More than one in three Canadians is adjusting their portfolios this year

Canadian investors are shifting focus toward domestic spending and portfolio diversification.  

According to the 2025 Canadian Investor Study by Broadridge Financial Solutions, 83 percent plan to prioritise Canadian-owned goods and services over the next six months. 

As per the survey, this trend reflects a broader reaction to prolonged macroeconomic volatility and a global trade war.  

Regional support for Canadian products is highest in Ontario (87 percent) and the Prairies (83 percent), with Quebec (79 percent) and British Columbia (76 percent) following closely.  

Gender differences also emerged, with 85 percent of women and 81 percent of men expressing intent to support Canadian-made goods. 

Portfolio activity is another key area of change.  

Broadridge reported that 35 percent of respondents plan to adjust their investment portfolios in the next six months, while another 34 percent intend to maintain their current allocations and 30 percent remain undecided.  

Among younger generations, 51 percent of Gen Z and 49 percent of Millennials are planning changes, compared to 15 percent of Baby Boomers. 

Exploration of alternative investments is also on the rise.  

Half of the investors surveyed have explored new vehicles in the past six months, including digital assets (20 percent), private markets (19 percent), and precious metals (18 percent).  

This trend is especially prevalent among younger investors.  

Broadridge noted that 70 percent of Gen Z and Millennial respondents had explored new options, while just 17 percent of Boomers had done so. 

However, Canadian investors continue to face systemic challenges. The report highlights cross-border regulatory and taxation barriers (36 percent), cybersecurity risks (36 percent), and limited access to international markets (31 percent) as top concerns.  

Among younger respondents, institutional slow adoption of new products is also an issue—32 percent of Gen Z and 34 percent of Millennials cited this as a frustration. 

According to the study, Canadian investors are embracing a hybrid advice model. Seventy-four percent have worked with a financial advisor at some point, and 60 percent have used a DIY investing platform. 

Usage is highest among Millennials, at 70 percent.  

Among Gen Z investors, one-third have never worked with an advisor, suggesting a preference for more flexible, tech-enabled options. 

When it comes to financial information, preferences vary by generation.  

Financial advisors remain the top source overall (44 percent), followed by friends and family (39 percent), and news websites or apps (35 percent).  

But for Gen Z, social media (41 percent) and financial influencers (29 percent) ranked higher than traditional advisors (28 percent).  

Additionally, 18 percent of Gen Z and 21 percent of Millennials have used generative AI for financial insights, and 88 percent of those users reported being likely to act on AI-sourced advice. 

Despite the interest in technology, Broadridge found that trust in AI remains low. Concerns about data security, misinformation, and algorithmic bias were cited by 87 percent of respondents.  

These concerns were most pronounced among younger groups, with 93 percent of Gen Z and 90 percent of Millennials expressing reservations. 

Top concerns impacting investors’ ability to meet their financial goals include the rising cost of living (27 percent), economic uncertainty and market volatility (18 percent), and political or regulatory instability (11 percent).  

Nearly half of Baby Boomers (47 percent) also identified recession risk and political uncertainty as key risks. 

Although demand for digital-first services is growing, the study also found that investors value service quality.  

Respondents described a superior client experience as one that includes fast responses (48 percent), easy-to-use platforms (44 percent), and clear communication (42 percent).  

Personalised services and timely notifications were also frequently mentioned.