Financial strategy · Ontario
Your accountant handles the return, your bank handles the account, your lawyer handles the will. But none of them is looking at what happens where their work meets.
That's where the protection sized for an old income sits. That's where the corporate cash with no plan attached sits.
ELF Advisory works on the part in between.
Najwa El-Farkh · Founder
That's what we do. ELF Advisory goes through everything you already own — protection, corporate structure, retirement income, estate, education funding — and finds where the pieces are working against each other.
We build and implement the parts we're licensed to implement, and we brief your accountant and your lawyer on the rest.
Here's what you get
Nothing off the shelf, nothing generic you'd already know. The real work, delivered honestly and simply.
How the work is structuredThree doors
All three start with the same free conversation, and the fee gets discussed there. Nobody gets a price before they get a person.
One specific question you want a real answer to, without starting anything larger. Bring the actual situation, and you'll leave with a written summary of what was covered and what we'd do next.
Best for: you know exactly what's bothering you.
See what's in store →The full process — everything you own, assessed, analysed, and built into a documented strategy.
Best for: you suspect several things are off and you want them dealt with properly, once.
See what's in store →A monthly subscription where you can just ask. Written answers, and meetings on the higher tiers. No engagement, no plan, no commitment beyond the month.
Best for: you don't need a plan built. You need someone to ask.
See what's in store →The process
Nothing gets skipped because it didn't happen to come up in conversation.
It starts with a free conversation, then a structured look at everything you already have. Not a questionnaire. A proper inventory, assessed against what you've actually said you want.
The strategy gets built and documented: the sequence, the structures, what changes and when. We implement what we're licensed to implement and coordinate the rest with your other professionals.
Your income changes, the rules change, your children get older. A plan that was right three years ago isn't automatically right now. We keep it current.
Work I've done
Her savings were in good shape. Her plan for turning them into income was a sentence. We tested what her retirement actually needed to produce and built the income sequence behind it.
The guidance and personalised strategy helped me stay focused.
Cash was accumulating on one side while the other side was planned in isolation. We stopped the two from competing and made them one plan.
Najwa took the time to understand my situation and developed a strategy that aligned with both my business objectives and personal financial goals. I now have greater confidence in the direction of my financial future.
Education for three children existed in conversation only. Now it's structured, and the protection side is built for the scenario he was actually worried about.
My priority was ensuring my family would be financially secure no matter what the future holds. Najwa helped me put a comprehensive plan in place that not only protects what I've built but also creates opportunities for my children and future generations.
Client details anonymised. Individual circumstances and outcomes differ.
Read the full case studies →Who am I
Najwa El-Farkh founded ELF Advisory after finding the gap in her own finances.
By every measure, she was doing well. Investments growing, income steady, nothing wrong anywhere on the balance sheet. And she was still hesitating over a small discretionary spend. The numbers said yes. Nothing in how they were organised said it was fine.
That gap — between owning good pieces and having them organised — is what this practice was built to find in other people's finances.
It is seldom in the returns. It sits in the space between things: what you earn versus what you keep after tax, what sits in the corporation versus what sits in your name, what you've built versus what happens to it if you stop working tomorrow.
Najwa El-Farkh is an FSRA-certified life and health insurance advisor in Ontario. ELF Advisory serves individuals, families, and incorporated business owners across the province.
Why a small practice
When you hire ELF Advisory, you're working with Najwa. She takes the conversation, builds the strategy, and answers the questions afterwards.
Larger firms will tell you a team is a feature, and sometimes it is. But a team also means the person who understood your situation in March isn't the person answering in September — and you end up re-explaining your own finances to a stranger who has your file open in another window.
That doesn't happen here. The person who built your plan is the person who remembers why.
FAQ
We build and implement protection and insurance-based strategy, and plan around everything else — retirement income, corporate structure, estate, education funding. We don't select or manage investments, and we'll tell you plainly when a question needs someone who does.
Because neither of them is looking at the space between their two jobs. That's usually where the money is.
No, but they're most of the practice, because the corporate-plus-personal problem is the one we're best at. Families and individuals approaching retirement are the rest.
Ontario. Most of the work happens by video, so location rarely matters — though I advise clients who are also based in Ontario.
You tell us what's going on. We tell you what we'd look at first, and whether there's enough here to be useful to you.
Book a conversation
Enough time to name the gap, or to tell you there isn't one. Some people leave that call with a clear next step and no reason to hire us. That's a fine outcome.
Free · 30 minutes · by video · nothing to prepare
