Trust is the currency: See what fuels loyalty and use it to sharpen your offer

Finance moves fast, and clients demand more than numbers. Our insights cut through noise to reveal what customers truly value, helping banks and insurers deliver services that build loyalty and sustain long-term growth.

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The Financial Compass Study explores how Canadians are navigating the $1 trillion intergenerational wealth transfer, and how their financial strategies, values, and confidence are shaping the future of money management.

It looks at:

  • The scale of wealth transfer, with $120–$150 billion expected to change hands in just the next two years.
  • The changing profile of inheritors, with women, BIPOC Canadians, and younger generations more likely to expect or have already received inheritances.
  • Givers vs. receivers, showing a gap where nearly half have received wealth but only a minority have planned for giving.
  • Digital vs. human advice, where Canadians research finances online but still overwhelmingly prefer to make decisions in person with trusted advisors.
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Case study: How Vancity enhanced its new member welcome offers

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Objective

Vancity aimed to grow membership by testing six welcome offers to gauge brand awareness, identify incentives that drive account openings, and uncover barriers preventing potential members from joining.

Methodology
An online survey targeted non-Vancity customers open to switching banks within a year. Respondents evaluated three of six welcome offers—five new concepts and one benchmark—using a sequential monadic test to assess performance.
Outcome
The research identified which offers most appealed to potential members, highlighted demographic-specific preferences, and uncovered barriers to joining. These insights informed actionable recommendations on incentives, requirements, and overall concepts to strengthen new member acquisition.
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Curiosity, concern & financial institutions’ role in easing skepticism

Canada’s financial landscape is shifting. With easing inflation, lower interest rates, and rising digital banking, Canadians are adapting to delayed home ownership and wealth transfers — and paying closer attention to financial institutions than ever before.

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Emotional brand equity: Turning customer connection into competitive advantage

In 2025, Canadians view the economy with more caution than confidence. In this climate, their relationship with financial institutions may matter more than ever, beyond simple loyalty.

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Meet our experts

Susan Sanei-Stamp

Senior VP, Financial Services Sector

I believe the best insights come from really listening. With Leger’s depth of research and my sector expertise, I help partners move from data to decisions with confidence.

Sebastien Dallaire

Executive VP, Eastern Canada

Financial sector clients come to me when they need help linking consumers’ state of mind to their business, allowing them to anticipate behaviour shifts and adapt their communications, services and products.

Jane Ha-Trapp

Senior VP, Central Canada

I deliver tailored financial research that helps clients identify growth opportunities, anticipate market shifts, and manage risks with precision.

Your next business decision starts here.

Behind every dataset, there are people. Our experts and partners share real perspectives to help you succeed.

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