Purpose Unlimited is an independent financial services company with an unrelenting focus on customer-centric innovation, delivered through technology-driven solutions. Led by entrepreneur Som Seif, the company is developing a diversified product platform aimed at addressing historically underserved segments of the market. Purpose Unlimited’s businesses include Purpose Investments, Advisor Solutions by Purpose, and Driven.
Who is Purpose Investments?
Purpose Investments is an innovation- driven asset management company with over $20 billion under management, offering both managed and quantitative investment products. Much of what is available to the average Canadian investor today is outdated and expensive. Purpose Investments’ goal is to constantly
Who you are
The Vice President, Digital Assets Funds leads Purpose’s digital-asset fund franchise — including Purpose Bitcoin ETF (BTCC), Ether ETF (ETHH), Solana ETF (SOLL), XRP ETF (XRPP), Bitcoin Yield ETF (BTCY), Ether Yield ETF (ETHY), Core ETFs (BTCO, ETHO), and future digital-asset launches.
Responsibilities: What you will do
Drive franchise growth, investment excellence, and maintain Purpose’s leadership in regulated digital-asset investing.
Oversee product strategy and commercial outcomes, ensuring alignment with Purpose’s vision and market leadership.
Lead innovation and disciplined governance, embedding best practices across all operations.
Foster cross-functional collaboration with Portfolio Management, Sales, Marketing, Capital Markets, and Product teams to deliver integrated results.
Combine strategic execution and entrepreneurial drive to scale Purpose’s digital-asset platform and deepen investor trust.
Ensure Purpose remains the benchmark for transparency, innovation, and integrity in digital-asset management.
Champion an AI-first, innovation-driven approach across all functions, embedding automation, intelligence, and creativity into investment, operations, and communication.
Qualifications: What you will bring
- Strategic Leadership
Lead the growth strategy for Purpose’s digital-asset fund franchise, covering existing and future funds (BTCC, ETHH, SOLL, XRPP, BTCY, ETHY, BTCO, ETHO).
Differentiate Purpose’s offerings versus global peers through performance, structure, and transparency.
Oversee fund innovation, including staking integration, yield-enhanced and tokenized ETF solutions.
- Portfolio Oversight
Ensure all funds meet investment, risk, and regulatory standards (NI 81-102 / NI 41-101).
Optimize execution, liquidity, and yield performance across spot and yield products.
Use AI-driven analytics for real-time tracking error, attribution, and yield optimization.
- Product & Commercial Development
Drive AUM and revenue growth through new fund design, pricing, and advisor engagement.
Partner closely with the Portfolio Management, Sales, Marketing and Capital Markets teams to drive investor education, product positioning, and distribution strategy.
Leverage AI-powered market intelligence to anticipate investor needs and product opportunities.
- Operations & Infrastructure
Ensure institutional-grade security, liquidity, and transparency in operations.
Champion automation and digital integration to improve scalability and reduce risk.
Strengthen vendor, custodian, and data-provider partnerships supporting multi-asset coverage.
- Stakeholder Engagement & Thought Leadership
Act as Purpose’s external voice in digital-asset investing — leading research, media, and industry advocacy.
Align internal teams on messaging, positioning, and investor communication.
Advance Purpose’s reputation as Canada’s most credible and innovative digital-asset manager.
- AI & Innovation Leadership
Lead Purpose’s AI and innovation agenda across the digital-asset franchise.
Partner with Innovation and Technology teams to apply automation, analytics, and machine learning.
Foster a culture of experimentation, continuous learning, and technology adoption.
Additional Information
Why should you join us?
We are one of Canada's Top Small & Medium Employers' 2023 & 2024.
We believe in innovation and a vibrant culture - work for an innovative, people-first, financial services firm that values entrepreneurialism.
We believe in a flexible work structure – A flexible hybrid work model that empowers you to do your best work whether at home or the office.
We care about your rewards - Competitive compensation including equity program.
We care about your health – comprehensive group health and dental benefits and life insurance at little to no cost to you. We also offer a Lifestyle Spending Account for all your wellness needs.
We care about your quality of life - flexible paid time-off policy with unlimited vacation days, and flexible sick and mental health days.
We care about your family - Paid parental leave for eligible employees with a top-up.
We care about your future – Generous Group RRSP matching and an optional TFSA program.
We care about your development – We offer training opportunities and tuition support year-round.
PI
Purpose Investments is an equal employer, and we are dedicated to fostering an inclusive and barrier-free work environment for all employees and candidates. We encourage all qualified candidates to apply and if accommodation is required during any stage of the recruitment process, please contact any member of the People and Culture team at PeopleCultureTeam@purpose-unlimited.com. We thank all applicants for their interest; however, only those selected for interviews will be contacted.
Our work philosophy is a hybrid model allowing for flexibility and collaboration.
