The Joe Borges Team

Joe Borges

Senior Financial Planner




About Joe

Joe started in the financial/life insurance industry in the mid-1980’s with Imperial Life, followed by Ross Dixon Financial, Dundee Private Investors and others. In January 2015, Joe joined Lifestyle Wealth which was acquired by Optimize Wealth in March of this year. Joe considers clients to be friends and family; he will go the extra mile to help them achieve their goals and live their dreams. Joe appreciates their true loyalty, trust and faith in him as well as the many years of business opportunities which they have brought him.

Born and raised on the island of São Miguel, Azores, Portugal, Joe is the youngest of four siblings who still live close to each other to this day and consider Canada their home. Above everything, family is of the utmost importance to Joe. Joe and his wife have been married for over 48 years and are parents to three grown children and grandparents to three beautiful grandchildren ages 23, 11 and 4. Joe has always been involved with the Portuguese community in Kitchener, having been a member of the Portuguese Club since its inception, playing soccer for the club and having previously been a President of the Club Board of Directors. Joe has also been a past President of the Kitchener Region Portuguese Business & Professional Association and has coached Kitchener Minor and Select soccer teams.

The Joe Borges Value Add

Joe provides clients with a comprehensive approach to financial planning, tax preparation and will preparation, ensuring his clients always benefit from the highest level of service. At Optimize, Joe works alongside an experienced team of licensed portfolio managers to help clients achieve their desired long-term financial and investment goals.

The cornerstone of his service rests in effectively matching his clients’ financial and life goals with a personalized financial planning strategy and overall customer service experience which will exceed their goals in every respect. Joe measures his success by how well he has helped his clients achieve their specific goals and objectives.

Joe’s Approach to Wealth Management

Optimizing your investments is an important step to achieving your financial goals but realize that it is just one step in a much longer journey. Joe, along with a licensed portfolio manager from Optimize Wealth, will focus on looking at the complete picture as it relates to your particular situation. They begin this process by listening intently to your specific goals and objectives. They then analyze every aspect of your situation such as your investments, mortgage and other debt, will, insurance, company plan, and tax preparation needs.

Once they have completed their analysis, they together will then design you a coordinated strategy to achieve all of your particular goals and objectives. In order to provide you with a better sense of just how much value they could bring to you and your family, the range of services offered through Joe and a licensed portfolio manager from Optimize are outlined in detail below.

  • Financial Planning
  • Investments*
  • Will & Estate Planning
  • Loans & Mortgages
  • Insurance Solutions

*Investment Advice is only offered through a licensed Optimize Portfolio Manager

As a Senior Financial Planner, Joe helps coordinate your financial plan by organizing the strategy into efficient steps toward your goals. Proper Wealth Management is an ongoing process which helps you make prudent decisions about your money in order to achieve your specific goals.


  • 519-744-3020
  • 519-744-8550


Joe’s Wealth Management Team

Blayr Hogg


Luca Ciminelli

Portfolio Manager

Warren MacKenzie

Head of Financial Planning