Despite market growth, a large share of Canadians still feel uneasy about investing
Nearly half of young Canadian investors are relying on intuition rather than research when making financial decisions, according to a new CIBC Investor’s Edge survey.
The Ipsos poll found that 45% of Gen Z and Millennial respondents said they make investment choices based more on instinct than analysis. The findings highlight how personality and emotion are increasingly shaping financial behaviour.
While 79% of Canadians reported confidence in managing their money, only 58% felt the same about investing. Anxiety is a significant factor: 69% expressed concern about market fluctuations, and one in three (34%) identified anxiety as the dominant feeling tied to investing.
“Increasingly, investors are going with their gut, but relying solely on intuition can be difficult to stomach in today’s complex markets,” said Luka Marjanovic, managing director and head of CIBC Investor’s Edge. “We help clients make informed decisions through our comprehensive research, market-leading analytical tools, and supportive webinars—so they can invest with confidence, not just instinct.”
The survey also showed clear generational and gender differences. Women and Gen Z respondents were more likely to report anxiety, with 77% of women and 79% of Gen Z noting concerns, compared with 60% of men and 64% of Baby Boomers. Men, by contrast, were more likely to associate investing with positive emotions such as confidence (26%), excitement (21%), and satisfaction (28%).
The role of personality also emerged as a key factor. Nearly seven in 10 Canadians (69%) said their personality influences their investment style, with the number climbing to 75% among Gen Z and 76% among Millennials. Despite this, only 55% of Canadians aged 18 to 34 expressed confidence in investing, compared with 64% of those over 55.
“Younger investors are bringing their values, intuition, and emotions into investing more than ever,” said Liz Enriquez, financial educator and founder of Ambitious Adulting. “The challenge is turning that self-awareness into confidence.”
The survey of 1,001 Canadians aged 18 and over was conducted July 24–25, 2025. Results are accurate to within ±3.8 percentage points, 19 times out of 20.
