Letter from Erin Bury, CEO and Co-founder of Willful
"At Willful, we know that emergency planning often takes a back seat, especially when the present feels uncertain. That’s why we surveyed more than 1,000 Canadians to see how today’s economic pressures and rising living costs are affecting long-term financial planning.
Despite easing inflation headlines, many Canadians are still struggling. Nearly half (46%) said they had to dip into their savings to cover everyday expenses, and more than a third feel worse off than they did a year ago.
As we head into Make a Will Month and Financial Literacy Month this November, we hope this report helps Canadians start somewhere small. Because even in uncertain times, a simple step, like starting a will, can bring clarity and confidence."
— Erin Bury, CEO and Co-founder of Willful
Economic pressure is keeping Canadians stuck
In 2025, Canadians saw modest relief on inflation, but everyday affordability challenges persist. Only 46 percent of respondents said they feel optimistic about their financial future, a reminder that even when prices stabilize, financial confidence takes time to recover.
Canadians are putting off major financial milestones
Intentions remain high, but follow-through is low.
Nearly one in three Canadians didn’t complete a single financial milestone in 2025.
Key planning gaps
Even foundational documents are getting left behind:
- 40% have a will
- 24% have power-of-attorney documents
- 30% have discussed an emergency plan with their family
The emotional toll of putting it off
Canadians aren’t just worried about money, they’re worried about their families.
- 65% say a loved one dying without a will would cause stress
- 37% say it would lead to family conflict
- 42% say it would make them feel financially insecure
Younger generations feel this most. Gen Z and Millennials report higher anxiety and lower preparedness, showing that the stress of unpreparedness is being felt across age groups.
You can START today
Willful’s mission is to make planning feel achievable, not overwhelming. You don’t have to tackle everything at once.
Start small with a plan:
Set priorities
Choose the financial goals that matter most to you, whether it’s building savings, reducing debt, or creating a will.
Tackle debt
Focus on high-interest debt first. Automate payments to stay consistent and avoid fees.
Anticipate renewals
Review upcoming changes to mortgages, loans, or bills. Planning ahead reduces stress later.
Review protections
Check your safety nets: insurance, emergency funds, and legal documents. Update anything that’s out of date.
Talk it out
Open the conversation with family. Transparency helps everyone stay aligned and protected.
Willful can help
With guided online documents and simple step-by-step tools, you can take action today—and feel confident about it.
