The big institutions don’t tend to care about you until you’re a large enough sales target. Sam Lichtman went independent in 2020 to change that, founding Millen Wealth Advisors to give millennials the sophisticated, fee-based advice that’s usually reserved for the already-wealthy.
He works specifically with Canadian millennial tech founders and high-earning employees: people whose pay arrives as a mix of salary, RSUs, and stock options, and whose biggest financial risk is often a tax bill they didn’t see coming. The practice is built around the three things that matter most to that group: equity compensation, tax strategy, and evidence-based investing.
Sam has been a CFP® professional in good standing with FP Canada since 2019, and is a CIRO Approved Person. That combination matters. The CFP® designation is the recognized standard for comprehensive financial planning in Canada, and his CIRO registration is what lets him manage investments directly. Mutual funds are offered through Portfolio Strategies Corporation, a member of the Canadian Investment Regulatory Organization (CIRO).
What sets the practice apart is the fee-based, independent model. There is no product shelf to push and no hidden commissions on the planning and investment side. Sam is paid by his clients, which means his advice answers to them. For people who have spent years being sold to by the big banks, that alignment is often the first time financial advice has actually felt like it was on their side.
Sam is also one of the more visible voices on millennial money in Canada. He has been featured in The Globe and Mail, The Canadian Press, CBC News, The Toronto Star, CTV News, Investment Executive, and Wealth Professional, which has nationally recognized his work. Through Millennial Money Canada, his podcast and YouTube channel, he breaks down equity comp, tax, and investing for Canadians who want to understand their own money rather than hand it off and hope.
Across YouTube, TikTok, LinkedIn and Instagram, Sam has built an audience of more than 100,000 Canadians who follow his work on equity comp, tax, and investing.
Based in London, Ontario, Sam works with clients across the country. If you’re a tech professional or founder trying to make sense of your equity, your tax, and your long-term plan, that is exactly the work he does every day.