Who we are & why it matters
A women-led brokerage helping business owners protect their people, build wealth, and make confident decisions through integrated benefits, insurance, and financial planning strategies.
OUR APPROACH
Custom plans.
West-coast heart.
Brokerage power.
Your workplace is made up of real people with diverse lifestyles, budgets, and priorities. Their benefits should reflect that.
Choosing a benefits or retirement plan shouldn't feel like guessing your way through a stack of generic options — but for most business owners, that's exactly what happens. You're handed templated plans, pressured to pick quickly, and left hoping you chose something your employees will appreciate. It's overwhelming, unclear, and honestly… it shouldn't be this hard.
WHAT WE STAND FOR
Created for leaders
making an impact
We support small and mid-sized business owners who see caring for their people as part of their culture — not a checkbox. If you care about your team, your culture, and your long-term vision, you're in the right place.
MEET THE TEAM
The certified planners behind your plan
CERTIFIED FINANCIAL PLANNER, CO-FOUNDER
Malinda Larsh, CFP®
As a Certified Financial Planner and co-founder of GenThrive Benefits Inc., Malinda believes great planning starts with listening.
Her clients describe her as both approachable and deeply strategic - a rare combination in the world of benefits and insurance. With years of experience serving business owners and families across BC and Alberta, Malinda helps clients simplify complex decisions around benefits, insurance, and retirement so they can focus on what matters most - their people, their peace of mind, and their future.
At the heart of her work is a genuine care for clients’ wellbeing - financially and personally.
Outside of work, you’ll find her enjoying life on Vancouver Island, often outdoors or sharing a laugh with family.
CERTIFIED FINANCIAL PLANNER, CO-FOUNDER
Claire Hinchliffe, CFP®
Claire Hinchliffe is a Certified Financial Planner with a no-nonsense approach to business wellness. At GenThrive Benefits Inc. - a women-founded firm reshaping what financial services feel like on the West Coast - she helps purpose-driven companies support their people and strengthen their bottom line without getting lost in the complexity.
Claire cuts through the noise, aligning benefits, retirement plans, and tax strategies with each client’s culture and goals, making every decision clearer, smarter, and built for long-term resilience.
Outside the office, Claire is most at home on BC’s mountain trails - both professionally and literally. A dedicated mountain biker and outdoors addict, she brings that same edge, agility, and forward momentum to her work: reading the terrain, navigating challenges with confidence, and always choosing the line that leads to impact.