A burgeoning segment of young investors has increased the dominance of banks as an investment institution, while new Canadians seek digital alternatives.

Patrick Rahlfs, Senior Research Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive summary

    • Graph 1: investment institutions, by year, 2022-23
    • Graph 2: switching to less risky investments, by investor type, 2023
    • Graph 3: attitudes toward investment decisions, by new Canadians, 2023
  2. Consumer Insights

    • Consumer fast facts
    • Investment products
    • Graph 4: investment account ownership, 2023
    • Graph 5: investment product ownership, by race, 2023
    • Graph 6: investment product ownership, by region, 2023
    • Institution type
    • Graph 7: use of investment institutions, 2023
    • Graph 8: use of investment institutions, by age, 2023
    • Graph 9: use of robo-advisors, by age, 2023
    • Graph 10: use of investment institutions, by investor status, 2023
    • Graph 11: use of investment institutions, by race, 2023
    • Investing behaviours
    • Graph 12: attitudes toward social investment and social platforms, 2023
    • Graph 13: social media investing behaviors, 2023
    • Graph 14: investment activity and advice, by institution type, 2023
    • Graph 15: ownership and interest in FHSAs, 2023
    • Graph 16: need for $1 million in savings, 2023
    • Switching factors
    • Graph 17: motivations to switch investment companies, 2023
    • Graph 18: switching motivations, by age, 2023
    • Graph 19: switching motivations, by race, 2023
    • Graph 20: switching motivations, by household income, 2023
    • Graph 21: switching motivations, by parental status, 2023
    • Attitudes toward investing
    • Graph 22: attitudes toward risk and investing, 2023
    • Graph 23: attitudes toward investing, by age, 2023
    • Graph 24: attitudes toward risk and investing, by gender, 2023
    • Graph 25: attitudes toward investment decisions, by new Canadians, 2023
    • Graph 26: attitudes toward investment activity, by household income, 2023
    • Graph 27: attitudes toward investing, by region, 2023
    • Graph 28: attitudes toward saving for children's future, 2023
  3. Competitive strategies

    • Marketing and advertising
    • Graph 29: marketing spend by channel, 2020-23
  4. The Market

    • Market drivers
    • Graph 30: Consumer Price Index, 12-month % change, 2018-23
    • Graph 31: population by age segment, 2002-22
    • Graph 32: top places of birth of immigrants, 2016-21
  5. Appendix

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