Credit union members trust their advisors. That’s the key takeaway from the 2026 iteration of Aviso’s annual Credit Union Member Experience Survey. A large sample size of over 13,000 members across 24 credit unions yielded strong results across key metrics, with Customer Satisfaction Score (CSAT) and Net Promoter Score (NPS) increasing for a third consecutive year. 

While the numbers are noteworthy, the more important story is what they reveal about why members stay with their credit union, who they trust and where the real growth opportunities lie.

The importance of relationships

87% of survey respondents say they trust the advice they receive at their credit union, and 89% say their credit union advisor understands their goals. An NPS of +52 is a strong score and one that does not happen by accident. It shows that frequent communication and consistent, personal outreach remain the single strongest driver of member loyalty. Members who hear from advisors regularly report significantly higher confidence in their financial plans.

Digital engagement

The survey results also confirm that digital tools and human advice work best together. Credit Union members embrace online platforms when they are guided toward those tools. For example, Investor Hub  - Aviso’s brand-new online portal that provides secure, convenient access to member’s Aviso Wealth portfolio and their advisor - helps manage financial goals while strengthening the advisor-member relationship. As advisors connect members to the right tools, they reinforce their expertise and value.

Opportunities for growth

64% of members identify their credit union as their primary investment institution. When they look for a secondary provider, they most often choose another credit union.  That is a level of trust and loyalty that is built through the relationships advisors hold with members and the experience that credit unions deliver every day.

Only 6% of respondents plan to switch providers in the next 12 months. That stability bodes well for credit unions retaining and attracting more Canadians looking for wealth service and advice. With half of Gen Z and Millennials planning to increase their investments, the potential for credit unions to grow these services is substantial.

This loyalty also represents a meaningful opportunity for experienced advisors looking to make a move to an environment where they can thrive as professionals. A strong and growing credit union member base with high trust scores and rising investment intent makes a compelling case for advisors deciding where to build their practice.

The partnership behind the results

Aviso provides credit unions across Canada with the engine that allows them to deliver exceptional experiences with investing and wealth services. Aviso provides the platforms, technology, tools and support that help them serve members well. The 2026 survey results show this model is working for Canadian investors.

^{About Aviso}

^{Aviso is a leading wealth services provider for the Canadian financial industry, with over $224.9 billion in total assets under administration and management as of July 31, 2026. Guided by our core values—we care, we dare, we share, we deliver—we’re building a technology-enabled, client-centric wealth management ecosystem. Our clients include our partners, advisors and investors. We’re a trusted partner for nearly all credit unions across Canada, in addition to a wide range of portfolio managers, investment dealers, insurance and trust companies, and introducing brokers. Our partners depend on Aviso for specific solutions that give them a competitive edge in a rapidly evolving, highly competitive industry. Our dual-registered investment and mutual fund dealer and our insurance services support thousands of investment advisors. Our asset manager oversees a growing lineup of investment solutions, including NEI funds and portfolios. Our Managed Assets Program provides a comprehensive range of separately managed accounts. Our online brokerage, Qtrade Direct Investing®, empowers self-directed investors, and our fully automated investing service, Qtrade Guided Portfolios®, serves investors who prefer a hands-off approach. Aviso Correspondent Partners provides custodial and carrying broker services to a wide range of firms. Aviso is backed by the collective strength of our owners: the credit union Centrals, Desjardins, and Co-operators/CUMIS. We’re proud to power businesses that empower investors. For more information visit www.aviso.ca.}

^{Aviso Wealth Inc. ('Aviso') is a wholly owned subsidiary of Aviso Wealth LP, which in turn is owned 50% by Desjardins Financial Holding Inc. and 50% by a limited partnership owned by the five provincial credit union Centrals and The CUMIS Group Limited. The following entities are subsidiaries of Aviso: Aviso Financial Inc. (including divisions Aviso Wealth, Qtrade Direct Investing, Qtrade Guided Portfolios, Aviso Correspondent Partners), Aviso Insurance Inc., Credential Insurance Services Inc. and Northwest & Ethical Investments L.P. NEI Investments is a registered trademark of Northwest & Ethical Investments L.P. (“NEI LP”). Northwest & Ethical Investments Inc. is the general partner of NEI LP and a wholly owned subsidiary of Aviso Wealth Inc. Online brokerage services are offered through Qtrade Direct Investing. Mutual funds and other securities are offered through Aviso Wealth. Qtrade Direct Investing, Qtrade Guided Portfolios, Aviso Correspondent Partners, and Aviso Wealth are divisions of Aviso Financial Inc.}