About Us

Advocis, The Financial Advisors Association of Canada, is the association of choice for financial advisors and planners. With more than 12,000 members in 40 chapters across the country, Advocis, which advocates for professionalism and consumer protection, is the definitive voice of the financial advisory profession in Canada. Advocis members help Canadians realize their financial goals and protect the financial security of their families.

The professions model Advocis is proposing would strengthen advisors' sense of common purpose, and would raise professional standards to their highest possible level. In the end this would mean greater protection for consumers, which should be every advisor's first priority.
—Ed Skwarek, Vice President, Regulatory and Public Affairs, Advocis

Advocis Board of Directors

Chair – Al Jones, CFP, CLU
Past Chair – J.A. (Jim) Virtue, CFP, CLU, CA
Vice Chair – Abe Toews, CFP, CLU, CH.F.C.
Secretary – Rob Eby, CFP
Treasurer – Catherine Wood, CFP, CLU, CHS
Chair of CLC – Dave McGruer, CFP
Chair, The Institute – Stephen MacEachern, CFP, CLU, CH.F.C., CHS
Director at Large – Eric Lidemark, CFP, CLU, CH.F.C., CHS
Public Director – Geoffrey Creighton, B.A., LL.B., C. DIR., CIC.C
Corporate Officer – Greg Pollock, President & CEO

Advocis Executive Management

President and CEO – Greg Pollock, M.Ed., LL.M., C.Dir., CFP
VP, Regulatory and Public Affairs – Ed Skwarek, B.A., LL.B., LL.M.
VP, Government and Corporate Relations – Peter Tzanetakis

Industry-leading Credentials

Advocis holds its members to a very high educational standard. The association offers access to courses leading to such industry-leading designations as:

Chartered Life Underwriter (CLU®)
CLU designation holders develop effective solutions for individuals, business owners and professionals in the areas of income replacement, risk management, estate planning, and wealth transfer.

Certified Health Insurance Specialist (CHS™)
CHS designation holders provide informed living benefits advice in all relevant health insurance areas including disability insurance, critical illness, long-term care insurance, basic and extended health insurance, drug and dental insurance, emergency medical insurance plans for travellers, and insurance that provides immediate access to healthcare.

Certified Financial Planner (CFP®)
The CFP designation is an internationally recognized standard for financial planning. An advisor with a CFP can help you with personal financial planning and offer advice on investment products and strategies.

Chartered Financial Consultant (CH.F.C.)
With an advanced knowledge in the areas of wealth accumulation and retirement planning, a Chartered Financial Consultant (CH.F.C.) is an expert in retirement planning and capital accumulation strategies.

What they're saying

I fully support this initiative by Advocis. It's about time financial advice was treated as a profession.  
D. Keith Pike
London, Ontario
I wholeheartedly support the aims and objectives of Advocis's proposal.  
Louis Eb Bang
Ottawa, Ontario
I support a higher standard for financial advisors and creating greater public confidence in our
Kristopher A. Cameron
Calgary, Alberta
This is long overdue. Kudos to Advocis for taking the initiative on this matter.
Richard Bradford
Red Deer, Alberta
I support all the work Advocis is doing to help us. Keep up the good work and let's continue to give professional advice to our clients in an unbiased
Reg Hart
Miramichi, New Brunswick


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