Canadians Are Redefining Wealth as the Freedom to Live Life on Their Own Terms

Meridian research finds flexibility, security and choice now define financial success and inspires Meridianaires, a platform grounded in real goals and real progress

Canadians are rewriting what it means to be wealthy. New research commissioned by Meridian Credit Union and conducted by Léger finds that wealth is increasingly measured not by a number, but by the freedom to make choices, support the people who matter and build a life on one’s own terms.

The study found 83 per cent of Canadians would feel wealthy if they had the flexibility to live life on their own terms. 88 per cent see flexibility in their budget–and their life–as a sign of wealth or financial success, while 83 per cent point to being able to take time away from work for family, health or personal priorities without financial stress.

The definition is also deeply practical. 83 per cent say they would feel more financially confident if they could comfortably cover monthly expenses and still save; 80 per cent point to having at least three months of living expenses set aside; and 79 per cent to being able to pay off a credit card every month. At the same time, 45 per cent say the day-to-day pressure of getting by keeps them from thinking about their bigger financial picture.

“Canadians are telling us that wealth is no longer simply about how much you accumulate. It’s about having the confidence, resilience and freedom to live life on your own terms,” said Jay-Ann Gilfoy, President and CEO of Meridian Credit Union. “We are bringing this insight to life in a distinctive marketing campaign, which reflects a fundamental part of Meridian’s business: making financial advice, practical digital tools and human support available to every Member, not only those who have already built significant wealth. It is how we are helping more Canadians turn their own definition of success into meaningful progress.”

Meridian puts $1 million behind Canadians’ goals

These changing views of wealth inspired Meridianaires, Meridian’s new campaign celebrating Canadians who define success on their own terms, and an upcoming sweepstakes that will see Meridian put $1 million behind helping people make progress toward their goals.

A Meridianaire is someone taking ownership of their financial life and making progress on what matters to them.

Rather than a single $1-million prize, winnings will be distributed across a grand prize of $250,000 and matching prizes of up to $25,000, creating opportunities for multiple people to win. The prizing is about showing what wealth can mean in real life–getting out of debt, supporting family, buying a home, creating breathing room, gaining more freedom over one’s time, or simply carving out simpler pleasures to enjoy with family and friends.

“This is a sweepstake grounded in today’s realities–not a fantasy about a bigger house, a fancy cottage or another status symbol,” said Matthew Seagrim, Chief Growth Officer at Meridian Credit Union. “For many Canadians, wealth means taking time away without financial stress, or simply having more choice in how they live, or enjoying memorable activities with family and friends. We want to create the possibility for Canadians to define wealth differently–not by asking ‘What would you buy?’ but ‘What would greater financial freedom make possible?'”

Meridianaires is the belief that success should be defined on each person’s terms, and OnYourWay with Meridian brings that belief to life through personalized financial guidance and tools that meet Members wherever they are. That approach reflects what Canadians are looking for: 85 per cent value a clear financial plan with actionable next steps, 84 per cent want advice tailored to their life stage and transparent, affordable guidance, and 81 per cent value a trusted advisor relationship.

About the Meridianaires Sweepstakes

The Meridianaires Sweepstakes runs from November 2, 2026 to March 31, 2027 and includes a $250,000 grand prize and opportunities to win $750,000 in matching prizes of up to $25,000 each. Complete eligibility requirements, ways to enter, prize information, draw details and official rules are available on the Meridianaires Sweepstakes Terms and Conditions page.

About the research

An online survey of 1,533 Canadians aged 18 and older was conducted through Leger’s LEO panel from September 18 to 20, 2026. As the survey used a non-probability web panel, no margin of error can be associated with the sample. For comparison purposes, a probability sample of 1,533 respondents would have a margin of error no greater than plus or minus 2.5 percentage points, 19 times out of 20.

About Meridian Credit Union

Meridian is Ontario’s largest credit union, and one of the largest in Canada. Guided by our purpose, “helping you achieve your best life,” Meridian delivers personal, and wealth business solutions to over 390,000 Members. Our bold Meridian for Good strategy is aimed at helping people get access to the money and advice they need; plan for a better future that is clean, resilient, and diverse; and be financially confident. Meridian has one operating subsidiary: Meridian OneCap Credit Corp (“MOCC”). For more information, please visit: meridiancu.ca

Source : Meridian Credit Union