’re not good at? And lo and behold, the medium sized retail company came off the page. So, I thought, well, I know one of those.

Before I went to England, I was kind of restless in Toronto and I got an interview with Mcgavin’s bread thinking, “Well, maybe I’ll move back to Vancouver.” While I was there, I asked my father, “Hey, why don’t I come back to Vancouver and work for Purdys in marketing?” And he said “No, we don’t have any need for anybody in marketing. No, thank you.” And then I learned years later after the interview at Mcgavin’s, they said, “You know, I don’t think she’s really interested in moving to Vancouver.” And they were absolutely right, because in between arranging the interview and having the interview, I’d met Jamie. And so now I didn’t want to go to Vancouver. I wanted to be where he was. So, they absolutely read through the line.

So, back to when I came back to Toronto, having done what Colors Your Parachute, I was much more thoughtful about getting into retail. Whether it’s at Purdys or in Toronto. So, I approached my father again, but at the same time, Jamie had said, “I’ve been in London for 5 1/2 years. If we’re going to go to Vancouver for you to be with Purdys, then I’d like to be in Toronto for five years before we do that.” So, it was great because it gave my father and I five years to talk this through. It also meant I needed to find a job, which I did, and that’s one thing I’ve always thought is important for a family member, working elsewhere. And part of that working elsewhere is also finding the jobs. So, by that point, I got myself employed by General Mills, got myself – without a visa- employed in the UK, and now I was going to get myself employed back in Toronto. All before I went to Purdys. When you go into the family business and things don’t work out the way you’d hoped, you know that you can find something else. Whereas if you go directly from university straight into a family business and then you’re not loving it, you don’t have the same confidence or experience in finding your own job. So, I’ve always thought that was important for me. It just happened because I was not invited to come into the business, but it did work in my favor.

 

Jason Boudreau:

So, there wasn’t an internal family philosophy there about if you were going to come back, you needed to have the experience. It was just happenstance with you.

 

Karen Flavelle:

Just happenstance, yes. So, this time actually, he was ready for that question because his longest-term employee had said, “So, Charles, when is the family coming into the business?” And I guess that started him thinking about, “Well, if family doesn’t come into the business, then what?” So, he became more open. And then also I was one of four. I was the eldest and my youngest brother had died in a mountain climbing accident some years before. And so, my father felt his mortality as well and kind of understood that there needed to be an end game at some point. I’ve actually heard of a father/daughter family business talk about this and the father actually said, “I didn’t think I was going to die.” They don’t necessarily think about it. So, that made him receptive to me asking, and I was more thoughtful about what I could bring to Purdys and why I was interested and why I thought I might be good at it. And that started five years -actually turned into six years because Jamie and I had a third child along the way. So, I found a marketing position at Swiss Chalet in Toronto, which was the closest I could get to retail, because what I found as I went to the interviews with retail presidents in Toronto was, they couldn’t really see a place with my description of what I wanted. Which was trying to influence everything the customer touches. So, what the store looks like, what the what the staff are wearing, if they’re wearing a uniform, what products are being sold, how they’re merchandised, how they’re marketed, all of that. And there wasn’t really that kind of a position in retail organizations. The closest I came was Swiss Chalet. Which is multi-unit family, casual style dining and they had 140 restaurants.

 

Jason Boudreau:

Wow, all in Ontario primarily? Or in the East Coast?

 

Karen Flavelle:

Well, Ontario to Alberta and the East Coast. And then we had a competitor in Quebec that was strong, and we could never really make headway in BC it seemed. So, it never caught hold here. But in Ontario, it’s an institution and it was good for me because obviously it was multi-unit which is what retail was so just understanding labor costs, in that case, there was food cost because it’s the food’s being prepared at individual locations, and it was a very well operated organization. So, a good one to be part of and to learn from and actually way larger marketing budgets than I’d ever had at General Mills or some of those places.

 

Jason Boudreau:

It’s not a franchise though, right? It’s a corporate entity?

 

Karen Flavelle:

Well, it’s kind of a funny franchise. Because normally franchisees pay for the store to be built, whereas in the Swiss chalet model they didn’t. It was almost more like a profit-sharing model, whereas the Harvey’s -which is a sister company to Swiss chalet- that was a purer franchise. So yes, then there was the whole franchise model and getting things done through franchisees so if we were trying to do local store marketing that would involve the restaurants. And there was that element of independence that’s different when it’s a franchise versus when it’s an owner operated location.

But maybe I should back up to talk about why did my father own Purdys? It was interesting because he had gone to university and didn’t seem to be his thing so much. And then he got his machinist ticket, and he worked in production sites and lived on a street where there was another man who had immigrated from England, got off the boat and said, “What’s the best thing I can do to be successful?” And whoever he asked, they said, get your CA. So, he got his CA and then he was working with IGA stores, and Eric found or heard of this little chocolate company that was up for sale. And he said, well, “I’ve got my CA and I understand retail and I’m looking at Charles up the street, who understands production and construction, so maybe we’d be a good fit.”

So, the two of them each had $10,000 that they could put towards this. So, they went to the bank to borrow $100,000, because that was the rest of the purchase price – $120,000. And the bank said “We don’t think this is a very profitable company. No, we’re not happy to lend you any money.” I guess Charles went to his father and said “Can you help us out?” And my grandfather guaranteed the loan, which I learned only a few years ago, was about 75% of his retirement income, which is just huge. Thank goodness my father did well, so that my grandfather could also do well and be okay and retire.

Then Eric and Charles took on the business. And my father is fond of saying there was a number of older men at the time running other chocolate companies, and they were the young whippersnappers at the time.

 

Jason Boudreau:

How old would your dad and Eric have been at the time?

 

Karen Flavelle:

I think dad was about 33 or 35 and Eric would have been just a few years older, and dad had three kids and one on the way, so it was lots of risk and responsibility. He and Eric grew the business, dad was the President of the company and Eric was still doing the accounting for IGA stores, so he was not working in the company, but he was a board member. There were four stores and a 3,500 square foot factory at the time. When I arrived, it was a 57,000 square foot factory and 44 stores. So, they built a lot and there were no more of those older competitors. They’d built a good reputation for the quality of the chocolates and the company’s culture. Like I said before, employees were very important to my father, so that was clearly a big part of it. I arrived in 1994 and we negotiated for five years and there were some things that were important to me and one of them was that I just assumed I would be buying it. It never occurred to me that it would be gifted to us, but I wanted to buy it on my own, not with my siblings, because I was going to be the only one working in the business and operating it. I didn’t want the complication of having to run decisions by other people. So that was one and dad was fine with that. I don’t remember that being something that we had to negotiate, particularly. Another one was that I thought that I should own it after I had paid for 50% of it and dad was a hard no on that one. He said I needed to pay 75% of it. I think that might have seemed a little unfair to me at the time, but that was clearly a hard idea for him. And now that I’m standing in his shoes. I can understand it.

 

Jason Boudreau:

Where was Eric at the time then? Had he left the business already then or was he still part of it?

 

Karen Flavelle:

That’s a key part. He was still part of it. There’d always been an agreement that, well, because my grandfather had guaranteed the loan –  Charles had 75% and Eric had 25%. And then part of that too was an understanding/recognition that the Flavelle family would be buying out the Wilson family or Charles would be buying Eric out. So, when I came to buy it, the first thing we did was have it valuated by Deloitte, the third-party valuation. And I always felt good with that as that dictated what the price was. Then I paid interest on the outstanding debt as well. But one of the good parts was dad had gifted us $500,000, because of the capital gain exemption, he had given each of us that amount of the business. So, that I think was also good because at a time when I was getting involved in the business, my siblings also got something. I always thought that was good and my sister did a great job of investing in real estate that’s I think been helpful through her life. So, then I set about okay how do I make this better? We stand on the shoulders of those that came before us, and dad and Eric had done a great job. And now what was I going to do? And the first thing was, sales had kind of stagnated for the past four years.

 

Jason Boudreau:

Still at 44 stores then?

 

Karen Flavelle:

Yes. And my job was now how could I spark them? How could I get them going? And I spent four months spending a day in each of those 44 stores learning the retail business because I really hadn’t been in retail before. And I certainly didn’t know Purdys specifically and I hadn’t been a big chocolate eater, really. So, who are the customers who buy chocolates and what are they looking for and what’s important to them and how can we provide that? There was a number of things that I noticed. One was the branding didn’t feel super clear in terms of the experience. And so I said, “Think purple. Everything has to be purple unless you give me a good reason why not.” As simple as table skirts in the mall. It needs to be a purple skirt with purple staplers and purple scissors and then of course, how we were designing the store was to be much more purple. Which sounds easy, but one of the challenges was at Christmas what the customer wants is boxes that are wrapped like Christmas. Purple is not a Christmas color, and so the majority of the store needs to look at the time red and green. Now it’s kind of more red and gold and then how does that how do you maintain the purple in your stores? And then because we fill the store so much with shelves of chocolate that are now all red and green or red and gold, how does a person walking by still know that that’s a Purdys store? So, we solved that of course with where we could have purple year-round. And where that grew out of is during those four months that I spent in the stores. I was also in malls, walking them, and observing other retailers. And I admired what Body Shop had done with their green because you could walk by a Body Shop at that time and that dark green, you knew what you were walking by. So that was part of the inspiration. And the other inspiration was a man who walked by our Chinook store, and he said, oh, “Where’s there’s this shop, this chocolate shop I’m trying to find their purple and I can’t find it.” And it was because there was no purple in the store, and it was Christmas, and it was all red and green. So, that was the inspiration behind “think purple”.

Then I also noticed that customers were looking for something about $10 and at the time we priced based on pounds, so 1lbs., 2 lbs., 3 lbs. And we didn’t really have much for about $10. So that’s where merchandising came in and creating things to a price point that the customers were looking for. And one of our goals became; something for everyone. So, when the 10-year-old comes in the store and wants to buy a Valentine for his sweetheart right up to the guy who buys the massive heart for his. And I remember standing in one of our stores, I think it was Easter. And overhearing a customer say, “Wow, there’s something for everyone.” There it was like, nothing better than to have the words that come out of your customer’s mouth! So, something for everyone. Kind of thinking a little deeper about each season because the seasons are critically important to us. Christmas, Valentine’s and Easter. And we do over 50% of our business in 10 weeks (about 2 and a half months). So, they’re very important to us. So, as I say, thinking a little deeper about what every customer might want.

One of the other things I noticed was we were selling some things that I didn’t really think we were probably making much money on, and they were put together by the stores, which we still do, but there was more of putting together by the stores without guidance that perhaps they needed. And when I came into the business, Charles’s and Eric’s view was, if I know what sales are, and I know what labor costs in the stores are, and I know what my dollars per kilogram are in terms of cost, then I know we’re good. And so, it was a really good, simple way of running the business and not spending a lot of administrative time on all the rest that you could, and that we do now. But I felt we’re getting to this stage where we need to know what each product costs. And so, when we’re pricing it, we know whether we’re getting the right price because I’m pretty sure some of these things are not that. And then to kind of educate the store staff, that mantra became value for the customer, value for Purdys. Because there was a bit of an overweight to pleasing the customer without thinking about what it meant for Purdys and whether it made sense for us to even do.

