About Matt Ewonus
I’m a husband, father, and avid athlete with a passion for adventure and personal growth. My wife, Sonya Looney, and I share a love for exploring the world, which began through mountain biking. Together, we traveled to races across the globe until settling into family life with our two young children, ages 2 and 4. While we now focus our travels within North America, I’ve expanded my athletic pursuits to include trail running, completing challenges like the Buckin’ Hell 35K and the Grand Traverse—a 64K trail ultra followed by a mountain bike race the next day.
Outside of sports, I’m passionate about business and the stories behind entrepreneurial success. I enjoy learning how individuals turn vision into purpose-driven ventures, leveraging execution and economics to create meaningful impact. When I’m not working or adventuring, I’m likely reading—whether it’s business, psychology, health, or diving into fiction and fantasy. I also follow a whole-foods, plant-based diet that fuels my active lifestyle and aligns with my commitment to personal well-being.
My Professional Journey
My professional journey has been one of exploration, transformation, and growth. After graduating from Simon Fraser University, I began my career as an archaeologist in Prince George, where I cultivated a deep appreciation for research and discovery.
In 2001, a chance conversation with a friend opened the door to an entirely new path. Inspired by their father’s work in financial services, I decided to shift gears, pursue additional education, and embark on a career in financial planning. What began as a leap of faith quickly grew into a passion for helping individuals and businesses secure their financial futures.
In 2014, I co-founded my current firm with three partners, laying the foundation for what has become one of the top financial planning businesses in Canada. As CEO since the firm's inception, I have led with a commitment to innovation, client success, and team growth. Building this company alongside my partners has been one of the most rewarding experiences of my life.
Today, in addition to my role as CEO, I serve as the Chair of the Board for Epiphany, a private equity and real estate company. This position allows me to expand my professional impact and engage with exciting new opportunities in the business world.
The journey so far has been shaped by continuous learning, collaboration, and a drive to make a positive difference for clients, colleagues, and partners.
My Core Values
Lifelong Growth
I am endlessly curious and always learning whether it’s exploring new ideas, challenging assumptions, or figuring out how to be just a little better every day
Inspired Leadership
I believe in leading with integrity, lifting others up, and creating meaningful connections that make a difference.
Joyful Excellence
I find inspiration everywhere, bring energy and gratitude to my work, and believe excellence should always come with a sense of adventure and fun.