This research explores the complex realities of financial resilience through the lived experiences of everyday Canadians in Metro Vancouver and the Greater Toronto Area. Despite large financial institutions’ public commitments to customer well-being, many individuals feel vulnerable, frustrated, and isolated as they manage rising costs, confusing credit systems, and housing dilemmas. Qualitative interviews with 17 community members reveal the emotional toll of these struggles—highlighting a sense of being left to figure things out alone, without meaningful support from the banks they rely on.

Alongside insights from five industry experts, this study uncovers a stark disconnect between the financial services people need and what institutions currently provide. The recommendations call for rethinking incentive structures, integrating accessible tools into banking platforms, and fostering trust through empathy and clear communication. Ultimately, this research invites financial institutions to reimagine how they support and foster financial resilience—not as a distant ideal, but as a deeply personal and urgent necessity for those striving to build stability, shared prosperity, and hope in an uncertain world.