 

Jason Boudreau:

It’s hard to continue to bring value for the customer if you’re not getting value for Purdys.

 

Karen Flavelle:

Exactly. You have to create that balance, which is the fun part. It’s just really like a big puzzle with all these pieces that you have to figure out.

 

Jason Boudreau:

We use a very similar term in our business which is the fair exchange of value. That seems very much to resonate with everybody. So, I totally get what you’re saying there. I have a question for you about the stores – and correct me if I’m wrong, but one of the things I’ve noticed about Purdys is, in the malls in particular, they’re almost like a corner location or a pretty exposed location. I’m sure that’s by design. Can you talk a little bit about that.

 

Karen Flavelle:

Sure. Yes, that’s very much by design and it’s really two things. One, that center court location is when most of the traffic goes by because apart from those seasons, when we tend to be a destination, we’re more of an impulse and so we need to be where a lot of the traffic is going by and then secondly, we’re selling chocolates and ice cream, and if we don’t have that corner that has two sides, then we have to make a choice; Does ice cream go out front? Because that’s where the lineup’s going to grow? But then we’re not featuring the important thing that we do, which is chocolate. And we don’t like to make that choice. We like to have both sides. Cause imagine Valentine’s Day when people want ice cream and there’s lineups out the store for chocolate, it makes it difficult.

So, another one was on Valentine’s Day. Men would come in and they’d say, well, I want to get some chocolate for my wife. But she’ll kill me if I get her too much. But of course, then it also has to look nice, and at the time we were packing in cups without trays, so that means the chocolates are very tightly packed together and the overall box size isn’t all that big. And so, after that very first Valentine’s I said, “Okay, we need to have a Valentine heart that’s $10.” And I think at the time it was $17 or just shy of $20. So how are we going to get to a Valentine box that’s that same 6-inch heart for $10. We started sourcing the box because the box is an expensive box. We stopped sourcing it in Europe and went to China. And that kind of thing can be really hard operationally, because the purchasing manager is pretty happy with their relationship with the European box maker and you’re saying, “No, no, no, you have to go find new people in a country that you know nothing about.” So that was one piece. The second piece was putting in a tray, which meant there weren’t as many chocolates in it. But that’s because, like the man said, “She doesn’t want all that chocolate, it’s the gesture she wants.” So, we got to $11. And that Valentine’s went up 17%. So, that’s the fun part for me, is kind of figuring out those things.

That kind of growth within the stores that we had was going well. But then the question was where else do we grow? And we were in every mall that we wanted to be in, in BC and Alberta. So, what next? The view of the company had been, well, we can’t possibly go to Ontario because we control our shelf life very closely and we purposefully make it shorter than it needs to be because we want that as a part of every chocolate.

 

Jason Boudreau:

Keep the quality high, yes.

 

Karen Flavelle:

Yes, “It makes it a party in your mouth” as one of our customers said to me once. But we figured, well, actually it only takes three days to drive to Ontario. So, we can stay within our shelf life and open stores in Ontario. And that was a huge decision for me because I didn’t really need to grow for my sake if it meant flying five hours, and every trip to Ontario is at least three days. And so I didn’t really need it from me, but I knew that the organization needed it because people want to grow in their roles, and the only way they can grow in their roles is by the company growing and providing more roles and the other thing that was really scary about it was we’re not like a wholesaler where maybe you get some shelf listings and you see how it goes and if it doesn’t go well, you just pull your product off the shelf. No, we would be creating a chain of stores with 10-year leases. So, every time we build a store, we sign a 10-year lease. We want to sign a 10-year lease because it’s going to cost us a lot of money to build the stores because we have plumbing and all kinds of things as well. It’s not just racks on a shelf. But then say five years out, if it wasn’t going so well, now we’ve got stores that have a range of lease ending dates. If we pull the plug, we’d have to pay landlord fees, severance fees, we’d have all of that. So, to unwind it, if it wasn’t going well, that would be a huge deal. It was a very scary decision. But we went ahead, and we started to build stores in Ontario.

 

Jason Boudreau:

When did that start? What year did that start in?

 

Karen Flavelle:

I think it must be close to 20 years ago now and the stores did OK, but not the standard that we were used to. Actually, the other reason for doing this was realizing that our competitor there had, in our view, kind of lost their way and every single time I was in Ontario for conferences or things like that, I would ask people and of course friends, “Wwhat do you think of this other company” and they would say, “Oh, I don’t go there anymore.  I grew up with it, but I don’t go there anymore.” So, it was pretty clear that they had not captured customers’ hearts. And therefore, there was probably an opportunity for us to capture their hearts and our competitor in the West also noticed the same thing. So, we found ourselves both going to Ontario at the same time with our stores and that other competitor isn’t in Ontario anymore. There’s a lot to be said for tenacity, I guess.

 

Jason Boudreau:

Yes, no doubt.

 

Karen Flavelle:

I remember five or eight years in, I asked a colleague of mine whose business is in Scranton, PA, so another retailer of chocolate who makes their own chocolates. And I said, “Oh, it’s taking a long time to build volume to what we expect. How long did it take you to build in new markets compared to your home markets?” and he said 15 years and I said, “What, 15 years?” He said, “Yes. But Karen, remember. It also doesn’t unwind. There’s a lot of loyalty.” There’s a tremendous amount of emotion, which is what we love about our business is that Purdys are often given for to say thank you, to say I love you, to say, I’ve just got through a tough time or you just got through a tough time, here’s chocolates, and so there’s so much emotion. And for years we would call it memories, Purdys Memories and now we talk about creating connection and joy through the power of chocolate. Because it just seems so incredible that for less than $20 you can make somebody feel really good or feel better in a tough time.

 

Jason Boudreau:

And of course, as you know, with your dad, Charles, being such a long-term member of the Rotary Club of Vancouver and I’m the President this year, every week we celebrate people’s birthdays and Purdys has been giving us chocolates to give to everybody on their birthday or to celebrate their birthday each week. It’s like you win the lottery if you’re sitting at the table of the birthday person because the chocolates show up and it gets shared around the table and it’s just one of those things and every week it happens and every week it’s like a new experience. Every time. You’re right. It’s so emotionally charged and it’s a really neat connection for sure.

 

Karen Flavelle:

Yes, it is. And that I think was born out of how important Rotary has been to Charles over the years. It’s been an important part of his life.

 

Jason Boudreau:

So now we’re in the mid-2000s, and you’ve expanded into Ontario, and you want to continue to grow. Where are we at in terms of the growth cycle? You’ve gone from 44 stores; now where you at?

 

Karen Flavelle:

We were over 82 stores in 2017-2018 and we’re about the same now. There were a few stores that we closed during COVID and then other ones that we’ve opened up. So, we’re now in Winnipeg and Saskatoon and a few other suburbs of Calgary and Edmonton and Prince George. So, we’ve expanded into some smaller markets and then this year expanding again into some smaller markets, that seems to be the main opportunity and continuing to grow Ontario. So, it’s doing much better now.

It was interesting during COVID because Ontario was much stricter than BC. So, we all had the four-month closure of COVID, which was a nightmare, of course. But it was a nightmare and a blessing. The nightmare part was about 10 days before the end of the month – what are we going to say to the landlords this time? How far can we push? What are we going to accept and what are we not going to accept? And it was like a new negotiation every single month. So, that part was hard. Closing the stores and initially thinking that it’d be about two weeks and we paid all our staff and then realizing it wasn’t going to be two weeks and how do we handle that. But when we closed the stores, we emptied the stores of all of the chocolate. And we did that in Ontario as well. And then in BC, there was really just the one closure and then we went back, then in Ontario, there was a second one. At one point, the landlords, when we were opening up for the second time, they said, what’s with you guys? How come you’re not open already? And we said, “Well, because we didn’t just leave everything there. We took everything out and now we’re starting from scratch.” And it seems as though the customers noticed that too, that they noticed when they walked by our competitor, there was still chocolate in the stores, even though they were closed for weeks and weeks. So, we noticed a real bump after that. So that pushed us to a new level, which is great. And then I think it’s just such a traditional gift that, as the generations turn over, that’s also where our momentum in Ontario is. Because we’ve been there close to 20 years, that’s essentially one person who was a child who went, got an ice cream bar after soccer and then maybe got some chocolates at Christmas, they’ll come back to Purdys again as adults.

 

Jason Boudreau:

It is me! I think I shared with you that my first Purdys experience was at Richmond Center getting an ice cream bar. And I’ll never forget it. And every time I go, it takes me right back to being a kid.

 

Karen Flavelle:

It’s a wonderful parent/child memory together. So, part of growing to the level we are in BC, in Ontario as well, is those traditions and becoming the fabric of people’s family lives and relationships.

 

Jason Boudreau:

If we look at the business today and then we look at you and obviously your family, and you and Jamie have grown kids, and this is a family business that obviously you took over. Has there been conversations within the family that you’re thinking about how you now move this legacy forward? I’m sure that there are and just given sort of the life stage of everybody, maybe can share about some of that experience that you’ve had.

 

Karen Flavelle:

So quite a long time ago, the kids had been in high school, I borrowed most of a document from that same Scranton, PA colleague. The document being a family employment guideline. But I changed a couple of things. I said, as he had, you have to go to university and then his was you have to work two years outside mine was, you have to work 10 years.

And the reason for that was because I had worked 12 1/2 years outside before I joined the business, and I felt it was important that whoever came in understood what I called the sandwich manager. Meaning you were the leader of a team, and you report to someone. So, you have to keep your boss happy but also you have to keep a team happy, inspired and motivated. So, all three kids went to university. And our youngest one was a geoengineer who graduated during 2016, which was not a good year for mining and getting into that field. And so, he joined PwC management consulting. And then when COVID hit, he happened to be in Vancouver and I was also struggling. As I said maybe earlier, finance and accounting is not my strength. I’m more a marketing person. So now I’m trying to figure out with this very lumpy revenue that we have and buildup of inventory. What does this mean for cash flow? We have all our stores closed. What does this mean for cash flow? And my CFO at the time was giving me large spreadsheets of information and I’d learned from one of my board members -I had a board for four years- and the one who was the finance representative said to me, “Karen, you need to have info, insight, initiative.” And so, I was thinking, “Okay, I’m getting lots of info. Where’s the insight?” My CFO wasn’t understanding what I meant. And then Jamie said, “Well, Scott, why don’t you just go and help your mom for a few days.” So, he came in and he it all in one chart that gave the insight, told the story, and then I felt like, okay, I’ve got it. We’re good for now. Here’s where we need to be concerned. If things don’t change. But I understand where we’re at.

 

Jason Boudreau:

So cool.

 

Karen Flavelle

Yes, very cool. And then he ended up staying, and it was a tumultuous time. I said earlier, COVID was a nightmare and a blessing. The nightmare part was the landlord part and I have to say, Cadillac Fairview, much as we’ve had other challenges with them over time, they were great in working with their retailers through COVID and they kind of led the way for other landlords, so they deserve a shout out about that.

