Susan O'Brien

Our Founder

Susan O’Brien

In 1998, Susan O’Brien founded the Susan O’Brien Group Wealth Advisory based on the simple principles that wealth management should be independent, integrated, and should start at the end instead of the beginning. After more than a decade working in commodity tax law and business consulting, Susan realized that most advisors were solving the wrong problem by focusing on numbers instead of purpose.

Susan identified the opportunity to do what no other wealth advisor was doing by working with each member of the family to develop a values-based system to grow wealth and build lasting legacies for generations to come. It was from Susan’s expertise and vision for better client value that the Net Worth Thinking™ approach to wealth management was born.

The Net Worth Thinking™ Approach

Susan began by asking clients a question that defines our practice today: “What is your more?” What she learned confirmed that each wealth plan should be as unique as the individual living it, not a reflection of the advisor selling it.

Through conversations over coffee and lunches, around kitchen tables and boardrooms alike, and in settings like The Calgary Zoo and Heritage Park, Susan took the time to get to know her clients’ goals and dreams intimately.

For some, “more” meant more quality time with family. For others, travel, adventure, or the ability to give generously to causes they cared about. Rather than impose a standard financial template, Susan listened deeply to understand what mattered most to each client and then built tailored plans working backwards from that vision.

The hallmark of Susan’s success was creating an independent advisory free of conflicts that can be commonplace in Financial Services. This allowed her to focus on sharing unbiased advice instead of being pressured to sell investment products.

This combined in-depth approach distinguished Susan and her practice from the beginning, and it is the foundation on which our advisory continues to operate today.

Becoming a Leader in Wealth Advisory

What started as a better way to help clients achieve their goals has grown into nearly three decades of award-winning wealth advisory. With more than 20 awards, including Canada’s Top Advisor 2023, Susan O’Brien quickly became a trusted voice in the wealth management industry.

She frequently contributed articles to publications including The Globe and Mail, The Financial Post, and The Calgary Herald. She has also appeared on CTV News and Global News, along with many podcasts.

Susan wrote a book to share her innovative philosophy called A New Way Forward for Wealth Management: Net Worth Thinking.

The Legacy Continues

Today, that philosophy lives on in the work of partners Blair Baert and Jodi McLaughlin. They have worked alongside Susan growing the advisory once known as The Susan O’Brien Group into Net Worth Thinking™ Partners.

Blair and Jodi are extremely well-respected and talented advisors who have worked alongside Susan for years building this advisory and setting a new standard for innovative wealth management. Together with Jasmin and Isaiah, they will continue leading and innovating the Net Worth Thinking™ approach. Susan couldn’t ask for a more qualified and intelligent team to continue implementing the same integrated, independent, values-focused wealth plans clients have appreciated since 1998. With a new name and new leadership, Net Worth Thinking™ Partners is open for business and continued expansion. The objective is steady and practical: align wealth with purpose, deliver progress, repeat.

After helping dozens of executives, women in business, and multigenerational families prepare for their succession and retirements, Susan is honoured to have built her own legacy. The time has now come for her to step into the life her planning was built to achieve, living her own definition of “more”. Susan is proud of the trusted advisory she has built, but she is even prouder of the team ready to lead it forward.

Net Worth Thinking™

Always Independent, Integrated and Implemented

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