CFO Advisory

Your Strategic Financial Guide for Growth. Running a business without financial clarity is stressful—and risky. Our CFO Advisory service gives you the leadership and insights you need to make confident decisions, improve cash flow, and grow profitably. Backed by The CFO Project Certification, we bring proven frameworks to your business.

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Service that adapts to you.

Our Approach

We make it easy for you to get the support you need, access your documents, and feel confident in every decision. Whether it’s for your business or personal finances, our approach is always tailored to fit:

Certified Expertise

Powered by The CFO Project methodology.

Clear Financial Roadmap

Understand what drives revenue, profit, and cash flow.

Actionable Insights

Monthly Scoreboard + Action Plan to keep you on track.

Integrated Approach

Align your CFO strategy with tax, bookkeeping, and compliance.

Flexible Engagement

Fractional CFO support without the full-time cost.

EASY, THOUGHTFUL SERVICES, BUILT AROUND YOU.

Why Merits

Hiring a professional means less stress and better results. At Merits, our team brings real experience and a thoughtful way of working, so you get support that fits.

Professional Services

Our advisory services are designed to give business owners a sharper financial edge. We provide detailed cash flow analysis, profitability reviews, and strategic planning to support sustainable growth. From optimizing liquidity to aligning pricing with performance, we help you make informed decisions. And with proactive compliance support, you can navigate CRA requirements with confidence and ease

Our Expert, Lucas

Hi, I'm Lucas Santos,

and I'm the Founder, Strategic Financial Leader, Accountant, and Tax Expert at Merits Group.

Why Us?

We help you see beyond the numbers. With clear insights into your cash flow, margins, and pricing strategies, you’ll gain the clarity needed to make confident decisions. Our team works with you to build a practical growth roadmap while ensuring you stay ahead of CRA obligations and compliance requirements. It’s about more than just staying on track—it’s about moving forward with purpose.

Because good service should feel easy, thoughtful, and built around you.

Why Merits

Hiring a professional means less stress and better results. At Merits, our team brings real experience and a thoughtful way of working, so you get support that fits

Professional

Strategic Expertise for Complex Business Needs

Our advisory services are designed to give business owners a sharper financial edge. We provide detailed cash flow analysis, profitability reviews, and strategic planning to support sustainable growth. From optimizing liquidity to aligning pricing with performance, we help you make informed decisions. And with proactive compliance support, you can navigate CRA requirements with confidence and ease

Hi, I'm Lucas Santos,

and I'm the Founder, Strategic Financial Leader, Accountant, and Tax Expert at Merits Group.

We help you see beyond the numbers. With clear insights into your cash flow, margins, and pricing strategies, you’ll gain the clarity needed to make confident decisions. Our team works with you to build a practical growth roadmap while ensuring you stay ahead of CRA obligations and compliance requirements. It’s about more than just staying on track, it’s about moving forward with purpose.

Ready when you are.

Simplify. Strategize. Succeed.

Whether you need tax, financial or insurance support, we are here for you.

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STILL NOT SURE?

Avoid These Mistakes!

With our professional services, you’ll avoid making these costly mistakes:

Managing by bank balance instead of a forecast.

Scaling without margin discipline.

No reporting rhythm—decisions made on gut feel.

Under-prepared for lenders or investors.

Treating tax as an afterthought instead of a strategic lever.

OVER 1,000 HAPPY CUSTOMERS!

What Our Customers Are Saying

We’re proud to earn the trust of individuals, entrepreneurs, and families across Calgary and beyond. Here’s how our clients describe their experience with us:

Clear answers to help you move forward.

Any Questions?

Find quick answers about how we work, what’s included, and what to expect when you get started.

Yes—accountants record history; CFOs shape the future with strategy and forecasting.

Fixed monthly fee for ongoing advisory; clear scopes for project-based engagements.

Both. Most work is virtual, with in‑person sessions available when needed for clients located in Calgary.

Let’s take the next step together.

Ready to Elevate Your Financial Strategy?

