Make way for Trevello World Holdings Inc.
No longer the caj TPI of years ago, under the powerhouse leadership of Zeina Gedeon, the home-based innovator is itself becoming a powerhouse.
The big news includes going public, likely next year. The company is already gearing itself for what it calls market domination in the USA with an “advisor-centric approach”.
There will be an acquisition in JAN25 of a US company to leverage Trevello’s contracts; and a new compensation model. Advisors are also being encouraged to recruit fellow advisors, gaining an ongoing additional income stream which can even be left to their estate.
“We are the original innovators in the home-based agent space,” Caroline Hay, GM Cruise for Trevello said, “And are now moving from a Canadian brand to a North American one – and ultimately international. We are in the best of times.” And clearly there are some superstars in the Trevello group including members of the Chairman’s Circle, some 49 advisors with an average $2.5 million each in sales bringing in, on average, $290K in commission.
This was the messaging in downtown Toronto, where senior execs from Trevello hosted some 60 suppliers to an evening that truly kicked off the festive season.
A combination of thanks to suppliers and insights into Trevello was presented at the soirée held in the industrial-chic StartWell space on Niagara Street.
Founded in 1994 by Morris Chia and, despite going global, still headquartered in Winnipeg, Trevello now has some 1,000 ITAs (up over 260 in 2024 alone) including 20 in the US. Sales this year are at $325M with a 12% increase in commission revenue over 2023.
“We have had a tremendous past two years,” CEO Canada, Zeina Gedeon, told the audience. Gedeon, a seasoned industry pro who is not known for mincing her words, said Covid brought the chance for unproductive advisors (“deadwood”) to step away from the industry and … now? “What’s coming down the pipe is really going to change everything.”
The evening ended on an upbeat note, with guests being presented with little boxes of cookies to take home. A sweet note from the company which, as Gedeon said to a smiling audience, is planning on “world domination.” Stay tuned!
