Is financial advice from credit unions helping Canadians feel more confident about their future?

Despite persistent economic uncertainty, Canadians who invest at credit unions are feeling more confident about their financial futures. Credit unions aren't your typical financial institutions. They prioritize people over profits, offering tailored advice and holistic planning that supports members' unique needs. And that focus is paying off when it comes to how their members feel about investing with their advisors.

According to results from Aviso’s 2025 Credit Union Member Experience Survey, Canadians who invest at their credit union report higher levels of satisfaction and engagement when compared to previous years. The findings tell a powerful story: when you receive tailored financial guidance and human-centred advice, you build stronger financial foundations and greater confidence in your economic future.

Rising satisfaction with credit unions among Canadians

The survey, which collected responses from over 12,000 credit union members in six provinces from April 22 – May 4, 2025, reveals a significant rise in member satisfaction across multiple areas. Net Promoter Score (NPS), a key measure of customer loyalty, jumped 12 points to 46, well above the industry average of 33 and a strong indicator that members are increasingly likely to recommend credit unions to friends and family for their wealth management needs.

Customer satisfaction also grew, increasing to 80%, a testament to improved service quality and deeper member relationships. Notably, the adoption of comprehensive financial planning increased by seven percentage points, with 60% of survey respondents now utilizing detailed financial plans. And with that plan comes increased confidence with 88% of respondents with a financial plan saying that they feel in control of their finances, seven percentage points higher than those without.

Digital tools also contributed to growing engagement, with a three-point rise in members using online platforms and mobile apps for routine account management. This suggests that technology is enhancing—rather than replacing—the personal relationships at the core of credit union services.

"These numbers prove how impactful personalized financial advice can be," says Wanda Frisk, SVP and Head of Credit Union Wealth Management at Aviso. "When members get guidance that truly fits their lives, they feel more confident about their financial future."

Bridging generational gaps in financial planning

One of the most compelling trends emerging from the data is the rise in the use of financial planning services among younger Canadians. Gen Z and Millennials, 43% of whom currently have financial plans, an increase of almost 20 percentage points since 2023, are turning to professional financial advice, narrowing the generational gap in financial planning adoption.

The J.D. Power 2025 Canada Investor Satisfaction Study further underscores this trend, revealing that nearly one-third of self-directed investors plan to consult financial advisors within the next year, with the intention highest among Gen Z (39%) and Millennials (38%), compared to Gen X (26%) and Boomers (20%).

“With increasing economic pressures and fears of worsening financial conditions, younger Canadians are seeking professional advice at an accelerated pace to help manage day-to-day challenges while developing strategies to secure their financial futures,” explains Frisk. “Credit unions are ideally positioned to meet this demand with their community-focused approach and commitment to member success.”

Blending technology with the human touch  

While digital engagement continues to grow steadily, the survey emphasizes a crucial principle: technology should complement, not replace, human connections. That’s why credit unions are leveraging new technologies to streamline routine transactions, allowing advisors to focus on creating comprehensive solutions for their clients.

This balanced approach enables members to use self-service tools for basic account management while turning to advisors for personalized, expert advice for financial planning, investments, and significant life changes.

Building the right financial plan for your life

If you haven’t already, consider reaching out to your local credit union to discuss your financial goals. Professional advice can help you navigate today’s economic challenges while building a strategy for long-term success.

For financial professionals, this growing demand for holistic advice opens up exciting opportunities. Credit unions are creating business structures where advisors can build thriving practices helping members move beyond basic investment management to build meaningful, goal-driven strategies for life.

Your financial future doesn't have to feel overwhelming. With the right advice, the right plan, and the right technology, you can take control and create the secure, prosperous future you deserve.

^{About the survey
This research was a joint initiative between Aviso Wealth and Credit Union partners to evaluate member wealth experience.
Date: April 22 – May 4, 2025
Sample size: 12,742
Margin of error: 1%}