The Canadian Momentum Project 2026
What do Canadians actually want when it comes to building wealth and are they ready for more? 64% of everyday Canadians would invest and do more with their wealth if the system were clearer, simpler, and easier to act on, but legacy friction holds back investors and advisors from acting on their ambitions.
Download the reportWhy this project
To get a better read on wealth-building in Canada, we measured three things: how ready Canadians are to build wealth, how much conviction they have, and how much friction stands in the way.
We talked to nearly 1,500 Canadians: everyday Canadians, high-net-worth investors, and Canadian advisors.
There’s a wide gap between what Canadians want and what they're offered.
68.6/100
Canadian Momentum Score
Everyday Canadians are ready to move but feel held back by friction.
The need today.
Canadians want more than the default options. And they're ready to build toward it.
Nearly seven in ten everyday Canadians want to learn new ways to build their wealth. They're curious and ready for what's possible: new and emerging investments, global markets, private market access, curated opportunities. Things they were never offered before.
The desire is real. The system just hasn't been designed to facilitate it.
67%
67% of everyday Canadians want to learn about different ways to build their wealth. 1
Figure 1, 3 are from YouGov Surveys, February 18 – March 9, 2026. Canadians aged 18+, n=1,004. Figure 2 is from YouGov Surveys, February 18 – March 9, 2026. High-Net-Worth and Ultra-High-Net-Worth Investors, n=314.
What’s getting in the way.
The industry starts with the product. Canadians need it to start with the person.
Everyday Canadians can’t get to clarity and fit fast enough, high-net-worth investors have outgrown what the system offers, and the advisors meant to guide them are ambitious but need more support to help Canadians navigate the age of access. And a system that’s simpler, clearer, and easier to act on would empower more Canadians to participate in the system.
For Canadians the barrier isn't information. It's clarity. Simple explanations and the right fit are what they say they need most.
63%
63% of everyday Canadians say long-term planning support is essential, but only 38% have it.
All figures are from YouGov Surveys, February 18 – March 9, 2026. Canadians aged 18+, n=1,004.
What about advisors?
For years the industry has asked whether Canadians are ready. It never thought to ask the people that guide them: advisors. So we did and we learned the system isn't serving them either.
Advisors aren't the gap. They're standing in it.
67%
67% of Canadian advisors want better tools to build what's right for their clients.
All figures are from PMG Intelligence Surveys, Spring 2026, Canadian Financial Advisors, n=135.
Get the full report.
The system can do better, read how. The Canadian Momentum Project is the first annual measure of Canadian financial ambition, what drives it, what's holding it back, and what the industry needs to do next.
Download it for the full data, audience-level breakdowns, and our recommendations for the path forward.
Methodology
Purpose conducted three national studies in partnership with YouGov and PMG Intelligence. We surveyed nearly 1,500 Canadians across three audiences: everyday Canadians (n=1,004), high-net-worth investors (n=314), and wealth advisors (n=135) with fieldwork completed from February to April 2026. Everyday Canadian results have been weighted and are representative of all Canadian adults (aged 18+).
The score was created using a composite of behavioural responses to survey questions around their drivers and needs, normalized it to 100. A higher score means they have or experience higher conviction, readiness, or friction.
High-net-worth investors (Momentum Score of 65.8/100) are ready to move beyond the basics, but the system hasn’t kept pace. 68% say they'd invest more confidently if the landscape were easier to navigate. Speed, curation and intergenerational tools are missing.
Citation
Purpose Unlimited. (2026). The Canadian Momentum Project. Retrieved from purpose.ca/momentum.
Date of Publication
October 7, 2026
Legal
This report was provided by Purpose for informational purposes only, and not to be construed or relied on as investment or other advice and may not be reproduced, distributed or published without the written consent of Purpose or any of its affiliates. “Purpose" means Purpose Unlimited Inc. and its affiliates. Depending on the products or services provided, the specific Purpose Unlimited Inc. entity you engage with may be one of the following affiliates: Purpose Investments Inc., Purpose Investment Partners Inc., Foundation Wealth Partners LP, Steadyhand Investment Funds Inc., Harness Investment Management Inc., Driven Financial Technologies Corporation, or Purpose Advisor Solutions Inc.
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Steadyhand Investment Funds Inc. is a registered mutual fund dealer under securities legislation in all Canadian provinces (except Quebec) and territories, and the principal distributor of the Steadyhand Funds.
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Purpose Advisor Solutions Inc. is a financial services firm providing modern client and practice management technology and value-added services to enable independent portfolio management and financial advisory businesses in Canada.
Driven Financial Technologies Corporation provides financing solutions built for Canadian small businesses.