About Us

Our Story is Your Story

Integrity Tree Financial was created because of clients like you. Our President and CEO, Asif Kasim, founded Integrity Tree after countless clients from his mortgage brokerage asked for more: a full suite of services for every phase of their lives.

Sure, they needed a mortgage, but the same person might also need insurance, RESPs, or a loan to start a business. Our clients were tired of working with different service providers for all these different areas. After all, they weren’t really separate; they were all part of their unique financial picture. Asif’s clients also trusted him and wanted more of his empowering, educational approach to creating healthy finances across the board.

So, in August 2018, Integrity Tree Financial was born. Since then, we’ve offered a suite of complementary services under one umbrella, with the same level of professionalism and integrity past clients came to expect.

Today, you can come to Integrity Tree at any phase of life, from a student fresh out of school with debt to a retiree looking to improve their cash flow. No matter your current situation or your financial goals, our team shares a mission of approaching each client holistically, meeting you exactly where you are, and providing services and education to create your fullest financial future. We’ll be here to support you at every age as priorities change, and your abundance grows.

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Meet your Team

Asif Kasim

President & CEO, Mortgage Broker & Insurance Advisor

Asif is the President, CEO, principal mortgage broker and financial advisor of Integrity Tree Financial. He focuses on listening carefully to clients, understanding what they’re looking for and proposing helpful solutions to meet their financial goals.

With a vast array of experiences working with financial institutions and a strong ability to develop relationships, Asif has found his passion in helping others by providing holistic services under the Integrity Tree Umbrella. By leading and developing others, he has been able to grow a strong network of colleagues, associates and partnerships that have contributed to his success both professionally and personally.

Aside from a professional life in financial services, Asif enjoys working in his community with charitable work and fundraising for youth. When not at his desk, Asif spends his time with his wife and young children, cheering on the Raptors, or listening to the best bands of the 80s and 90s.

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Patrick Soy

Principal Broker & EVP Mortgage Sales & Operations

Patrick is the Executive Vice President of Sales & Operations, Mortgage Broker and is an award-winning mortgage expert with nearly two decades in the industry. Nationally recognized, he's trained thousands of mortgage agents and brokers. Patrick drives excellence in daily sales and business operations of Integrity Tree Financial. Aside from leading our mortgage division, he also shares his wisdom as a Professor at the Real Estate Mortgage Institute of Canada (REMIC), preparing aspiring mortgage professionals for success in real estate financing. An active member of the LGBTQ+ community, Patrick champions values of diversity and inclusivity in all his personal and professional endeavours. In his spare time, Patrick has a passion for culinary adventures, often venturing to new eateries with close friends. He regularly delves into the lively beats at concerts and music gatherings. When he's not exploring flavours or melodies, he cherishes time with his beloved fur friend son, Kobe Tyson. His collaboration with top Canadian mortgage lenders and brokerages extends across various sectors. Dedicated to guiding both new and current homeowners to ideal mortgage solutions, Patrick stands as one of Canada's most esteemed mortgage professionals. Contact him to discover why he's a trusted, inclusive leader in the field.

Jay Ibrahim

Director of Accounting

Jay is a trusted advisor with significant experience in Taxation, Business Advisory and Accounting for corporate, not-for-profit organizations, entrepreneurs, and individuals. Prior to joining our team, Jay worked with Canada’s top financial institutions, small-medium sized organizations as well as start-ups in financial accounting and tax advisory roles. He has developed a comprehensive understanding of the accounting, tax, and financial needs of small business owners and individuals through his prior experience working with accounting firms in the GTA. When not in the office, Jay is actively involved in his community through a number of initiatives, such as being a member of Junior Achievements Ontario, promoting financial literacy to children, volunteering at Hot Soup Kitchens, and coaching youth boys’ soccer teams in Toronto.

Integrity Tree Foundation

Giving back has always been an important part of Integrity Tree’s culture. Over the years, we’ve worked with several charitable organizations as part of our commitment to helping out communities. Our primary goal is to improve financial literacy to put all Ontarians in a better position to achieve their goals. We believe in working with our partners to give back to those less fortunate or who may need a little help to get them to the next level.

Your Financial Future

Integrity Tree Financial meets you exactly where you are right now on your financial journey. We’ll work together through every phase of life to make the life you want a reality.

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