Nearly half of Gen Z and Millennials invest on instinct, not analysis
A recent CIBC Investor’s Edge survey found that almost half of Gen Z and millennial investors in Canada relied on gut instinct instead of research when making investment decisions.
Ipsos data showed that 45% of young investors made choices based on feelings rather than analysis—a change that could impact the mortgage and housing markets.
The CIBC-commissioned Ipsos poll surveyed 1,001 Canadians aged 18 and over between July 24 and July 25, 2025.
Gen Z and millennials: Investing on emotion
“Increasingly, investors are going with their gut, but relying solely on intuition can be difficult to stomach in today’s complex markets,” Luka Marjanovic, Managing Director and Head, CIBC Investor’s Edge, said.
The data also revealed that 69% of Canadians reported anxiety about market fluctuations, and one in three (34%) cited anxiety as the primary emotion they associated with investing.
Women and Gen Z were particularly affected, with 77% of women and 79% of Gen Z investors expressing anxiety, compared to 60% of men and 64% of baby boomers.
Personality and confidence gaps
Seven in 10 Canadians (69%) said their personality influenced their investment approach, with this figure rising to 75% for Gen Z and 76% for millennials.
However, only 55% of Canadians aged 18 to 34 felt confident investing, compared to 64% of those over 55.
“Younger investors are bringing their values, intuition, and emotions into investing more than ever,” Liz Enriquez, financial educator and founder of Ambitious Adulting, said.
“The challenge is turning that self-awareness into confidence.”
Implications for mortgage professionals
The emotional and personality-driven approach to investing among young Canadians may translate into similar behaviours when making mortgage and housing decisions. This trend may lead to greater financial instability, delayed homeownership, and increased risk for both borrowers and lenders in the mortgage industry.
First-time buyers are increasingly seeking guidance not just on rates, but on managing financial anxiety and uncertainty in a volatile market. Mortgage brokers and lenders may need to adapt their advisory strategies, focusing on education and emotional reassurance as much as on product features or pricing.
A recent BMO survey found that 45% of Canadian parents and grandparents are stepping in to help Gen Z and millennials handle rising financial pressures.
Almost three-quarters of Canadians plan to leave an inheritance. Sixty-nine percent expect to pass on personal belongings, and 65% plan to transfer real estate. Nineteen percent also said they will leave debt to the next generation.
Meanwhile, 41% of first-time homebuyers expect financial help from family or friends, while 51% do not, according to Royal LePage.
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