New CETFA research shows broad public support for domestic investment policies and a proposed Maple Investment TFSA
Most Canadians believe the federal government should do more to encourage investment in Canadian-listed products, according to national research released in September 2026 by the Canadian ETF Association (CETFA).
The survey arrives just as policymakers gather to discuss Canada's long-term investment agenda and took place in August 2026 among 7,645 Canadians drawn from a nationally representative panel.
It found that 60 per cent of the general public believe Canada should do more to encourage Canadians to put their savings into Canadian-listed investment products. Among ETF investors specifically, that figure climbed to 74 per cent, according to CETFA's published research.
Overall, 58 per cent of Canadians said they backed additional measures to steer investment into Canadian-listed exchange-traded funds, mutual funds, stocks, or bonds. That support rose sharply among active ETF investors, with 81 per cent in favour.
The results were released on the heels of the Canada Investment Summit and reinforce a broader political conversation about whether existing policy tools are doing enough to keep Canadian capital working within Canadian borders.
A grade of 'pretty good, but room to improve'
When asked to rate the federal government on how well it helps everyday Canadians save and invest for their future, 30 per cent gave it a "B." Among ETF investors, 43 per cent awarded the same grade. The results suggest cautious satisfaction rather than strong endorsement, pointing to meaningful room for policy innovation.
The data signals growing investor awareness of where their capital ends up and an appetite for products that align savings behaviour with domestic economic outcomes.
The Maple Investment TFSA proposal
Central to CETFA's advocacy push is a proposed Maple Investment TFSA - a purpose-built account designed to incentivise Canadians to direct savings toward Canadian companies and Canadian-listed funds.
The August 2026 survey tested public appetite for such a vehicle, and the response was broadly positive: 53 per cent of all Canadians said they would be more likely to use a special investment account structured to make investing in Canadian businesses easier. Among ETF investors, that number reached 75 per cent.
Eli Yufest, executive director of CETFA, argued the proposal responds directly to what the data reveals about Canadian saving behaviour.
"The Maple Investment TFSA is exactly the kind of practical policy that can respond to what Canadians are telling us," Yufest said. "It would help Canadians save and invest for their future, while encouraging more Canadian capital to be invested in Canadian-listed products, Canadian businesses, and Canadian markets."
Wealth Professional has previously covered CETFA's Maple Investment TFSA proposal in detail including how it could address the estimated $300 billion that Canadians currently hold in US-domiciled ETFs.
ETF ownership remains strong, led by younger investors
Alongside the policy findings, the CETFA research confirmed that ETF ownership in Canada continues to hold firm, with younger investors continuing to lead adoption rates.
That demographic trend carries practical implications for advisors whose client books skew toward millennials and Gen Z - populations that are more likely to arrive at the advisory relationship with existing ETF holdings and expectations around low-cost, transparent investment structures.
Yufest noted that Canada's ETF sector is already globally competitive but argued that the next phase of growth depends on matching that industry strength with investor-facing incentives.
"Canada has one of the most successful ETF industries in the world," he said. "The next step is to ensure Canadian investors have the tools, incentives, and information they need to confidently invest in Canada's future."
Advisors looking to stay current on CETFA's leadership and evolving advocacy work can review recent board and governance updates published on Wealth Professional. For broader context on how ETFs fit into client portfolios, Wealth Professional's ETF coverage section offers ongoing news and analysis tailored to Canadian financial advisors.
What it means for advisors
For wealth managers, the CEFTA survey adds texture to client conversations about home-country bias; a topic that cuts both ways.
While overconcentration in Canadian equities carries well-documented diversification risks, the CETFA data suggests many Canadians may actually be underweighted in Canadian-listed products relative to their own preferences and national economic interests.
As the federal government weighs productivity and investment policy heading into budget season, advisors who can articulate the distinction between Canadian-domiciled and foreign-domiciled investment vehicles and frame those choices in terms of client values alongside risk-return considerations, may find themselves better positioned for the regulatory and policy shifts that could follow.
The SAGO survey of 7,645 Canadians carries a margin of error of approximately ±1.1 percentage points, 19 times out of 20, according to CETFA's published methodology.
