A new survey from the Securities and Investment Management Association (SIMA, formerly the Investment Funds Institute of Canada or IFIC), tracking Canadian investor sentiments and behaviours, finds that investors have a high level of trust in their advisors.
The 2025 Survey of Canadian Investors also found that 38 per cent have an online or discount brokerage account with most using it monthly, while 31 per cent of investors turn to finfluencers when making their investment decisions.
Although the survey does not examine the distribution of insurance products, there are some insights which could be useful: Investors want more information.
“Investors who buy through advisors report high levels of confidence and feel their questions are answered, though many would still like more tools or information,” the report states.
Free, accessible and relatable
More, those using finfluencers’ advice when making some investment decisions, say they do so primarily because the content is free, accessible and relatable.
The report also delves into investors’ perceptions about account statements, discount brokerages, responsible investing, private markets and open banking.
Nearly half of the survey’s respondents, 46 per cent say market conditions have not changed their investment activities, 31 per cent are investing less and 19 per cent say they are investing more.
According to the survey, 86 per cent of investors are highly satisfied or completely satisfied with their financial advisor, saying these professionals give them confidence about reaching their goals and achieving better returns. “Most investors get at least some of their information from a financial advisor (71 per cent). Most place strong trust in them (89 per cent) and are satisfied with the advice they provide (86 per cent),” they add.