The blessing was that we didn’t have a good structure heading into COVID. We had managers reporting to Vice Presidents. We didn’t have a middle layer that we should have had and we had some roles that I didn’t think should be VP roles, but they’d become that. And then how do you change that when you have incumbents in the role? That’s really difficult, and it isn’t anything about the incumbent, it’s more about not having the right structure. And I was kind of thinking, it would be great to have one person responsible for the whole thing, because then there’s one vision of the whole thing. Then our CFO decided to leave and a lot of people left, but it gave us the opportunity to make two of those positions Director positions instead of VP, which was a much better structure. And also elevate to another position so that we ended up with three Directors. And then we recruited a new CFO and IT Director. But in the interim, Scott, my son, took over IT because there was no one, so it was fantastic for him to have that opportunity and for Purdys to have him do it. And he did a great job of restructuring it because the previous person had 17 people reporting to her, which doesn’t tend to be a good structure. It was kind of interesting, we’d hired a family advisor 5 1/2 years ago, and so when I was looking for the CFO, she said, “I know someone who could be good. In fact, I know two people.” So, I interviewed the two and it seemed pretty clear that one of them was actually more president, which I also was looking for. So, the two of them who didn’t know each other, joined around the same time and have just been fantastic.

 

Jason Boudreau:

And she obviously knew you probably more personally and at the family level and how you operate, how you think, and that can really help determine a good fit as a person, not just in a role.

 

Karen Flavelle:

Yes. And she’d worked with the CFO at a company she’d previously been involved with. She knew of the other person through her husband and his part in the business. So that worked out extraordinarily well. And the three of them, the CFO, President and my son worked together super well. Before Scott even joined, my chair of the board at the time had met him at a board dinner before and said, “Wow, you think he’s 40. You have to remind yourself he’s 26” and he’s now just turn 30. But he has a number of great skills, like being able to just see have a whole lot of information and then pull out the key poignant parts is one of his skills, which is a fantastic skill for anybody to have much more numeric than I am, which is also fabulous. And then our CFO’s done a great job of understanding the operations, and when to pushing back. Which not all CFO’s will do. And understanding what an owner is looking for, I think that was the thing that was missing before too.

 

Jason Boudreau:

Kind of sounds like the dream team here.

 

Karen Flavelle:

It is. And then Lawrence, our president is also a CA. So, we have a lot of strengths on that. But what he’s great at, is being a servant leader. So, great at motivating people. People have said this is the best Purdys has been ever so, it’s pretty great.

 

Jason Boudreau:

So, as we’re closing out the conversation, we’ve talked about Purdys continuing to capture the hearts of their customers, where do you take that into the future with this dream team setup, where do you see for Purdys over the next decade?

 

Karen Flavelle:

One of the things Scott and I did was a principles document, because when I put the board in place, what I was hoping for was that they would help me create governance. And I realized actually, no, that’s not who creates governance, I need to create that. And Scott was very helpful in the early days of COVID with that principles document. So that is all the things that need to stay the same. We will be purple. We will always be top quality. Why would you go down the street to a special stop shop if it’s not special? It needs to be special and a number of things like that. So, some core things need to stay the same and then growth is a little challenging right now. Do we go to the Maritimes, which is a much farther distance, both in terms of shipping and overseeing supervising. So that’s one we’re kind of figuring out. And, for me, that’s their job. My job is ensuring a very smooth family transition. We definitely see Purdys staying part of our family and Scott is on a journey to be the leader of having that happen. So, we’re super excited about that.

 

Jason Boudreau:

Karen, if you can share about philanthropy as a family philosophy, how it’s evolved over time, and then what your vision for the future is and share with listeners, what are those key philosophies or principles as you mentioned that govern that that side of things for you?

 

Karen Flavelle:

I think the first thing about philanthropy is to do what you’re passionate about and where you want to give back. My father and Eric were passionate about music. A lot of Purdys’ giving was to Symphony and chamber music and chamber choir. And I started to tell them pretty early on, “Just to let you know, I’ll be shifting things because my passion is actually helping kids that don’t have the opportunity that I’ve had”. And so that was that’s remained kind of a core basic, the area that I’m most interested in, but I also didn’t want to suddenly cut off the tap for these other organizations that had depended on Charles and Eric for a long time.

It also was super important to us that; where do we get chocolate? We get chocolate from cocoa growing communities. That are subsistence farming in a lot of cases. What can we do to help that? And the first step was in 2007, getting involved with the World Cocoa Foundation and then doing more on our own through wind rock. But then we really wanted to be able to say not just help these cocoa communities, but also every chocolate you put in your mouth is from sustainable cocoa. And so that’s what we move to now.

Then there’s the Purdys side and the Flavell family side and the Purdys side is; purple partners, multiple pillars… So BIPOC communities, women’s empowerment, children and youth facing vulnerabilities, which is what I spoke about a minute ago and the LGBTQ community. So that’s kind of Purdys’ pillars and then I’ve been a donator for a long time, but probably the first one that I started to make more substantial contribution to was “Take a Hike.” So again, it’s children with vulnerabilities and Dress For Success is helping mothers who are trying to go from welfare and poverty and on the street to a job and helping them look good and how to go to an interview. But it’s helping the children, because your mother needs to be able to take care of you. And then our biggest so far has been to BC Children’s Hospital, where we’ve named a park and the thought was the park is somewhere where the child who’s in the hospital, and not able to do normal things, can be a normal kid outside in their wheelchair or whatever. But their siblings can be there, and their parents can be there and in an outside environment because our family is so outdoorsy.

 

Jason Boudreau:

if you were thinking about a conversation, you were going to have, let’s say, with your kids, I’m sure you have these conversations ongoing, but your kids or other young people, what would you share with them about? I know you mentioned about picking what you’re passionate about and focusing on It. Is there an approach to take with philanthropy makes it sustainable or there are there approaches that you think work really well that you would share with younger people beyond just pick what resonates with you or pick what’s close to you, but how do they make giving back part of their fabric?

 

Karen Flavelle:

To whom much is given, much is expected. So, it’s kind of that philosophy of we’ve been very fortunate. And so, I don’t really want to say duty or obligation because it needs to come from the heart and should be something that you want to do. So, it’s really just a philosophy of that’s part of what we do and encouraging them to be part of those kinds of opportunities and in the way that they want to do it. And of course, it’s not just money, it’s also time. So being part of things with volunteerism and that kind of thing.

 

Jason Boudreau:

Well, Karen, thank you so much for being here today. It’s been a wonderful conversation. Really appreciate you taking the time. I’d offer you a box of chocolates to say thank you, but that might be a little redundant in your world. But again, just really appreciate you being here and sharing the very cool story of Purdys chocolates and we look forward to seeing what the future holds and I look forward to continuing to be a loyal customer and you capture my heart every time I’m in there, whether I’m just an impulse buyer, which is most of the time for me, or of course, in the holidays. So, thanks again for being here.

 

Karen Flavelle:

Thank you. Thanks very much for having me. It was a great conversation.

#24 The Power of Resilience and a Competitive Mindset with Andrew Ladd

Friday, July 26th, 2024

In this episode of the Polestar Podcast by VELA Wealth, former NHL player, Andrew Ladd, discusses his transition from professional athlete to performance coach. Andrew shares details about his early introduction to hockey, the challenges he faced on his way to the NHL, and the triumphs, including being part of the team that won a Stanley Cup in his first year.

Despite setbacks, Andrew persevered, overcoming serious injuries, and ultimately started the Ladd Foundation which focuses on helping young athletes prioritize mental health and find their voice in hockey. The primary initiative of the Ladd Foundation is 1616 which Andrew co-founded with his wife, Brandy, to support young athletes through sharing stories of veteran NHL players’ experiences and providing mindset training and resilience.

Andrew’s experiences and insights make for an inspiring and impactful listen for anyone interested in the intersection of sports, mental health, and personal development.

 

 

Podcast Highlights:

  • Listen to Andrew Ladd, a former NHL player and current performance coach, talk about his journey from childhood to the NHL.
  • Discover how his competitive nature and ambition to win played a crucial part in his NHL success and continue to be one of the pillars that drives him forward to success today.
  • Learn about his personal experience with injury and mental health struggles and how he overcame them while simultaneously making a difference for others in the sport.
  • Andrew shares the impact the 1616 program has on young athletes and the impact it’s had on hundreds of teams.
  • Discover how to overcome adversity, discomfort, and challenges with helpful performance advice.

 

About the Guest – Andrew Ladd

Andrew Ladd is a coach at Novus Global, bringing a wealth of experience and a genuine passion for unlocking the full potential of athletes both on and off the ice. As a retired professional hockey player and two-time Stanley Cup champion, his career serves as a testament to his deep understanding of the game and the resilience required for success.

Beyond his achievements in the hockey world, Andrew, alongside his wife Brandy, co-founded the Ladd Foundation and 1616, a holistic mental, physical, and social well-being experience tailored for youth hockey teams. This innovative initiative aims to foster healthy development among young athletes, emphasizing not only their skills on the ice but also their mental and social growth.

Andrew’s journey from a successful playing career to coaching and philanthropy showcases his multifaceted approach to life. His leadership extends beyond the rink, leaving a lasting legacy in the world of hockey and making a positive impact on the lives of athletes through his coaching, foundation, and community initiatives.

 

About the Host – Kevin Parton

Kevin Parton, CFP professional, specializes in personal and business financial planning, tax reduction, and estate planning. Kevin diligently concentrates on client education as a powerful strategy for building financial certainty. As no financial situation is the same, Kevin and his team monitor clients’ plans and implement personalized strategies to reduce their personal and corporate taxes, and protect their income, assets, and loved ones against the financial consequences of a serious illness, injury or death, ensuring clients maintain financial certainty and peace of mind. To read more, please visit the VELA team page.

 

The episode is also available on:

  

  

 

 

#23 Q2 2024 Market Outlook with Keith Allan

Tuesday, July 9th, 2024

Join Kevin Parton, Partner and Senior Advisor at VELA Wealth, as he sits down with market Keith Allan, Portfolio Manager at Harness Investment Management, to dissect the financial landscape of Q2 2024. Tune in for expert analysis, strategic advice, and a look ahead at what the next quarter might bring.

 


 

This episode covers:

  • Market Movements – A deep dive into the S&P 500’s performance, Canadian market trends, and the continued dominance of tech stocks.
  • Interest Rates – Insights into Canada’s recent rate cut, its impact on fixed income markets, and comparisons with the US Federal Reserve’s stance.
  • Investment Strategies – The role of cash as an asset class, private and alternative asset performance, and strategic adjustments in portfolios.
  • Q3 Expectations – What to expect in the typically calm summer months and the anticipated market activities post-Labor Day.

 

About the Guest – Keith Allan

Keith Allan is a Portfolio Manager with Harness Investment Management. Harness has engaged in a strategic partnership with VELA Wealth and provides discretionary portfolio management for many of VELA’s clients. With more than 15 years of buy-side investment management experience, Keith brings a wealth of knowledge and experience to provide insight and guidance to clients regarding their investment portfolios. At Harness, Keith is responsible for developing and maintaining investment portfolios for VELA clients.  To learn more, please visit Harness Investment Management team page.

