About

James Orr, CPA, CA, CFA

President

My professional journey began in Audit and Tax at Deloitte where I earned my Chartered Accountant designation. From there, I ventured into a tax-focused boutique public accounting firm before immersing myself in various roles in energy marketing and trading, spending 4.5 years with Alberta’s leading power generator. Amidst this journey, I pursued and obtained my Chartered Financial Analyst designation broadening my financial expertise for more technical finance roles. Yet, despite the corporate allure, I realized my true calling lay elsewhere – a client-facing role where I could use my diversified skillset in accounting, tax, and finance to serve as a trusted advisor to high-net-worth individuals.

My epiphany materialized when I joined the visionary founder of Canada’s largest life insurance advisory firm focused on serving high-earning professionals and ultra-high-net-worth clients and their families. Here, I discovered how my broad skillset could be best utilized. Working collaboratively in a roundtable-like fashion with clients and their team of advisors we leveraged cutting-edge life insurance strategies to amplify the outcomes of existing planning efforts. By viewing permanent life insurance as an asset class, clients were able to unlock unparalleled opportunities for diversification and wealth enhancement, particularly crucial for clients with concentrated wealth in private companies focused on a single industry. 

Enter PrairieCoast Financial Inc. -- an independent platform to bring innovative life insurance and estate planning solutions to clients. Central to my approach is cultivating authentic relationships with clients grounded in trust, integrity, and competency. With me as their guide, clients can rest assured that their interests always take precedence, as I help them navigate the complexities of long-term planning with unwavering reliability and confidence.