Complete our short form, and our team will contact you to discuss your CFO advisory needs.

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CFO Advisory

LEARN MORE

Useful Resources For You

Explore our curated resources section, your go-to destination for accessing valuable tools. We’ve gathered the most useful materials to help you make informed decisions, and save time.

The Changing Role of the CFO

Click below to learn why every growing business needs a CFO and how they help drive success.

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READY TO TAKE ACTION?

Let's talk about your CFO needs

Fill the form below with information about your business and your CFO needs, and we will get in touch with you as soon as possible.

Lucas Santos

Founder & CEO, Strategic Financial Leader, Accountant and Tax Expert

I’m Lucas Santos. With nearly 20 years in accounting and finance, I help small and medium‑sized businesses in Canada and Brazil improve cash flow, tighten controls and turn financial information into practical strategies for growth. I have a Bachelor’s degree in Accounting, a Business Administration certificate, and I completed the CPA PREP process in Canada — qualifications that support a hands‑on, technical approach.

 

My core services include budgeting, cash‑flow forecasting, management reporting and compliance. Rather than producing reports that sit on a shelf, I focus on actionable insights: identifying margin leaks, simplifying processes with automation and setting up clear KPIs so owners can measure progress. I’ve helped clients streamline month‑end, improve forecasting accuracy and make quicker, more profitable decisions.

 

Bilingual in English and Portuguese, I translate technical finance into straightforward guidance tailored to each business. Outside work, I enjoy activities that sharpen strategic thinking and problem-solving — the same skills I bring to supporting clients’ financial growth.

Jessica Silva

Accountant | Bookkeeper | Corporate Tax Expert

I’m a detail-oriented and results-driven accounting professional with over 19 years of experience supporting small and medium-sized businesses in both Brazil and Canada. My background spans leadership roles, entrepreneurship, and hands-on expertise in financial operations and tax compliance.

 

I hold a Bachelor’s degree in Accounting and another in Business Administration with a focus on Marketing, along with post-graduate diplomas in Project Management and Accounting earned here in Canada.

 

At Merits Group, I specialize in corporate tax returns (T2), GST/HST/PST filings, bookkeeping, and both month-end and year-end financial closings. I take pride in delivering high-quality results without rework — precision and reliability are at the heart of everything I do. My goal is always to exceed client expectations.

 

Fluent in both Portuguese and English, I combine strategic thinking with clear communication, making me a dependable and insightful partner for businesses seeking accurate and trustworthy accounting support.

Bruna Cavalcante

Co-Founder | Office & Payroll Manager | Personal Tax Return Specialist

I’m Bruna, one of the co-founders of our firm, and I’m proud to be the heartbeat of our internal operations. My goal is to ensure that everything runs smoothly so our team can focus on providing excellent services to you. With a strong background in office management, payroll, and HR, I bring a unique blend of organization and a people-first mindset to my work. I earned my Bachelor’s degree in Psychology and completed a Human Resources Management certification in Canada.

 

With over three years of experience in recruitment in Brazil, along with administrative roles in Canada, I’ve developed the skills to create processes that are both efficient and effective.

 

I’m truly passionate about helping customers feel happy and confident. Whether it’s through precise payroll management, personal tax returns, or simply clear communication, I’m here to make your experience as smooth as possible.

Victor Rodrigues

Financial Advisor | Life Insurance Advisor | Personal Tax Expert

I’m Victor, and I bring over 15 years of experience in financial services, including a decade in management roles. My focus is on personal tax planning, financial planning, and investment strategies. I help both business owners and individuals make informed decisions to maximize their investments while minimizing tax liabilities.

 

I hold a Post Degree in Business and have completed the Canadian Securities Course, along with licensing in LLQP and Accident & Sickness Insurance (A&S). These qualifications allow me to offer comprehensive financial and insurance solutions tailored to each client’s needs.

 

I believe in an educational and transparent approach. Every interaction should leave my clients feeling more informed and empowered to make confident financial decisions. I am passionate about providing recommendations that truly serve my clients’ best interests and am dedicated to their success.

