The First Choice Difference
Financial decisions rarely happen in isolation. How you invest your money can affect your taxes, retirement income, business, and ultimately what you leave behind.
At First Choice, our strength is our team. We bring together professionals with experience in investment management, retirement income planning, insurance, business ownership, and tax-efficient financial strategies. Rather than approaching each decision separately, we draw on our team’s collective knowledge to understand how one decision may affect another.
What does that mean for you?
It means looking beyond investment returns to consider questions such as:
- Are your investments structured tax-efficiently across your personal and corporate accounts?
- Are you making the most of your RRSPs, TFSAs, pensions, and other retirement income sources?
- Is your insurance protecting your family, business, and the wealth you’ve accumulated?
- Do you have a strategy for withdrawing your retirement income while managing taxes?
- Have you considered how your wealth will transfer to your family or the next generation?
Our role is to bring these considerations together into a coordinated financial plan, with clear recommendations and ongoing reviews as your circumstances change.
You’ve worked hard to build your wealth. Our team is here to help you make the most of it.
First Choice Insurance and Investment Services Inc.
You've built the career, grown a business, or spent years putting money aside. Along the way you've accumulated RRSP's, TFSA's, pensions, insurance policies, real estate and perhaps corporate assets. You've done an excellent job of earning and saving, but have you considered how all these pieces work together?
You already have an accountant managing your taxes and a lawyer looking after your legal affairs. At First Choice, we bring it all together in a forward-looking financial plan.
We look at what you've built, or what you desire to build. We identify opportunities to make your money work harder and develop strategies to grow your wealth, protect what matters, and maximize the legacy you leave behind.
Languages spoken: English
Phone: (250) 785-7575
Email: fci@sunlife.com
Address: 9519 - 100th Avenue,, Fort St. John, BC, V1J 1Y1 Canada
Rob Sandberg
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.
Job Title: Financial Planner, Sun Life, CEA, CFP®, CHS™, CPCA
Email: rob.sandberg@sunlife.com
Bruce Kindrat
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.
Job Title: Financial Planner, Sun Life, CEA, CFP®, CHS™
Email: bruce.kindrat@sunlife.com
Alinda (Tina) Winter
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.
Job Title: Associate Advisor, Sun Life, CHS™, QAFP®
Email: tina.winter@sunlife.com
Jesse Braun
Jesse has a passion for helping families and business owners live fully while planning wisely. In his over 10 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.
Job Title: Financial Planner, Sun Life, CFP®, QAFP™
Email: jesse.braun@sunlife.com
Pamela Sandberg
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.
Job Title: Associate Advisor, Sun Life, QAFP™
Email: pamela.sandberg@sunlife.com
Jordan Shuman
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.
Job Title: Associate Advisor, Sun Life
Email: jordan.shuman@sunlife.com
Caroline Sperling
Caroline has been a valued member of the First Choice team for 28 years. As our Insurance Service Associate, she brings experience, care, and a friendly face to the Clients she supports every day. Her dedication to helping others and making people feel welcome is a huge part of what makes our office so special.
Outside of work, Caroline loves anything that allows her to be creative. She does this in many ways, including party planning and writing a book alongside her daughter. She is also passionate about volunteering and giving back to our community whenever she can.
Family is incredibly important to Caroline, and she loves spending time with her kids, her spouse Gary, and their golden retriever, Daisy.
We are so grateful for Caroline’s kindness, creativity, and the many years she has dedicated to our team and Clients!
Job Title: Service Associate, Sun Life
Kimberli Grant
With nearly two decades of experience, Kimberli Grant is the steady hand behind the scenes. She thrives in the details, freeing up our advisors to do what they do best. Whether it’s paperwork or follow-ups, Kimberli brings order to the chaos so Clients enjoy a smooth and stress-free experience.
Job Title: Advisor Assistant, Sun Life
Kirsten Middleton
Kirsten plays a key role behind the scenes at First Choice, supporting investment Clients with care, accuracy, and a healthy dose of laughter. With a decade of experience and a passion for teamwork, she’s proud to be part of a firm that shares her values. Off the clock, you’ll find her outdoors camping with friends and family and playing a mean harmonica.
Job Title: Service Associate, Sun Life
Merin Johny
Merin just celebrated her first anniversary with First Choice—and she’s already made a big impact. Passionate about keeping things organized and flowing smoothly, Merin supports advisors by handling the details so they can stay focused on Client relationships. Whether it’s investment processes or paperwork, she helps ensure every client journey is seamless.
Job Title: Service Associate, Sun Life
Stacy Pye
Stacy is the friendly face that greets every Client at First Choice. With her warm personality and approachable style, she makes everyone who walks through the door feel instantly at ease. She loves being part of a team that truly cares about people.
Job Title: Advisor Assistant, Sun Life | Receptionist for First Choice Insurance and Investment Services Inc.
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