 

About the Host – Kevin Parton

Kevin Parton, CFP professional, specializes in personal and business financial planning, tax reduction, and estate planning. Kevin is diligently concentrating on client education as a powerful strategy for building financial certainty. As no financial situation is the same, Kevin and his team monitor clients’ plans and implement personalized strategies to reduce their personal and corporate taxes, and protect their income, assets, and loved ones against the financial consequences of a serious illness, injury or death, ensuring clients maintain financial certainty and peace of mind. To read more, please visit the VELA team page.

 

The episode is also available on:

  

  

 

Disclaimer

The information provided in the podcast transcript is designed for general informational purposes only and is not intended to provide specific advice or recommendations for any individual or on any specific security or investment product.

#22 Finding Purpose and Creating a Positive Impact with Jonny Imerman

Friday, June 7th, 2024

In this episode of the Polestar Podcast by VELA Wealth, Jonny Imerman speaks with Kevin Parton about his journey with fighting cancer at 26 and how this battle has brought him to where he is today. They talked about Imerman Angels’ impact on the cancer community with their one-on-one free community support system that ensures nobody goes through cancer alone. They also discussed the incredible journey of CLŌZTALK, a B-Corp Certified T-shirt company co-founded by Jonny, specifically designed to help non-profit organizations grow by making comfortable ethically made shirts.

 

 

Podcast Highlights:

  • The inspiring journey of Jonny Imerman, fighting and beating cancer and co-founding Imerman Angels to help the cancer community with ongoing support.
  • The impact of Imerman Angels and how it’s helped approximately 38,000 people through their cancer journeys.
  • Dive into the creation of CLŌZTALK; a B-Corp-certified T-shirt company Jonny co-founded with his brother Jeff, with the mission to help more nonprofit organizations share their message through meaningful and ethical T-shirts.
  • Celebrating CLŌZTALK’s achievement of helping nearly 500 nonprofits get noticed.
  • Jonny shares his advice on starting and building meaningful businesses and initiatives with passion at the center for ultimate success.

 

About the Guest – Jonny Imerman

Jonny Imerman fought testicular cancer for 2 years in the Detroit area in his 20’s. He had a loving family and friends, but he never met another young adult who beat the same cancer. Jonny and a group of like-minded advocates and supporters co-founded Imerman Angels in 2006, a nonprofit that introduces someone fighting cancer to another person who fought the same cancer. Since 2006, Imerman Angels has made over 34,000 matches in more than 110 countries and facilitated endless honest conversations about living with cancer.
In 2017, Jonny Imerman and his brother Jeff Imerman co-founded CLOZTALK to raise brand awareness for great nonprofits. CLOZTALK is an online clothing and apparel company that produces and sells high-quality, made-on-demand, charity-branded apparel for nonprofit causes at CLOZTALK.com. Reach out to Jonny through his LinkedIn page.

 

About the Host – Kevin Parson

Kevin Parton, CFP professional, specializes in personal and business financial planning, tax reduction, and estate planning. Kevin diligently concentrates on client education as a powerful strategy for building financial certainty. As no financial situation is the same, Kevin and his team monitor clients’ plans and implement personalized strategies to reduce their personal and corporate taxes, and protect their income, assets, and loved ones against the financial consequences of a serious illness, injury or death, ensuring clients maintain financial certainty and peace of mind. To read more, please visit the VELA team page.

 

The episode is also available on:

  

  

 

 

The Podcast Transcript:

 

Kevin Parton:

Hello, I’m Kevin Parton and I’m here on the Polestar Podcast with the wonderful Jonny Imerman. How are you doing today?

 

Jonny Imerman:

Hi buddy. I was going to say you’re wonderful! I think you’re more wonderful than I am. Great to see you.  I love that you’re rocking the Imerman Angels’ T-shirt. Thank you, sir, we appreciate the love.

 

Kevin Parton:

We don’t record the videos here, just the audio. But I wore my Imerman Angel’s shirt to represent you and the organization. And I see you’ve got the CLŌZTALK T-shirt on! I know you walk around with that shirt on all the time.

I’d love the opportunity to share with our listeners a little bit about you. I’m going to try to do you some justice.

You and I met at the Summit event in California several years ago, you were a highlight of that trip, you were the center of everybody. I think you connected me with 100 other people, and it seems that that’s the impact you have on the lives of people around you and speaks volumes about who you are.

But back to your story. You started, at least as far as I know, all the way back when you were 26. You’ve got a foundation that you’ve built up, which is phenomenal. You’ve got a subsequent not-for-profit organization called CLŌZTALK, and that’s been your journey for years. There are so many more pieces in there that I want to get to, but I’m going to turn it over to you because it was great hearing the story from you. Tell me a little bit about yourself. Tell our listeners who are you. What is Imerman Angels? How did this all come to be?

 

Jonny Imerman:

Well, Kevin, you’re one of those great energy guys, it was a pleasure seeing you [at the conference]. We’re similar in that we love people and we’re inspired by what makes people tick and what makes them go. I mean, what’s more exciting than human beings that are alive? I think you and I both loved that event. It was like an idea festival, as I like to call it. But there are so many ideas and visionary people there, and it was just fun connecting with you and seeing all these other people and how everybody connects.

Our quick background is: that life takes crazy turns, and you sort of have to learn and do something with it that’s positive. That’s part of the goal. I was diagnosed with cancer at 26 in the Detroit area. I grew up 20 minutes from Canada, in Detroit, we’re right over the border. So even though I live in New York now, I have to come back to my core from time to time, which is a much calmer vibe. You were in New York not too long ago and you know that we got to escape because we need more of that good Detroit or Canadian vibes.

 

Kevin Parton:

And you were just in Vancouver!

 

Jonny Imerman:

Just in Vancouver, at the B-Corp conference at the Convention Center, it was incredible. So many good people and a lot of speakers were local Vancouver people, which was really cool. One of my favorites was the presentation by Sonia Strobel, Co-founder & CEO of Skipper Otto. She was incredible and she created an amazing B-Corp in Vancouver.

But my quick back story on how I got involved in social impact was that I got diagnosed with pretty advanced cancer at 26, and I went through chemo and surgeries. At the end of it, I thought, what’s the positive here? What’s the meaning? What’s the purpose?

A group of young survivors and I met randomly at the hospital, as we were all finishing our treatments. And we realized the positive was our story. We know a journey that we didn’t know before. We should be giving this back to somebody. Going through the same thing, and we should be a Big Brother or a Big Sister. We were scared, but now we’re on the other side of it! We know more. So, we created this thing, Imerman Angels, which you are beautifully representing today. I appreciate you, Kevin.

So, anyone, anywhere on the planet, any age, any cancer, any stage level, anyone living touched by cancer, we can introduce you to another person who’s had a similar journey and fought the same cancer, and let you know that hope it’s on the other end of it. Or reassure you that they’re thriving for 10-15 years with it because maybe it’s incurable. That’s okay too. But if you’re doing okay in 10-15 years, you’re living with the cancer, you still have a voice to be a Big Brother or Big Sister to somebody sick.

So, that’s the goal. It’s a one-on-one buddy system. No one fights cancer alone. There’s a survivor out there to help every person that’s sick with the same thing today, we just needed a system. A nonprofit that’s called Imerman Angels to match them up. So, everybody’s connected to somebody who’s been there. It’s always free.

Even if language is a problem, we have people who are interpreters who can help with interpretation. But we do have survivors in Switzerland who speak 7 languages. We always find a way to make sure people can connect and communicate.

 

Kevin Parton:

That’s awesome. I love that it’s grown over time and this has been your life’s work and continues to be. But where it is today, I was looking on your website, there are more than 38,000 people [about twice the seating capacity of Madison Square Garden] that have had a diagnosis and have been paired with someone who could advocate for them or speak with them. That doesn’t happen overnight and most certainly isn’t how it started. So, I’d love to hear that story, so what you had said, there were four of you who had got this idea of “how do we give back?”. Can you talk a little about the journey of taking that idea and turning it into what Imerman Angels is today?

 

Jonny Imerman:

Absolutely, Kevin. It’s always a team and I think anyone who’s a Co-Founder who says, “I built this”, well it’s never only one person. So, it was a group of us, and we were all in the hospital, and we all realized that every one of our stories if matched to the right person at the right time, could move a mountain for them emotionally. So, we all banded together, and we thought, let’s just keep recruiting survivors, and then it became this community of thinking, let’s get more survivors in this state, the next state, in Canada, in Europe, wherever. And we just started to snowball, saying “Hey, here’s what we’re doing, if you know any survivors, they should be in the network. They can be an Angel with Imerman Angels.” And the snowball just kept growing, and so now we’re a community of over 14,000 cancer survivors worldwide, and we have thousands of people over the years that we’ve matched. But the goal is that no one goes through cancer unaware. The goal is that people are aware that programs like this are free and that there are survivors out there who really want to help them.

 

Kevin Parton:

That’s beautiful. One of the things you said is a realization that no matter the support network that you often have, it can still feel very much like a lonely experience because if you’re not talking to someone who’s walked that walk before, even if the intentions are great, it’s a different feeling. I’m sure that makes it even more conflicting to try and have a conversation with someone who’s supporting you as family and say, “I still feel alone”. So, you’d look to fill that gap there for people. It is amazing.

One thing that I’m curious about is regarding the actual structural organization itself. How does it scale? You started as four people, and now you’re all over the world. How did you take it from level to level? I would imagine like any organization you have to have tiers of people and communication and technology. Were you prepared for all of that? Was it “fake it until you make it”, learn as you go? What has that journey been in allowing it to expand with the demand?

 

Jonny Imerman:

We’re still faking it until we make it. I feel like you just keep trying things and see what works. I think most entrepreneurs feel that way. When things work, you just keep going with it. But we learned at an early day though, Kevin, that if this person, for example, Amy in Michigan has stage 3 cervical cancer, and there is a woman in Toronto named Susie has beat Stage 3 cervical – if you put them in the same room, we knew the connection would be immediate. And both sides usually would reach back to us and say “Thank you, what a great introduction. Suzie’s incredible, her story was motivating. I know I can beat this. I know what’s coming.” And then Susie says, “Oh my gosh. I talked to Amy for two hours last night. What a similar story we have. It was great to be able to share what I know to help her. I feel so much better about myself.” And the takeaway is, that everybody benefits. It’s a mutually beneficial thing.

So, we held on to that. That was the only thing we knew when we made these intros. The feedback loop was short, and they would tell you how much it helped them, Kevin. So, we thought let’s just keep doing it. Since then, it’s kind of been faking it till we make it.  Just keep building a structure.

We’ve gone through four different iterations of migrations of our tech system and we’re constantly updating the tech. Right now, we use Salesforce, and it works really well. I don’t think we’re going to have to do it again, but you never know. I’ve learned after doing four migrations that anything is possible.

We keep doing it, growing and recruiting volunteers, survivors, board members, and supporters – great people like you, who wear the T-shirt and talk about us, we know we help more people because of people like you. This way we try to keep touching as many people as we can, raising awareness, and then when things could be better, we’ll just keep trying to fix the system. But you know, it’s always hard. We always make mistakes. We hired a CEO who runs it, that’s a lot smarter than I am. Thank God! She is great.

And I’m still involved every day to some degree, I do a lot of external stuff. But the team really is running the day-to-day operations, and if you really care enough about the mission, you hire the best people who can make the most matches, quality matches, that are best for people. That’s really what it’s all about.

