New TD research reveals 8 in 10 Gen Z Canadians aren't fully confident in their financial knowledge, while 91% are actively seeking ways to increase their financial confidence

TORONTO, Nov. 2, 2026 /CNW/ -- Money can be difficult to understand and even harder to discuss. As Financial Literacy Month begins, TD is launching TD Talk Money, a new social-first initiative designed to encourage young Canadians build financial literacy through candid conversations, practical learning and interactive digital experiences.

The campaign comes as new TD research reveals a significant confidence gap among Gen Z Canadians. While the vast majority are looking for ways to improve their financial confidence, fewer than two in 10 (19%) polled report feeling very confident about money. The findings suggest the opportunity isn't simply to create more financial content. It's to help make it easier for people to understand and talk about money in their everyday lives.

Key findings from this TD survey:

• 8 in 10 Gen Z Canadians aren't fully confident in their financial knowledge
• 91% of Gen Z are looking for ways to improve their financial confidence
• Only 19% of young Canadians report feeling very confident about their financial knowledge

Bringing trusted advice and authentic voices together

Through candid conversations in the TD Talk Money: Car Convos series, the campaign brings together TD money mentors, creators and cultural voices to share personal experiences and practical perspectives on earning, spending, saving and planning for the future. Featured participants in the campaign include:

• Scottie Barnes, NBA All-Star and professional basketball player
• Miku Martineau, Canadian actress and singer
• Creator and influencer voices including Sab Yang, Phil Jones, Abnu Ratnasamy, and the Manchurek Triplets

"Financial confidence doesn't come from having all the answers overnight. It often starts with simply feeling comfortable enough to ask questions and have honest conversations," said Sarah Green, Associate Vice President, Brand Strategy and Creative Practice at TD. "Through Talk Money, we're seeking to create engaging opportunities to help young Canadians explore money topics in ways that feel relevant, human and actionable for them."

Turning candid money talk into action

At the centre of the campaign is the TD Talk Money Challenge, a digital experience designed to encourage young Canadians practice money conversations and improve their financial confidence throughout Financial Literacy Month.

Inspired by the mechanics of popular learning and habit-building apps, the Challenge combines daily financial literacy activities, sample conversation prompts, and gamified experiences that encourage ongoing participation.

Participants will be invited to:

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

TD Talk Money will run throughout November across social and digital channels. The campaign reflects TD's commitment to supporting financial literacy and helping Canadians build financial confidence through every stage of life.

Q&A: Simple ways to build financial confidence

I don't feel confident about money. Where should I start?
Start with one thing you want to better understand, whether it's where your money is going, how much you're saving or how to build a budget. You don't need to figure everything out at once. Small, manageable steps can help build knowledge and confidence over time.

How can I start a conversation about money without making it awkward?
Make it specific and keep it casual. Ask a friend or family member how they budget for a trip, save for a big purchase or decide what's worth spending on. Money conversations don't have to start with your entire financial picture. A simple question can open the door.

What are some good money questions to ask friends or family?
Try questions that invite people to share their experiences: What's one money lesson you wish you'd learned earlier? How do you decide how much to save each month? What's something you're saving for right now? Sharing experiences can help make financial topics easier to understand and discuss. Plus, there's no need to share personal financial details to have a useful conversation.

What's one habit that can help me feel more in control of my money?
Know where your money is going. Reviewing your spending, savings and goals can help you better understand your financial habits and identify where you may want to make changes.

When should I consider talking to a financial professional?
You don't have to wait for a major financial milestone. Consider seeking guidance when you have questions about your financial goals, are weighing different options or simply want help figuring out where to start.

About the TD Survey

This TD survey, conducted using the Leger Opinion panel, ran from April 17-27, 2026 with a nationally representative sample of 2,025 Canadians, including 1,408 adults aged 18+ and 617 children/youth aged 6-17. The results have been weighted by age, gender, and region (and in Quebec, language) to match the population, according to Census data. For comparison purposes, a probability sample of 1,400 has an estimated margin of error of ±2.6%, 19 times out of 20.

About TD Bank Group

The Toronto-Dominion Bank and its subsidiaries are collectively known as TD Bank Group ("TD" or the "Bank"). TD is the sixth largest bank in North America by assets and serves 28.2 million clients in four key businesses operating in a number of locations in financial centres around the globe: Canadian Personal and Commercial Banking, including TD Canada Trust and TD Auto Finance Canada; U.S. Banking, including TD Auto Finance U.S. and TD Wealth (U.S.); Wealth Management and Insurance, including TD Wealth (Canada), TD Direct Investing and TD Insurance; and Wholesale Banking, including TD Securities and TD Cowen. TD also ranks among North America's leading digital banks, with more than 14 million active mobile users in Canada and the U.S. TD had $2.1 trillion in assets on July 31, 2026. The Toronto-Dominion Bank trades under the symbol "TD" on the Toronto Stock Exchange and New York Stock Exchange.

SOURCE TD Bank Group