The Reason De Guia Finance Exists
I built this practice for one specific person. Me, five*** years ago. Making real money. Carrying real anxiety. With no idea what would actually happen if life turned sideways.
Note: Need a new image and this time it will be a ROUNDED CROP.
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Why I do this
I owned restaurants. I made real money. I had no idea where it went.
When the businesses failed, I was left with CRA debt, three young daughters, a mortgage, and no plan. Every number on my financial snapshot was red.
What I learned the hard way is that earning is not the same thing as protecting. And protecting is not the same thing as planning. Most of us learn that distinction the most expensive way possible.
I rebuilt from there. Cleared the debt. Built an emergency fund. Bought my next car in cash. Put real protection in place around my family before I started growing anything again.
When I got licensed and started working on the inside of this industry, I found something out. Most of it is set up to sell products first and educate second, if at all. That is not how I want to operate. So I built a practice that runs the other way around. Education first. Always.
That is who De Guia Finance is for. Households who are exactly where I was. Making good money. No map. Hoping nothing goes wrong before they figure it out.
Who I'm for
De Guia Finance is built for one specific household.
Two incomes. Combined household income of $100,000 or more. Kids at home. A mortgage. Real obligations. Probably in your thirties or forties. Both partners working full-time and tag-teaming everything else.
You are earning. You are capable. You are also avoiding the financial mirror. You have not actually run the numbers on what would happen if either income stopped tomorrow. You know you should. You haven't.
That is not a character flaw. It is the cost of being busy and capable and worried about the wrong things first.
What I do is make running those numbers safe, fast, and painless.
What I promise
Three things. In writing.
No products on the call
No applications. No paperwork. The Clarity Call and any follow-up education session are protected from selling by design. By regulation, I am not allowed to recommend products in those conversations. I treat that rule as a feature, not a constraint. It is what lets you actually think.
No chase
If you walk away with information and never message me again, that is a complete outcome. I will not follow up trying to convert you. Work happens because you asked for it. Not because I pushed.
No false scope
I am an Independent Life Insurance Agent licensed in Ontario. I help families understand and set up three kinds of protection: life insurance, disability insurance, and critical illness insurance. I do not manage investments. I do not sell mutual funds or securities. I do not give tax or legal advice. If your situation calls for those, I will tell you and refer you to someone who does.
My wife Catherine and our three daughters, Leslie, Lana, and Layla. They are the reason every system I build is designed to be transferable. The work is not about me. It is about whether the work outlasts me.
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If any of this sounds like you, the 15-Minute Clarity Call is the next step
Luisito "Owie" De Guia · Life Insurance Agent · De Guia Finance · Greatway Financial Inc. · FSRA License No. 24224230 · Ontario, Canada
De Guia Finance is a trade name of Luisito De Guia. Insurance products are provided through Greatway Financial Inc.
This communication is for educational purposes only and does not constitute financial, investment, legal, or tax advice.
© 2026 De Guia Finance