 

Kevin Parton:

Which is a very valid point. I spoke with someone the other day who talked about having worked themselves out of their position. They had a start-up, scaled it, and then recognized that their skill set didn’t take them beyond that. So, to what you just said there, that’s my next question. What exactly is your role now? What do you spend your time doing to represent the foundation?

 

Jonny Imerman:

Thanks for asking. Today it’s about mentoring people, which is why we started. I love talking to other younger guys going through testicular cancer or other cancers. I have one guy here in New York who has a totally different cancer. But we’re friends of friends and we just bonded, and he can get a mentor with Imerman Angels. I’m still going to talk to him, we became buddies quickly. So being that Big Brother is probably my favorite part of what we do. Also, as a board member on the team I am helping with advice, and helping open doors. I’m going down to Virginia in a little bit to do a speech at a group called Sentara Health. They have a group of hospitals all through Virginia and North Carolina, so I’ll take trips and I’ll do external work. The goal is to spread the word to the hospitals or give speeches to a company that really wants to have us in their system to be able to send employees when they get diagnosed. Anyone that wants to know more about what we do; I do external stuff like that. Then I flip them to the team and let them manage the operations of everything. So, it’s part-time and a lot of my time is now spent on the CLŌZTALK. We have about 500 nonprofits that we’re passionate about making their T-shirts like the one you’re wearing and making them cooler. And that’s what we do.

That’s why I was in Vancouver for the B-Corp conference last week. We learned with Imerman Angels is if people are talking about you, if you can bring up in the conversation a mission, an important nonprofit, it’s going to grow. Whoever’s listening, they’re going to know someone who needs it. So, maybe they want to be a donor, maybe they want to volunteer. But if people are talking about a nonprofit, they’re winning, and that’s our goal. Is just to create conversations about nonprofits through cooler logo apparel.

 

Kevin Parton:

Very interesting point. I remember when you were telling me about CLŌZTALK, one of the things you mentioned is there are a lot of organizations out there who will have shirts, but they’re not made well.  I can tell you, having spent a ton of time volunteering last year for the Alzheimer’s Society, I did a big campaign for the Leukemia & Lymphoma Society, I’ve done charity runs, I had a closet full of the starchy cotton shirts that, of course, mean well, but I wouldn’t wear them outside of volunteering and I wear this Imerman Angel shirt all over the place because it’s so comfortable and it’s just that little gap, right? Go a little bit of the extra mile and make it something nice. To your point, now you’ve got people wandering around advertising something they’re proud of, and you can merge those two. People love wearing good, comfy clothes and they love to have something that they represent. Well, if you can merge them, what better fashion statement could it be? Instead of having a name brand or something else, you’ve got that not-for-profit organization, that you’re passionate about, that you can walk around representing.

 

Jonny Imerman:

You’re exactly right, KP. We’re going to wear clothes anyway; you’re going to the gym anyway. You can wear a plain shirt, or you can wear a logo for something bigger, that matters, helps other people, saves the next animal, or helps someone with cancer. There are so many ways to use this as a tool for good versus just wearing it.

In addition, I would say, we’re a B-Corp. So, our whole mission is to be more sustainable and more eco-conscious. So, making the T-shirt with four recycled water bottles in every shirt, a long-sleeved shirt, and a tank top, it’s not perfect, but it’s greener than a lot of the other stuff out there.

 

Kevin Parton:

So, let’s go back a little bit. What was the pivot that happened? You’re building Imerman Angels. Where did that idea come from of CLŌZTALK and how did that start?

 

Jonny Imerman:

It happened right from our nonprofit. We thought we had to get the word out for Imerman Angels to recruit more survivors. We wanted to raise awareness that “we’re here, survivors join us!”, because we needed survivors first, to get them plugged in to help somebody sick with cancer. You don’t want people who are sick with cancer coming to Imerman Angels and saying, “Do you know a survivor like me?” and respond with, “Well, we only have seven. We don’t have one like you.” So, we had to recruit first.

So that was our strategy. We were in Chicago at the time, I was there for about 15 years. The whole team and I came up with this idea: let’s make our T-shirts cooler so people are proud to wear them. They’re nice and comfortable, people wear them at the gym, at a Cubs game, walking their dog in the city, a city like Vancouver is great for it. I love that you wear it all the time, dense urban centers are the best because most people see it and then some people ask, and I think Canadians and people in the South in the US are the best, maybe the West Coast too, because they tend to ask, they’re just friendlier.

New York is a great city and I do love it, but a lot of people have their heads down, you know. So, it’s not as much. It’s a little harder here, no doubt about it. But the goal is to get people to talk about it. And that’s what we notice with Imerman Angles. If our friends wore them and people asked about it, all of a sudden, people were joining us and helping us, and survivors were finding us. Everything just started to roll. If we could get our friends to wear the T-shirt, then we said, let’s do this for all nonprofits. And we have about 500 nonprofits total that we partner with. They’re all US-based now, but one day we, of course, want to be in other countries like Canada and Europe and so forth.

 

Kevin Parton:

That’s where this conversation started, at least around the shirts, is I was looking to get some great comfy Leukemia & Lymphoma Society of Canada shirts, and you’re not in Canada yet, so I got an Imerman Angels shirt.

Where is the future for CLŌZTALK? We talk about big visions and missions. What do the next 10 years look like in your mind for CLŌZTALK and where it grow?

 

Jonny Imerman:

We’d love to be worldwide. We would love to have nonprofits everywhere to be able to have a page with us that doesn’t cost them any money. We don’t require them to spend money or do anything. Most of them see this as value. So, they take our page that we build for them, our designs, and the whole system of making them on demand and drop-shipping. But it’s up to them how they want to promote it when they want to promote it. We realize every nonprofit is different and we never want to be pushy with how they do it, but we do believe if they see the value in getting their logo on more ambassadors and more bodies, their awareness is going to grow, and their impact is going to grow.

 

Kevin Parton:

How do you do that? How are you finding success? You’ve got 500 organizations. That’s no small feat, but how do you then expand outside of the US and start to get more global reach?

 

Jonny Imerman:

We’ve had some Canadian companies reach out to us, which is great. But I think a lot of it is going to be us reaching out to them saying, “Hey, we’re able to be in Canada now, we’re able to be in Europe now. We can build you a page.” We’re going to have a lot to figure out on our end because of logistics and shipping internationally. There are more costs on that because we shipped from Milwaukee, WI, which is very close to Canada, and that’s where everything comes out of and it’s made on demand.

And then there’s the vetting process. We are very clear on our website that every one of our nonprofits is a vetted 501(C), so they’re all in good standing with the government. And every country has different levels of what you need to be a registered nonprofit. So, we’re going to have to figure out how all that works. We want people to come to our site and trust that any nonprofit they find on CLŌZTALK is going to be vetted and legitimate and the money is going to the right place and that it follows the traditional norms of nonprofits and that it’s not anything that they’re going to regret supporting. We want people to trust every brand and nonprofit that’s on our site.

 

Kevin Parton:

All right. Well, I mean, Imerman Angels is great, and I love hearing that story, and we’ll get back to that in a minute. And CLŌZTALK is awesome, but I do want to focus on you a little bit and hear more about your journey. So, at 26 years old, to have a diagnosis, a serious one, and to go through two years of treatment, I think it’s safe to say that changed the trajectory of your life.

 

Jonny Imerman:

It really did change me in every way. Like I quit my corporate job. I used to work in commercial real estate in Detroit. I moved from Detroit to Chicago. I was there for 15 years, I’m so glad I did. It was an incredible journey there, I started something I never thought I would. Never thought I’d be a co-founder of an organization; I would have been too scared to do anything like this. But then you go through cancer and you’re like, wait, I could die. Or I could start this, and I still won’t die. Even if it fails. It’s not that bad. Everything seemed in perspective to be not that scary anymore. I think it’s very common for young adults who go through cancer, or any trauma, it can be a lot of different traumas. But your tolerance for risk and doing what you love really changes. They both go up a lot. People can do what they love because they realize life is not forever. You’re able to tolerate more risk because I’m not going to die if this whole idea turns out to be a dream that just can’t really work. And so, I changed a lot. I was also dating someone for a while. We broke up. Great girl. She’s now married, lives in Detroit, and has three kids. But, you know, it wasn’t the right girl.

Everything sort of became clear in my mind what I wanted out of life at that time, and I think a lot of us as young adult survivors, feel if you go through it younger, it’s actually better because you have more of your life to live differently and enlightened. At least we feel we have more percent of our life to live a little more grateful.

 

Kevin Parton:

I’m kind of glad you used the term better because I was going to ask if there’s a silver lining in it. You talked about realizing there’s nothing as grave as death and so you can be a founder, you can start something. There are many people who don’t have a cancer diagnosis, who don’t have a near-death experience and who live their lives in perpetual fear of whatever the biggest thing is that could happen to them, relatively speaking. So, when you said it’s better that it happened younger, and well, you’ve had almost half your life now, which still baffles me. If anyone looks you up and sees how good you look, they’ll realize that what you’ve done for your body since 26 years old, is astounding. You look younger than me and have more energy than five of me.

 

Jonny Imerman:

No, listen, you’re taller, faster, and stronger. Have better hair than I do!

 

Kevin Parton:

So, what would the lesson be to take away from you? And I won’t put words in your mouth but having gone through this diagnosis and the experience you’ve had for the last 20 years, talking to anybody who’s maybe feeling stuck or is fearful of making a decision because that’s too scary for them at this point in their life. What would you tell them?

 

Jonny Imerman:

One of my favorite words to answer this question, Kevin, is the word: Connect. I think you just got to connect when you’re going through life’s hard times. Connect with other people who are further down the road, maybe a mentor, other founders, or other creators, and learn what they’re about. Explore what that’s like and meet other people that have been through similar traumas or journeys, but that are just further along. I’m such a believer in the power of humans connecting where everybody benefits. Because at some points in life, when we were younger for example, we were mentees, we needed to learn and there are people further along that we connect with to figure out our trail.

As you get older, you realize being the mentor feels equally as good, maybe even better in some situations. Where you can give knowledge back and steer the younger or newer people to something better. And so, when you’re in doubt or there’s a trauma, or you’re considering making a big life change, I think it’s all about having conversations and connecting with other similar people who’ve had similar journeys and learning from them.

And a lot of the time doing this gives you the courage if you want to be a co-founder, or whatever it is you want to pursue. It sometimes gives you courage to know that can be done and you realize “Whoa, look at all these other people, look what they’ve built. Maybe this is possible?”

I was definitely scared when we started Imerman Angels and I was scared years again when I co-founded CLŌZTALK because I thought, it was scary again and I had to get myself back in a mindset that in some ways I’d forgotten. And I realized when I was sick, I wasn’t scared. But that fear of starting something new can still creep back in over all the years just because you’re separated from it. It had been 22 years since 2001 when I was diagnosed. Being a Co-Founder I think is scary, at least for me it is. But I’m so glad I’m doing it. It’s not for everyone, it’s scary. There are some people out there that love that risk right away. But I think the goal in life is if you’re able to do what you love and overcome your fears, that’s the greatest life because you get to wake up every day and do what you want to be doing. I think life is too short to live in other ways unless you have to for other reasons, but I try not to live that life.

