Our Values

We bring relentless innovation by smashing the status quo and challenging the way our consumers interact with home, life, and community.

Core Principles Guiding and Directing Our Organization


We plan for the future with imagination and curiosity by exploring new ideas, finding innovative solutions, and not being afraid to learn as we go.


We are energetic, focused and strive to exceed expectations. We love what we do.


We aren’t boastful or sheepish, but calm in a place of quiet confidence. We sleep well at night, knowing that we serve our customers the very best way we can every single day.


We don’t give up until we discover a way to make things better. We exhibit a strong will to succeed for our customers in every aspect of our businesses.


We are thankful and proud to be making a difference. We make a point of sharing our positive impacts and celebrating achievements.


We have authentic conversations, dedicated to honesty and creating trust.

The Simply Portfolio

Learn more by scrolling through the carousel below.

Home Comfort (Simply Green/Sandpiper)

Specializing in delivering a new generation of whole-home energy-efficient HVAC and water treatment systems.

Lighting (Simply LED)

One of the most highly regarded and recognized LED lighting retrofitting businesses in Canada, specializing in installing and maintaining LED lighting retrofits on commercial, industrial, and multi-unit residential buildings.

New Construction (HCSI / Sandpiper)

Our consumer finance business underwrites and provides financing secured against HVAC rental contracts based on strict compliance standards.

Sustainable Products (Green Living Show and Store)

The Green Living Show is North America’s largest consumer show dedicated to easy and simple solutions for leading a healthy and sustainable lifestyle. The Green Living Store allows conscious consumers to shop the show floor from home by bringing together a community of brands and local businesses that produce with the plant in mind.

Our History

When Simply Green Home Services was founded in 2013, it had a simple goal: to help Canadians increase their home’s energy efficiency and reduce energy consumption without sacrificing their quality of life.

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Simply Cares

At Simply Group, our mission is to extend our comfortable whole-home solution to all Canadians. And we take it a step further by contributing to programs and events that drive a meaningful impact within our communities through our Simply Cares initiatives.

Caring for the Environment

Our commitment to creating a greener environment

Caring for People

Our commitment to providing the tools, training, resources, and encouragement to help those in need

Caring for our Communities

Our focus on giving back directly to the communities in which we live and work

We’re focused on strengthening the communities with live and work in.

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Dr. Andrew Bowgen Chief Risk Officer

Joining Simply Group’s executive team in 2018, Andrew Bowgen, PhD, brings an exceptionally analytical eye—he holds a PhD in Comparative Physiology from the University of Cambridge—along with years of leadership experience from some of Canada’s top financial institutions. As Simply Group’s Chief Risk Officer, Andrew has played a critical role in the company’s strategic growth by effectively identifying, evaluating, and managing risk factors and opportunities. He is also responsible for laying the groundwork for Simply Group’s strong risk management framework and cultivating a sound risk culture across the organization. Before joining Simply Group, Andrew served as Director of Risk Strategy at Flexiti Financial, where he was responsible for mitigating exposure and building an environment of risk awareness across the organization. He also previously worked as a Senior Credit Risk Manager at Scotiabank and spent five years as a Senior Credit Risk Manager overseeing risk governance at JPMorgan Chase.

Joseph Krimker Co-founder, EVP, Strategic Partnerships and Business Development

As co-founder and Executive Vice President of Strategic Partnerships and Business Development, Joseph Krimker has played a critical role in building Simply Group to the entity it is today. After graduating from the Schulich School of Business in 2013, with a wealth of entrepreneurial experiences throughout his youth, Joseph joined his brother, Lawrence, to start Simply Green Home Services™. Due in part to Joseph’s incredible success in sales, the company exceeded $30 million in annual revenue in just the first three years of business. Today, Joseph is responsible for identifying new avenues of strategic growth for Simply Group, as well as maximizing the company’s operating performance.

Joseph proudly maintains a “lead by example” leadership style, while subscribing to a “servant leadership” philosophy. A true salesperson at heart, he is well known for his competitive nature, infectious positive energy, and a warm and empathetic personality. Having grown up with a single, immigrant mother in a Toronto co-operative housing complex, Joseph believes in continually giving back to the communities we operate in and conducting business with a high degree of humility and integrity.

Jerome Peeters Chief Operating Officer

Jerome Peeters is an accomplished business executive with over 22 years of Financial Industry experience leading business operations and transformation in various B2B and B2C organizations. With his entrepreneurial vision and disciplined data-driven approach, Jerome continuously propels growth and energizes organizations to drive results in changing environments. Prior to joining Simply Group in 2019, he was the Chief Operating Officer at Flexiti Financial, where he led the strategy and operational growth of the FinTech company. Jerome also previously served as Vice President of Operations and Client Services at Laurentian Bank and Senior Vice President of Marketing and Customer Experience for Sears Canada. Prior to this, Jerome played a pivotal role in the growth of President’s Choice Financial as Senior Director of Marketing and Change Management for this award-winning brand.

Lawrence Krimker Chief Executive Officer

Lawrence Krimker has become one of North America’s most accomplished business leaders. As Chief Executive Officer of Simply Group, he has managed to revolutionize the residential and commercial energy sector, successfully disrupting and transforming an industry that had grown complacent. Through strategic acquisitions, innovative business tactics, and the creation of a specialty financing model that has made high-efficiency energy appliances more affordable for homeowners and businesses, Lawrence has amassed over $1.45 billion in assets for his companies and has helped hundreds of thousands of Canadians reduce their carbon footprint.

Simply Group was born from Lawrence’s vision to change the way Canadians think about home comfort. In seven short years, the company, which started as Simply Green Home Services, successfully expanded into the financing and lending sector, making Simply Group one of Canada’s largest non-bank suppliers of consumer credit. Lawrence continues to push the company forward with a strong focus on innovation and an unwavering commitment to building mutually beneficial relationships with its dealer network, OEMs, and consumers. With his strong leadership, vision, and passion, Simply Group has been celebrated as being Great Place to Work-Certified™ for six years in a row.

Lawrence’s ambition, drive, and strong work ethic hail from his humble beginnings. The son of a single mother—an immigrant to Canada who relied on multiple jobs and subsidized housing to make ends meet—Lawrence grew up seeing the value of these qualities firsthand. He started his first business at only 16 years old while still in high school. He then attended the Schulich School of Business on a full scholarship and in his spare time, he launched a window-cleaning business that went on to gross $2 million in sales with over 34,000 customers, 80 employees, and operations in three locations. After profitably selling the company and graduating at the top of his class, Lawrence went on to launch Simply Green Home Services in 2013.

Raymond Tam Chief Treasury Officer

Raymond Tam is a seasoned finance professional with over 15 years of experience in strategic planning, financial governance, merger and acquisition execution, and business analysis across a spectrum of businesses, including entrepreneurial start-ups, mid-sized businesses, and large established corporations. In his current role at Simply Group, Raymond manages all lender relationships, as well as overseeing the treasury and securitization functions across the organization. Before this, he headed the Merger and Acquisition team at Simply Group, where he was responsible for leading the due diligence efforts on the company’s portfolio and business acquisitions, the most recent being SNAP Financial Group and Dealnet Capital Corp.

Prior to joining Simply Group, Raymond helped to launch a private label consumer financing technology start-up; he was responsible for the development of the company’s accounting and financial operations. Raymond also spent five years as the Divisional Chief Financial Officer for Sears Financial Services, the credit card-issuing arm of Sears Canada. Raymond holds his Chartered Professional Accountant (CPA) designation and a Master of Business Administration (MBA) from the Schulich School of Business.