Friday, 04 September 2026 08:15 AM
Company Update
Graham Pettifer and Craig Sandison to lead the firm's professional investment framework and Canadian market development, respectively
NEW YORK CITY, NY / ACCESS Newswire / September 4, 2026 / Custom Smart Securities LLC has announced further progress on its Canadian market development plan, appointing Chief Investment Officer Graham Pettifer and Senior Client Manager Craig Sandison to jointly lead investor education, client relations, and market development efforts in Canada.
This appointment marks a further step in Custom Smart Securities' Canadian market strategy, building on the foundation it established in the U.S. market, and is aimed at strengthening collaboration between the two countries across research, education, and professional trading resources.
Canada as the Next Stop in a North American Strategy
Custom Smart Securities is a securities services firm focused on North American capital markets, with a business scope spanning market research, risk management, investor education, and professional trading technology.
In recent years, the company has built out its investment education and professional trader development capabilities around Custom Smart Trading Academy, Custom Smart DMA, and the CSS Trading Excellence Program.
Having accumulated program experience through the Trading Excellence Program previously run in the U.S. market, the company is now looking to extend its education and talent development model further into Canada.
The company has stated that its Canadian market efforts will focus on:
Investor education, North American market research, client relations, professional trading knowledge, and trader development.
Graham Pettifer: Leading the Professional Investment Framework
Graham Pettifer, 56, currently serves as Chief Investment Officer of Custom Smart Securities, bringing over 30 years of experience in North American capital markets research, asset management, and institutional investing.
Raised in Ottawa, Canada, Graham went on to pursue further education in the United States and built a long career in New York's financial industry, with experience spanning securities research, North American equity portfolio management, institutional asset allocation, and cross-border investment research.
As part of this Canadian market expansion, his focus areas will include:
North American market research, investment curriculum design, risk management, DMA professional trading education, and trader development for the Trading Excellence Program.
Graham stated:
"The Canadian and U.S. capital markets are closely connected, but each has its own industry structure and investor characteristics. Our goal is to help investors not just see the opportunity, but understand the relationship between research, risk, and professional execution."
Craig Sandison: Leading Canada Market Execution
Craig Sandison, 41, will primarily take on Canadian market development and client relationship building.
Craig has long been based in British Columbia, Canada, and was involved early on in Custom Smart Securities' client relations, investor events, and education program operations. In the previous cohort of the Trading Excellence Program, he was primarily involved in member services, coordinating coursework and events, and investor communication.
With the launch of the Canadian market strategy, the head office is further shifting his focus to Canada. Craig will be responsible for:
Investor education outreach in Canada, client relationship building, market events, program member services, and coordination between the Canadian market and the U.S. head office.
The company plans to first strengthen its presence in Western Canada, before gradually expanding into other major Canadian financial centres.
Establishing a "Professional + Market" Dual-Leadership Model
Under this arrangement, the two leaders' responsibilities are designed to be complementary.
Graham Pettifer leads the professional side - research, investment, risk management, and the trading framework.
Craig Sandison leads the market side - outreach, client relations, events, and Canadian business development.
Custom Smart Securities has stated that this model will serve as a key organizational foundation for the company's development in the Canadian market.
With its core team now in place, the company's next phase will shift focus toward Canadian investor education and the next cohort of its professional trader development program. The third cohort of the CSS Trading Excellence Program has now entered its next stage of preparation.
Media Contact:
Custom Smart Securities LLC
Email: [email protected]
SOURCE: Custom Smart Securities LLC