Episode 341 - PWL’s Next Chapter

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Jan 23, 2025

In this discussion, Mike Sullivan, co-founder of OneDigital, shares insights about the groundbreaking partnership between OneDigital and PWL Capital. With nearly 25 years in strategic growth, Mike reveals how cultural alignment and shared values drive successful mergers. The conversation highlights the exciting opportunities for improving client services and fostering innovation in Canadian wealth management. Listeners gain a unique perspective on the significance of purpose in acquisitions and the vision for a collaborative future in low-cost, client-centric investing.

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ANECDOTE

PWL Joins OneDigital

PWL Capital, after 30 years of employee ownership, joins OneDigital.
Cameron Passmore details the 18-month journey, from initial skepticism to recognizing a shared vision.

INSIGHT

Canadian Market Opportunity

The Canadian wealth management market has high fees and low systematic investing adoption.
PWL saw an opportunity to build a large firm with a low-cost, client-centric approach.

INSIGHT

Culture Over Math

OneDigital prioritizes cultural fit over financial aspects in acquisitions.
They believe a strong cultural alignment is key to successful integration.

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PWL Capital is undergoing an exciting change that will help the company bring a greater positive impact to the Canadian Wealth Management space and serve more clients effectively. In this episode, Ben Felix and Cameron Passmore welcome Mike Sullivan, co-founder of OneDigital, to share the inside story behind PWL Capital's recent decision to join forces with OneDigital. With nearly 25 years of experience in growth through acquisitions, Mike explains how their unique culture and strategic vision led to this exciting collaboration. We discuss Mike’s role in driving OneDigital's expansion and how the company’s values align with PWL's mission to offer low-cost, client-centric, systematic investing. He provides insights into why this partnership represents more than just a business transaction by amplifying a shared vision for Canadian investors. Our conversation also delves into the dynamics of mergers and acquisitions and examines the importance of culture and purpose in making these critical decisions. Today’s episode offers a rare inside look at an M&A transaction with key players that many listeners will already be well-acquainted with. Tune in now to hear it all!

Key Points From This Episode:

(0:00:16) Details on PWL Capital's decision to partner with OneDigital.

(0:14:31) An introduction to co-founder Mike Sullivan and OneDigital.

(0:16:38) How Mike knows when an acquisition will be a good fit.

(0:19:13) The opportunities for building a different kind of wealth management firm in Canada.

(0:21:14) What attracted Mike to PWL as a potential OneDigital partner.

(0:34:05) Mike’s insights on applying what’s worked to the Canadian marketplace.

(0:36:14) How being part of OneDigital will make PWL better.

(0:37:59) Mike and his co-founder Adam Bruckman’s objectives for OneDigital.

(0:40:20) Why you shouldn’t expect changes to PWL’s service offerings or teams.

(0:45:02) How being part of OneDigital will help PWL assist other like-minded advisors.

(0:46:36) The typical advisor profile that PWL/OneDigital Canada would like to attract.

(0:53:15) Reflections on our hopes and goals: what we are looking forward to at PWL.

(0:57:45) Mike’s definition of success, plus Cam and Ben’s answer to the success question!

Links From Today’s Episode:

Meet with PWL Capital: https://calendly.com/d/3vm-t2j-h3p

Rational Reminder on iTunes — https://itunes.apple.com/ca/podcast/the-rational-reminder-podcast/id1426530582. Rational Reminder Website — https://rationalreminder.ca/

Rational Reminder on Instagram — https://www.instagram.com/rationalreminder/

Rational Reminder on X — https://x.com/RationalRemindRational Reminder on TikTok — www.tiktok.com/@rationalreminder

Rational Reminder on YouTube — https://www.youtube.com/channel/

Rational Reminder Email — info@rationalreminder.caBenjamin Felix — https://pwlcapital.com/our-team/

Benjamin on X — https://x.com/benjaminwfelix

Benjamin on LinkedIn — https://www.linkedin.com/in/benjaminwfelix/

Cameron Passmore — https://pwlcapital.com/our-team/

Cameron on X — https://x.com/CameronPassmore

Cameron on LinkedIn — https://www.linkedin.com/in/cameronpassmore/

Mark McGrath on LinkedIn — https://www.linkedin.com/in/markmcgrathcfp/

Mark McGrath on X — https://x.com/MarkMcGrathCFP

Mike Sullivan on LinkedIn — https://www.linkedin.com/in/mikesullivanatdigital/

OneDigital — https://www.onedigital.com/