Investors boost confidence and returns by turning to advisors as volatility reshapes financial strategies
A strong majority of Canadian investors say professional advice is more important than ever during economic uncertainty, and most are highly satisfied with the guidance they receive.
According to the 2025 annual survey by the Securities and Investment Management Association (SIMA) and Pollara Strategic Insight, 67 percent of investors believe it is more important to seek advice from a financial advisor in volatile markets, and 86 percent report being satisfied with their advisor’s recommendations.
Financial advisors remain the most trusted and relied-upon resource for investors.
The survey found that 71 percent of respondents turn to advisors for investment information, with 89 percent expressing strong trust in their guidance.
Nearly half of investors cite their advisor as their primary source of information, far outpacing financial news, research tools, and online professionals.
Investors credit advisors with boosting their confidence, improving saving and investment habits, and helping them stay disciplined during downturns.
The majority agree that the fees paid are justified by the value received.
While self-directed investing continues to grow, particularly through online and discount brokerages, the appetite for credible, professional advice remains robust.
Four in 10 investors now have a discount brokerage account, and most use these platforms at least monthly.
These investors rely heavily on financial media, brokerage research tools, and online professionals, but only a minority see value in model portfolios or finfluencer interaction.
Finfluencers have carved out a niche, with 31 percent of investors consulting them for at least some investment decisions. Cost and accessibility are key drivers, as nearly half of finfluencer users cite free content as a main reason for turning to these sources.
However, trust in finfluencers remains lower than for traditional advisors, and most followers say they verify credentials before acting on advice.
The survey also highlights a high level of investor engagement with annual fee and performance statements. Two-thirds of investors recall receiving these statements, and most find the information clear and actionable.
Portfolio balance, rate of return, and year-over-year changes are rated as the most important features, while fees are seen as less critical.
Three in 10 investors who read their statements report taking action based on the information provided.
Responsible investing continues to gain traction, with 47 percent of investors saying they are knowledgeable about ESG strategies, and nearly a quarter holding responsible investment products.
However, only 26 percent report that their advisor has discussed these options with them, suggesting room for more proactive conversations.
Despite the rise of digital tools and alternative information sources, the survey underscores the enduring value of professional advice.
Satisfaction with advisors is at a multi-year high, with investors crediting them for positive impacts on portfolio performance and financial discipline.
As market conditions remain unpredictable, Canadian investors are signalling a clear preference for credible, personalized advice to help them achieve their financial goals.
