Financial Planning For All

How it Works

It starts with you

Your current financial situation and future goals are unique. The planning process starts by completing a simple questionnaire. It's okay if you don't have all of your information readily available or if you aren't sure how to answer some questions. You and a Frame Plan Hero can easily update your information anytime.

After you complete the questionnaire, our software does thousands of calculations to generate your personal online financial plan.

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A human touch

Getting a beautiful, custom, and adjustable online plan for free is great. Being able to also discuss your plan with a financial expert on your schedule is amazing.

A Plan Hero will work with you to ensure that your plan puts your money to work, protects your wealth, and allows you to reach your goals.

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Make it happen

The final step is implementing your plan so you can reach your objectives. Your plan might entail setting up low-fee investment accounts, paying down debt, getting appropriate insurance coverage, or creating a will. No matter what you need, we have you covered!


Free Financial Planning

Our main goal is to help you create a custom financial plan. You shouldn't have to take time out of your busy schedule to get valuable financial planning advice, which is why the entire process is online!

We also help implement components of your financial plan and connect you with trusted partners.


Protect yourself and your family with Frame Insurance

Insurance helps protect your assets, income, and lifestyle. The three main types of insurance that will tie into your financial plan are life, disability, and critical illness insurance. We also assist clients with medical and travel insurance.

Life Insurance

Life insurance provides a tax-free payment if the insured person passes away. If you have a partner, children, parents, or anyone else that depends on you financially, life insurance can provide required financial protection. Check out this blog post for more on life insurance: Life Insurance 101 for Canadians

Disability Insurance

Your most important asset is your ability to earn income. Disability insurance provides a tax-free income if an injury or illness prevents you from working. About 1 in 3 Canadians will become disabled and unable to work before turning 65. 1 Check out this blog post for more on disability insurance: Disability Insurance 101 for Canadians

Critical Illness Insurance

Critical illness insurance provides a tax-free payment if you are diagnosed with a covered illness. This can help provide the financial means to preserve your lifestyle and savings. The tax-free benefit is paid regardless of occupation or ability to work.

Wealth Management

Grow your wealth and achieve your goals!

For many Canadians, investing is an important component of their financial plan. Through products we are able to offer directly, and through our wealth management partners, Frame provides access to investment options that fit your unique needs.

We partner with wealth management companies that make it easy for you to set up accounts, transfer funds, and track your investments, all from the comfort of your home.

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Why Frame


The best financial advice is tailored to your individual situation and goals.


Financial planning isn't just for the wealthy. Everyone can benefit from creating a financial plan and working with a qualified planner. With the magic of software, we can offer financial planning for free!

We also search for the best financial offerings to help save you even more money. For example, through our wealth management partners, clients can set up RRSP, TFSA, RESP, and non-registered accounts, and build custom investment portfolios that cost less than 1% in annual fees. Most mutual funds charge over 2.3% in annual fees. On a $100,000 portfolio, that's at least $1,300 in savings every year 2 .


Financial planning can sound daunting, but it shouldn't be. We do all the hard work, so you can have peace of mind that you're making the right decisions with your money.

Your time is valuable, which is why you can easily access and adjust your online plan anytime and connect with a Plan Hero when it fits your schedule.


Your plan will have actionable advice on what to do with your money every month. Frame's Plan Heros will help you stay on track and make adjustments as needed. Frame is like a personal trainer for your money.


When someone at a bank provides advice, their objective is to sell you expensive bank owned financial products.

Frame isn't owned by any financial institution, so we independently source the best financial services and products for you. Since you can see your plan, it's easy to see why certain recommendations fit your unique goals. For example, we might not recommend life insurance to someone who is single and in school, but we might recommend it to a couple that has a house and children.

Although we can help you get insurance, set up a low-fee investment portfolio, and obtain a great mortgage, you always can decide whether you want to use one of our partners or another provider. You don't need to use any product or service we might recommend to get an amazing free plan and personal advice.

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Meet the Team

Meet our Founders

Russ Dyck , CFP® - CEO & Co-founder

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Like most people, I have gone through the ups and downs of personal finances. When I was first faced with decisions regarding work benefits, RRSPs, Pension Plans, TFSAs, insurance, and a car loan, I found it all to be overly complicated when there really wasn't any need to be. I quickly came to realize that the traditional model of financial advice was less about trying to help ordinary people build better lives and more about disorienting people and selling bank products.

Before joining Frame, I managed my own progressive financial planning firm, where I was able to directly help individuals and couples improve their finances. Now with Frame's financial planning technology, I can help thousands of Canadians feel confident about their money!

Carl Adde - CTO & Co-Founder

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After I completed my degree in electrical engineering, I worked as a software engineer for seven years at one of Canada's largest communications companies. I've also worked as a full-stack developer at various early stage startup companies.

As a software developer, I didn't focus on my own financial picture, even though I knew I should. I saw that there was a need to help others like myself, so I teamed up with Jesse and Russ to start Frame and help Canadians better manage their finances.

Jesse White, MBA, FPSC Level 1®COO & Co-Founder

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I've always had a passion for investing and finance. I bought my first share when I was 13, and I founded a personal finance club in university while completing my undergraduate finance degree.

While working at a national investment firm, I realized that most investment advisors only work with people who already have millions of dollars, or charge thousands for an independent financial plan. I helped start Frame to solve this problem and make financial planning available to everyone.

Business Advisors

John Kenny - Business Advisor

John brings decades of financial and technology experience to the Frame team. He co-founded Solium Capital in 1999, which was acquired by Morgan Stanley in 2019 for $1.1 billion. John has launched other financial technology companies and is currently building an innovative employer sponsored student loan repayment startup.

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Our Mission

87% of Canadians wish they had made better financial decisions earlier in life and 42% rank money as their greatest stress 3 . For many Canadians, financial advice comes from commissioned salespeople or costly fee-for-service planners.

We started Frame to solve this problem. Personal finance is an extremely important part of everyone's life and having a strong financial framework enables people to achieve their goals and dreams.

Our mission is to empower individuals to feel confident about their finances.

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2 - Actual fees will vary based on factors such as, but not limited to, investment partner chosen, individual portfolio choices, and amount invested. This example assumes a 0.4% investment partner fee, 0.25% Frame fee, and 0.15% ETF portfolio fee to get a total 0.8% fee estimate. Canadian mutual fund fees average 2.35% according to Morningstar.
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