In an exclusive interview with CanadianSME Small Business Magazine, Brent Allen, Head of Sales and Distribution at IG Wealth Management, shares an inside look at how the organization is reshaping advisor support, technology, and client experience as it approaches its 100th anniversary. With decades of experience across advisory leadership, private wealth, and practice management, Brent has developed a rare, ground-level understanding of what advisors need to thrive — and what Canadian families expect from a modern financial planning relationship.
Interview By Kripa Anand
After graduating from Western University in London, Ontario, Brent spent 10 years as an IG Advisor, Division Manager and Regional Vice-President. This experience gave him a broad insight into what makes IG clients tick.
“Everyone’s journey is different,” he says, “and it’s not easy to achieve financial freedom, to save for the future. Time and time again I’ve seen how having a solid financial plan makes a big difference to people’s lives.”
This deep understanding of the challenges faced by both IG’s clients and IG Advisors has helped Brent during his IG career, including in roles as VP Private Wealth Management and VP Practice Management.
In his previous position as Head of Strategy and Business Operations, one of Brent’s key responsibilities was to find and introduce new ways to make it easier and more convenient for IG’s clients to save for their future, protect the wealth they’ve accumulated and reach their financial goals. He was constantly looking for ways to improve IG’s processes, including developing tools for financial planning, estate planning, tax efficiencies, insurance and mortgages, as well as innovations that elevate the client-advisor experience.
Brent currently oversees sales and distribution operations, business development and the three IG advisor channels.
“Our priority is to be there for our clients every step of the way,” says Brent. “We want them to feel confident that, with the planning expertise, financial software systems and broad range of investment solutions that we provide, when they follow the advice they receive from their IG Advisor, they’ll reach all of their goals.”
IG Wealth Management recently released the first installment of its Advisor Perception Industry Study. What were your key takeaways, and why did you feel it was important to capture perspective from advisors from across the Canadian wealth management industry?
The study underscored three clear, actionable themes: First, advisors want practical, easy-to-use technology that saves time and gives a complete view of the client; 56% say tech enablement is critical, yet roughly half of advisors rate their dealer’s support as only fair, including time-saving tools (49%) and integrated client-insight capabilities (45%).
Second, high-net-worth growth is a major focus (52%), but dedicated support for digital marketing and event infrastructure often falls short, with many rating dealer help as fair or below.
Third, succession planning remains underserved. About one-third of advisors expect to retire within 10 years, yet a majority still lack a clearly defined plan. This is an area where dealers can and should do more to support advisors.
We ran this as a cross-industry pulse because advisors are the closest to end client and Canadians. Their feedback is important as our industry continues to evolve, and advisors are aging. Hearing directly from Advisors on technology expectations and connectedness, HNW support, and succession planning gives dealers specific feedback we can act on. The dealers that listen to their advisors will retain them longer, and attract new ones that want to partner with them.
The study highlights that more than half of advisors rate their dealer’s technology support as fair or below, even though many see tech as critical to efficiency and client experience. How is IG investing in tools and platforms to make financial planning, compliance and client engagement easier for advisors and their teams?
We’ve rebuilt our technology stack to be comprehensive, connected, and easy to use, because advisors told us that’s what matters. Over the last five years we invested over $300M to integrate our CRM (Salesforce Financial Services) with Conquest Planning and a unified layer for digital forms, compliance, marketing portals, and investment analysis tools. The aim is straight-through processes, fewer clicks, and a complete client view in one place.
On the client side, we’ve pushed a largely paperless experience with a modern portal: family-level asset views, every financial plan visible to clients, secure document exchange, and an annual tax hub. These enhancements were designed to elevate ease of use, transparency, and responsiveness. We developed workflows with ongoing feedback from our National Advisor Council to ensure the tech matches the day-to-day rhythm of a practice. To support ongoing technology changes we staff 25 Manager, Practice Technologies to deliver desk-side & virtual coaching as tools evolve and new ones roll out.
These moves directly target the gaps the study surfaced: time-saving tools (49% rate dealer support as only fair) and integrated client insight (45%). We’re closing that gap by focusing on connectedness, usability, and practical support that helps advisors serve clients better, faster.
