How Employee Ownership Trusts Are Changing Business Succession in Canada
Episode: The Real Bottom Line with Wendy Brookhouse
Guest: Jennifer Williams, Founder of Firefly Insights
Guest: Jennifer Williams, Founder of Firefly Insights
In this episode, I sit down with Jennifer Williams, founder and partial owner of Firefly Insights, to unpack one of the most exciting developments for Canadian entrepreneurs — Employee Ownership Trusts (EOTs).
If you’re a business owner starting to think about succession, exit planning, or legacy, this episode will open your eyes to a whole new way to transition your business — one that rewards your team, sustains your community, and can even save you millions in taxes.
We talk about:
- Jennifer’s unique path from nonprofit work to social entrepreneurship and employee ownership
- The tough mindset shift around profit versus mission
- How to find the right scale in your business without burning out
- The new Canadian EOT legislation and what it means for small and mid-sized companies
- Who qualifies, how the trust is structured, and the real financial and cultural benefits
My favorite moment: when Jennifer breaks down how profit can amplify your mission rather than distract from it.
If you’ve ever wondered, “What’s next for my business when I step away?”, this conversation might just change the way you think about exit planning.
Connect with Jennifer: fireflyinsights.ca
Email: jennifer@fireflyinsights.ca
Email: jennifer@fireflyinsights.ca
Creators and Guests
Editor
Shaun Whynacht
I’m the founder of Blue Cow Marketing and father of an amazing little boy. helping other business owners overcome challenges is my passion.
