From Burning Out to Breaking Through: How The Forum Helped Laideen Thomas Find Her Community and Scale Her Financial Firm
For Laideen Thomas, entrepreneurship began with a powerful realization about the gaps in financial planning for women. The moment that sparked her journey happened 10 years ago during a conversation with her mother about retirement.
"When my mother was retiring, I sat down with her and we realized that even though she has an okay retirement plan, it wasn't the way that she envisioned it to be," Laideen explains. "At that point I asked her, 'has anyone ever discussed this with you?' She said no. In all of her working years, she never had those conversations."
That moment revealed a critical market gap that would define Laideen's mission. After 22 years in the financial space working primarily with high-net-worth clients, she recognized that women—particularly women of colour—weren't getting the financial advice they needed. That realization led her to pivot from corporate work and launch Laideen & Co., a boutique financial firm providing holistic financial planning with sincerity, honesty, and compassion.
The Isolation of Success
What started as a sole proprietorship in 2015 and became an incorporated business in 2019 began to grow beyond Laideen's expectations. By 2024, the success she achieved was creating its own challenges.
"I was just in such a burnt-out space," she recalls. "I had a lot of clients coming in, I was getting a lot of referrals, and it was literally a one woman show."
As her business expanded, Laideen found herself wearing every hat—advisor, marketer, administrator, and CEO. "I love what I do. I like being client facing, I like being an advisor. But I never thought about being an entrepreneur in terms of being a CEO and wearing that hat. That's a whole different role."
The isolation she experienced was compounded by the pandemic. Having moved from an office space to working from home, Laideen felt increasingly disconnected from the entrepreneurial community. "The people around me, my husband and other relationships that I have, they have employers, so they don't necessarily understand what comes along with the entrepreneurial journey."
Finding The Forum Community
Laideen's journey with The Forum began when she was searching online for programs and support networks specifically designed for women entrepreneurs. She discovered The Forum E-Series Presented by RBC and decided to participate. She found value in the educational content but admits she didn’t take advantage of the community connections it offered as much as she could have.
Years later, when burnout was threatening to overwhelm her growing practice, she remembered The Forum. "I reached out and I expressed some of the frustrations that I was feeling. I asked, 'is there anyone that can help me here? I don't know what I'm doing in terms of scaling.'"
That call to Erika Thomas, then Program and Community Manager (and now Senior Manager, Partnerships and Community Development), became a turning point. "I'm truly thankful to her for answering the phone that day,” Laideen says.
Ready to embrace the deeper community connections and support that The Forum could offer, Laideen was connected to multiple programs that would transform her approach to scaling her business. Since that pivotal call, she has participated in both The Forum Growth Peer Mentorship Program and The Forum Mentor Program Presented by The Scotiabank Women Initiative®—experiences that would be instrumental in her next steps forward.
The Forum's Impact: Educate, Activate, Elevate
Through The Forum's comprehensive support system, which focuses on three core social impact pillars—Education, Activate, Elevate—Laideen found exactly what she needed:
Educate: The Forum provided Laideen with transformative learning through both peer and mentor connections. The Forum Growth Peer Mentorship Program grouped her with other women entrepreneurs at similar stages, where weekly meetings became a source of practical guidance and emotional support. "We were all in the same phase of our business, so it really helped me to realize that I'm not alone and that a lot of the things that I'm feeling, other people feel as well. They provided a lot of feedback and helped me to see things in a way that I never saw before. They gave me a new perspective and showed me different ways of doing things that I had never thought of myself." Additionally, through The Forum Mentor Program, Laideen was paired with a seasoned entrepreneur who provided a perspective shift that changed everything. "I had an 'aha moment' when I was speaking with her. She helped me realize I am not my business—my business and I are separate entities." This insight fundamentally changed how Laideen approached business decisions and growth. "Even though it seems simple, it was a huge thing for me because I had wrapped my identity with my business. I wasn't seeing it for what it truly is, which is a separate entity, something that's growing on its own. I have to give it the freedom and the ability to grow outside of my own boundaries."
Activate: By expanding her network through The Forum community, Laideen was able to make connections that led to impactful collaborations. With the help of the programs team, she found Northern Primrose, a virtual assistant company within The Forum community. This connection solved her most pressing challenge: hiring and training team members. "What terrified me the most about hiring was the thought that once I hire, I'm going to have to teach them what to do. But Northern Primrose already knew what to do. They already knew how to come alongside my business and help me grow, help put the processes in place and streamline my business.”
Elevate: As part of The Forum's ongoing commitment to raising the visibility of women entrepreneurs, Laideen's entrepreneurial journey and insights are being showcased to inspire and guide other aspiring founders. Moving forward, The Forum continues to look for opportunities to elevate members through media features, speaking opportunities, and award nominations.
Breaking Through the Comfort Zone
The support Laideen received pushed her beyond her comfort zone in critical ways.
"Before The Forum and the programs that I participated in, I really stayed in my comfort zone. Having to do things that were scary to me, like hire and go into a mode of expansion and growth, it really forced me out of that comfort zone.
Once you get out of that place and you try something new, you see success. That’s what builds your confidence as an entrepreneur. You're no longer afraid of things. You're actually more comfortable being uncomfortable."
Scaling for Impact
Since Laideen took that courageous step of asking for help when she needed it the most, her business has seen impressive growth:
Team expansion: Laideen & Co. has gone from a one-woman operation to a team that now includes two executive administrators and its first junior advisor.
Operational excellence: With the help of Northern Primrose, Laideen was able to streamline processes that elevated the professionalism and efficiency of her practice.
Growth capacity: By expanding her team and streamlining her process, Laideen was able to take on more clients while maintaining quality service.
Geographic expansion: Now located in Ontario, Laideen plans to open another location in Alberta after seeing a significant increase in clients from the province.
"Together, we're able to take on more and do more business overall. Before I found that support with Northern Primrose, I had so much work, and it was really overwhelming me.”
The Power of Community
What surprised Laideen most about The Forum wasn't just the practical support, but the emotional and psychological impact of finding her community.
"You never really realize that you're not the only person building a business when you’re so deep in it. It’s easy to find yourself in a space where you’re thinking 'oh, it's only me. I'm the only one thinking this, feeling this, or going through these things.'"
The Forum community showed Laideen she wasn’t alone, and she found it particularly meaningful to find herself alongside women who wouldn’t dull their shine or fit themselves into boxes that didn’t work for them. “I believe women lead and often process things differently. It was refreshing and eye-opening to have their perspectives and guidance. There’s a shared desire in this community to see others achieve greatness and move ahead collectively.”
Building Her Legacy
Today, Laideen's firm continues to address the gap she identified in her conversation with her mother—ensuring that women, particularly women of colour, receive the comprehensive financial guidance they deserve. With her expanded team and streamlined operations, she's positioned to serve more clients while maintaining the personal, compassionate approach that defines her practice.
For Laideen, The Forum provided more than business support—it provided the community, confidence, and connections that transformed both her business and her approach to entrepreneurship. "I really am thankful for The Forum," she reflects.