The Experience Perspective: An Ipsos Podcast
Aug 13, 2026 · 31 min · 9 segments
In this episode of The Experience Perspective, host Helen Bywater-Smith, Global Head of CX Advisory at Ipsos, is joined by…
Andrea MarsalesGuest
Helen Bywater-SmithHost
Mario CaceresGuestSo today we're going to be talking about banking and specifically banking in Canada.
And while Canadian banking has been traditionally known for its stability and the dominance of the big five, the real battleground today isn't just financial security, but it is customer experience and creating that emotional attachment with customers.
So, Andrea, just to kick things off, can we just get a quick pulse check in how the Canadian banking landscape is today?
There's a lot going on in the macro environment, obviously, so it's definitely not comfortable by any stretch.
As you mentioned, Canadian banking is very stable and strong, and TD particularly is performing quite well.
But there are lots of changing situations in the market, as we are all very familiar with on a day-to-day basis.
clients are under more financial pressure expectations keep changing and now in Canada specifically we have this kind of digital first players that are now entering the market and really resetting how people are thinking about banking and changing what our customers are expecting.
Fantastic thank you and just thinking about that resetting Mario what is it that the digital banks are doing that are really having an impact on customers expectations these days?
Well, I just wanted to add, just like Andrea said, I also think the competitive set has changed.
They're comparing their banking experience against the best digital experience they have anywhere, whether that's Wealthsimple, even Amazon, or other digital first brands.
And it means organizations need to think beyond products and focus on the end-to-end experience.
And where differentiation is emerging is in how clients feel about the experience.
So the institutions creating the separation are the ones that combine convenience with relevance, trust, and personalization.
So in many ways, customer experience is shifting from an operational advantage to a strategic advantage.
So today we're going to be talking about banking and specifically banking in Canada.
And while Canadian banking has been traditionally known for its stability and the dominance of the big five, the real battleground today isn't just financial security, but it is customer experience and creating that emotional attachment with customers.
So, Andrea, just to kick things off, can we just get a quick pulse check in how the Canadian banking landscape is today?
There's a lot going on in the macro environment, obviously, so it's definitely not comfortable by any stretch.
As you mentioned, Canadian banking is very stable and strong, and TD particularly is performing quite well.
But there are lots of changing situations in the market, as we are all very familiar with on a day-to-day basis.
clients are under more financial pressure expectations keep changing and now in Canada specifically we have this kind of digital first players that are now entering the market and really resetting how people are thinking about banking and changing what our customers are expecting.
Fantastic thank you and just thinking about that resetting Mario what is it that the digital banks are doing that are really having an impact on customers expectations these days?
Well, I just wanted to add, just like Andrea said, I also think the competitive set has changed.
They're comparing their banking experience against the best digital experience they have anywhere, whether that's Wealthsimple, even Amazon, or other digital first brands.
And it means organizations need to think beyond products and focus on the end-to-end experience.
And where differentiation is emerging is in how clients feel about the experience.
So the institutions creating the separation are the ones that combine convenience with relevance, trust, and personalization.
So in many ways, customer experience is shifting from an operational advantage to a strategic advantage.
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