About

Rob has more than 28 years of experience in the financial industry. His passion revolves around understanding a Client situation and coming up with unique plans tailored to help make them successful. He is very proud of the team that he works with across British Columbia and Alberta. Rob believes that every Client must understand the plan before moving ahead with any recommendations. Working in conjunction with Clients’ accountants and lawyers to build a strong and solid team around them allows for a dynamic plan that is adaptable in our ever-changing world.

With more than 25 years of experience, Bruce Kindrat is still passionate about helping people take control of their financial future. Whether it’s navigating market turbulence or building long-term strategies, Bruce brings a calm, knowledgeable approach that Clients trust. Known for his dry humour and personable style, he believes financial planning is about empowering people to live with less stress and more clarity. Working with a highly knowledgeable team, Bruce finds it incredibly rewarding to guide others towards financial clarity and long-term security, knowing that his work makes a meaningful difference in their lives.

Known to most as Tina, Alinda Winter is the steady hand behind much of what makes First Choice tick. With 24 years of industry experience and a heart for people, Tina helps Clients build clear, lasting plans—and ensures our team is running at its best. Her background in banking, life and mutual fund licensing in BC and Alberta, and QAFP™ and CHS™ designations make her a versatile team member in both planning and operations. She believes in the power of teamwork to create long-term financial clarity.

Jesse has a passion for helping families and business owners live fully while planning wisely. In his over 8 years in the industry, he has developed a deep sense of purpose and personal resilience. Jesse blends strategy and heart to deliver financial plans that truly matter. He deeply believes in the protection and opportunity that properly structured insurance solutions can provide. When he’s not meeting Clients, he’s chasing experiences—from driving supercars and catching live sports to exploring beaches with his wife and two daughters.

Pamela Sandberg is passionate about helping people feel confident in their financial future. With 10 years of experience and a QAFP™ designation, she combines planning expertise with a personal touch. Clients love her ready smile, sharp attention to detail, and her ability to make complex ideas easy to understand. Whether she’s crafting a detailed strategy or coaching basketball, Pamela brings heart and hustle to everything she does.

Jordan began studying business and finance while raising three young kids, aiming to better support the small oil and gas contracting business she built alongside her husband. When the opportunity with First Choice came along, she jumped in with both feet and hasn’t looked back – grateful to be learning from incredible mentors and an inspiring team. Jordan has a passion for partnering with other families and business owners looking to build their wealth and securing their financial future.