PI Financial - experience. driven. 7 Steps to A Better Portfolio

About the Author

Edward Goodfellow has a unique combination of decades of education, teaching, research, and client experience.

photo of edward Goodfellow

Client Experience:

  • PI Financial Corp. 2008- present
  • CIBC Wood Gundy 2004 - 2008
  • Phillips Hager North 2002 -2004
  • RBC Dominion Securities 1996 - 2000
  • KPMG Curacao 1994 - 1996
  • KPMG Victoria 1990 - 1994


  • Chartered Financial Analyst CFA
  • Certified Financial Planner CFP
  • Chartered Professional Accountant CA / CPA
  • Canadian Securities Courses
  • University of Lethbridge


  • Royal Roads University 2007 - Present
  • CPA School of Business 2008 - 2022
  • Camosun College 2004 - 2007

Edward credits his undergraduate instructors at the University of Lethbridge for starting his journey into finance and accounting and his research into understanding the math and psychology of investing. He has become a lifelong learner with a commitment to help others understand the math and psychology of investment management.

With over 25 years of experience as an Investment Advisor, Edward has managed portfolios for over 200 families, and his book, 7 Steps to A Better Portfolio, is the culmination of his life experience and his desire to explain the importance of making sound investment decisions around the questions of risk, return, time, and odds.

Edward spends his leisure time enjoying Victoria’s live music scene, spending time with his children and grandchildren, and working on his farm in Metchosin BC.

7 Steps to A Better Portfolio can teach you how to avoid the biggest mistakes in investing and achieve your financial goals.

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