High-net-worth client growth is a clear priority over the next five years, yet many advisors feel under-supported from their dealers when it comes to dedicated marketing tools, events and resources for HNW client growth. What specific supports and partnerships has IG put in place to help advisors attract, serve and retain HNW clients more effectively?
We’ve made it a strategic priority to empower advisors with the resources and partnerships needed to serve high-net-worth clients. Some of the specific partnerships and support we have put in place include:
- Private Company Advisory: We recently launched investment banking services tailored for small to medium-sized businesses, helping advisors support clients through business transitions, capital raises, and liquidity events.
- InterVal Partnership: Advisors now have access to InterVal for real-time business valuation and personal tax analysis, giving clients actionable insights into both their company’s worth and their personal tax strategies.
- ClearEstate Collaboration: We partnered with ClearEstate to streamline estate document preparation and provide hands-on settlement support, addressing a major pain point for HNW clients and their families.
- IG Private Wealth Planning Experience: Our in-house team brings together tax, estate, insurance, philanthropy, and advanced planning experts to deliver holistic solutions for complex client needs
- Cleveland Clinic Canada: We offer access to executive health assessments as part of our integrated offering, recognizing that well-being is a key concern for affluent clients.
- Client Events & Digital Marketing: Advisors benefit from “seminars in a box,” turnkey event solutions, and ready-made digital marketing campaigns, making it easier to engage prospects and deepen relationships.
We’re committed to making IG the go-to partner for HNW growth, not just by providing tools, but by building a network of expertise and support that advisors can leverage to deliver truly differentiated value.
One in three advisors expect to retire within 10 years, but a majority still lack a clear succession plan. Drawing on both your personal experience transitioning your own practice and IG’s approach to helping advisors prepare for their futures, what does a thoughtful succession plan look like, and how can dealers better support advisors through that process? How is IG supporting advisors during these preparations?
Succession planning is deeply personal, when I transitioned my own practice it was one of the most emotional experiences of my career. You build long-term relationships with clients, and the primary concern is always “will the next advisor care as much as you do?” The most successful transitions start three to five years in advance, allowing time to identify and mentor the right successor, prepare and introduce clients, and ensure a smooth handover.
Dealers have a responsibility to help advisors build that next generation of talent. The industry has shifted to fee-based advice; therefore it is much more difficult for a new advisor to break into the industry today vs 20 years ago. At IG, we’ve invested in a robust internship program, running over 300 students through our program in the past decade. We are investing in this program to fill our talent funnel and ensure we have skilled, well trained, and experienced advisors ready to step in.
Our approach includes:
- Dedicated succession planning support: Advisors get access to practice support and systematic tools to guide them through every step of the succession planning process.
- Next-gen talent development: We actively recruit, train, and introduce future advisors to practices well before transitions occur.
- Guaranteed value for the practice and we back the financial transaction corporately so you have peace of mind that you will be paid for the value you created during your career.
Ultimately, a thoughtful plan is about preserving relationships and legacies. Dealers must be proactive, not reactive, and provide the education, resources, and talent pipeline to make every transition a success both for advisors and their clients.
As IG approaches its 100th anniversary, what do you see as the biggest shifts or opportunities shaping advisor businesses now and in 2026, and what advice would you offer to advisors who want to future-proof their practice while continuing to put clients at the centre of everything they do?
The future of our industry is the intersection of “human advice” and “technology.” Advisors who combine deep personal relationships with smart digital tools will be the most effective –clients want empathy, expertise, and convenience, not just one or the other.
As we move into the Total Cost Reporting era, delivering tangible value is more important than ever. Advisors have a choice in their back-office partner, and service excellence is within your control. Service remains the number one complaint in our industry, so my advice is to make it your differentiator. Commit to responsiveness, transparency, and proactive support.
Focus on solving complex problems for Canadians. Whether it’s business succession, estate planning, or specializing in philanthropy, advisors who lean into complexity and offer holistic solutions will thrive. Use technology to automate the routine daily tasks, focus your efforts on influencing your clients to execute the plans designed for them.
At IG, we’re investing in platforms, partnerships, and talent to help advisors deliver on these promises. The opportunity is to be both high-tech and high-touch, and to put clients at the absolute centre of every decision. That’s how you future proof your practice and build a legacy that lasts.
Disclaimer:
The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium-sized businesses across Canada.
