Where Health and Wealth Thrive
At GenThrive Benefits, we’re redefining what financial well-being feels like.
Benefit Plans Shouldn't Feel Complicated.
Your team deserves more than a generic plan. At GenThrive Benefits, we help you build employee benefits plans and group retirement plans that feel aligned with your culture, your budget, and the humans you’re supporting. We also offer corporate tax strategies that bring clarity, simplicity, and smart structure to your business finances.
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Women-led and west-coast grounded, we’re a full group benefits brokerage serving BC and Alberta - sourcing the best plans from multiple providers so you get solutions that feel intentional, not templated.
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Our CFP-backed team turns complex decisions into simple, confident choices so you feel clear, not confused, and your team feels seen, valued and cared for.
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From People to Profits, We’ve Got You Covered.
1. Employee Benefits
Employee benefit plans that go beyond the basics, because well-being isn’t one-size-fits-all. Our health, dental, and wellness plans are built to reflect your company’s culture, support your team’s real-life needs, and strengthen long-term retention. We combine strategic planning with human insight to help businesses create benefits that feel both sustainable and supportive. A true investment in your people and your purpose.
2. Group Retirement Savings
Financial security shouldn’t be complicated. Our Group RRSP/TFSA solutions help both employees and business owners build long-term stability with clarity and confidence. We design sustainable, easy-to-manage retirement programs that fit your organization’s values and budget, empowering your team to invest in their future while you invest in your people. With Certified Financial Planner expertise behind every plan, we make saving for tomorrow feel natural, connected, and achievable today.
3. Corporate Tax Strategies
Smart planning protects more than profits; it protects your potential. Our corporate tax strategies, including Participating Account (PAR) solutions, are designed to help businesses grow sustainably while minimizing tax exposure. Through insurance-based planning strategies - such as participating whole life and other corporate wealth tools - our licensed advisors help business owners turn idle cash into active capital. With the insight of Certified Financial Planners and a deep understanding of business realities, we make corporate tax planning feel less transactional and more like part of your growth story.
The Women Behind GenThrive Benefits
Malinda Larsh, CFP®
Certified Financial Planner | GenThrive Benefits Inc.
Claire Hinchliffe, CFP®
Certified Financial Planner | GenThrive Benefits Inc.
Why Working With Us Feels Different
Stories from Our Community
Client Experiences That Inspire Us