MoneyMatters
MoneyMatters, powered by Canadian Financial Monitor (CFM), is a leading source of household financial data in Canada. Built on a national survey of about 16,000 respondents and informed by major financial institutions, it delivers a deep and reliable view of Canadian consumers.
The database provides detailed insights into financial behaviours, channel preferences and competitive activity at the six-digit postal code level. With nearly 1,200 variables and full national coverage, the data support a broad range of use cases across personal banking, investments, credit and insurance.
MoneyMatters also links seamlessly to PRIZM®, enabling segment-based analysis that helps answer complex business questions. This makes it a valuable tool for executives and teams focused on customer profiling, strategic planning and market targeting.
Financial organizations including banks, insurers and brokerage firms use MoneyMatters to identify growth opportunities, evaluate branch locations and improve cross-sell strategies across key target groups.
What's new?
The 2026 release includes a targeted refresh of the MoneyMatters variable library, introducing three new variables that provide improved coverage of investment holdings.
New additions include a Mutual Funds value range of $50,000 to $99,999, a 4 or more GICs count category and an ETFs 2 or more count category.
At the same time, a number of variables have been retired due to source and coverage changes. Removed variables primarily affect institution-specific measures across mortgages, lines of credit, loans, investments and insurance, including select financial institutions and insurance providers.
Several investment range and count categories have also been consolidated and simplified, replacing narrower bands with broader groupings to improve stability and usability. These updates help ensure the MoneyMatters database continues to reflect the most reliable and analytically meaningful financial insights available.
How it’s used
- Banks can identify customers who are more likely to carry another bank’s credit card. These insights help marketers target promotions and uncover cross-selling opportunities.
- Linking MoneyMatters data to PRIZM® segments for a credit union’s customer base supports a more effective acquisition strategy. It enables teams to profile their best customers and find similar prospects in new or underserved markets.
- Insurance companies can use MoneyMatters to analyze their trade areas and identify where households purchase life, health and auto insurance. This helps them better understand the competitive landscape across their markets.
Sample questions it can answer
- What are my customers’ preferred banking channels and how does it differ from those used by competitors?
- How do investment profiles vary across my trade areas?
- Which banking institutions do my target groups favour?
- Do households in my trade area carry shorter- or longer-term mortgages and are they fixed or variable?
- Which insurance providers do my customers use most often?
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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.
Behavioural
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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