LiquidAssets
LiquidAssets
LiquidAssets measures how household liquid assets are distributed across Canada, with detailed breakdowns by age of household maintainer and income. Liquid assets include holdings that can be quickly converted to cash such as mutual funds, stocks, bonds, term deposits, GICs, and chequing and savings accounts. Real estate is excluded.
Built at the dissemination area level, LiquidAssets gives organizations a detailed view of household financial capacity. It includes a range of age groups, income levels and asset classes, with income bands extending beyond $300,000. The dataset helps organizations better understand overall financial position and spending potential.
What's new?
This year’s update reflects improvements driven primarily by updated inputs rather than structural changes. The integration of the latest available Survey of Financial Security improves the accuracy of financial asset estimates across the data.
Financial asset estimates now use a blended multi-year approach, improving stability and reducing volatility between releases.
Overall, these updates produce more consistent and realistic results while better reflecting current economic conditions and household balance sheets.
How it’s used
- Fundraising teams use LiquidAssets to identify potential donors whose wealth may not be reflected in income alone. This is especially useful when working with people who may have accumulated assets over time but report lower current income.
- Retail and luxury brands use LiquidAssets alongside PRIZM® to identify high-potential customers based on both income and accumulated assets. These insights support more precise targeting and stronger media strategies.
- Financial institutions use LiquidAssets to size markets and estimate demand for investment products such as stocks, mutual funds and GICs.
Sample questions it can answer
- What are the average liquid asset holdings in my trade area for households within a specific income range?
- Where can I identify households with lower income but higher accumulated liquid assets?
- Which LiquidAssets segments are present in my trade area and what do they reveal about household financial capacity?
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Segmentation
Create a comprehensive picture of your customers according to their shared demographic, lifestyle and behavioural traits. Discover where they live and understand their preferences to create more effective marketing strategies. In addition to custom segmentation services, we offer four off-the-shelf segmentation systems, including PRIZM, Canada’s leading consumer segmentation system.
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Develop engaging media and marketing strategies by understanding the behaviours, preferences and attitudes of your target market. We partner with leading data and survey providers to produce 12 databases that offer insights on a range of topics, from media and shopping habits to attitudes on charitable giving and the environment. All of our behavioural data can be linked to PRIZM segments and are available at the postal code level.
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