Get Answers To Tough Questions

The Human Dimension of Financial Advice

Advice, your way.™

8 in 10

Canadians are re-evaluating their financial priorities

1 in 3

are speaking with their advisor more often

When life changes, questions follow

Life can change quickly, and so can your financial priorities. You might be wondering if you’re saving enough for retirement, how to build greater financial security, or how new circumstances will affect your long-term plans. You’re not alone.

Canadians choose trusted financial advice

Anyone who’s navigated a major financial milestone knows the value of trusted advice. Whether you’re buying a home, building a business, or preparing your legacy, an advisor can help you stay focused on your long-term goals. Canadians overwhelmingly agree.

75%

Turn to a financial advisor for guidance

82%

Say that relationship has had a positive impact

A young couple with a bicycle, laughing outside a shop window

Advisors provide a return on life, not just a return on investment.

Top three reasons to work with an advisor

  • Manage risk

    Help your investments withstand market volatility

  • Stay on track

    Keep a clear view of your financial situation

  • Access to advice

    Get timely guidance and financial education

The best advisors do more than manage investments

They look at your complete financial picture, helping you make informed decisions today while planning for tomorrow. They can also help prepare the next generation to manage and protect your family’s wealth with confidence.

A trusted advisor provides a return on life, not just a return on investment.

A man at work in his workshop

What makes a great advisor?

  • Listens first

    Takes the time to truly understand you, your family, and what matters most before offering advice.

  • Provides clarity

    Helps you make informed decisions for today’s immediate needs and tomorrow’s retirement goals.

  • Looks ahead

    Identifies opportunities to manage risk, save on taxes, and prepare an inheritance for your heirs.

Advice when money is in motion

Life events that benefit from advice

Your life doesn’t stand still, neither should your financial plan. Whether you’re growing your family, building wealth, or navigating a job loss or the loss of a loved one, a trusted advisor can help you adapt.

Canadians say advice is most valuable when:

  • 67%

    Approach retirement

  • 64%

    Receiving an inheritance or windfall

  • 58%

    Starting a career

  • Key findings

    81%

    Prefer a real financial advisor

  • The difference is human

    Financial planning is about more than numbers. While technology can provide research and recommendations, it can’t understand your priorities. A trusted advisor provides context, perspective, and guidance that’s built around your needs, not an algorithm.

    • Real conversations reveal what questionnaires can’t.
    • Better questions lead to a deeper understanding of your goals.
    • Advice when you need it helps you adapt as life changes.

Bridging generations with a personal touch

Younger family members may be changing careers, moving, or renovating a home, while older generations are planning for retirement or the legacy they’ll leave behind. Money means different things at different stages of life, and opposing priorities can sometimes cause friction in families.

A trusted advisor brings a human touch to those conversations, helping families understand one another’s goals and build a financial plan everyone can support – whether they’re sharing a table or connecting virtually.

74%

Understand the cost of working with a financial advisor

69%

Are willing to pay for financial advice

Balancing costs with value

Financial advice has a cost, but so does doing it alone. It’s important to consider the long-term value an advisor can provide.

Value beyond fees

A trusted advisor can identify tax-saving opportunities, manage risk, and help you avoid costly mistakes. In many cases, that value can outweigh the cost of advice.

Value beyond investing

Good advice goes beyond stock picking or short-term gains. A trusted advisor provides relationship-based guidance that can help you navigate financial decisions across years and even decades.

How to find the right financial advisor for you

  • Ask friends and family

    People you trust can be one of your best resources. Ask who they’d recommend and why.

  • Meet with multiple people

    Meet with at least three advisors. You’ll likely work with this person for years, so finding a good fit matters.

  • Check their credentials

    Choose an advisor with recognized credentials, and don’t hesitate to ask what their designations mean.

  • Look for a listener

    Your first conversation should feel like a discussion, not a sales pitch. A good advisor listens more than they talk.

  • See the bigger picture

    The best advisors understand your financial history and future goals, not just your current investments.

  • Beware of product talk

    A good advisor starts with your goals, not financial products, which should come only after a plan is in place.

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1 The study was conducted August 13 – August 27, 2020, in partnership with Environics Research with results drawn from an online sample of 1,000 Canadian investors with $100,000 or more in investible assets that are 30 years old.
2 Based on an Investment Planning Counsel (IPC) survey of 500 investors with over $100,000 in investable assets. Survey conducted by Environics Research Group, April 2019.