SIMA and Pollara investor survey shows professional advice continues to play a central role in how Canadians invest

Over 40 per cent of investors are also using AI for investment help

TORONTO, Oct. 27, 2026 /CNW/ -- The Securities and Investment Management Association (SIMA) and Pollara Strategic Insights today released the results of their annual Survey of Canadian Investors, which has tracked Canadian investor sentiments and behaviour since 2006.

This year's survey found that:

• Nearly two-thirds of Canadian adults (64 per cent) hold investments, whether in registered accounts such as RRSPs and TFSAs or in other accounts.
• Mutual funds are the most widely held investment product, owned by 53 per cent of investors, followed by stocks (43 per cent), GICs (38 per cent) and ETFs (29 per cent).
• Overall satisfaction with financial advisors is still strong with most saying their advisor helps them achieve goals (86 per cent) and get better returns (84 per cent). 
• Most buy at least some investments with advice or guidance, while more than a third combine advised and self-directed investing.
• Many investors are interested in learning how to invest on their own, but the main reasons they seek professional advice are larger portfolios, market volatility, and more complex financial circumstances.
• More than 40 per cent of investors use AI to help them invest. They use it for general knowledge, research on specific investments/funds, new investment ideas, to review portfolios and provide suggestions, scenario modelling and forecasting, and to verify advice received from advisors.

"The annual Pollara survey provides important insights into investor satisfaction and preferences as well as the evolving use of different advice models, which is essential for the industry to understand," said Andy Mitchell, President and CEO, SIMA. "It is encouraging to see that investors continue to see the high value their financial advisors provide."

"This year, the survey indicates that advised and self-directed investing are not necessarily competing models, with many investors moving between them or combining them as their needs change," said Lesli Martin, Senior Vice-President, Pollara Strategic Insights.

Detailed findings

• Satisfaction with advisors: More than three-quarters of advised investors are highly satisfied, while 90 per cent trust their advisor to provide sound advice, 86 per cent believe advice increases their confidence in reaching their investment goals, 84 per cent believe they receive better returns when using an advisor, and 80 per cent believe the advice and services they receive are worth the fees they pay. 
• Sources of advice: Financial advisors remain investors' leading source of investment information, with 65 per cent relying on them to at least some extent. Digital sources are generally consulted more often, however, illustrating how investors increasingly combine professional advice with online information. 
• Use of AI: Four in 10 investors have used generative AI for investing. Among these users, 42 per cent have used it to build their general investment knowledge, 32 per cent to research specific investments or funds, and 29 per cent to identify new investment ideas.
• Hybrid approaches: Among investors who use both advised and self-directed approaches, 42 per cent began by investing with professional advice, compared with 31 per cent who began on their own. This suggests that advice frequently provides an entry point from which investors develop greater experience and independence. 
• Evolving investor needs: Learning how to invest is the principal reason investors begin investing independently, while larger portfolios, market volatility and more complex financial circumstances are important reasons investors subsequently seek professional advice. This shows that advised and self-directed investing are not necessarily competing models; many investors move between or combine them as their needs change. 
• U.S. ETFs: Two in five Canadian investors and 44 per cent of ETF investors, own U.S.-listed ETFs. The leading reasons are perceived performance or returns (60 per cent), and access to investments unavailable in Canada (45 per cent).  
• Investment expertise: Investors report widely varying levels of investment expertise. While 46 per cent consider themselves at least competent in managing their investments, 54 per cent describe themselves as novices or advanced beginners. This points to a continuing need for accessible advice, effective financial education, and clear investor information.  
• Understanding fees: Most mutual fund and ETF investors are confident that they understand the fees they pay, but relatively few are very confident. Sixty-three per cent are confident they understand management expense ratios, while 62 per cent are confident they understand fees paid to their advisor or dealer firm, and less than a quarter are very confident. These findings provide an important baseline for assessing whether Total Cost Reporting will improve investor awareness and understanding over time. 
• Importance of annual statements: Although investors consider all annual statement information important, rates of return, portfolio balances and year-over-year changes receive the highest importance ratings, while fees are rated somewhat less highly.

In total, 5,013 surveys were conducted between June 16 and July 2, 2026.

For a comprehensive look at this year's findings, read the full report.

About SIMA
The Securities and Investment Management Association empowers Canada's investment industry. The association is the leading voice for the securities and investment management industry, which oversees approximately $4.5 trillion in assets for over 20 million investors and the Canadian capital markets. Our members--including investment fund managers, investment and mutual fund dealers, capital markets participants, and professional service providers--are committed to creating a resilient, innovative investment sector that fuels long-term economic growth and creates opportunities for all Canadians.

SOURCE Securities and Investment Management Association

For more information: Christine Harminc, Director, Communications and Public Affairs, [email protected], 416-309-2313