 

Kevin Parton:

You’re right. and that advice seems so much more impactful coming from someone who’s had a serious cancer diagnosis like you’ve had. That internal dialogue with yourself of “What if this is it?” and then you made the choice to start two separate organizations and now you travel the world, you see so many things, and that advice of do what you love and follow that passion is so important. And you’re a living example, you did two things that maybe you weren’t phenomenal at the beginning…

 

Jonny Imerman:

I’m still pretty bad at it. I found a good team. That’s the key. You have to be bad at some things and own that you’re bad at things sometimes, as a co-founder. I think we are all bad at the beginning because we’ve never done this before, it’s hard.

 

Kevin Parton:

A lot of our listeners are entrepreneurs and are also philanthropic and want to give back or maybe start their own foundation, and you’ve kind of done both. You’ve created a not-for-profit foundation, and you now have another organization. For someone who’s looking to start a start-up or found a company, what’s the biggest takeaway you could give them at that stage of branching out and starting something new?

 

Jonny Imerman:

The number one thing I tell people before you ever try to be a co-founder or build something is you have to pick the right idea. You have to love the idea. I don’t mean for like a week or a month or even 6 months, it should be around a year. You got to think about this idea for about a year and then a year later, two years later, if you’re still passionate about that idea after you’ve looked at other ideas and still feel like “No, I’m coming back to this idea”. That’s how you know that it’s the one for you. Because there are many founders out there, unfortunately, where it’s a flash in the pan, I can be like that. I get too excited about an idea, but two weeks later, you realize I like this other idea better.

It has to be an idea that you are more passionate about than anything else and you have to also understand that you’re going to be working – which is great, again, if you picked the right idea – but you’ll be working seven days a week, all the time. And I’m so impressed with people like you Kevin. I’m single, I don’t have any kids. I’m impressed Kevin, that you’re married, have children, run a company, take care of the family. I mean, I think it’s so hard to do without those things, but for people like you who do that in addition to having a life outside of work, and still get it all done, I give big props. Because when you’re starting something especially, you got to be all in and the ones who can juggle all of it, those are much bigger people than me. I’ve never had to do that part. And you want to be a great dad, involved, you’re still a super healthy guy, and you go to the gym. I mean getting it all in and being a co-founder is tough. You better love the idea because it’s going to be hard to get it all in, but you can do it, again, if you pick the right idea.

 

Kevin Parton:

That’s great advice. It reminds me of the story of how sometimes you feel like your time is fully taken up. The image I have in mind is a glass jar with rocks in it, and you can’t fit any more rocks in it, so you try to pour some sand in, and then you think it’s full and you pour some water in. So, you’re as busy as you are until something else comes along and fills your cup further. I thought I was busy till I had kids, then I thought I was busy until I owned the business. But you just have to grow with it. And what jumps to mind is you must be willing to do whatever it takes. Rarely will you have to do everything that you could conceive of. But if you’re willing to do whatever it takes to make that special thing succeed, and if you’ve got the passion for it, then you’ll be able to take it as far as it needs to go.

 

Jonny Imerman:

How did you know that this business was the right one for you? Was that a quick decision? Did you take your time? How did that whole process happen?

 

Kevin Parton:

It took 14 years to get my feet wet. Where I was working before, there was a little bit of entrepreneurship but not to the extent that I think I learned I loved, but it was still in the finance industry. My passion for finance came from my upbringing and seeing how money is at the epicenter of everyone’s life in different ways. It means different things to different people, and there’s a psychological component to it and it just fascinated me. And there isn’t a ton of education out there about it in the standard avenues. And one of my core values is leadership and another core value is education. So, this profession offers me an opportunity to lead by example, to lead in life, and to educate.

But then to leave where I was before and become a partner in an independent financial wealth management firm and build that, that scratched another itch as well. Because the things that I think are most important in this industry, to the average person, and to business owners; which being one myself makes it easier to help. I can have the largest impact on the environment I am in now. It’s been a labor of love. I need to educate, it’s something that I want to do, and I have been willing to do whatever it takes.

You can talk to my wife about it. We still negotiate when I should be checking emails and replying to things. There isn’t necessarily an off switch. And I walk that line trying to make sure that it’s not to the detriment of my mental health. But when you don’t feel like something is work because it’s the only thing you could see yourself doing, then it just becomes this constant feeling of as long as I’m giving my attention to everything else that’s important; as long as my daughters and I get to connect and I can create a life with them, as long as my wife and I can connect, as long as I get to spend “me time”. Then it doesn’t feel like I’m punching in and punching out of a job. It’s just the ebbs and flows.

So, I think you’re right. Everything is a spectrum and at some points in my day or the week I spend more time with my kids, there are other times when I spend a lot more time doing work-related things, but you have to be passionate for all that to make sense.

 

Jonny Imerman:

That is a great answer and I love how you’ve been at this for 14 years. You’re the perfect example of knowing what you were getting into and making sure it was something you love. You gradually had the buildup and then ultimately made the decisions. That to me is a well-thought business owner where it wasn’t rash because it’s really easy to think, this idea is cool, then two weeks later, you’re jumping for it. And I’ve unfortunately seen too many friends of mine do that and then six or eight months later, they shut down and it’s not because it wasn’t going to work, it’s because they didn’t love it enough.

 

Kevin Parton:

Well, I could talk to you literally forever, and I hope that there’s not nearly as much time in between. I want to end with one question because purpose has come up a lot over the course of this conversation. You may have had more time to think about this, and if not, then Jonny on the spot; when you are gone, what do you hope people remember most about you?

 

Jonny Imerman:

Thanks for the question and I’d love to hear your answer to that too. When I’m gone, I hope that the people served by my friends, my family and the people that co-founded these social impact movements have built. I hope that they continue to get help. To me, that’s what it’s all about. You can take out any one single piece of the wheel, but the wheel keeps turning. Hopefully, these missions with CLŌZTALK and Imerman Angels are so much bigger than any one person, and that’s the goal. And that’s how I hope that I’ll be remembered. Let me ask you the same question. It’s a good question.

 

Kevin Parton:

I’ve done a lot of reflecting on something like this over the last little bit. So maybe it’s unfair that I asked you the question, but six months ago I would have answered that question based on what I wanted people’s opinions of me to be and I heard somebody say something recently where they said, “if they were to be remembered, it was to be unapologetically themselves”. I don’t necessarily know exactly what I’m going to love to do in five, ten, or twenty years, but when I’m gone, if someone was to remember me by saying, “he cared immensely about the things that he cared about, and he was more concerned with pursuing those than making everybody happy”. I think that was that would be a life well.

 

Jonny Imerman:

Well said. It’s just authentic, right, and pure. You’re a good person. Your intentions are pure, Kevin. I can tell in the first 3 minutes we hung out. But you just keep doing you and be unapologetic about it. I think that’s beautiful.

 

Kevin Parton:

Jonny, thank you so much for taking the time to share your story. You’re doing amazing things for people who deserve it so much. Take care and I’ll catch you soon.

 

Jonny Imerman:

You too, keep spreading the love and I’ll be back there in Vancouver soon. L

Take care, brother. Stay well, hug your kids. Thanks, buddy.

 

Kevin Parton:

Thank you. Cheers.

#21 Innovative Legal Solutions with Digby R. Leigh

Friday, May 17th, 2024

In the latest episode of the Polestar Podcast by VELA Wealth, host Jason Boudreau speaks with Digby R. Leigh about the challenges in the current legal system. They explore solutions Digby has initiated that put clients first, providing price certainty by switching away from the standard hourly model and implementing an alternative fee structure.

 

 

Podcast Highlights:

  • The inspiring journey of tenured Lawyer Digby Leigh and his family.
  • Dive into Digby’s remarkable 40+ year legal career and his visionary quest to revolutionize efficiency and pricing structures in the legal industry.
  • The creation of the “Frank Fee” model – a step away from the traditional hourly legal pricing model.
  • How the Frank Fee model has built confidence and transparency for clients that are looking for legal services.
  • The AltFee platform’s evolution and its transformative impact on digital pricing models in the global legal industry.
  • AltFee’s victory in the start-up tech award at the Legal Tech Conference, one of the largest conferences in the United States hosted by the American Bar Association, marks a significant milestone for this innovative idea.

 

About the Guest – Digby R. Leigh

Digby started his 40+ year career at a large downtown Vancouver law firm. When the time was right, he opened his first law firm with his partner in 1992 and then founded Digby Leigh & Co in 2005.

He’s passionate about making things around him a little bit better every day. Life and the practice of law have been varied and exciting for Digby over the last years, but no matter what the issue, Digby brings a practical, cut-to-the-chase, people-oriented approach to any solution. The experience of acting on very significant transactions lends itself to solving any issue.

Digby is focused on building and maintaining relationships as he genuinely enjoys meeting new people and learning about what makes them unique. Learn more about Digby, his work and follow his newsletter Let’s Be Frank on LinkedIn.

 

About the Host – Jason Boudreau

Jason has built VELA Wealth into an established life and estate planning firm, guiding families as they make meaningful choices at the intersection of life and wealth. Jason’s areas of expertise include intergenerational wealth transfer and estate planning with a focus on advanced insurance-based solutions that incorporate philanthropy and legacy planning. Leveraging these specialties, Jason brings a fresh perspective and outside-the-box thinking to the strategic planning process. To read more, please visit the VELA team page.

 

The episode is also available on:

  

  

 

 

 

 

The Podcast Transcript:

 

Jason Boudreau:

Welcome everybody to the Polestar podcast by VELA Wealth. I’m your host, Jason Boudreau, and I’m excited to have a longtime friend and our trusted legal counsel, Digby Leigh, on the call today. Debbie, thanks for being here.

Digby R. Leigh:

My pleasure. Looking forward to it, Jason.

Jason Boudreau:

We go back quite a ways, I guess, 13 years or so.  We met and connected through the UBC football community. I’m excited as today we get to talk about you, your profession, and in particular the experience you’ve had being a lawyer for decades, and how you’ve taken this approach towards the future of the legal profession. What I’m hoping we could start with, Dig, is you taking us back from when you sort of had this “aha” moment about the legal industry itself and what led you to get to where you are today with the current offering at Digby Leigh and Co., I know it’s called Frank Fee. So, we’ll talk a little bit about that and then lead of course, into AltFee as well.

 

Digby R. Leigh:

That’s well. It’s a topic that I have spoken about many times and I’m passionate about it, believing that it is fundamentally changing the legal industry. Let me take you back even further than where Jason started. I’ve been practicing law for 41 years as of May 11th of this year [2024] and that’s actually a long time. For a guy in his 40s, it’s incredible.

 

Jason Boudreau:

You started practicing the year after I was born!

 

Digby R. Leigh:

Isn’t that crazy? Just to start with when you called me “Dig”, it took me back to my youthful days. I’m not called “Dig” so much anymore, I get “Pops” now, as I have grandchildren! So, it puts a big smile on my face, and it shows how close we are.

 

Jason Boudreau:

Definitely!

 

Digby R. Leigh:

So, I started my career practicing law at a large traditional downtown Vancouver firm with just about 100 lawyers and I had a great experience. And that was a traditional hourly model system. Then I went and started another business called Hobbs and Leigh in 1992 with a friend of mine, just after Jason was born!

