New national survey finds flexibility and security now outrank asset accumulation as markers of financial success for Canadians
Most Canadians no longer measure wealth by what they own. According to new national research released in November 2026, the majority define financial success as having the freedom to make choices, manage daily pressures without stress, and structure their lives on their own terms.
The research, commissioned by Meridian Credit Union and conducted by Léger, surveyed 1,533 Canadians aged 18 and older online from September 18 to 20, 2026. As the survey used a non-probability web panel, no margin of error can be formally calculated; however, Léger notes that a comparable probability sample would carry a margin of error no greater than plus or minus 2.5 percentage points, 19 times out of 20.
Flexibility tops the list of wealth signals
The data paints a consistent picture across multiple indicators. Eighty-eight per cent of respondents said flexibility in their budget and their broader life is a marker of wealth or financial success. Eighty-three per cent said they would feel wealthy if they had the freedom to live on their own terms — and the same proportion said the ability to take time away from work for family, health, or personal priorities without financial stress would make them feel financially successful.
The findings align with a broader pattern documented across recent surveys on how Canadians define ambition and financial progress, suggesting that the shift away from purely accumulation-based definitions of success is a durable trend rather than a cyclical one.
The practical benchmarks respondents chose are telling. Eighty-three per cent said they would feel more financially confident if they could comfortably cover monthly expenses and still save.
Eighty per cent pointed to having at least three months of living expenses set aside, and 79 per cent cited paying off a credit card in full each month. These are not aspirational figures - they are the building blocks of financial resilience that advisors and financial planners work toward with clients every day.
Day-to-day pressure crowding out longer-term planning
The survey also surfaces a significant tension for the planning profession. While most Canadians report having a clear sense of what financial security would look and feel like, nearly half say they cannot get there: 45 per cent of respondents indicated that day-to-day financial pressure keeps them from engaging with their broader financial picture.
This is a persistent challenge that financial advisors are well-positioned to address, and recent data confirms that Canadians who work with a financial planner are significantly more likely to report financial confidence and a sense of control. The KPMG 2025 Financial Planning Survey, cited by Wealth Professional, found that 96 per cent of Canadians recognise the value of having a financial plan, yet adoption of professional planning services remains far from universal, particularly at the lower end of the wealth spectrum.
What clients want from their advisors
The Léger data points to clear preferences around advice and service delivery. Eighty-five per cent of respondents said they value a clear financial plan with actionable next steps.
Eighty-four per cent said they want guidance tailored to their life stage along with transparent, affordable advice. Eighty-one per cent said they value a trusted advisor relationship.
Taken together, these responses suggest clients are not simply seeking portfolio management - they want a relationship grounded in personal context and practical progress.
This mirrors what earlier Wealth Professional coverage of the evolving advisor role has described as a shift toward financial coaching, with advisors increasingly helping clients manage volatility and stay aligned with life goals rather than purely focusing on returns.
The implication for advisors in Canada is straightforward. If clients are defining success as flexibility, stability, and the ability to take time away from work without financial anxiety, the planning conversation needs to begin there - not with account balances or portfolio allocations.
Understanding what financial freedom means to each individual client may be the most useful reframe advisors can bring to their practice in the current environment.
The research was conducted by Léger through its LEO panel. Meridian Credit Union is Ontario's largest credit union, serving more than 390,000 members across Canada.
