If you’re not investing regularly, you’re not alone. An Ipsos poll conducted last year found that fewer than half (48%) of Canadians put money into investments each year. The same survey showed that just over half (51%) of Canadians feel knowledgeable about investing, while a much larger share (73%) say they would like to learn more. Those results point to a country with strong interest but lingering uncertainty about how to start or maintain an investment strategy.
That curiosity about investing shows up in other research as well: a recent study ranked Canada among the top five English-speaking countries most curious about investing. Search activity and interest are rising, fuelled by new asset classes, easy access to trading platforms and a growing appetite for financial education.
Canada is the fifth-most investment-curious country
Analysts at foreign exchange firm BrokerChooser examined Google search volumes for investment-related terms across 17 English-speaking countries to determine which populations are most actively researching investing topics. The data showed Canadians generated an average of more than 14,500 monthly searches related to investing, including queries about crypto, forex, stocks, exchange-traded funds (ETFs) and general investing information.
While that search volume represents about half of the population-adjusted activity seen in the top-ranking country, Australia, it still indicates meaningful interest in investment topics among Canadians. Searches skew toward stocks and crypto, suggesting many Canadians are exploring higher-volatility assets alongside more traditional investments.
That openness to risk is reflected in broader sentiment: a recent survey found that about 27% of Canadians say they are willing to take on greater investment risk to pursue higher returns. Given economic uncertainty and rising living costs, that willingness to accept more volatility is noteworthy and highlights why accessible investing education is important.
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Young investors lead in risk tolerance
Age is a clear factor in how willing people are to accept investment risk. Younger investors tend to show higher risk tolerance: more than 40% of 18-to-25-year-olds report being willing to take on extra risk in pursuit of higher returns, compared with roughly 12% of investors aged 56 and older. This generational difference helps explain why new asset classes and speculative investments often gain traction more quickly with younger cohorts.
Many younger investors are already putting that tolerance into practice. A survey of 10,000 self-directed investors across 12 countries found that 54% of Gen Z investors and 62% of millennial investors held crypto assets in their portfolios. The adoption of crypto alongside stocks and ETFs shows how portfolios are evolving as new products and platforms become familiar and accessible.
By embracing a wider set of investment choices, younger investors are influencing the broader investing landscape. Their activity is prompting more providers to offer crypto trading, fractional shares, commission-free trades and user-friendly mobile platforms—features that appeal to people starting their investment journeys.
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What do these trends mean if you’re thinking about investing? First, rising curiosity creates opportunity: more information, tools and educational resources are available than ever before. However, curiosity should be paired with critical evaluation. New investors benefit from learning core principles—diversification, fees and costs, time horizon, tax implications and personal risk tolerance—before allocating significant capital to volatile assets.
Second, the growing interest in crypto and stocks underscores the importance of due diligence. Consider using regulated platforms, understanding how custody and security work for digital assets, and avoiding concentrated positions that can swing dramatically in value. For long-term goals like retirement, many advisors still recommend a diversified mix of equities and fixed-income assets tailored to your timeline and risk capacity.
Finally, education matters. If you feel unsure about investing, start with reputable resources, consider low-cost index ETFs or robo-advisors, and gradually build experience with small allocations. Many Canadians express a desire to learn more—taking that next step can improve confidence and outcomes over time.
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