And then again, I started another business a third time in 2005 called Digby Leigh & Co. So, I’ve had a few iterations in my profession, and I was always one who was not doing things the way others have done it, just trying to be thoughtful and forward-looking.

So that takes us to the current matter; I’ll go back to maybe 10 years ago. I came to the conclusion that the legal industry was broken. And I felt it was broken because of the hourly billing model, which is simple math: You figure out how many hours everybody works plus what their hourly rates are, add it up at the end to charge the service. This traditional model means a client should pay based on how long it took you and how senior you were. To me, that didn’t make sense at all.

And it didn’t make sense for all three stakeholders; 1) clients had no price certainty; they never knew what they were going to end up paying, estimates were not promises, 2) I feel like it didn’t make sense for the people working into the industry either, lawyers and paralegals especially. Because when your financial worth is only determined by how many hours you put in, it’s not scalable! It’s a grind-away way to exist. And 3) I believe even for the law firm as the third stakeholder, it doesn’t make sense. Because if you went away from the hourly model, you would be incentivized to create efficiencies which would make you more profitable in the end. And in turn, clients are going to pay for what they get, you’ll build great systems, and you’ll have the advantage because of these great systems.

 

So, I believed in my idea, even though I didn’t know it would be good at the time, and I had a student do some research for me on what firms worldwide were doing this.

 

We found one in Australia that was out there, it was a firm called Moores, and they continue to do it. So, I saw a video on their website, and it was the staff speaking about how much they enjoyed it [the new fee system]. They spoke about how the conversations with the clients were so good now and that really caught me.

And then I did what we often do as entrepreneurs or business people. I put the idea in a drawer and left it in a drawer!

I get back to everyday life thinking: “What am I going to do today”? “What tasks are more important”? “What do my clients need”? “What do I actually have to do”? It wasn’t until March 16th of 2020 that I was flying back from our place down in the desert at the very start of COVID-19. Everybody was being told to come back to Vancouver!

So, I’m sitting on an airplane with my wife and I’m talking to myself and the moment is still so crystal clear in my mind, and I say “You know, now’s the right time. Now’s the right time to convert away from hourly billing. Now is the right time to give price certainty.”

And what a great sound bite for clients, to be honest, so much certainty in these uncertain times. So, I did what a lot of entrepreneurs will do in times like those – I just decided to change. At that moment, in seconds, I was determined to go and do that.

 

Jason Boudreau:

And that was the start of Frank Fee, right?

 

Digby R. Leigh:

Exactly! But, of course, it wasn’t quite the birth of Frank Fee. It was the idea, the concept. There was not a manual on how to do it, so I made it up.

I guess that’s what entrepreneurs do, right? I knew what it was to practice, I knew a lot about pricing, and I knew about market rates. So, I had a really good starting point just with all my experience. But I didn’t know how we were going to convert the firm away from one that was primarily based on an hourly model into one that was not going to do any hourly billing any longer.

So that’s when the Frank Fee came along, and it was part of what happened in the next six months. I was lucky in some ways that my son Scott was leaving the legal industry as a practicing lawyer – because of the grind. So, even though he worked for a great boss, apparently not good enough!

 

Jason Boudreau:

Yes! I bet.

 

Digby R. Leigh:

So, with that, Scott had experience in the legal industry, he practiced law for five years. We decided that he would come and work for us and create the manual to implement this model shift.

This was a paper manual. Of course, we had it digitally as well. It was 40 pages long, and it took us six months to produce.

The first thing we did was move away from the traditional concept of billing and we set out to divide all our work into practice areas. Because there’s a ton of different work you do under corporate law or real estate, family law, etc. we divided it into 40 different project types.

 

Jason Boudreau:

Wow!

 

Digby R. Leigh:

We then created base amounts for each of those project types – which were basically what a person should pay for the simplest of these types of transactions – then we considered factors that were intended to be mostly value-based factors depending on a client vantage point considering a little bit about the work that has to be done at our end to produce the result at the end of the day.

 

So, I like to use corporations as a simple example because it’s just got a few things in there that are worth pointing out. So if you’re a single person with a numbered company and you’re incorporating one class of shares, one director, etc. It’s going to be the base price. But if you’re going to have three or four shareholders, if you’re going to have a name that you need to reserve, a trademark for example, etc. Those are all factors that increase the price slightly.

 

Jason Boudreau:

Right.

 

Digby R. Leigh:

It’s a different value you’re delivering, and if you have a robust class of shares as opposed to a simple “plain Jane” set of common shares, there’s value being delivered for that, therefore the price is a little bit more. So that’s the whole concept.

Jason, you mentioned the name “Frank Fee”, so I wanted to touch on that really quickly.

 

Jason Boudreau:

Yes.

 

Digby R. Leigh:

So, we decided a couple of things early on. We decided that first of all, we had to own it. We had to jump into the pool, and really go for it. We also needed it to be internally messaged and externally messaged. This was a very top-down driven initiative, and we had to go for it.

 

Jason Boudreau:

Yes, definitely. And how was it received when you guys communicated it?

 

Digby R. Leigh:

We hired a branding company that we’ve done a lot of work with to help us name the new initiative. They came up with about 40 names, and we ended up settling on Frank Fee because we thought it was partially descriptive – it was about fees and it was about being honest and frank, but it was also kind of cute. Now, many years later our client phones up and says, “Can I get the frank fee for that?” Like it’s second nature.

I laugh because that didn’t exist five years ago! So, we launched on the day after the Labour Day in 2020 with our manual and we just flipped the switch and started to do things differently.

The other thing I really believed in was that this had to be data-driven. So, we initially created an “outlier” program. This was where every file would go to that was over or under a certain dollar amount every month. These were the “outliers”. These were cases where either our billing realization rate was greater than we might expect or less than we might expect.

We then would debrief the people that worked on it and say, “This is why we think it happened”. The billing realization rate is the time cost of doing a project, so that’s all the old hourly billing model, who worked on it, what was the hourly rate, etc.

We wanted to know, percentage-wise, what the billing realization rate was, so we had demarcation points. As I recall they were between 110% and under 80%. So, we started thinking and we noticed that 84% was the industry average at the time (84% recovery on time cost), so we picked a middle point thinking 90% was a good middle point after looking at both sides. So, we really studied that data so that we could also have sort of a continuous learning and a dynamic process to how we looked at [creating the new fee structure].

 

Jason Boudreau:

Interesting! And obviously, we’ve done a lot of work together over the years as clients and with mutual clients. I can speak about our experience of it [as clients] in a minute, but I’m curious about how the client response was and did you pilot anything ahead of the launch with clients to get some feedback in real-time as you were refining the model?

 

Digby R. Leigh:

Yes, that’s a really interesting question. Because of course, you should pilot things!

Well, we flipped the switch from the get-go, and I think it was because I was so confident from a client perspective that certainty would be better and that we would be collaborative in our approach that it wouldn’t be an issue.

 

I think there are a few people who feel like they’re paying more for the price certainty, but it is so rare t. I think people value price certainty and they find our prices are mainly dictated by the market and we understand the market. So, we understand what’s an acceptable rate for a transaction, what’s an acceptable rate for an incorporation, and so forth.

So, the pricing really hasn’t been an issue. The real business issue at our end is just to keep getting more efficient and be able to produce the results we want and find ways to spend less time doing it. That’s how we become more profitable.

As of today, I have not had any pushback. And we rarely lose new engagements because of the price. If we lose it, it’s because it’s not a good fit on both ends; for example, somebody’s looking for something we don’t provide.

To answer your question, Jason. No. We didn’t pilot it. But we were very mindful of the client’s response, and right out of the gate, the response was positive. It couldn’t have been any better than it is.

 

Jason Boudreau:

I would say when I think about it from our perspective [as clients] and working with you on some recent engagements, as you know, having certainty around the pricing, there’s definitely value to that. It allows us to do budgeting and do it accurately, which is important for us, especially as we’re growing the company at the pace we are. We want to be as tight as we can be on our numbers and our forecasting. So, it helps with that.

One of the things that I was sort of comparable to when you have that dialogue where you say; “Hey listen, here’s our Frank Fee for this engagement. If you were to do this traditional way with the hourly rate in the market, it should end up being in the X, Y, Z price range.” I’m asking this because this is a new concept for people and it’s what they have to compare to. So how do you tackle that conversation?

 

Digby R. Leigh:

Right, so I don’t do it quite that way. I do tell people that we’re being fair to everybody. In other words, if we’re doing a project for the first time, it’s going to be billed at the same amount as if we do it the second time, even though the first time we’re investing more of ourselves. Our prices are based on the market. We have lots of conversations about what success looks like for the client. Those types of conversations are scoping. It’s funny, I was just talking to Maddy, one of our lawyers, today – We have a very small transaction that we’re doing, but it’s got a fair amount of complexity and what we’ve done is we’ve built a model where we review the scope and say “We can do A, B, and C. We could do these other things, you tell us, and we’ll make the price work accordingly.” So, I feel like because of the collaborative nature and because people have choices, that starts to dictate the market to some extent. I haven’t had hardly any conversations where people are saying, “Boy, if I went and got that done on an hourly basis, I think it would be a lot less.” It just doesn’t happen.

 

Jason Boudreau:

Right. Well, then there would be the uncertainty that comes with that, which is, like you said, a big part of the value prop, right?

 

Digby R. Leigh:

Yes. From a customer’s point of view, it seems to be only positive responses. The point you’ve made that price certainty is valuable, well, I think we’re also dictated by the market. In our minds, we don’t charge just for price certainty even though that has value for the client.

We’re dictated by the market, and we create our base amounts around the market, and we create most of our factors around a client-centric basis to be value delivered. We think about deliverables a lot, we think very little about inputs; how much and how long it’s going to take to run a business. You need to understand that.

 

Jason Boudreau:

What about the legal industry? How has this approach been received from other lawyers that you either are on shared engagements with or know about it or know you and what you guys are up to?

 

Digby R. Leigh:

That is such a cool question because I thought that I would get pushback. So, I write a regular article on LinkedIn called “Let’s Be Frank”. Anybody who doesn’t listen is welcome to sign up. I look at pricing from every different perspective and I’m very careful on how I do it. I try not to tell people that the bill by the hour is wrong. I try to be more of a thought sharer instead of a thought leader, and because I’m just trying to get the idea out there and share what I’ve learned, I invite people to disagree with me but nobody ever wants to disagree with me because I think what they’re thinking and doing makes sense!

They think, “I don’t think I want to do it. I’m too late in my career. Why would I want to fix something that isn’t broken in my mind and seems to be okay”. And I think in that part is where we’re a little bit forward of where the industry is.

 

But I’m going to tell you, and this is me being strong in my opinion, you better get on board. Because I go to a lot of conferences and I speak at a lot of places. One thing that everybody in the legal industry knows is that AI is a buzz.

Legal tech is a buzz and not a lot of people are talking about this yet. We’re unique in talking about it. And that’s something we’ll get to later and why it’s more than just me.

They’re all about using AI and becoming more efficient. But if you do that, what does that mean? Is it going to affect compensation models within large firms at some point? Why should somebody be paid less money because they have built great systems and invested in all that?

