Distinguished Alumni Profile: Matt Friesen

Mon. Apr. 20, 2026

Hard Work Beats Talent When Talent Doesn’t Work Hard

Major: 4-year BBA, Marketing
Graduated: 2012
Student groups: Business Administration Student Association (BASA), JDC West
Role today: Senior Vice President, Central Sales and Service at Western Financial Group

If there’s one idea that consistently shows up in Matt’s story, it’s this: effort compounds. “I tried more, failed more, and worked harder, and over time that paid off.” That mindset took root during his time as a student at the University of Winnipeg and has shaped his career ever since. “If you come to university and just do what’s expected, you’re missing the point,” he says. “Nor will you get where you’re going in your career just by doing the minimum.”

From the moment Matt arrived on campus, he knew he wanted more than a ‘come to class, leave campus’ university experience. An extrovert by nature, he sought connection, community and opportunities. Through BASA, JDC West, and other Business faculty initiatives, Matt found exactly that. He jokes, “I say this to anyone that will listen (earmuffs, profs!) that I got more from my extracurricular involvement at university than I did in any class.”

Now a Senior VP at one of the largest insurance brokerages, Matt credits his entire career trajectory to his involvement in student groups. Taking his first steps in sales, he secured an impressive $80,000–$100,000 in sponsorships for BASA. The connections he built, directly led to his first role at Western Financial Group “I single‑handedly credit my career achievements to my involvement in BASA. I sold sponsorship to the person who ended up hiring me.”

Yet, he is the first to admit that being an extrovert alone does not make someone a good salesperson. “You have to have a thick skin because you’re not going to be good at it by tomorrow,” he says. “That ability to handle adversity and resistance is more important than talent. Sales isn’t about personality as much as it is about resilience.”

People are at the centre of everything Matt does. “Insurance is a grudge purchase because you’re buying a piece of paper you hope you never have to use. If you focus only on the policy details, it’s boring. If you focus on people, it’s actually a great conversation,” he says. “At the end of the day, you’re helping people protect the most valuable things in their lives.”

When asked whether personality and salesmanship will become obsolete with the rise of AI, Matt answered “I’d look at it differently. AI is replacing non‑productive tasks so people can focus on the work that actually matters.” His recommendation for the workforce of tomorrow? “Level up your skills so you’re empowered by AI, not replaced by it.”

It comes as no surprise that Matt is a strong advocate for in‑person work early in one’s career. “I would not be where I am today if I sat in my basement for the first ten years of my career,” he says. “If I were starting my career today, I’d go to the office every single day for the first five to ten years, because you miss so much learning when everything has to be scheduled instead of just asking a quick question in the moment.”

If he could give his first‑year self, one final piece of advice, it would be this: “Early in your career, leaning in creates a name for yourself that opens doors later.” And, perhaps equally important, “Spend less time at the bar—and more time at the bar with your classmates, Matt.” Turns out networking can happen anywhere, even over a drink.