In an era when many businesses prefer to spotlight only success, Halifax-based financial planner David Martin is marking the two-year anniversary of his firm, Eltero Financial Partners, by celebrating something different: failure.
Martin’s story traces back to 2009, when he partnered with industry veteran Warren MacKenzie to launch Second Opinion Investor Services Inc. in Halifax. At the time, the firm was among the first to pioneer “advice-only” financial planning in Canada, a fee-only approach that provides objective financial guidance without selling investment products or charging fees tied to portfolio size.
“The idea was right, but the timing was wrong,” Martin recalls. “In 2009, video meetings weren’t common, financial planning software was limited, and DIY investing hadn’t yet entered the mainstream. We simply couldn’t scale the model.”
After returning to the traditional financial industry, Martin never stopped believing that Atlantic Canadians deserved access to independent, advice-only planning. In August 2023, he relaunched that vision with Eltero Financial Partners. This time, with modern tools, broader awareness, and a more receptive market, the response confirmed what he had long suspected: Atlantic Canada was ready.
Two years later, Martin reflects on what early setbacks taught him about success:
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Clients don’t want prefab solutions; they want plans built around them.
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The advisor’s role is to adapt the process to fit the client—not the other way around.
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A plan that never gets implemented is just expensive paper.
“Failure can be the best preparation for future success,” Martin says. “Looking back, I see my first business attempt not as a loss, but as the foundation that made Eltero Financial Partners possible.”
Today, Martin works with do-it-yourself investors, incorporated professionals, and families across Atlantic Canada who want clarity and confidence without the sales pressure. As one of the region’s only fee only financial advisors, his firm remains one of the region’s few advice-only planning practices.
About Eltero Financial Partners:
Founded in 2023, Eltero Financial Partners is an independent, fee only, advice only financial planning firm based in Halifax, Nova Scotia. Led by David Martin, the firm specializes in comprehensive financial planning for DIY investors, incorporated professionals, and business owners across Atlantic Canada. Unlike traditional firms, Eltero receives no commissions and charges only transparent fees for service, ensuring clients receive objective, personalized advice.
Martin brings more than 25 years of experience in the financial industry, from high-level investment work in Toronto to client-focused planning in Atlantic Canada. That breadth of perspective enables him to translate complex financial strategies into clear, practical guidance tailored to each client.
Media Contact
Company Name: Eltero Financial Partners
Contact Person: David Martin
Email: Send Email
Phone: 902-219-1386
City: Halifax
Country: Canada
Website: https://elterofinancial.com
