Meet Percy Macdonald, a rising star transforming financial advice with tailored solutions
The financial services industry is transforming rapidly, and Percy Macdonald is at the forefront of this evolution. Recognized in WP’s prestigious Top 40 Under 40 Rising Stars, Macdonald has built a reputation as an innovator and trusted advisor at Assante Financial Management Limited in Halifax.
In an interview with WPTV, Macdonald shared his unconventional career journey, which began with mentorship during his university years. “I didn’t plan to become an advisor,” he admitted. “But strong mentorship guided me into this industry, and it’s been incredibly rewarding to help clients achieve their financial goals.”
Macdonald highlighted the major shifts in the industry, particularly the impact of technology. “Since the pandemic, the pace of innovation has been astounding,” he explained. “Advisors who embrace technology can scale their practices and provide clients with a more seamless and personalized experience.”
Client expectations have also evolved significantly. “It’s no longer about a one-size-fits-all solution,” Macdonald said. “Today, clients expect comprehensive financial plans that integrate investments, insurance, tax strategies, and more. They want advisors who can act as quarterbacks, coordinating with experts to deliver holistic advice.”
Macdonald is equally committed to educating clients, especially in an era dominated by social media. “Many people come in with ideas they’ve seen online, but those solutions don’t always fit their unique circumstances,” he shared. “It’s about helping them focus on their own financial story and cutting through the noise.”
Macdonald credits his success to embracing innovation and support from Assante. “Having a firm that’s ahead of the curve on compliance, technology, and partnerships has been instrumental in delivering exceptional service,” he said.
By blending mentorship, technology, and a client-first mindset, Macdonald is not just shaping his career but also redefining what it means to be a modern financial advisor.
To learn more about Percy Macdonald’s insights and vision for the future, click here to watch the full interview.
