# ValueTrend Wealth Management

ValueTrend Wealth Management is a Bank / Wealth / Trust based in Barrie, Canada.

## Overview

- **Organization type:** Bank / Wealth / Trust
- **Headquarters:** Barrie, Canada
- **Region:** North America
- **Address:** Barrie, ON, Canada
- **Founded:** 2008
- **Assets under management:** Undisclosed
- **Website:** valuetrend.ca
- **LinkedIn:** https://www.linkedin.com/company/valuetrend-wealth-management-worldsource-securities-inc

## Regulatory record

- **Reports private funds:** No

## About

ValueTrend Wealth Management launched in 2008 when Keith Richards, a former advisor at RBC Dominion Securities, established an independent practice structured as a discretionary portfolio manager. The firm operates under portfolio management registration with the Ontario Securities Commission, serving high-net-worth individuals and families across Canada. Richards authored two investing books — 'SmartBounce' and 'SideMounts' — that outline the firm's methodology of layering technical indicators over fundamental security selection. The firm runs concentrated equity and ETF portfolios with a North American focus. The investment process uses a top-down macroeconomic overlay followed by bottom-up security selection screened through technical analysis. Position-level triggers rather than rigid allocation models determine when the firm steps away from markets. The strategy tilts toward large-cap Canadian and US-listed equities, occasionally accessing fixed-income exposure through government bond ETFs. Richards is the portfolio manager and public face of the firm, contributing regularly to BNN Bloomberg and writing a weekly blog hosted on the company website. The operation maintains a lean structure from its Barrie office, leaning on external custodians for trade execution and client reporting. As of September 2024, the firm continued to operate as a focused discretionary shop without a family-office conversion or multi-advisor expansion (per public regulatory filings, 2024). There are no disclosed adjacent vehicles, philanthropic arms, or co-investment clubs. Structurally, ValueTrend occupies a narrow seam in Canadian wealth management: a registered portfolio manager that acts like an institutional trend-follower but serves a retail and high-net-worth client base directly. Unlike the bulk of Canadian bank-owned wealth platforms or mutual fund dealers, the firm retains full discretion over client portfolios and publishes daily market commentary, making its tactical shifts transparent to clients and the public.

## Questions

### What investment strategy does ValueTrend Wealth Management use?

The firm combines fundamental security analysis with technical trend-following indicators to manage concentrated North American equity and ETF portfolios. A distinctive feature is its willingness to raise cash allocations when trend signals deteriorate, rather than remaining fully invested. Keith Richards has documented this approach in two books and in regular BNN Bloomberg appearances.

### How does ValueTrend differ from a typical Canadian bank-owned wealth manager?

ValueTrend operates as an independent registered portfolio manager with full discretion over client accounts, rather than as a mutual fund dealer or bank-owned advisory platform. It publishes daily market commentary and makes tactical cash-raising decisions transparent to clients. Most Canadian wealth management sits inside the big banks, so an independent discretionary shop with a public-facing portfolio manager represents a niche structure.

## Related profiles

- [Values Added Financial](https://altss.com/profile/values-added-financial)
- [ValueWealth Services](https://altss.com/profile/valuewealth-services)

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Updated: 2026-08-11T02:43:31.692Z

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