TD Launches Talk Money Campaign as Gen Z Canadians Seek Financial Confidence

TD’s new initiative combines creator-led conversations, daily financial learning activities and a digital challenge. Its research finds that 91% of Gen Z Canadians are looking for ways to improve their financial confidence.

Financial knowledge is increasingly accessible online, yet knowing where to begin can remain a challenge for young adults. TD Bank Group is addressing that gap with TD Talk Money, a social-first campaign designed to help Gen Z Canadians build financial confidence through everyday conversations and practical learning.

Launched on November 2, as Financial Literacy Month begins in Canada, the initiative combines candid discussions, digital activities and interactive experiences. It follows new TD research suggesting that many young Canadians want to improve their understanding of money but do not yet feel confident about their knowledge.

According to the survey, 91% of Gen Z respondents are actively seeking ways to increase their financial confidence, while only 19% say they feel very confident about their financial knowledge.

The findings point to an opportunity for financial institutions: helping younger consumers move from consuming financial information to asking questions, discussing decisions and developing practical habits.

TD’s research highlights a financial confidence gap

TD’s survey found that eight in 10 Gen Z Canadians are not fully confident in their financial knowledge. The results suggest that interest in financial learning is high, even as confidence remains limited.

The research was conducted by Leger using an opinion panel between April 17 and 27, 2026. It included 2,025 Canadians, comprising 1,408 adults aged 18 and older and 617 children and young people aged 6 to 17. Results were weighted by age, gender and region, and by language in Quebec, according to the company’s methodology.

The findings are based on TD’s survey and should be read in that context. They do not, on their own, establish why young Canadians feel less confident or whether a particular financial education format will improve outcomes.

Still, the gap between interest and confidence gives the campaign a clear focus. Rather than simply publishing more financial information, TD is seeking to make money conversations feel more approachable and relevant.

Car Convos brings financial topics into everyday conversations

A central part of TD Talk Money is the TD Talk Money: Car Convos series. It brings together TD money mentors, creators and cultural voices to discuss earning, spending, saving and planning for the future.

Featured participants include NBA All-Star and professional basketball player Scottie Barnes, Canadian actress and singer Miku Martineau, and creators Sab Yang, Phil Jones, Abnu Ratnasamy and the Manchurek Triplets.

The campaign is built around the idea that financial confidence can develop through shared experiences and accessible advice. Participants are intended to discuss money in a conversational setting, rather than presenting financial education as a formal lesson.

Sarah Green, Associate Vice President of Brand Strategy and Creative Practice at TD, said financial confidence often begins with feeling comfortable enough to ask questions and have honest conversations.

The approach reflects a broader shift in how financial brands engage younger audiences. Social content and creator partnerships can introduce topics in familiar formats. However, their value ultimately depends on whether the information is accurate, useful and clear about its limits.

Digital challenge turns learning into a routine

The campaign’s interactive component is the TD Talk Money Challenge, a digital experience designed to encourage young Canadians to practise financial conversations and build confidence throughout November.

Inspired by learning and habit-building apps, the challenge combines daily financial literacy activities, conversation prompts and gamified participation.

Participants can:

• Complete daily activities and challenges
• Explore budgeting, financial wellness, saving and future planning
• Track progress and earn contest entries through participation
• Enter for a chance to win one of three C$15,000 cash prizes

The campaign will run throughout November across social and digital channels.

The format aims to make financial learning more regular and manageable. Small activities may help participants approach topics they might otherwise avoid. Yet engagement and confidence are not the same as financial capability. The campaign’s longer-term value will depend on whether participants retain what they learn and apply it to real decisions.

Why conversational financial education matters

Money can involve personal priorities, family expectations and uncertainty. As a result, some people may find it difficult to ask basic questions or discuss financial choices with others.

TD’s campaign encourages participants to begin with specific, everyday topics. These might include how someone saves for a major purchase, plans a trip or decides what is worth spending on.

The company’s guidance also recommends reviewing spending, savings and goals to better understand personal financial habits. For more complex decisions, it suggests considering a conversation with a financial professional.

This is a practical distinction: general financial education can help people understand concepts, while individual guidance may be needed when decisions depend on personal circumstances.

For financial institutions, initiatives like TD Talk Money also offer a way to connect financial literacy with customer engagement. The campaign’s effectiveness, however, will be better assessed through evidence of learning and sustained behaviour—not participation numbers alone.

What to watch

TD Talk Money places conversation and interactive learning at the centre of its Financial Literacy Month campaign. The company’s survey suggests that Gen Z Canadians are interested in improving their financial knowledge, even when confidence is limited.

The next question is whether the initiative can turn that interest into lasting habits. Useful indicators would include participation over time, improvements in financial knowledge and whether users feel more prepared to make everyday financial decisions.

For now, the campaign offers a clear message: financial confidence does not require knowing everything at once. It can begin with a question, a conversation and one manageable step.

Source note: This article is based on TD Bank Group’s November 2, 2026 announcement and survey information supplied in the release. Survey findings and campaign claims are attributed to TD.

TD launches ‘TD Talk Money’ to help Gen Z Canadians build financial confidence through conversation

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