Who is Apex Financial?

The Apex Financial team is a team committed to your financial security.

David Williams CFP®

Certified Financial Planner
Certified Professional Consultant on Aging

The way I see it, people either have a passion for their family, or they don’t.

If we have a family, then it is our responsibility to take care of them. This includes knowing how to do this when “what if” happens. I did not set out to help people invest in their future while taking care of possible risks along the way. But I have always been driven to make a difference in other people’s lives.

Years ago with a young family at home to provide for, I was greatly impacted by a senior certified financial planner. I experienced his compassion, comfort, and connection as he asked me the hard “what if” questions. His ability to connect and help me understand allowed me to say, “THIS is what I want to do to make a difference in this world. To first care and then educate to make a real impact.”

25 years later, I’ve kept this commitment by asking the questions needed for honest conversations. Questions that educate and give you the tools to make great decisions for yourself about your future.

Quality Financial Planning, insurance, and risk planning are about so much more than investing. They’re about peace of mind.

Peace of mind to enjoy all the moments in making memories today.

With this comes my commitment to giving back to the industry. Weekly, together with another industry-expert, we educate young financial planners the way my mentor did me. Our foundation: how to build an evolving career through real person-to-person connection.

This approach creates relationships we’re invested in. People we’re invested in. People who believe in the honest power of relationships in achieving their defined success.

Plain and simple, I’m not here to talk about great products or solutions. I’m here to listen. If you want to enjoy life’s moments more fully, I want to hear why. Connect with me at david@apexfc.com.

David is registered through Belay Wealth Inc. as a mutual fund representative.

Tracey A. Minshull

Office Manager

Having over 25 years office management and administrative experience in the Financial Planning industry, I bring extensive knowledge, along with first-class client service, not just to the Apex team, but to the industry as a whole. I take the time to ensure that all order processing, from insurance applications and medical requirements to investment processing and placing trades, are completed accurately so that you have a stress-free experience as you begin to realize your financial goals and life aspirations.

Of course, I do take time for my own goals, which often involve spending time with my family (husband, two adult children, and three very adored grandchildren) at our lake property in BC, enjoying boating, swimming, and golfing. However, like any true native Calgarian, I enjoy spending time at my Calgary home, gardening, scrapbooking and seeing my own goals come to life.

Why Apex Financial?

We genuinely care about you, your peace of mind, and your financial security. This is why our clients choose to work with us. Working together we provide clarity around your goals.

This starts by being committed to understanding your goals and aspirations. It’s about helping you achieve your financial destination on time, while reducing unforeseen risk along the way. This starts by understanding you.

Conversations start with connection.

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