Over his nearly 50-year career, Sam Reda has quietly become a significant influence in the financial industry and within Canada’s family office ecosystem.

Affable, erudite and consistently discreet, he prefers to stay out of the public spotlight. But the spotlight finds him nonetheless. 

His list of accomplishments is long, yet today his informal work as a connector, mentor and builder of knowledge within the family office ecosystem is just as remarkable.

In this Q&A interview, he reflects on how he entered the industry, the challenges facing UHNW families and family offices, and why, for him, “how much you care” has always mattered far more than “how much you know.”

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