 

As a bilingual professional fluent in Portuguese and English, I can effectively connect with a diverse range of clients. When I’m not working with clients, I spend time expanding my knowledge by staying updated on economic news and investment strategies. Outside of work, my top priority is enjoying quality time with my wife and two children.

Tax Preparation and Filing

At Merits Group, we take the stress out of tax declaration season by

handling your personal income tax return from start to finish. Whether you’re employed, self-employed, retired, or receiving multiple income sources, we gather all your relevant documents, such as T4s, receipts, and expense records, and prepare your tax return and tax filing with precision. Our goal is to ensure you’re paying only what you owe and potentially getting money back through eligible deductions and credits. From GST/HST credits to Canada Child Benefits, we help you claim what you’re entitled to. With Merits Group, you get a clear, confident path to your tax filing so you can focus on what matters most.

Starting at CAD $90.00

Get started now!

Personal Extended Health Insurance

Term life insurance and critical illness insurance are essential tools for

protecting your loved ones and your financial future. At Merits Group, we help you find the best coverage for your needs. We guide you through your options so you can choose a policy that fits you and your budget. Term life insurance pays a tax-free lump sum to your beneficiaries if you pass away during a set term, helping them manage expenses like mortgage payments and daily living costs. Critical illness insurance provides a lump sum if you’re diagnosed with a serious condition, giving you financial flexibility during recovery. With Merits, you get expert advice, personalized support, and peace of mind, without overpaying or getting overwhelmed.

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Personal Wealth Management Accounts

Wealth management accounts are long-term savings and investment tools designed to help you grow and protect your financial future.

At Merits Group, we act as independent consultants, helping you choose the right wealth accounts based on your goals, risk tolerance, and tax strategy. Whether you’re planning for retirement, seeking tax-efficient growth, or building a diversified portfolio, we guide you toward transparent, growth-focused solutions. With expert support from a trusted financial advisor, we also prioritize financial literacy and money management, empowering you to make informed decisions that align with your long-term financial vision. Our team compares options from trusted providers to ensure your wealth management strategy is built for lasting success.

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Personal Term Life Insurance and Critical Illness Insurance

Insurances are essential tools for protecting your loved ones and securing your financial future, and at Merits Group, we help you find the coverage that fits your needs and budget.

With expert guidance from a trusted financial advisor, we make sure you understand your options and feel confident in your decisions. Term life insurance pays a tax-free lump sum to your beneficiaries if you pass away during a set term, helping them manage expenses like mortgage payments and daily living costs. Critical illness insurance provides a lump sum if you’re diagnosed with a serious condition, offering financial flexibility during recovery. With Merits, you get personalized support and peace of mind, without overpaying or getting overwhelmed.

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Travel Insurance

Travel insurance is essential for protecting your health and finances

 while you’re away from home. Whether you’re vacationing, studying abroad, or visiting family, Merits Group offers personalized travel insurance plans that go the distance. Our coverage helps safeguard you against unexpected medical emergencies, trip cancellations, lost baggage, and travel disruptions—so you can explore with confidence. With flexible options and expert guidance, we match you with the right plan for your destination, duration, and travel style. Travel insurance isn’t just a precaution, it’s peace of mind across borders. 

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Personal Debt Consolidation

Debt consolidation is a powerful financial strategy that helps you take

control of multiple debts, such as credit cards, personal loans, and lines of credit, by combining them into a single, manageable loan. Instead of juggling several payments with varying interest rates and due dates, you’ll make one simplified monthly payment, often at a lower interest rate. The result? Less stress, more savings, and a clearer path to financial freedom. At Merits, we specialize in smart, personalized debt consolidation solutions tailored to your unique financial situation. Whether you’re struggling with high-interest credit cards or overwhelmed by multiple loan payments, our expert advisors are here to help.

