Moe Assaf

Board Member

Moe is a seasoned financial services executive with over 20 years of management and senior leadership experience. He is currently the Associate Vice President of Financial Services for the LFL Group which includes Leon’s Furniture and The Brick – Canada’s largest home furnishings retailers. Moe sits on the company’s senior leadership team, plays a key role in the strategic planning for the organization.

Moe provides executive leadership and oversight for several divisions and wholly owned subsidiaries of the organization, including the consumer and commercial credit divisions, two regulated insurance companies and a warranty division.

Over the last 20 years at LFL, Moe has helped the organization navigate through periods of tremendous change including expansions, acquisitions, recessions, an initial public offering and more recently – change management and substantial growth in profitability.

After earning a specialization degree in Economics and Mathematics from the University of Alberta, Moe later completed his Executive MBA in 2013.

Happily married with four children (ages 16, 16, 11, and 6), Moe spends his free time with his kids’ activities and sports, enjoys hockey and travelling.