About Us
TruFinancial Consultants is an Independent Financial Advisory (IFA) dedicated to provide independent and tailor-made financial advice and planning for you without the influence of large financial corporations.
Our Vision
Everyone, no matter individuals or corporations, should have equal opportunities to receive and easily accessible to professional financial planning and advice.
Our Mission
TruFinancial Consultants aims to provide financial services and advice to the public, assisting everyone to be financially fit in both short term and long term.
Our Philosophy
We believe:
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Everyone should be treated equally
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Your financial goals is as important as ours
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Financial Services is for everyone, not only for millionaires
Our Experience
We are good at helping you to manage your finance in a healthy way, especially but not limited to:
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Pay off debts
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Save up down payments
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Build assets

The Team
Mimi Lee CEA, EPC
Founder & Chief Financial Consultant
Mimi began her stint in the financial services world in mid-2003, as an outside-sales agent with Clarica (Sun Life), on the insurance side. A life-changing experience charted the course for her passion in the industry, and today, she holds her own practice under the name – TruFinancial Consultants.
Mimi’s actual involvement in the industry, however, could be traced back to her work history in Hong Kong, as an editor for the financial newspaper Economic Times, and as a moderator with a stock forum at the time – ExchangeHK.com. This is where Mimi got her first taste of the investment world, and developed a knack for ‘blogging’ about hot topics related to the stock market, as she pursued every financial lead, hot off the press. Much of this passion can still be seen today, off her website at www.trufinancial.ca, where she uses Twitter daily to share her thoughts on the latest financial trends, and to keep her clients updated on hot topics in the investment world.
Read more about:

Award-winning
Financial Planning Company

Awards, Mentions and Being Guest
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2021 Global Business Awards - Best Strategic Financial Planning Firm - Ontario by Corp Today Magazine in London, UK
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Ones To Watch in Credit Repairing Services 2019 - Canada” under the Global Business Insight Award by the Global Business Insight magazine in Birmingham, England.
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#12minconvos with Engel Jones in real life in July 2018
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recognized by US Business News and Wealth and Finance News for 2 awards in 2017
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#12minconvos with Engel Jones in Dec 2016
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Guest at Liquid Lunch @thatchannel, twice.
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A nominee of the University of Waterloo Faculty of Science Distinguished Alumni Award 2012
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We have been entered to UK's The Good Web Guide Website of the Year Awards 2012, 2013 & 2014 (Under Business --> Finance).
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A partner of The Globe and Mail's Small Business Summit 2011, 2012
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A workshop facilitator at the Power Expo on Oct 17 & 18, 2012, a video on the workshop
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Guest Speaker at InitiativeTO, Global Entrepreneurship Week Canada 2010, hosted by Cg6 Inc
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Guest Speaker at OnContact with an Entrepreneur, Global Entrepreneurship Week Canada 2008 and 2009 at Seneca College and George Brown College, hosted by Cg6 Inc