Canadians spurn finfluencers as trust in advisors holds firm
A further 71% say they would not consider turning to them at all.
When ranked for credibility, professional financial advisors led every category at 60%, ahead of family members at 49%, bank staff at 37%, and friends at 32%.
“When it comes to protecting their financial future, Canadians are making it clear that they still value trusted, professional guidance over advice on social media,” said John A. Adams, chief executive officer of Primerica Canada.
“At a time when many families are feeling pressure from rising costs and economic uncertainty, people want credible information and real conversations they can trust.”
For mortgage brokers, that consumer instinct maps directly onto the channel’s core value proposition. Brokers who build genuine client relationships will win the open-banking era as competitive advantage increasingly rests on trust and relational depth — assets finfluencers and AI tools have yet to replicate.
