Global X and National Bank Direct Brokerage’s 19 October study found that 77% of respondents watched financial creators at least occasionally, while 56% had used AI in their investment process.[1]
RKI conducted the online survey in June among 834 people managing at least some investments themselves. Participants had to seek financial information, use social media and hold at least C$10,000 in investable assets, reduced to C$1,000 for those under 30. These entry conditions make the results specific to the qualifying audience.[2]
Reported behaviour within the survey
| Measure | Finfluencer viewers | Non-viewers |
|---|---|---|
| Annual portfolio adjustments | 9.9 | 2.3 |
| Describe themselves as aggressive investors | 14% | 4% |
| Use AI in their investment process | 68% | 14% |
Among viewers, 83% reported taking some action after consuming creator content. That category included learning financial terminology and increasing savings, alongside starting to invest or changing strategy. It should therefore not be read as the proportion placing a trade after watching a video.[1]
For brokers, the findings show how research reaches this digital audience. Whether greater activity improved returns remains unanswered by self-reported information use and behaviour.[2][1]
Sources & further reading
- Finfluencers and AI are reshaping investing: More than 8 in 10 Canadian DIY investors surveyed use one or both Global X Investments Canada via CNW · 19 Oct 2026 · Accessed 20 Oct 2026
- The Modern DIY Investor study: methodology and research Global X Investments Canada and National Bank Direct Brokerage · Accessed 20 Oct 2026