Our People
Sentry Group Associates are as individual as you are. We have diverse backgrounds and experience, and each is educated and licensed in various areas of financial services.
We then bring those minds to the boardroom table as a collaborative team to solve problems and design solutions to help every client meet their goals and objectives.
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Sentry Group provides solutions for individuals, small businesses and corporations using a truly transparent holistic approach.
Our Services
- Portfolio Management
- Estate Planning
- Succession Planning
- In partnership with SZAM Capital Partners
- Real Estate Investment
- Private Offerings
- Tax Preparation
- Bookkeeping
- Corporate Consulting
- Commercial Mortgages
- Residential Mortgages
- Alternative Lending
Wealth Partners
The Great Succession is already underway, with over $60 billion in Canadian assets shifting across generations—marking the largest wealth transfer in history. SG Wealth Partners, a division of Sentry Group, specializes in multigenerational financial and estate planning, helping families preserve and grow their legacy through every stage of life. With forecasts indicating that by 2040 more Canadians will reside in care facilities than participate in the workforce, the future demands a strategy. Let’s build a plan that lasts generations.
Capital Advisory
SG Capital Advisory, led by Doug Cerson, has 30 years of business operations and management experience in Corporate, Private Clients and Foundation Consulting. Doug’s experience extends to the areas of integrated tax & wealth management, project management, business structure, investment procurement and due diligence of private offerings.
In partnership with SZAM Capital Partners
- 14 REAL ESTATE PROJECTS
- $80 MILLION PORTFOLIO
- 6 PRIMARY MARKETS
- 700 INVESTORS
Portfolio Management
Whether you're entering retirement or planning ahead, Sentry Group works alongside trusted investment managers to ensure your wealth is actively aligned with your goals. Our guiding principle—“Protect and Invest”—is more than a motto; it's a disciplined approach. First, we help safeguard what you've built. Then, we empower you to make forward-looking decisions with confidence.
Estate Planning
Over the next decade, more than $1 trillion in wealth is expected to transfer between generations in Canada—yet two-thirds of Canadians still don’t have a will. For over 20 years, Sentry Group’s Motivating Success division has helped families and business owners navigate this critical transition with tailored estate planning solutions. Our team includes Certified Executor Advisors, equipped to guide you through the complexities of succession with clarity and confidence
Mortgage Capital
The need for commercial mortgages, residential mortgages, and alternative lending options is driven by diverse financial requirements in the real estate and business sectors.
Commercial mortgages are essential for businesses looking to acquire, refinance, or renovate properties used for business purposes, such as office buildings, retail spaces, and warehouses. These loans help businesses expand and invest in income-generating properties.
Residential mortgages, on the other hand, are crucial for individuals and families seeking to purchase homes, providing the necessary funds to buy property and build equity over time.
Lastly, alternative lending options, such as peer-to-peer lending, private loans, and crowdfunding, offer flexible solutions for borrowers who may not qualify for traditional loans due to credit issues or unconventional financial needs. These alternative sources can provide quicker access to funds and more tailored financing options, making them invaluable for both personal and business financial strategies.
Tax & Business Services
SG Tax & Business Services translates your financial goals into practical, personalized strategies. Backed by over 20 years of experience, Sentry Group’s tax and accounting professionals collaborate closely with your existing advisors to ensure continuity and clarity. For clients seeking a second opinion or more cost-effective solutions, our Waterloo office partners with Lars Jorgensen of EJ Tax Services to provide trusted alternatives. Click here for pricing!
- Discovery Meeting
- Executive Coaching
- Corporate Risk Assessment
- Charity Governance Training
- Campaign Coaching
- Charity Risk Assessment
- Bookkeeping Services (QBOA)
- CFO & CCO Services
- Compilation Engagement Report
- Personal Tax (T1)
- Corporate Tax (T2)
- Other Returns (T3,T4,T5,LP)
- Administration Services
- Executive Management
- Productivity Management
- Small Business Advisory
- Corporate Transition
- Agriculture Succession
Supporting Our Community
G2G Rail Trail
Goderich to Guelph Rail Trail Inc. strives to enrich the quality of life for all people. Our vision: to develop & maintain a continuous, safe and fully accessible G2G Rail Trail Experience that is 127 KM of linear, multi-use greenspace from the 401 corridor at Guelph, Ontario to the shores of Lake Huron at Goderich, Ontario. Please visit g2grailtrail.com to learn more.
KW Legacy
At KW Legacy, we seek to provide meaningful financial support to other charitable organizations within our community whose aim is to improve the lives of those in need.
To learn more about KW Legacy and our goals, values, and impact in the region, please visit https://kwlegacy.ca/
Habitat for Humanity
At Habitat for Humanity Guelph Wellington, we believe a house is much more than the bricks-and-mortar. When we build houses with our volunteers, skilled tradespeople, families, partners and supporters, we are building a vibrant future for our entire community. We envision a world where everyone has a safe place to live. Please visit habitatgw.ca to learn more.
Contact Us
DISCLAIMER:
Sentry Group | Motivating Success (SG MS) is a privately-owned corporation based in Waterloo, ON that was founded in 2004. It currently encompasses five divisions: Sentry Group | Motivating Success (SG MS), Sentry Group Wealth Partners (SG WP), Sentry Group Capital Advisory (SG CA), Sentry Group Mortgage Capital (SG MC), and Sentry Group Tax & Business Services (SG BS). These divisions have a symbiotic relationship, enabling us to service our clients in all areas of their financial needs.