So, I think the compensation model is going to change, but so is the pricing of legal services. Why would somebody that’s competing with other people, doing the same work, don’t adopt a different pricing model, bill by the hour, take way longer, and pay more? Why should you be paid a lot less?

One of the themes that we feel since we started, is that the vision we had is like a big heavy ball we’re pushing up a mountain and people were saying, “I don’t know if what you’re doing sounds great”. But now it feels like we’re more on the crest of a wave, an AI wave, if you will. And the amount of people that want to talk about it is completely different than it was even a year ago.

 

Jason Boudreau:

Amazing. On the pricing side then, I’ll segue that into the creation of AltFee.

This is unique and we use it as a firm. It helps us price our planning engagements with the flat fee value-based model. With all these nuances underneath as you’ve talked about, our team has done a cool job of utilizing that tool and customizing it to what we need, which is great.

Tell us about AltFee and how you guys developed that. I’m sure that’s part of the “we” story, and I know you’re a legacy-focused guy, which is why you think a lot about this kind of stuff, part of that legacy is, of course, involving two of your three kids in it, I’m sure everybody’s involved to some extent, but I know Scott and Dig Junior are heavily involved in that. So, talk to us about AltFee and what you guys are up to there.

 

Digby R. Leigh:

So, I’ll go back chronologically. In September of 2020, we launched our new manual system. Just before that, maybe a couple of months before that, I had another client, a friend, a colleague who’s in the tech industry and he said to me, “Digby, you are going to turn this into an SAS product, right”?

I almost wanted to say, “What is an SAS product?” But I didn’t say that. Instead, I said, “Of course”! So, the idea was really generated by somebody who said it to me almost as the most obvious thing that you will do. So once we launched manually, Scott converted from working in our firm and helping our firm launch Frank Fee to incorporate a company called AltFee Solutions in October 2020. We embarked on turning this manual system into a SaaS product, a software product, where it would be available for the entire legal industry. That has been an incredible journey and what we had was a very unique experience in the industry, but what we didn’t have is tech. Most of the startup software companies have great technicians and developers, and they can do all that stuff, but they don’t understand the industry. We understood the industry at a deep level, but we didn’t have the tech support, so there’s been many pros and cons in that. We hired a lot of developers along the way. We’ve had our CTO from close to day one, which is great. So, between October of 2020 and October of 2021, we developed the beta version and the pilot – we did pilot this one.

Now it’s a very interactive program called AltFee and there’s all kinds of data in there about prices, projects, how many, and which projects. It’s a tool that works inner dynamically and interactively within our firm to price projects. So as an example, most of our pricing now is done by paralegals and junior lawyers. They’ll get the project, they’ll dig in on it, they’ll have conversations with the client perhaps, and then they’ll put it into AltFee by the project type and by factors. Then they can share that with whoever they want. I often don’t get very involved in pricing projects unless there’s a uniqueness to it or there are large sums of money involved or people want my input.

But it reminds me of a family lawyer that I was speaking to when we introduced the product several years ago, she said, “It’s always kind of hard because someone says how much is that going to cost?” And she says that for a divorce that’s going to be $5,000, it doesn’t become very granular. It doesn’t get broken down into, you know, what are non-resident properties, etc.

Jason, remember a transaction we did for you recently which was very long, had a whole bunch of things we’re going to do, and AltFee had all those things in there. What we find is people go, “Oh yes, that’s right”, like they can see what we bring to life. The value of what we’re going to do, and that is all generated from the thinking process and the recording process that we go through in putting the project into AltFee, allows us to communicate the start of our proposal.

We often have different scoping and pricing choices and one of the fundamental differences that’s come up as a result of this change is that it is a highly collaborative process. Clients have a huge say in what they’re going to pay. We don’t use terminology such as “we charge for our services.” It’s agreed-upon pricing upfront. Our whole language has changed. Our relationship with our clients has changed, and all for the better. Now we have been at it for a few years and it’s being used in 4 different countries, we’ve had people invest in our company, which is amazing! Very brave of them, to be honest, as we still have a lot of startup qualities.

To watch Dig [Junior] and Scott, my two boys, be in business and to learn and grow, to fall on their faces a bunch and pick themselves up, has been very rewarding. It’s not failure, it’s just another learning opportunity. I’m a big believer in the expression “action, learning, recalibration, action. Rinse and repeat.”

Life isn’t about failing or winning. It’s about really learning from the opportunities that arise.

Another expression for that in sports is relaxed focus. That means that you should be very focused on preparation, execution, and everything you’re about to do but relaxed about the outcome. If you’re Michael Jordan and you’re taking the last shot, it’s going to go in less than half the time. But you’re going to want to know you’ve done everything to prepare. You’re ready to take that shot. You believe in your preparation and then you go, oh, it went in. We should celebrate. We just won the NBA! Or we take a step back and think that it didn’t go in. That is okay, could I learn anything from that?

 

Jason Boudreau:

Of course!

Well, we got a couple of minutes left, and I just wanted to wrap up where you’re at now with all this. I know you got great recognition recently. So, please tell us about where you believe they’re headed, just overall in the legal industry and also in particular with what you are doing with AltFee.

 

Digby R. Leigh:

So, I’m going to go back again, because it makes me reflect on why we do this and so many people listening who are entrepreneurial feel this, and we all have balances of it. Sometimes we get into the “I don’t know if that’s going to work, I better research it” and sometimes we get more over to the other end of the continuum where we think we’re just going to go for it.

I have lots of good people around me that slow me down a bit, but I never realized where it came from [the entrepreneurial spirit], it probably comes from my father, who I didn’t know well for all kinds of reasons. Both parents split up and he died fairly early in life. But he was someone who believed that anesthesiology at the time needed to be reinvented and he brought certification of anesthesiology out to VGH here in Vancouver. Then they couldn’t keep up with him, so he moved down to LA to Children’s Hospital, and he invented new values.

He actually was incredibly entrepreneurial and I didn’t get to know him really well, but I know more of him. It sounds kind of funny to talk about it that way, but that’s true. And I think I have that in spades.  I’m a believer in making decisions, assessing pros and cons, and just going for it, I don’t have a fear of failure and I feel very fortunate. You just have to be mindful of the downfall or the downside to what you’re doing. So, that all goes back to where the journey started and how we ended up right now.

So, we’re now in 2024, you heard me say we launched in 2021. We’ve sold to several firms worldwide. Our data is starting to get really good. And we’re starting to see ways of using the data for our client’s benefit. So that’s where we are in the product.

I already alluded to the fact that this is so topical right now and the boys went to the legal tech conference in Chicago that the American Bar Association (ABA) puts on, and we’re in the startup category. We started competing with 25 other businesses for the Startup award, I don’t remember exactly what it’s called, but we competed for that award.

That got narrowed down to 15 companies that were at the Chicago Conference, and we ended up pitching at that. We did a 3-minute pitch and we really focused on the AI equals efficiency, which doesn’t equal the hourly model, etc. That was our theme.

And we won!

We won! And apparently going away, I think what people were intrigued about was a lot of people were thinking about AI and trying to incorporate it into what they’re doing. But very few people are thinking then what? And we stood out as the ones that were thinking about then what? And it was really cool.

Have that happen, the recognition, the number of connections and relationships, as well as being a start-up in business is hard and it’s like you’re always looking for the moment where you think, how did that all happen? This will be one of those things that happen in our journey that we’ll look back at and that was one of our demarcation points.

 

Jason Boudreau:

Amazing validation point for you guys!

 

Digby R. Leigh:

Yes! And validation by a huge organization too! All the lawyers in the United States, well not all were there, but there were lots of people and it’s their legal tech gathering that they have every year and to be recognized there, was a big win.

One interesting thing for those of you in Vancouver is that several of the top firms were from Vancouver. It seems like it must be the water we’re drinking here like we are producing legal tax products at a rate like nowhere else in North America. It’s interesting.

 

Jason Boudreau:

Really? Wow!

 

Digby R. Leigh:

And out of that, we’ve created a community in Vancouver of legal tech entrepreneurs and now we’re all communicating because we’re not competitive, we’re more aligned. If one does well, then the others probably do well, and somebody can be a referral source for us just like we can for them. So, it’s a real community.

 

Jason Boudreau:

Totally! Support the ecosystem.

Well, Dig, why don’t we leave it at that? That’s a high note for sure. And I appreciate you taking the time to be here today and sharing your story and the story of Frank Fee and AltFee. I’m looking forward to seeing how this all unfolds, and we’ll continue to use it and continue to experience that as clients of the firm as well. We’ll definitely have you back on in the next while for an update.

 

Digby R. Leigh:

Sounds great. I’m in. Always great to chat with you, Jason. Thank you for including me in your podcast. I’m looking forward to seeing how it turns out.

 

Jason Boudreau:

Happy to have you here and thanks again, Dig, for being here.

 

Digby R. Leigh:

My pleasure.

 

#20 Q1 2024 Market Outlook with Keith Allan

Friday, April 19th, 2024

In the latest episode of the Polestar Podcast, financial experts Kevin Parton and Keith Allan delve into the current market conditions and provide valuable insights for investors. The discussion revolves around the impact of interest rate movements and strategies for navigating market volatility.

 

 

Podcast Highlights:

  • Explore how market sentiment reacts to speculation about interest rate movements and its influence on investor decision-making.
  • Learn the importance of staying resilient during market pullbacks, maintaining a long-term perspective, and seizing opportunities to acquire discounted assets.
  • Discover the significance of disciplined investing habits like dollar-cost averaging and diversification in mitigating risk and maximizing returns.
  • Understand the necessity of removing emotion from investment decisions, and how it contributes to long-term investment success.
  • Gain insights into the mindset needed to navigate market fluctuations, focusing on long-term goals rather than short-term market movements, for sustained investment growth.

 

By understanding the dynamics of interest rates and adopting disciplined investment strategies, investors can weather market volatility and position themselves for long-term success. Tune in to gain further insights into navigating today’s ever-changing financial landscape.

 

About the Guest – Keith Allan

Keith Allan is a Portfolio Manager with Harness Investment Management. Harness has engaged in a strategic partnership with VELA Wealth and provides discretionary portfolio management for many of VELA’s clients. With more than 15 years of buy-side investment management experience, Keith brings a wealth of knowledge and experience to provide insight and guidance to clients regarding their investment portfolios. At Harness, Keith is responsible for developing and maintaining investment portfolios for VELA clients. Keith is dedicated to fostering long-term relationships with high-net-worth individuals and families by providing a clear and transparent vision to help them achieve their investment goals. To learn more, please visit Harness Investment Management team page.

 

About the Host – Kevin Parton

Kevin Parton, CFP professional, specializes in personal and business financial planning, tax reduction, and estate planning. Kevin is diligently concentrating on client education as a powerful strategy for building financial certainty. As no financial situation is the same, Kevin and his team monitor clients’ plans and implement personalized strategies to reduce their personal and corporate taxes, and protect their income, assets, and loved ones against the financial consequences of a serious illness, injury or death, ensuring clients maintain financial certainty and peace of mind. To read more, please visit the VELA team page.

 

The episode is also available on: