
Letchford Advisory (“LA”) is an independent Portfolio Manager offering asset management and wealth management services to individuals, families, business owners and corporations. Through our association with Designed Securities Ltd. ("Designed"), the sponsor of our securities registration, we have access to a broad range of securities, investment platforms and account types and services.
Our mission is to create wealth for clients while helping them to achieve their financial and life goals.
We aim to deliver strong investment performance, provide quality and unbiased professional advice, and maintain a consistently high level of client service.
Investment decisions are merit-based and unbiased, with portfolios free of conflicting interests or sales pressures.
Jeff Letchford is a Portfolio Manager, Chartered Financial Analyst (CFA) and Chartered Business Valuator (CBV). Portfolio Managers have a fiduciary duty to their clients, the CFA Charter is recognized globally as the gold standard investment credential and the CBV Charter reflects rigorous business valuation training.
Regulated by the Canadian Investment Regulatory Organization (CIRO), our registration permits the use of various investment types including exchange-traded funds ("ETFs"), stocks, mutual funds and private and alternative investments.

Designed Securities Ltd. is an independent investment dealer headquartered in Toronto, Ontario, Canada. Designed is guided by principles of independence, customization and technological innovation. The company empowers independent financial advisors by providing the freedom and flexibility to access and utilize the investments, systems and services they require to serve their clients effectively, resulting in an unbiased environment without conflicting agendas.
Designed is a member of the Canadian Investment Regulatory Organization (CIRO) and the Canadian Investor Protection Fund (CIPF).
Portfolio management is our core service offering with investment portfolios tailored to each individual client.
Our investment philosophy is grounded in proprietary principles that have been shaped by experience and continuous learning. We seek investment growth while safeguarding capital against permanent loss. This is achieved by thinking independently, maintaining discipline, avoiding speculation, having confidence, prudent concentration limits and maintaining a long-term perspective. By identifying quality investments positioned for sustainable growth and exercising patience to allow for the power of compounding, we seek to achieve exponential growth over time.
Common client portfolio types include:




Each client is unique. Wealth management encompasses client needs beyond portfolio management. We provide advice, guidance and strategy execution in the following subject areas:
Our operations are guided by well-defined processes that ensure consistency, efficiency and clarity, enabling reliable results to be delivered to clients. By refining systems and procedures on an ongoing basis, we enhance decision making, reduce errors and continually improve.
We are intentional and selective about the clients we partner with. We seek to work with quality individuals committed to building wealth. Each new relationship begins with an introductory discussion to assess mutual fit, following which a structured intake and data-gathering process is completed. This enables us to understand each client’s unique needs and objectives, in order to design wealth management strategies that are collaborative and aligned with their long-term goals.

Back office services are provided through Aviso Wealth ("Aviso"), a leading Canadian financial services carrying broker serving most credit unions in Canada as well as a range of independent financial organizations. Aviso administers approximately $150 billion in assets and is backed by the collective strength of its owners: Desjardins, Co-operators/CUMIS and the Credit Union Centrals. Aviso offers a full suite of investment, insurance and wealth services platforms and services.

The Canadian Investment Regulatory Organization is the national self-regulatory organization that oversees all investment dealers, mutual fund dealers and trading activity on Canada’s debt and equity marketplaces. CIRO is committed to the protection of investors, providing efficient and consistent regulation, and building Canadians’ trust in financial regulation and the people managing their investments.

The Canadian Investor Protection Fund ("CIPF") provides limited protection for property held by a member firm on behalf of an eligible client, if the member firm becomes insolvent. CIPF coverage is custodial in nature - it doesn't provide protection against any other type of risk or loss. If you have an account with a member firm, and that firm becomes insolvent, CIPF works to ensure any property being held for you by the firm at that time is returned to you within certain limits.
Please contact us if you have any other questions.
Clients with managed or fee-based account types pay a monthly "all-in" fee that covers our services. The fee is tiered meaning the fee rate (%) decreases as the household assets increase. We offer full transparency in making clients aware of their applicable fees.
You are welcome to reach out to us to schedule a phone consultation and/or request a second opinion on your existing investment solution - no commitment, cost or strings attached.
Expected returns depend on a variety of factors such as goals, financial picture, risk tolerance, investing experience, time horizon and liquidity/income needs.
Jeff Letchford, Portfolio Manager
jletchford@designedsecurities.ca
Dawn Hillman
dhillman@designedsecurities.ca
Phone: 289-339-1890
Fax: 905-304-4333
Weekdays: 8am-5pm
Evenings and weekends: by appointment
Designed Securities Ltd. is a member of the Canadian Investment Regulatory Organization (CIRO) and the Canadian Investor Protection Fund (CIPF)
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