When Maria Diaz moved from Colombia to Canada in 2011, she brought with her a marketing degree, two suitcases, and an open mind. At 24, she had no experience in financial services and little understanding of Canada’s financial system. But within two months of arriving in Toronto, she found herself working as a marketing assistant at a wealth management firm—a move that would shape her professional future.
Now a senior wealth advisor at Assante Capital Management, Maria has built a thriving practice through a mix of grit, mentorship, and a deep commitment to client education. Her story reflects the growing diversity and opportunity within the Canadian advisory landscape.
Quick Overview
Guest: Maria Diaz
Toronto, Canada
Years in business: 13
Firm: Assante Capital Management
What’s working now: Using grit and education, expanding an advisory practice.
From assistant to advisor: An unexpected journey
Maria’s first job in Canada came through persistence and transparency. Unable to afford unpaid internships, she applied for entry-level roles and quickly landed a position with an advisor who valued her honesty.
Maria: “I told him, ‘Look, I don’t know what a financial advisor is, but I learn really quickly. I want to work. I want to stay in Canada.’”
She initially intended to stay in the role for a year and then pivot to marketing, her academic background. But as she began to understand the impact advisors could have on people’s lives, she saw the field differently.
Maria: “Helping people with their finances and giving them advice ... I got really into it. It just felt meaningful.”
With her mentor’s encouragement, Maria began taking professional courses, starting with the Canadian Securities Course. Over time, she added designations like the LLQP, CFP, and CIM, growing her knowledge while deepening her interest in the profession.
Navigating complexity: Gaining confidence through crisis
While Maria had always planned to grow her practice gradually, the pandemic accelerated her path to ownership. Her business partner, who had relocated to Israel years earlier, was unable to return to Canada during Covid lockdowns. With a seven-hour time difference and no local leadership presence, Maria found herself running the business.
Maria: “Sometimes I had to make decisions without him, which was not something I was used to. It really pushed me.”
The unexpected responsibility tested her confidence but also revealed her capabilities. By the end of 2020, she felt ready to formally take over her share of the business. That leap of faith laid the foundation for future acquisitions.
Maria: “I said, ‘You know what? I’m ready to do it on my own now.’”
Strategic growth: Tripling the business
In 2023, Maria acted on two new opportunities to purchase books of business from retiring advisors. The acquisitions allowed her to triple her assets under management and significantly expand her client base—an ambitious move that demanded operational scaling.
Maria: “I jumped into it because growing organically is possible, but it’s a really slow process. I wanted to be more independent and run things my own way.”
To support this rapid growth, Maria hired a second staff member and implemented efficient systems to manage the increased workload. Despite the challenges, she’s energized by the momentum and remains focused on delivering exceptional service.
Maria: “It’s been a lot of work, but I really enjoy what I do. It’s just very rewarding.”
Client-centered philosophy: Engagement over net worth
Maria’s client selection process isn’t based on asset minimums. Instead, she prioritizes attitude and engagement. She’s particularly drawn to clients in her age group, those navigating similar life stages like buying a home or starting a family.
Maria: “For me, the most important thing is that it’s somebody who is going to be engaged, who is going to follow my advice.”
This philosophy reflects her steady, long-term approach to investing. She primarily uses mutual funds and ETFs, steering away from high-risk strategies in favor of consistent growth.
Maria: “If you’re looking for a stockbroker who’s going to promise you 20% returns a year, that’s not me.”
Her authenticity and clarity set expectations early and help her build lasting relationships rooted in mutual respect.
Championing representation in a male-dominated field
In a field where fewer than 20% of Canadian advisors are women, Maria stands out—not only as a woman but also as one of the few South American professionals in the industry.
Maria: “I’m the only one who’s South American. People couldn’t believe it when I first joined. ‘You’re from Colombia? You speak Spanish?’”
She’s noticed some changes over the years as more newcomers from Latin America settle in Toronto, but progress has been slow. Representation remains a passion point, and she’s proud to be part of the shift toward greater diversity in financial services.
Maria: “It’s still a male-dominated industry, but we’re starting to see more diversity, little by little.”
Tech efficiency and team building
Technology has always played a central role in Maria’s approach to running a modern advisory practice. From eliminating paper files to using platforms like Calendly and Box, she continuously looks for ways to streamline operations for both her team and her clients.
Maria: “Why are we going to have all these filing cabinets? Let’s scan everything. Let’s make it easier for access.”
She’s equally intentional about building a strong internal team. After years of working in a practice where staff turnover was high, Maria now prioritizes stability, support, and professional development within her own firm.
Maria: “If you find the right people, you have to compensate them accordingly. I want my staff to have a good life, too.”
Her focus on human capital is central to her long-term vision: an efficient, profitable practice supported by a happy and empowered team.
Looking ahead: Balancing growth with purpose
Maria’s vision for the future is grounded in clarity and commitment. Even amid the demands of a rapidly expanding business, she continues to block time to learn, plan, and leverage tools—like AI—to stay ahead of the curve.
Maria: “I see so much potential in technology. I block entire days just to explore what we’ve done, apply the prompts, and improve.”
She’s clear-eyed about the challenges, but also about the rewards. Her long-term goal isn’t just financial success—it’s building a business that grows sustainably and serves both clients and team members with integrity.
Maria: “Sometimes we’re so caught up in the moment that we don’t think about the end goal. For me, it’s about building something that works for everyone—me, my clients, and my staff.”