More than Money: Canadian Investors are Pursuing Financial Fulfillment

Edward Jones research highlights Canadians' shared optimism across the hearts and minds of generations, despite financial obstacles 

TORONTO, June 24, 2025 /CNW/ - Almost two-thirds (61%) of Canadian investors say they are optimistic about their financial futures and are actively pursuing financial fulfillment, despite market challenges. According to new research by Edward Jones and Cerulli Associates in The Pulse of North America Report, Boomers are the most optimistic at 72 per cent and Millennials are the least, with just more than half (53%) sharing this sentiment.

The research conducted during a period of high market volatility in early 2025, set out to explore the financial pulse of Canadian investors – their goals, the challenges they face, how they view their financial situation and their personal vision of financial fulfillment. The research revealed key themes, including the importance of holistic planning, the value of advisor client-relationships, gaps in financial planning, gaining control in unpredictable markets, and how Canadians define the path to financial freedom.

Holistic Planning: Balancing passions, family, and financial goals

The survey reveals a notable shift in what financial fulfillment means to Canadians. While traditional milestones like homeownership and early retirement remain important, a growing number of investors, particularly Millennials and Gen Xers, are redefining success to include a more holistic view. Nearly half of Canadians (47%) note having the freedom to pursue their passions as the key goal in their pursuit of a financially fulfilled life, followed by worrying less about money (38%) and spending more time with family and friends (35%).

"It's really encouraging to see the resilience of Canadians," says David Gunn, Principal, Head of U.S., and Canada Business Units at Edward Jones. "More than ever, Canadians are seeking deep, personal, trusting relationships with their advisors so their financial plan reflects their version of fulfillment – supporting both today's aspirations and tomorrow's ambitions. This allows them freedom to pursue meaningful experiences now, whether that's travel, hobbies or quality time with loved ones."

Redefining the Advisor-Client Relationship

As the financial landscape becomes increasingly complex and the needs of investors shift, the role of the advisor is evolving far beyond traditional portfolio management. Today, 88 per cent of Canadian Advisors report offering financial coaching, guiding clients through market volatility and helping them stay focused on long-term goals. Advisors note that what clients value most isn't just performance, it's trust (59%), personalized advice (45%) and strong personal relationships (41%). Advisors' relationships with clients are evolving to provide behavioural coaching that helps investors stay grounded, avoid impulsive decisions, and maintain confidence during uncertain times.

This shift underscores a powerful trend: long-term investor success is no longer just about numbers; it's about connection, clarity, and confidence.

"In an era where financial choices are increasingly complex and emotionally charged, this study reaffirms the notion that the advisor's role is evolving," says Tracey McLennan, Director, Client Consultation Group, Edward Jones Canada. "Advisors are not just guiding investment strategies, they are helping clients filter out the noise, keeping the focus on what truly matters, and making decisions aligned with their short- and long-term goals in mind."

Planning Gaps Leave Investors Exposed

At the same time, the survey highlights a concerning trend: a significant portion of Canadian investors are navigating today's complex financial landscape without professional guidance. Nearly one in three (30%) identify as self-directed investors, a figure that rises to 37 per cent among Millennials. Even more striking, two in five investors either lack a financial plan or are unsure if they have one.

These patterns suggest that while the value of holistic, personalized advice is clear, a substantial portion of the population may be underestimating the benefits of professional financial guidance, particularly during uncertain economic times.

Gaining Control in an Unpredictable Market

The survey also reveals that two-thirds (66%) of Canadian investors view the rising cost of living as their most significant challenge toward achieving financial fulfillment. Other key concerns include insufficient income or savings (31%), unexpected financial setbacks (29%), and health-related issues (23%). Not surprisingly, these challenges vary by generation: Millennials are relatively more likely to say they are affected by income and savings shortfalls, while health concerns become more prominent with age, particularly among Boomers.

Yet, despite these pressures, many Canadians are taking proactive steps toward financial fulfillment. Investors report a strong willingness to adapt, with 38 per cent open to cutting back on discretionary spending, 31 per cent willing to pay down debt, and 25 per cent interested in improving their financial literacy.

This growing readiness to act signals a powerful shift in mindset: financial fulfillment is no longer just about surviving economic uncertainty, it's about navigating it with purpose, resilience, and intention.

The Path to Financial Fulfillment

Financial fulfillment looks different for everyone, but Canadians share common goals to achieving their unique vision. The majority (56%) note saving enough for retirement, 34 per cent are focusing on maintaining emergency savings, and 20 per cent cite leaving a legacy for loved ones. Gen X and Boomers prioritize retirement readiness and estate planning, while Millennials also focus on home ownership and achieving income milestones.

Across all generations, the path to financial freedom is clearer with comprehensive planning. Investors with a financial plan are significantly more optimistic. In fact, 69 per cent feel confident about their future, compared to 48 per cent without a plan. Likewise, working with an advisor boosts optimism, with 66 per cent of advised investors feeling positive versus 58 per cent of those without ongoing guidance.

To learn more about this research, please visit www.edwardjones.ca/fulfillment

Methodology
In 1Q 2025, Edward Jones engaged Cerulli Associates to conduct a research study on the 'Pulse of North America.' This research aimed to assess retail investor and financial advisor sentiment within the U.S. and Canadian wealth management markets. In support of this research, Cerulli Associates conducted surveys of retail investors and financial advisors, in addition to in-depth research interviews and focus groups. Primary research was conducted throughout March and April 2025, in both the U.S. and Canada. The research on Canadian advisors was conducted by Environics Research in collaboration with Cerulli Associates.

About Cerulli Associates
For over 30 years, Cerulli has provided global asset and wealth management firms with unmatched, actionable insights. Headquartered in Boston, Cerulli Associates is a research and consulting firm that provides financial institutions with guidance in strategic positioning and new business development. Our analysts blend industry knowledge, original research, and data analysis to bring perspective to current market conditions and forecasts for future developments.

The study is part of a broader North American initiative examining investor sentiment in both countries.

About Edward Jones Canada
Edward Jones is a full-service investment dealer which provides a range of investment products, services, and solutions to retail investors. We have more than 870 financial advisors in Canadian communities from coast-to-coast. A member of the Canadian Investment Regulatory Organization and the Canadian Investor Protection Fund, the firm is also a participating organization in the Toronto Stock Exchange. For more information, visit edwardjones.ca.

SOURCE Edward Jones

Media Contact: Darryl Konynenbelt, Edward Jones Public Relations, [email protected]; Adam McPhail, Proof Strategies for Edward Jones, [email protected]