Driving Intelligent Transformation

Real People.
Real Practices.
Real Transformation.

Etc. Projects has spent over two decades modernizing independent Canadian financial advisory practices from the inside out. People first. Then process. Then technology. Twenty-five years in, five hundred transformations behind us, and we love this work more than the day we started.

See How We Work → Visit the Lab
Agnostic by design
Tech· Dealer· MGA· License· Designation· Jurisdiction

Built to protect your independence and support your existing relationships.

500+
Practice
Transformations
25+
Years In
The Trenches
100%
Canadian
Built
0%
Hype, Fluff,
Or Jargon
Practice Planning
Performance Management
Tech Implementation
Compliance Clarity
Workflow Design
Team Training
Practice Planning
Performance Management
Tech Implementation
Compliance Clarity
Workflow Design
Team Training
The Reality

We bring calm
to the chaos.

You are running a complex business in a regulated industry with many stakeholders and competing priorities. With clients who trust you, a team that depends on you, regulators watching you, and a thousand moving parts that nobody outside your office will ever see.

What's visible ≠ Advisor reality

Advisor Recommendations Team Products Services Presence Experience 20 Carriers 60 Processes 150 Workflows 80 Compliance Checks Per Client Technology Stack MGAs Dealers Regulators Laws Jurisdictions Licenses Ethics CE Credits Designations Conflict of Interest Cyber Security 170 Systems 2,000 Policy Holders 380 Households Competing Priorities AUM KYC AML PIPEDA CASL Dirty Data Disengaged Clients Outdated Industry Processes CRM Back Offices Complaint Handling Wholesalers 2FA

We see you. We get it. We can help.

Our Story

Built from the
inside out.

We started Etc. Projects to solve a problem we kept seeing. Independent financial advisors trying to run modern, ambitious businesses and doing it brilliantly, but often without the right tools, the right support, or a partner who understood the whole picture.

You deserve better.

We knew we could build it, so we rolled up our sleeves and went to work. Five hundred transformations later, we have a system and proven method that is rooted in advisor reality. A process we have used, refined, and used again. Successfully.

01
Start Here
People
Roles, capacity, dynamics, and the realities of how the team actually works together.
02
Then
Process
Workflows, handoffs, and the documented ways the work moves through the practice.
03
Then And Only Then
Technology
The right tools, in the right sequence, configured for the practice we just mapped.
How We Work

Rooted in reality.
Used in real practices.

Three steps, in this order, every time. Our purpose-built tools, proven systems, and hands-on team work together to diagnose with depth, align solutions to real problems, and guide every practice through a transformation built on decades of experience.

01
Diagnose with Depth

Our diagnostic tools, built from 500 real transformations, audit every corner of the practice. Team dynamics, workflows, compliance posture, and tech stack, all through the lens of risk and growth. The result is a clear, prioritized roadmap you can actually act on.

No assumptions
02
Align What Matters

Our alignment engine connects your roadmap to the right solutions in the right sequence. Battle-tested matches, powered by decades of pattern recognition and built specifically for independent Canadian financial advisory teams.

Goldilocks rule
03
A Guided Journey

A guided transformation journey designed from hundreds of real practice engagements across Canada. Our platform keeps you moving between sessions, our team shows up when it matters most, and your practice keeps progressing whether we are in the room or not.

Always moving
What We Build

Your practice intelligence,
on demand.

Everything we have learned from actual experience now lives inside our purpose-built platform with 25+ tools. Personalized to your practice, available whenever you need them, and built and hosted in Canada by people who do this work every day.

Flagship Platform

Practice Performance Lab™

A complete transformation platform built from our methodology. Diagnostics, alignment logic, sequencing, and execution support, all in one place. Advisors get clarity on where they stand and a clear path forward, without waiting for the next consulting engagement.

25+
Practice intelligence tools
1st
Of its kind for advisors
Enter the Lab →
Partner Product

Laylah CRM

A purpose-built CRM for independent Canadian advisory practices. As Laylah's implementation team, we run a streamlined rollout that includes a full customization package, in-context CRM training, and workflows completely aligned to how your practice actually runs.

100%
Canadian built and hosted
Full
Implementation & training
Learn About Laylah →
Etc. AI Program

AI that knows
your practice.

Any team that has been through our practice transformation program knows just how committed we are to supporting your practice by mitigating risk. We are unwavering in our efforts and help you build upon a solid foundation with clear guardrails. AI adoption included.

Most AI tools are built without context. They do not know your obligations, your products, your compliance posture, your team, or how you talk to clients. You may not know the boundaries you need to work within. The Etc. AI Program configures AI to work the way your practice works, gives you ready-to-use workflows for the things you do every day, and trains you in context every step of the way with risk and compliance at the heart of our program. This is what ethical stewardship and independence look like in 2026.

The Foundation

Practice Profile Builder

Independent practices are unlike any other business. You answer to clients, laws, regulators, partners, your team, and yourself. You juggle compliance cycles, client commitments, growth goals, and the day-to-day realities of running an independent practice all at once. The Practice Profile Builder gives you an AI solution that supports the best interest of you, your team, and your clients. Every stakeholder, every obligation, every priority, organized and ready when you need it.

  • Built around your reality
  • Industry aligned
  • Compliance first
  • Structured output
Etc. AI · live session
# You When was my compliance program last updated?   # Etc. AI Last full review: Aug 12, 2025 Next scheduled: Feb 15, 2026   ─ Q2 KEY DATES KYC refresh cycle     Apr 15 Annual training due   May 30 Quarterly review      Jun 28   ─ PRIORITY ACTIVITIES Annual reviews        12 of 18 Estate plan refresh   in progress New onboardings       4 in pipeline   ─ GOALS STATUS Revenue               ✓ on target AUM growth           ✓ on target New clients          ⚠ 73% of goal
Pre-Built Workflows

Skills Library

A growing library of ready-to-use workflows for the things advisors do every day. Each one teaches your AI how to contemplate Canadian laws, regulations, obligations, and standards, and handle that work the way independent practices actually run. Add what you need, skip what you don't, and trust that everything has been built and tested in real practices.

  • Plug-and-play
  • Guardrails included
  • Bundle savings
  • Always growing
Focused Workspaces

AI Project Builder

Some work is recurring and deserves its own dedicated space. Annual reviews. Compliance documentation. Onboarding. The AI Project Builder helps you set up focused workspaces for the work that matters most, with guidance built into every step.

  • Built for recurring work
  • Tailored to your practice
  • Reality tested
Training & Support

Learn As You Build

Every step of the program comes with clear instructions and built-in support. You learn how to use AI well while you set it up for your practice. By the time you finish, you know exactly how to put it to work and get real results, fast.

  • Guidance at every step
  • No prior AI experience needed
  • Confidence built in
  • Compliance ready
Built for the work advisors actually do
Client Work Compliance Support Practice Operations Business Development Team Enablement
Start a Real Conversation

No pitch.
No pressure. Just clarity.

Tell us what is working, what is not, and where you want your practice to go next. We will tell you straight whether we can help, and what the right first step looks like.

hello@etcprojects.com