Being an Edmonton-based company is just part of what sets North Road Investment Counsel apart. Company president Marshall McAlister used to work for an investment firm, which was sold to a pension consulting firm. It didn’t take long for him and his business partner, Cary Williams (Edify Top 40 Under 40, Class of ’09), to decide it was time to build a new registered investment counsel firm in Edmonton. With decades of experience, McAlister didn’t want to become part of the larger demographic of people managing wealth. He says that remaining independent, in the city he loves, is part of what allows the team to innovate.
“We don’t often think of Edmonton as the epicentre of the financial world. But we’re lucky that we’ve got this sharp, educated team that has chosen Edmonton,” says Williams, director of research, portfolio manager. “For a lot of Canadians who aren’t used to working with independent firms, I think their number one question is, ‘How safe is my money?’”
North Road ensures that clients understand their money is held by a large Canadian institution, and that they are receiving services independent from it. The firm focuses on providing highly customizable, high-level service.
Robert Paterson, director of operations, ensures processes and decisions are intentional and refined. With 35 years of experience, he understands that, while many firms use similar tools, how those tools are used characterizes the work of North Road. “We are trying to make decisions that are right for our business,” Paterson says.
One of those intentional refinements is North Road’s digital risk advisory program, born of an interaction McAlister had with a senior family member who was frustrated with technology and uncertain about managing risk. McAlister brought the question to Williams, who explored what people need to feel confident navigating the digital world.
Many of North Road’s clients are older, and vulnerable to online threats. The program was created in response, as an essential rather than optional service. This system is designed to keep risk in check — in addition to helping clients make informed decisions about their wealth through their main counselling services.
Edmonton was always central to the firm’s vision. “It was always going to be an Edmonton firm. We were going to have a head office in Edmonton, and we were going to hire great Edmonton people,” says Paterson.
North Road’s relationship with the Edmonton Community Foundation reinforces this commitment. The company encourages clients to embrace philanthropy, helping them think about how their wealth can contribute to something larger. “ECF is a fantastic engine for charity to really shine,” McAlister says. “It connects the great intentions of giving to the tax implications of financial planning to the returns of investments. It is the great trifecta that helps Edmonton become better.”
At its core, North Road’s independence is not about standing alone, but about building with intention — continuing to evolve, while remaining grounded in the city.
This article appears in the April 2026 issue of Edify