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Investment Accounts - RRSP, TFSA & FHSA

Investment accounts such as RRSPs, TFSAs, and FHSAs offer Canadians a powerful way to grow their wealth

while benefiting from tax advantages and long-term financial flexibility. Whether you’re saving for retirement, a first home, or simply building a diversified portfolio, choosing the right mix of investments within these accounts is key, and that’s where expert financial advice makes all the difference. At Merits Group, our experienced financial advisors and investment advisors provide personalized guidance tailored to your goals, risk tolerance, and life stage. With a client-first approach and deep knowledge of investment strategies, we help you navigate your options confidently and make informed decisions that support your financial futur

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Tax Advocacy and CRA Support

When the Canada Revenue Agency (CRA) reaches out, whether it’s a surprise CRA audit, or a confusing letter, it can feel overwhelming.

That’s where we come in. Our CRA support service is designed to take the pressure off you by handling all communications with the CRA on your behalf. We know their language, their processes, and how to advocate for your rights. At Merits Group, we provide strategic tax support to help you respond accurately and confidently. Let us be your voice with CRA Canada, so you can focus on what matters most.

Starting at CAD $100.00 (30 min)

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CCB Application

If you’re a parent or guardian of children under 18, you may be eligible

for the CCB (Canada Child Benefit), a tax-free monthly payment from the Government of Canada that helps families manage the cost of raising kids. At Merits Group, our experienced accountants offer specialized accounting services designed to simplify your CCB application. From reviewing eligibility to organizing documents, we handle this entire process with care and precision. Whether you’re a new parent, newcomer to Canada, or facing changes in custody or income, our team ensures your application is accurate and timely, so your family receives the government benefits it deserves, without the stress.

Starting at CAD $300.00

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Becoming a freelancer or self-employed professional means wearing a

lot of hats, but bookkeeping doesn’t have to be one of them. Whether you’re a freelancer, contractor, or self-employed, we help you stay organized and stress-free by managing your financial records with precision and clarity. Our accounting services include tracking income, expenses, invoices, and receipts in real time, giving you a clear view of your cash flow and profitability. Designed to keep you compliant with CRA requirements, our bookkeeping simplifies your tax filing and helps you make smarter financial decisions throughout the year. From GST/HST tracking to preparing your records for Form T2125, we make sure everything is ready when tax season arrives.

Bookkeeping for Self-Employed & Freelancers

Starting at CAD $200.00

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Tax Consulting

Navigating Canadian taxes can be complex, especially

when dealing with foreign income, residency questions, or dual taxation concerns. Merits Group offers specialized tax consulting services tailored to immigrants and newcomers, helping you understand your obligations and stay compliant with CRA requirements. Whether you’re settling permanently or managing cross-border finances, our experienced accountants provide personalized guidance on tax preparation, filing, and available credits or deductions. We simplify the process so you can focus on building your future in Canada with clarity and peace of mind.

Starting at CAD $100.00 (30 min)

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CFO Advisory

Our CFO advisory service gives small and mid-sized businesses clear financial direction.

We set profit and cash targets, perform a monthly business assessment, deliver a concise scoreboard of key metrics, and provide a monthly action plan — plus ongoing access for questions and guidance. The result: fewer surprises and steady, measurable improvement.

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Business Extended Health Insurance

Extended Health Insurance helps cover essential medical services that

aren’t included in Canada’s provincial healthcare plans. This includes costs for prescription drugs, dental care, vision exams, physiotherapy, massage therapy, and mental health support—expenses that can add up quickly, especially for families or individuals managing chronic conditions. At Merits Group, we act as independent consultants, guiding you through the best extended health insurance options from trusted providers. We help you find coverage that’s comprehensive, cost-effective, and tailored to your lifestyle, so you’re not left paying out-of-pocket for services your health depends on. Whether you’re self-employed, between group plans, or simply want more protection, we make sure your well-being is fully supported, beyond the basics.

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Business Wealth Accounts

Wealth Accounts allow businesses to grow extra savings or reinvest

profits in a structured, tax-aware way, fuelling expansion, employee benefits, or retirement plans. At Merits, we’ll help you set up savings or investment accounts with a business focus—whether it’s for expansion, retirement, or bonus reserves. We guide the setup and management every step of the way.

