For Homeowners
For Brokers
Social LinkSocial LinkSocial LinkSocial Link
For Homeowners
For Brokers
Social LinkSocial LinkSocial LinkSocial Link

IconFirst Time Home BuyerIconCurrent HomeownersIconInvestment PropertiesIconNew to Canada

IconBuying A PropertyIconRenewal and RefinanceIconReverse Mortgage

What's On Our Blog?

Featured Image

Pineapple Recognized as One of Canada’s Top-Growing Companies

Read More
View All Articles

IconOnline ApplicationIconCalculatorsIconMortgage Glossary

IconResourcesIconMortgage Resources

What's On Our Blog?

Featured Image

Top 10 Questions To Ask Your Pineapple Mortgage Broker When Renewing Your Mortgage

Read More
View All Articles

IconAboutIconContact UsIconNews

IconFind A BrokerIconPineapple CareersIconInvestor RelationsIconPineapple IPO

What's On Our Blog?

Featured Image

Pineapple Wins the Award For Digital Innovation in the Canadian Mortgage Industry

Read More
View All Articles


Pineapple Network Affiliate Brokerage, Integrity Tree Financial, Appoints Patrick Soy to Principal Broker

Published on 05 Dec 2023

Pineapple Network Affiliate Brokerage, Integrity Tree Financial, Appoints Patrick Soy to Principal Broker

Pineapple Network Affiliate Brokerage, Integrity Tree Financial, Appoints Patrick Soy to Principal Broker

TORONTO, December 5, 2023: Pineapple Financial Inc. (NYSE American: PAPL), a tech-focused mortgage brokerage with an integrated network of partner brokerages and agents across Canada, today announced the appointment of Patrick Soy as Principal Broker at Integrity Tree Financial, the network's affiliate brokerage partner. Mr. Soy, who has been serving as Executive Vice President of Mortgage Sales and Operations since August, succeeds Asif Kasim, who will remain President and CEO with a focus on advancing the company’s insurance and investment channels and growing the new divisions.

“On behalf of Pineapple Network and the board, we are excited to announce the appointment of highly accomplished industry veteran Patrick Soy. His wealth of experience in the mortgage finance industry, coupled with an impressive track record of performance and impact, aligns perfectly with our commitment to innovation and progress in the industry.” Said Shubha Dasgupta, Pineapple’s CEO.

“Patrick was the clear choice to lead Integrity Tree into the future and drive our vision forward,” said Asif Kasim, Integrity Tree’s President and CEO. “He has already injected dynamic energy into the business, contributed to agent growth and amplified their business outcomes. It’s an honor to work with Patrick as he takes the brokerage to new heights and shapes the futures of our emerging and seasoned mortgage professionals.”

Mr. Soy has nearly two decades of experience as a mortgage broker and previously as the business development manager for one of Canada’s leading mortgage finance companies. He holds several notable achievements, including winning the 2021 Mortgage Awards of Excellence as Business Development Manager of the Year. Patrick has trained thousands of mortgage professionals and serves as a professor at the Real Estate Mortgage Institute of Canada. He advocates for diversity and inclusion, particularly within the LGBTQIA+ community, and has volunteered with numerous organizations, including Ups & Downs, The Bethany Care Society, and The Mustard Seed — demonstrating his commitment to community service.

“I am incredibly excited to take on this new leadership role and be part of shaping the future of mortgages in new and creative ways that benefit all Canadians,” said Patrick Soy. “Integrity Tree is the best place to leverage my experience and contribute to the  rapid expansion plans of the company. The values instilled at the brokerage align with my core principles and provide a vision for a progressive and culture-focused workplace.”

Mr. Soy added, “With the recent IPO announcement, the Pineapple Network felt like the right fit to drive significant growth and unlock more opportunities for agents and partners alike."

Established in 2014, Integrity Tree Financial became Pineapple's first affiliate brokerage partner in January 2018. The firm played a pivotal role in Pineapple's impressive three-year growth of 1,452% actively witnessing its evolution into one of Canada's leading mortgage networks, reflecting a successful and collaborative partnership.


About Integrity Tree Financial:

Toronto-based Integrity Tree Financial stands as a premier mortgage brokerage in Canada and a member of the Pineapple Financial network. Committed to nurturing Canadian dreams of homeownership and financial freedom, the brokerage provides education and support for a prosperous financial future. Over the years, Integrity Tree Financial has transformed from a mortgage brokerage to a full-service firm, encompassing accounting, insurance, and investment services, to address the diverse financial needs of their clients at every stage of their life.


About Pineapple Financial:

Pineapple is an award-winning fintech and leading Canadian mortgage brokerage network,  focusing on both the long-term success of agents and brokers, as well as the overall experience of homeowners. With approximately 650 brokers within the network, Pineapple creates cutting-edge cloud-based tools and AI-driven systems to enable its brokers to help Canadians realize their dream of owning a home.  Pineapple is active within the community and is proud to sponsor charities across Canada to improve the lives of fellow Canadians.

Follow us on social media:
Instagram: @pineapplemortgage @empoweredbypineapple Facebook: Pineapple MortgageLinkedIn   Pineapple Mortgage

SOURCE: Pineapple Financial Inc. (NYSE American: PAPL)

Safe Harbor Forward-Looking Statements

Certain statements in this announcement are forward-looking statements. These forward-looking statements involve known and unknown risks and uncertainties and are based on the Company’s current expectations and projections about future events that the Company believes may affect its financial condition, results of operations, business strategy and financial needs. Investors can identify these forward-looking statements by words or phrases such as “may,” “will,” “expect,” “anticipate,” “aim,” “estimate,” “intend,” “plan,” “believe,” “is/are likely to,” “potential,” “continue” or other similar expressions. The Company undertakes no obligation to update or revise publicly any forward-looking statements to reflect subsequent occurring events or circumstances, or changes in its expectations that arise after the date hereof, except as may be required by law. These statements are subject to uncertainties and risks including, but not limited to, the uncertainties related to market conditions and the completion of the initial public offering on the anticipated terms or at all, and other factors discussed in the “Risk Factors” section of the registration statement filed with the SEC. Although the Company believes that the expectations expressed in these forward-looking statements are reasonable, it cannot assure you that such expectations will turn out to be correct, and the Company cautions investors that actual results may differ materially from the anticipated results and encourages investors to review other factors that may affect its future results in the Company's registration statement and other filings with the SEC. Additional factors are discussed in the Company's filings with the SEC, which are available for review at www.sec.gov.

Media Contact:

For media inquiries, please contact, Dennis Welsh, Senior Director of Marketing, at Pineapple

Email: dennis@gopineapple.com

Related Links:



Investor Relations Contact:

For investor relations inquiries, please contact Scott Powell, Chief Executive Officer, at Skyline Corporate Communications Group, LLC

Email: scott@skylineccg.com

Phone: +1 (646) 893-5835

Share this post


ON 12830 / BCFSA MB600871 / AMF 3002803823 / RECA 00424723 / SK 512229

© 2024 Pineapple Financial Inc. | 200-111 Gordon Baker Road Toronto, ON M2H 3R1
Social LinkSocial LinkSocial LinkSocial Link