Our story

We respect our history and welcome the future. Our experience spans five decades, but our approach remains forward-thinking and continues to evolve.

In 1976, Barry Adams founded Rob-Lyn Insurance & Financial Services. Named after his 2 children, Rob and Lynne, he created a business built on the solid foundation of family values and hard work. Barry was a legendary insurance advisor and was trusted by some of Manitoba's most successful families and businesses.

Joined in 1994 by his son-in-law, Greg Schmidt, the business evolved to Rob-Lyn Financial, with a focus on comprehensive financial planning, employee benefits and group retirement consulting.

From then until now, our business has continued to evolve. Today we operate as RLF Advisory. This pays tribute to our history and captures the diverse and unique advisory work we specialize in for successful families and businesses.

Our team

Our team’s backgrounds are diverse and multi-disciplinary, with most of us coming to RLF Advisory with years of experience at large financial institutions, portfolio managers and insurers. The entrepreneurial and independent atmosphere at RLF Advisory is attractive for individuals who want to practice in an environment where creativity, hard work, new ideas and entrepreneurial spirit are rewarded. We love making a difference in the lives of those we serve, and we measure success by the longevity of our client relationships and employee retention.

Our business model is different. We operate as a team, working together for the benefit of our clients. Most advisory firms feature a collection of independent contractors sharing space and support. Our advisory team are all employed by RLF Advisory and compensated by salary, which allows us to work jointly utilizing each of our unique skillsets for the long-term benefit of our clients

We believe that longevity and succession are essential to our long-term success as well as yours. Our advisory team and ownership group spans four different decades and we have an active succession plan for the future of our firm. Beyond the future transfer of ownership, we work to transfer knowledge, values and wisdom from one generation to the next.