The GCBI Financial Services Industry Report covers 11 brands across Canadian banking, insurance, and financial services—including the five major chartered banks (TD, RBC, CIBC, Scotiabank, BMO), three regional and cooperative institutions (Desjardins, National Bank, Laurentian Bank), and three insurance and wealth brands (Sun Life, Intact, Manulife). Data reflects national consumer perception surveys conducted in both 2025 and 2026.

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This report is based on proprietary data from the Great Canadian Brand Index (GCBI).

The 2026 GCBI is based on a national survey of 3,441 Canadian adults (18+) across Canada's ten provinces (territories excluded). The sample was designed to be nationally representative of the adult population, using 2021 Census benchmarks with quotas and weighting applied across age, gender, race, and political affiliation. Respondents rated Canadian brands they were familiar with across seven core value dimensions—Friendliness, Niceness, Respectfulness, Honesty, Tolerance, Adventurousness, and Sustainability—using standardized measures transformed to a common 0–100 scale.

Brand-level estimates were generated using Bayesian shrinkage estimation to improve stability, particularly for brands with smaller respondent samples, and each brand's overall GCBI score is a composite index averaging performance across the seven dimensions. The result is an independent, nationally benchmarked measure of how Canadians perceive leading Canadian brands on the values that shape trust, reputation, and institutional standing.

Data access is available on a subscription basis. If you are interested in custom brand-level reports, please contact us for all enterprise queries.

• TD claimed the #1 position in the financial services category for the first time in the GCBI's history, rising from 7th to 1st—and from 112th to 79th nationally.

• Laurentian Bank made the most dramatic fall of any brand in the category: from #1 in 2025 to last place in 2026, losing 2.11 points.

• The financial services category ranked last among all 12 GCBI industries in 2026—below the national average by 1.63 points.

• The Big Five banks now hold the top five positions—a sweep that did not exist in 2025.

• NDP supporters rate financial services brands 5.40 points lower than Conservative supporters—the largest political perception gap of any GCBI industry.

2026 was a tale of two halves in Canadian financial services. The five major chartered banks—TD, RBC, CIBC, Scotiabank, and BMO—all improved year-over-year and collectively dominated the top five positions in the category. The non-bank segment told the opposite story: Desjardins, National Bank, Laurentian Bank, Sun Life, Intact, and Manulife all declined, with Laurentian Bank suffering the most dramatic single-year reversal in the dataset—falling from category leader to last place.

CIBC's rise to 3rd is notable for its character, not just its magnitude. It now leads the Financial Services category on Honesty—arguably the most strategically important dimension for a sector whose commercial relationship with consumers is built on trust. TD, meanwhile, leads on five of seven dimensions, suggesting a broad-based improvement rather than strength in a single area.

The category's most commercially significant demographic finding: Millennials rate financial services brands lower than any other generation—and the gap widened in 2026. Millennials are the generation currently making the most consequential financial decisions of their lives (mortgages, investments, retirement savings), and they trust financial brands least.

• Complete brand rankings table—2025 vs. 2026, category and national positions.

• Dimension-by-dimension profiles for all 11 brands.

• Regional breakdown: how financial services brands score across BC, Alberta, Prairies, Ontario, Québec, and Atlantic Canada.

• Demographic breakdown: gender, generation, income level, and political affiliation—with brand-level detail.

• Competitive landscape analysis—who owns which segments and where vulnerability lies.

• Five strategic implications drawn directly from the data.