Gain deeper insights into newcomers’ unique needs

Delve into newcomers’ journeys to gain insights into their consumer behaviours and the challenges they face during integration.

Download the 2025 presentation

Access key findings on newcomers’ financial needs, banking choices, and their perceptions of welcome and safety in Canada.

Download the presentation
  • ^An analysis of newcomers’ perceptions of welcome and safety
  • ^An overview of their financial behaviours and investment choices
  • ^Data to guide the strategies of public and financial institutions

About the study

What needs do newcomers consider essential, and how can institutions and brands respond to them?

Cracking the Newcomer Code aims to amplify the voices of Canadian newcomers, building bridges with government institutions, service sectors, and brands.

The study surveyed hundreds of individuals who arrived in the country within the last 10 years, regardless of their immigration status.

Each edition focuses on one or two specific themes. This year, the study highlights safety and financial needs: banking choices, attitudes toward money, saving, and investing.

Watch the 2025 webinar

Explore our experts’ key findings to learn more about newcomers’ sense of safety and financial needs.

Watch the webinar
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“As Canada welcomes half a million newcomers yearly, the Cracking the Newcomer Code study reveals a complex picture. It underscores the need for decision-makers to ensure success for Canada and its new residents. The substantial challenges newcomers face in establishing themselves professionally and personally underscore significant opportunities for government, public, and businesses to facilitate their journey.”

Lisa Covens, Senior Vice-President

“I am excited to share our Cracking the Newcomer Code study. Our approach reflects our commitment to DEI – this study is not just about quality data; it’s a step toward a more inclusive society where every voice is heard and valued. Embracing this study underlines our collective role in nurturing inclusion by deepening our understanding of diverse experiences.”

Heather Owens, GM, Executive Champion DEI

Strengthen your support for Canadian newcomers

Get the complete study or conduct customized research using our newcomer panel.

Speak with an expert