Canadians’ ETF Usage & Awareness by company

ETFs have been around in Canada for more than 30 years, but adoption has not been as quick as one would have thought or expected.  A large part is due to the MFDA channel not being able to sell them, although that should change soon.

This chart also shows how fast the large banks made it to the top of the list of awareness even though they were not the first to launch ETFs in Canada.   On the negative side, it reflects how tough smaller and independent product manufacturers have it when they are up against deep pockets and firms that have both product and a distribution channel.  On the positive side, these large firms have been instrumental in putting ETFs on the radar with Canadians.

(Responses from more than 40,000 Canadians.  Research from Fall 2016-Fall 2020)