Finfluencers Drive ETF Adoption as Canadian ETF Assets Hit CAD1T

Canadian finance creators have increased public awareness of exchange-traded funds and explained basic investment concepts to retail investors, contributing to growth in ETF holdings. Industry data show Canadian ETF net assets reached CAD1 trillion and annual ETF inflows were about CAD125 billion.

BMO ETFs held a Creator Insights Forum to bring Canadian finance creators together to discuss ETF adoption, investor education, market trends and the regulatory environment. Zayla Saunders, vice-president of online ETF distribution at BMO ETFs, described the forum’s aim as helping creators “understand the regulatory environment and the responsibilities that come with sharing financial content online.”

Regulatory guidance defines a finfluencer as someone who creates online content to offer advice, tips and guidance on managing money and investing. An Ontario Securities Commission report found 35 percent of surveyed Canadian retail investors had made a financial decision based on finfluencer advice and about 40 percent reported trusting the creators they follow. A 2024 Canadian Financial Capability Survey found roughly one in 10 Canadians had received financial advice on social media, and about 18 percent of Canadians aged 18 to 34 sought financial information on social platforms.

ETF flows show particular strength in asset allocation products. TD Securities reported CAD22.7 billion of inflows to asset allocation ETFs in 2025, up from CAD10.9 billion in 2024. National Bank Capital Markets reported roughly CAD21.7 billion in inflows for 2025. By June 30, 2026, asset allocation ETF assets had reached CAD95 billion, and six of these funds ranked among the top 20 ETF inflows in the period.

Finance creators frequently discuss all-in-one asset allocation ETFs, broad-market index funds and dividend-focused products. Creators often present ETFs as offering diversified exposure in a single trade, with transparent holdings and generally lower fees than many active mutual funds. Short-form social content also highlights individual stocks, cryptocurrencies and options strategies.

Forum discussions covered disclosure and compliance, including making clear the limits of online advice, revealing conflicts of interest and referring followers to licensed advisers when appropriate. Saunders urged creators to produce “thoughtful, transparent, and compliant communication that supports better investor outcomes.”

Industry events and regulatory guidance continue to shape how creators communicate about investment products and how firms engage with social-media creators.