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
Lifecycle Financial
Investia Financial Services Inc.

Judy opened an office of Money Concepts, a franchised Financial Planning Firm, in 2000. In January 2014, when the Franchise Agreement with Money Concepts ended, we changed the firm’s name to Lifecycle Financial.

Our office has grown to include 5 Advisors and 1 administration staff member in 2 separate offices, our main office in located in the District of 100 Mile House & the other in Kimberley. We are also closely associated with Family Financial in Nelson, BC. Judy has enjoyed working in the financial services industry her total working career.

It is Judy’s passion to assist her clients in reaching their financial goals & being there to provide advice & guidance with their retirement & estate planning as well as ensuring their families are protected by using many life insurance products. Judy enjoys volunteering in our community & is currently an active member of the 100 Mile House Lions Club & in a director of the South Cariboo Community Enhancement Foundation. Judy enjoys spending time with her family, camping and traveling.

Dave Simkins

Branch Manager
Lifecycle Financial
Investia Financial Services Inc.

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

Dave spent 22 years in the banking industry before joining Money Concepts in 2002. In January 2014, when the Franchise Agreement with Money Concepts ended, the firm’s name changed to Lifecycle Financial.

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, fly fishing and travelling.

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

Deena Williamson, PFP, CEA

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.

Deena joined the Life Cycle Financial team in 2008. She offers her clients personalized service, long distance over the phone or internet and is currently accepting new clients in Kimberley and Cranbrook, BC.

Deena openly adheres to an active lifestyle. She enjoys skiing, hiking, kayaking, golfing, running, biking, swimming, yoga, promotes physical fitness activity by volunteering, ran her first marathon in 2007, competed in several Olympic triathlons, a regular face at the Tour de Cariboo while in Williams Lake, 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
  • Certified Executive Advisor - CEA

Apryl Case

Financial Advisor
Lifecycle Financial
Investia Financial Services Inc.

Apryl was born and raised in Clinton but graduated from Peter Skene Ogden in 100 Mile House in 2002. She left home to pursue her training as a chef which eventually landed her in Alberta where she first became involved in the financial planning world. After having spread her wings, she returned home to the 100 Mile area and joined Dave and Judy Simkins at Lifecycle Financial working as the Office Administrator in March 2014.

She has now been part of the Lifecycle Financial team for 5 years and is licensed as a Financial Advisor with Investia Financial Services Inc. holding certifications in Mutual Funds, Life and Accident & Sickness Insurance and Branch Manager. At present she is working towards her Certified Financial Planning designation having completed Level 1 in June 2019.

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 and planning for their retirement regardless of where they are at in life or the size of their portfolio.

When she’s not in the office she spends most of her time with her husband Justin and their 3 dogs. She’s an avid reader, loves to travel and has been an active volunteer with the local Ducks Unlimited chapter since 2012.

Chrissy Mitchell

Financial Advisor / Assistant Branch Manager
Lifecycle Financial

Chrissy was born in New Westminster BC and spent part of her childhood growing up in Surrey, she moved to 100 Mile House when she was 9 years old.

Chrissy is a mother of three, her son Tyson who graduated from high school in June 2019, her daughter Jordyn, and her stepson Cameron. Chrissy met her now husband Jason Mitchell in 2004, who works at their family run business Cameo Plumbing/Ace Hardware. Jason and Chrissy celebrated their 10-year wedding anniversary in July 2019.

Chrissy was hired on at Lifecycle Financial July of 2013 as the Support Services Assistant. In 2015 Chrissy moved into the position of Office Administrator then in 2019 moved into the position of Financial Advisor. Since being hired at Lifecycle Financial she has obtained her Office Administrative Assistant Certificate in 2014, Mutual Funds license in 2016, her Branch Managers Certificate in 2017 and her Life Insurance License in 2018. Chrissy is looking forward to continuing to progress at this company.

Chrissy dedicates most of her time to spending time with her family and enjoys being outdoors. In the summer she enjoys spending time at the lake camping with her family and friends. She also enjoys contributing to her kids sports and recreational activities.

Brenda Spurrell

Office Administrator
Lifecycle Financial

Brenda was born and raised in Lark Harbour, a small fishing village on the west coast of Newfoundland. She studied Business Education after high school, and moved to Ontario after graduation, where she started her first job as a junior accountant with a chain of retail stores.

She spent several years in Ontario, before moving further west – first to Thompson, Manitoba, then a short time in Fort McMurray, Alberta. After an amicable divorce from her high school sweetheart, she met her present husband, Bernie, in the year 2000, and moved to British Columbia at that time.

Brenda and Bernie have two teenage daughters, Arianna and Faith, who attend Peter Skene Ogden school in 100 Mile House. They moved to Lone Butte in 2016, where they own an acreage, and breed King Charles Cavalier spaniels as a family passion.

Brenda began working with Lifecycle Financial in April of 2019, as the office administrator. With over 30 years business experience, she is looking forward to learning more about financial investments and is planning to obtain her Mutual Funds license within the next year.