A recent CIBC survey found that Canadians are moving away from traditional investment vehicles towards options that offer greater flexibility and diversification.Getty Images
As Canadians take a more hands-on approach to building wealth, exchange-traded funds (ETFs) are increasingly taking centre stage. According to the 2026 CIBC Investing Poll, Canadians are moving away from traditional investment vehicles towards options that offer greater flexibility and diversification.
Ownership of ETFs – which are bundles of securities that trade on an exchange like a single stock – climbed three percentage points in this year’s poll, from 19 to 22 per cent. Meanwhile, the survey found an increasing number of investors are planning to allocate more of their wealth to ETFs.
This data points to something broader than a product trend, says Greg Gipson, managing director and head of ETFs at CIBC Global Asset Management. It reflects a change in how Canadians think about their own role in building wealth.
“Canadians are looking to gain more control over their own investment life cycle, and (ETFs) are a natural access point,” he says.
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Greg Gipson, managing director and head of ETFs at CIBC Global Asset Management.SUPPLIED
Simple yet flexible
Mr. Gipson says the appeal of ETFs is straightforward: One ETF can provide access to a mix of assets across global markets, with the transparency and flexibility to buy or sell any time the market is open.
For investors just getting started, Mr. Gipson points to “all-in-one” ETFs as a good starting point – a single product that provides instant exposure to thousands of companies around the world.
“You place one trade, and it’s instant diversification,” he says. “It’s the most efficient way of gaining broad exposure in the simplest form.” ETFs also reduce risk compared with buying individual stocks.For investors who want more say in where their money goes, index ETFs enable them to focus on a specific region, sector or type of company without having to pick individual stocks. For those seeking regular income, dividend-oriented ETFs generate consistent payouts, a useful complement for investors balancing immediate needs against longer-term goals. Mr. Gipson likens investing in ETFs to purchasing a meal kit.
“Some people are going to want to go out and curate their own shelf and buy their own ingredients – and that works,” he says. “But for a lot of people, that packaged consumption [of a meal kit] just makes it a little bit easier.”
Building the right mix
Risk is an important factor to consider when deciding how to incorporate ETFs into an investment portfolio, says Mr. Gipson. Unlike GICs, which provide a guaranteed return, ETFs are subject to market fluctuations. That might feel especially unnerving for investors during a time when global markets are volatile.
The CIBC Investing Poll found that Canadians across all income segments are becoming more comfortable with market fluctuations and risk. But increased risk tolerance doesn’t mean throwing caution aside, Mr. Gipson says.
To figure out the right investment mix for you, he says the first question you need to ask yourself is: What am I actually trying to accomplish? “I view investing as twofold,” he says. “You invest for capital appreciation – you want something that goes up – or income generation – [an investment] that’s going to pay you something.” Your priorities may be influenced by the life stage you are in, your other sources of income, familial responsibilities and long-term goals.
For individuals interested in ETFs but waiting for the perfect moment to jump in, Mr. Gipson has this advice: “Timing markets is extremely difficult,” he says. “Pick a time frame to buy and stick to it – psychology is the obstacle to success.”
When in doubt, talk it out
Mr. Gipson notes that getting the right mix is rarely a solo exercise. The CIBC Investing Poll found that the share of Canadians seeking advice from a financial advisor has slipped six points this year – a trend he thinks is worth reconsidering. “Consult an advisor if you have questions,” he says. “Leverage the expertise of individuals who are licensed to provide that expertise, who can help you think about what makes sense for your age and stage.” Even professional investors, he adds, benefit from working through decisions with someone else. “You talk it out,” he says, “and you arrive at a better place.”
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Advertising feature produced by Globe Content Studio with CIBC. The Globe’s editorial department was not involved.