ETF investors are significantly more confident about their financial futures than the broader Canadian population, new national research shows, even as AI tools gain traction in investment research
New research from the Canadian ETF Association (CETFA) has found a clear gap in financial confidence between Canadians who invest in exchange-traded funds and those who do not, coinciding with growing but cautious adoption of artificial intelligence as an investment tool.
The survey, conducted in September 2026 by SAGO among 1,522 Canadians and weighted to reflect census demographics, found that 82 per cent of ETF investors expressed confidence about achieving their financial goals in 2027, compared with 58 per cent of Canadians overall. The margin of error is approximately ±2.5 percentage points, 19 times out of 20.
"There's a significant confidence gap between Canadians who invest in ETFs and the broader population," said Eli Yufest, Executive Director of CETFA, in Toronto. "While we can't attribute that difference solely to ETF ownership, the findings raise an interesting question about the relationship between investing, financial engagement and confidence."
The research did not establish that ETF ownership causes greater financial confidence, but it underscores a meaningful pattern. Notably, nearly one in ten Canadians (approximately 8 per cent) reported having no financial goals at all, pointing to an ongoing need for financial education across the country.
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Advisors hold firm as AI enters the picture
The research arrives as artificial intelligence becomes an increasingly visible part of the investment conversation.
Among ETF investors, 32 per cent reported increased use of AI tools for investing or financial decisions over the past year, compared with 16 per cent of Canadians overall. Meanwhile, 52 per cent of Canadians said they do not use AI for investment or financial decision-making, a figure that drops to 35 per cent among ETF investors.
Comfort levels follow a similar pattern. Some 54 per cent of ETF investors said they would feel comfortable using AI to research investments, compare products or understand financial information, nearly double the 31 per cent of Canadians overall who said the same.
Despite that growing openness, the research reinforces the continuing authority of professional advice. When asked to identify their most trusted source for financial and investment decisions, 29 per cent of Canadians ranked financial advisors first. Banks placed second at 27 per cent.
Among ETF investors specifically, advisors ranked even higher at 35 per cent, with banks again second at 27 per cent. By contrast, AI tools or financial apps ranked last in trust for the general population, with 42 per cent placing them tenth - the least trusted option.
This finding aligns with broader industry patterns. As reported recently on Wealth Professional, professional advice remains central even as four in 10 Canadians turn to AI for financial guidance.
Yufest said the results point to a nuanced picture rather than a simple technology-versus-human dynamic. "AI has tremendous potential to make financial information more accessible and help Canadians better understand their investment options," he said. "But technology doesn't necessarily replace the value of trusted advice. In fact, our research suggests there's an opportunity for financial advisors to help Canadians use these tools effectively, validate information and make more informed decisions."
Seventeen per cent of Canadians and 11 per cent of ETF investors said they would be willing to use AI tools if the information were verified by a financial advisor or a trusted institution - a signal that the advisor's role may evolve to include AI validation as much as direct portfolio guidance.
More choice, more complexity
The research also examined how investors are navigating Canada's expanding ETF marketplace, which now includes more than 2,000 products.
Among ETF investors, 34 per cent said the growing number of available ETFs provides greater choice and flexibility. However, 21 per cent said the sheer volume of options makes it harder to determine which ETF is right for them.
"Choice is generally a good thing for investors, but more products can also mean greater complexity," said Yufest. "That's one of the reasons CETFA launched its ETF Comparison Tool. We want to make it easier for Canadians and their advisors to research Canadian-listed ETFs, compare their features and better understand the options available to them."
The tension between choice and complexity carries practical implications for advisors. As Canada's 5-Star Wealth Tech Providers 2026 report from Wealth Professional explores, the leading fintech solutions are increasingly being evaluated on their capacity to help advisors cut through exactly this kind of marketplace complexity for their clients.
Yufest summed up the broader opportunity: "What's particularly interesting is that Canadians appear to want the best of both worlds. They want access to technology, information and greater investment choice, but many still value the expertise, judgment and reassurance that comes from a trusted financial professional. The opportunity is to bring these elements together to help Canadians make better financial decisions."
CETFA said it will continue to support investor education through its research programs, including its ETF Comparison Tool and Insights page as the Canadian ETF market continues to evolve.
For a broader view of how the best teams in Canada are serving clients amid growing market complexity, Wealth Professional's 5-Star Advisory Teams 2026 report offers a detailed look at the strategies distinguishing leading advisory practices.
