Nearly half of young Canadian investors are relying on gut feelings rather than data when choosing where to put their money, according to a new survey from CIBC Investor’s Edge.
The recent poll found 45% of Gen Z and Millennial investors base decisions more on instinct than analysis, highlighting how emotions are shaping Canada’s investing landscape.
The findings also underline a growing gap between financial confidence and investing confidence. While most Canadians (79%) say they feel comfortable managing their money, just 58% feel confident about investing. For many, market anxiety is the missing piece: 69% of respondents said they worry about market fluctuations, and one in three (34%) said “anxiety” is the first word they associate with investing.
“Increasingly, investors are going with their gut, but relying solely on intuition can be difficult to stomach in today’s complex markets,” said Luka Marjanovic, managing director and head, CIBC Investor’s Edge, in the release.
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Emotions over analysis
The survey found that women and Gen Z overall are most likely to feel anxious about investing, with 77% of women and 79% of Gen Z investors reporting concern, compared with 60% of men and 64% of Baby Boomers.
Younger investors are also more likely to see their personality reflected in their portfolios, with three-quarters of Gen Z and Millennials saying who they are plays into how they choose to invest.
Retail sales, meanwhile, fell 0.8% in July 2025, according to Statistics Canada, which suggests that household budgets are tightening. And that’s an economic factor that may push younger Canadians toward more instinctive, risk-heavy investing choices, rather than longer-term, research-heavy strategies.
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Building confidence with better tools
Government agencies and educators stress that while emotions are normal, information remains the best tool for building confidence, not to mention long term success, in investing.
According to CIBC, young investors can build confidence by first getting to know their own style, and whether they lean toward bold, growth-oriented choices or cautious, research-driven strategies.
Starting small is another effective way to gain experience, with contributions of even $50 or $100 a month being more than enough to gain meaningful experience, without taking on too much risk. Choosing the right platform also matters — ideally one that is easy to navigate, transparent on fees and suited to a beginner’s needs.
Finally, building investing knowledge over time through educational resources and expert insights can help investors refine their approach, and ultimately lead to making better decisions as their experience grows.
Investors can also find unbiased educational information in the Canadian Securities Administrators’ Investing Basics guide, or make use of the financial basics workshop available through the FCAC website. These resources aim to help young investors translate self-awareness into practical confidence in their investments.
“The higher the potential return, the higher the risk”, the Canadian Securities Commission highlights. “There is no such thing as a high return, risk-free investment, so if you want higher returns you have to be prepared to take on the risks that go along with them.”
Despite the unease, Canadians aren’t giving up on markets. Nearly one-third (31%) of those surveyed said they feel hopeful about investing, and many younger Canadians report seeing investing as a way to align money choices with their identity and values.
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This article provides information only and should not be construed as advice. It is provided without warranty of any kind.