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Business Term Life Insurance & Critical Illness Insurance

Business owners can protect the company from financial harm if a key

person dies or becomes seriously ill. Term Life Insurance and Critical Illness Insurance also helps with succession planning, shareholder agreements, or staff benefits. At Merits, we help businesses set up insurance packages that protect key personnel, shareholders, and families, strengthening the backbone of your company.

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Business Investments

Safeguarding your business assets and planning for the future requires smart, strategic decisions, and Merits Group is here to guide you through them.

Our team of expert financial advisors delivers tailored financial advice to help you protect retained earnings, diversify business investments, and reduce risk. Through insurance-based investment solutions like segregated funds, which offer market growth potential along with death, maturity, and possible creditor protection, we support your long-term goals with clarity and confidence. Whether you’re working with an investment advisor or exploring new ways to strengthen your corporate portfolio, Merits Group ensures every move is informed, compliant, and aligned with your vision.

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Business Consultation

From cash flow management and budgeting to pricing analysis and forecasting, our business consultation service delivers intelligent business solutions that support growth and stability. Whether you’re navigating small business finance challenges or scaling operations, Merits provides the insight and structure you need to make smarter financial moves.

Starting at CAD $100.00 (30 min)

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Business Registration, Changes & Dissolution

Starting, changing, or ending a business involves critical legal steps, and Merits is your trusted partner for all of them.

We specialize in business registration and changes, guiding entrepreneurs through the process of business registration, completing incorporation filings, and securing name registration with ease. Whether you’re launching a new venture, making changes to an existing one, or preparing to close your business down, we ensure every detail of your business registration is handled properly. For those navigating business registration in Canada, our team provides expert support to help you stay compliant and confident. And when it’s time to move on, we simplify the dissolution process—managing legal filings, settling obligations, and protecting you from future liabilities—so you can focus on what’s next without worry.

1,500.00 (Gov. fess included) - AB, BC, ON

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Personal Tax Preparation and Tax Filing

At Merits Group, we take the stress out of tax declaration season by handling your personal income tax return from start to finish.

Whether you’re employed, self-employed, retired, or receiving multiple income sources, we gather all your relevant documents, such as T4s, receipts, and expense records, and prepare your tax return and tax filing with precision. Our goal is to ensure you’re paying only what you owe and potentially getting money back through eligible deductions and credits. From GST/HST credits to Canada Child Benefits, we help you claim what you’re entitled to. With Merits Group, you get a clear, confident path to your tax filing so you can focus on what matters most.

Starting at CAD $90.00

Get started now!

Corporate Taxes

All registered businesses must file taxes annually. At Merits, we prepare

and file your business’ annual tax returns meeting CRA requirements while helping you minimize liabilities. We’ll calculate what your company owes, find ways to reduce tax legally, and ensure the filing is accurate and on time. Strategic planning, full transparency, and timely filing guaranteed.

Starting at CAD $1,200.00

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Business Payroll

From precise calculations and CRA remittances to T4 preparation and reporting, we handle the entire business payroll cycle with accuracy and efficiency. Our expert team ensures your staff are paid correctly and on time, while keeping your operations fully compliant with regulations governing payroll in Canada. With our reliable payroll services, you gain peace of mind, save valuable time, and stay focused on growing your business.

Starting at CAD $150.00

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Business Bookkeeping

At Merits Group, we specialize in business bookkeeping, ensuring that every transaction is accurately recorded and reconciled, giving you a clear picture of your business’ financial health.

We handle the day-to-day details so you don’t have to, keeping your books clean, compliant, and ready for whatever comes next. Whether you’re preparing for business tax season or planning for future growth, our team supports your business finance goals with precision and insight, helping you stay ahead of deadlines and avoid costly errors. With our expertise in business accounting, you gain more than just tidy records – you gain a strategic partner committed to your long-term success. 

Starting at CAD $250.00

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