Zayla Saunders, Vice President, Online ETF Distribution, BMO ETFs writes about her firm’s investigations into the rise of financial influencers, finfluencers, in the Canadian market and its corresponding effect on the increase of flows to ETFs.
Tell me about your forum.
BMO ETFs hosted the Creator Insights Forum to provide a dedicated community where Canadian finance influencers could connect, share ideas, and discuss emerging trends shaping the investment landscape.
The conversations focused on topics such as ETF adoption, evolving market conditions, investor education, and how creators can effectively engage audiences while building trust and credibility.
An equally important objective was helping participants understand the regulatory environment and the responsibilities that come with sharing financial content online. As the influence of digital creators continues to grow, we believe it is essential to encourage thoughtful, transparent, and compliant communication that supports better investor outcomes.
Tell me about the term “finfluencer.” What is it exactly?
Per Joint CSA/CIRO Staff Notice 31-369, a finfluencer is “someone who creates online content (such as through various social media platforms, online blogs, or message boards) to offer advice, tips, and guidance on how to manage money, invest, and achieve financial goals.” Or simply a “finfluencer”, or financial influencer, is an online personality who offers advice, tips, and guidance on how to manage money, invest wisely, and/or achieve financial goals.
More broadly, these individuals are content creators who use social media, podcasts, newsletters, blogs, and video platforms to share financial information with their audiences. Finfluencers have the ability to reach a broad and diverse audience, helping to increase awareness of investing, make financial concepts more accessible, and provide retail investors with easy-to-understand educational content.
This is particularly impactful for younger and newer investors who often turn to digital channels as a primary source of information. In many cases, finance creators can also play an important role in educating investors about common financial scams, investing best practices, and the importance of long-term financial planning.
Have you observed a growth in finfluencers in Canada and are they encouraging growth in the use of ETFs?
Absolutely. Over the past several years, I’ve seen significant growth in the number of Canadian finance creators producing content across YouTube, TikTok, Instagram, podcasts, and other social media spaces.
Many Canadian investors, particularly younger investors and those new to investing, are turning to social media as a source of financial information. According to the Ontario Securities Commission’s Social Media and Retail Investing: The Rise of Finfluencers report, 35 per cent of Canadian retail investors surveyed reported making a financial decision based on advice from a finfluencer, while approximately 40 per cent said they trust the finfluencers they follow. According to a 2024 Canadian Financial Capability Survey, nearly one out of 10 Canadians said they got financial advice from social media.
From my perspective, finance creators have played a meaningful role in increasing awareness and understanding of ETFs. ETFs are relatively simple, transparent, and low-cost investment vehicles that lend themselves well to educational content. Creators have helped demystify concepts such as diversification, asset allocation, index investing, and long-term wealth building for audiences that may never have engaged with traditional financial media.
The growth of ETFs in Canada reflects this broader trend toward investor education and self-directed investing. Canadian ETF assets just hit CAD1 trillion in net assets, while annual ETF inflows reached approximately CAD125 billion, both industry milestones.
That said, increased influence comes with increased responsibility. While many creators provide valuable education, it’s important that content remains transparent, balanced, and aligned with regulatory expectations so investors can make informed decisions.
What products do they prefer?
There is no single product preferred by all finance creators, but ETFs are among the most frequently discussed investment products in Canada. In particular, all-in-one asset allocation ETFs have seen significant growth alongside the rise of self-directed investing.
According to TD Securities, asset allocation ETFs attracted a record CAD22.7 billion in inflows in 2025, more than double the CAD10.9 billion recorded in 2024, with assets reaching CAD66 billion, representing 78 per cent year-over-year growth.
National Bank Capital Markets similarly reported approximately CAD21.7 billion in inflows to the category in 2025, roughly double the previous year’s total. As of June 30, 2026, asset allocation ETF assets had grown to CAD95 billion, with six asset allocation ETFs ranking among the top 20 industry inflows (Source: TD Securities; NBCCM ETF Research, Bloomberg).
In my view, finance creators have helped accelerate awareness of ETFs because they provide diversified exposure through a single solution, making investing simpler and more accessible for newer investors. Many creators focus on broad-market index ETFs, all-in-one asset allocation ETFs, dividend-focused ETFs, and other low-cost long-term investing strategies because they align with core investing principles such as diversification and disciplined portfolio construction.
That said, social media also tends to amplify timely and highly engaging topics, so individual stocks, technology stocks, cryptocurrencies, options strategies, and emerging investment themes often receive significant attention as well. Overall, the most credible finance creators balance discussions of trending ideas with education around risk management, diversification, and long-term investing fundamentals.
Is there a specific finfluencer audience age group?
While finance content reaches Canadians across all demographics, younger investors are generally more likely to engage with financial content through social media platforms.
According to the 2024 Canadian Financial Capability Survey, Canadians aged 18 to 34 were approximately twice as likely as older age groups to seek financial information from social media, with roughly 18 per cent reporting that they do so. [dlapiper.com]
This aligns with what I see in the marketplace. Younger investors often begin their investment journey through digital channels before engaging with more traditional sources of financial information. Many are attracted to short-form videos, podcasts, and social media content because it is accessible, convenient, and easier to understand than traditional financial materials.
That said, finance creators are increasingly reaching a much broader audience. As investing becomes more mainstream and self-directed platforms continue to grow, we’re seeing strong engagement from investors across multiple age groups, including investors in their 40s, 50s, and beyond. The common thread is a desire for financial education that is relevant, practical, and easy to consume.
To return to the Canadian ETFs Special Report 2026 report please click here.
