385 Cedar Avenue PO Box 2410, 100 Mile House, BC V0K 2E0View on Map »

About Us


As professional financial advisors, we continually strive to see every client realize all of their financial dreams. Whether your goal is to save for a new home or your retirement, protecting loved ones from financial loses or managing your portfolio wisely, we have the experience and resources to meet your needs.

Judy Simkins

Investment Funds Advisor / Assistant Branch Manager
Lifecycle Financial
Investia Financial Services Inc.

Judy Simkins was born in Advocate Harbour, N.S. & moved with her family to the 100 Mile House area in 1968. Judy attended school in 100 Mile House and both of her children were born here. The South Cariboo is home.

Judy opened an office of Money Concepts, a Financial Planning Firm, in 2000. Her office has grown to include 5 Advisors and 3 administration staff located in 3 separate communities, 100 Mile House, Williams Lake & Nelson, BC. Judy has enjoyed working in the financial services industry for 40 years.

Judy has been a volunteer and a member of many community organizations including Lioness, Women’s Business Association, and Parents for French, to name a few. She is currently an active member of the 100 Mile House Lions Club and sits on the board of the 108 Mile Ranch Water Commission & the south Cariboo Community Enhancement Foundation. Judy enjoys spending time with her family, camping and traveling.

Judy and her husband Dave have resided on the 108 Mile Ranch for the past 24 years. They have 2 children, a daughter Corine & her husband Richard and grandson Seth residing in Kelowna and their son Trevor & his partner Melissa and 2 grandchildren, Treston & Kiera who have recently moved back to the 108.

Dave Simkins

Branch Manager
Lifecycle Financial
Investia Financial Services Inc.

Dave was born in Kelowna. After residing & working in Calgary, Vancouver & Cranbrook he transferred to 100 Mile House in 1986.

Dave spent 22 years in the banking industry before joining Money Concepts in 2002.

Dave's previous career spanned accounting & business administration along with specializing in financing for small business owners. His previous career has provided his extensive knowledge in Business and Personal Finances.

Dave enjoys spending time with his family, camping and his passion of fly fishing.

Accomplishments:
  • Mutual Fund Representative
  • Certificate of Accomplishment Financial Counseling
  • Branch Managers' course
Non Profit Societies:
  • 100 Mile Ranch Lions

Deena Williamson, PFP

Personal Financial Planner
Lifecycle Financial
Investia Financial Services Inc.

Deena was born in the Okanagan, moving to Parksville on Vancouver Island where she graduated from high school. It is here that she started her Financial Services career. While working fulltime, she completed her University Degree at UBC Okanagan campus in Kelowna. Deena’s career took her from Parksville to as far north as Prince George; in 1993, she settled in Williams Lake, married and had 2 children, a daughter & a son. In 2016, she and her family moved to Kimberley, BC.

In 2002, Deena made the decision to leave the corporate world and become an independent financial planner. As a mother of two, the flexibility of self employment allowed her to balance her busy work schedule with her active family schedule. She offers her clients personalize service, at a time that is convenient for them. This includes weekends and evenings. In the fall of 2008, Deena joined the Life Cycle Financial team.

Deena openly adheres to an active lifestyle. She enjoys skiing, running, biking, swimming, yoga, promotes physical fitness activity for the youth by volunteering, ran her first marathon in 2007, competes in several triathlons annually, a regular at the Tour de Cariboo, is a Tough Mudder, and a Spartan Beast.

Education:
  • Investment Funds in Canada
  • Bachelor of Arts, UBC
  • Personal Financial Counselling Diploma
  • Personal Financial Planner – PFP

Apryl Case

Financial Advisor
Lifecycle Financial
Investia Financial Services Inc.

Apryl was born and raised in the Clinton area and remained there until she graduated from Peter Skene Ogden in 100 Mile House in 2002. She left home to spread her wings and pursue her training as a chef, which eventually landed her in Alberta where she first became involved in the financial planning world. After her return home to the 100 Mile area, she joined Dave and Judy Simkins at Lifecycle Financial working as an office administrator.

At present, she is licensed as a Financial Advisor with Investia Financial Services Inc. and is licensed in both Mutual Funds and Life and Accident & Sickness Insurance. Last year she completed her Branch Manager's training and is currently working towards obtaining her Certified Financial Planning designation.

Apryl is passionate about what she does and loves working with her clients towards reaching their financial goals. She believes everyone deserves sound advice when it comes to investing, regardless of where they are at in life or the size of their portfolio.

For the past 4 years, she has been an active volunteer with the local Ducks Unlimited Canada chapter in 100 Mile and when she's not working she likes to spend her free time gardening or reading. She also loves to travel with her husband Justin and together they have 2 fur babies and 9 nieces and nephews they enjoy taking with them.

Chrissy Mitchell

Office Administrator
Lifecycle Financial

Chrissy was born in Surrey, and moved to 100 Mile House when she was 9 Years old. Chrissy is a mother of 3, her son Tyson, Daughter Jordyn and step-son Cameron. Chrissy met her now husband Jason who works at their family run business Cameo Plumbing/Ace Hardware in 2004 and they married in 2009. In 2013 Chrissy was hired on as the Support Services assistant at Lifecycle Financial.

In 2015 Chrissy moved into the position of Office Administrator. Since being hired at Lifecycle Financial, Chrissy has completed her Administrative Assistant Certificate in 2014, Mutual Funds License in 2016 and recently her Branch Managers Certificate in 2017.

Chrissy dedicates most of her winters to hockey for her kids and enjoys spending her summers at the lake camping and traveling.