Canadians remain skeptical of financial influencers amid ongoing economic uncertainty
MISSISSAUGA, Ontario, June 11, 2026–(BUSINESS WIRE)–Despite the rise of financial influencers, known as “finfluencers” offering advice on social media, Canadians continue to place far greater trust in professional guidance when making important money decisions, according to Primerica Canada’s latest Financial Security Monitor™ (FSM™) survey.
The survey finds that 85% of Canadians do not trust financial advice from finfluencers and 71% would not consider turning to them for such guidance.
“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, CEO 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.”
Canadians also remain skeptical about using artificial intelligence (AI) tools to manage their personal finances, the survey finds. More than three-quarters (76%) say they are not interested in using platforms like ChatGPT to help with budgeting, saving, investing or retirement planning. An even larger share – 79% — say they would choose human financial advice over AI or finfluencers when making financial decisions.
“Technology can be helpful, but Canadians continue to value the human side of financial guidance,” Adams said. “Financial decisions are personal, emotional and often tied to major life goals. People still want someone they trust helping them navigate those moments.”
Key findings from the 2026 Primerica Canada Financial Security Monitor™ survey:
-
Canadians trust professional guidance. Professional financial advisors rank highest in trust for personal financial advice (60%), ahead of family members (49%), bank staff (37%) and friends (32%).
-
Inflation and personal health concerns continue to weigh heavily. Nearly six in 10 Canadians (59%) cite inflation as a top concern, while 51% worry about getting sick or injured, and the same percentage are concerned about paying for groceries. Nearly half (49%) fear another major economic recession.
-
Canadians remain pessimistic about the future. Six in 10 respondents (60%) say their personal financial situation has worsened over the past 12 months. More than three-quarters (76%) expect their financial situation to either stay the same or worsen over the next year. Canadians also express strongly negative views about the economy nationally (76%) and within their province or territory (78%).
-
Canadians want access to trusted financial help. Eighty-one percent say everyone should have access to a professional financial advisor. At the same time, 60% believe there is too much complexity and red tape involved in financial transactions, while nearly half (49%) feel financial advice is too expensive.
