Build something that lasts: the culture behind Canada’s top wealth management experience

This approach is especially important as financial needs become more complex. Wealth advisors are taking on broader roles, and clients are turning to them for guidance on decisions that go far beyond stock selection and financial charts.

“People now go to their wealth advisors for literally anything pertaining to money,” says Mr. Durocher. “Cybersecurity, fraud, kids wanting to buy a house, rent versus buy – they’re seeking answers to all of these questions.”

Mr. Durocher’s deep passion for client experiences – and the psychology behind them – started early in his career. In a role where he regularly met and built relationships with clients across the country, he developed a deep understanding of what drives people’s financial decisions. “Money is a very emotional subject,” he explains. “Every single person is different with money based on where they were born, how they were raised and what their parents taught them about money.”

He continues to meet clients and advisors from coast-to-coast, underscoring the crucial role wealth advisors play in guiding clients through complex financial decisions and building trust and long-term relationships. “I like to say that at NBFWM, we don’t sell furniture or computers; what we ‘sell’ are relationships with people and you’ll always choose somebody you trust,” says Mr. Durocher.

The firm’s winning wealth management experience contributes to strong client satisfaction. For the second year in a row, NBFWM ranked number one for ‘Advised Investor Satisfaction’ in the J.D. Power 2025 Canada Investor Satisfaction Study.

Mr. Durocher credits that performance to three attributes: longevity, responsiveness and clarity. Longevity stands out, with many advisors and their clients, staying with the firm for decades.

“I challenge anybody to ask, who else is with you as a professional for two decades and doesn’t change?” That level of continuity, he adds, brings stability and peace of mind to clients and allows relationships to grow over time.

Responsiveness is just as critical. “When there’s a life event, you need to be quick,” he says. Clarity, meanwhile, comes from focusing conversations on what really matters to clients. “Investors appreciate that their wealth advisors focus on answering the question, ‘Am I okay?’” he says. “We don’t just go with big conversations about the stock market or geopolitics.”

Independence at the core

All these attributes are rooted in NBFWM’s culture of independence. Advisors aren’t just employees, they’re business builders who think and act like entrepreneurs. Running their practices like boutique firms, they provide tailored, solutions-driven services, while benefiting from additional support from National Bank Financial – Wealth Management’s head office and regional teams.

“We want our advisors to operate just like a CEO of their own business,” Mr. Durocher explains. “They have access to marketing, IT, human resources experts and coaching to provide the best client service. We give them a lot of flexibility to run essentially a business within a business.” This autonomy allows advisors to tailor their practice, branding and client experience – an approach embedded in National Bank’s DNA as the bank was originally founded by entrepreneurs.

It’s no surprise that when National Bank introduced its new “Build something.” brand identity, the message connected with advisors, reflecting the organization’s culture and philosophy of autonomy. Mr. Durocher calls it “the best of both worlds.” In his view, that dual model of entrepreneurial independence paired with large-bank stability and capabilities is something no one else in the Canadian market is delivering in quite the same way.

“You need a bank as a partner, but you also want to be independent in your decisions and the way you run your business,” he says. “And we believe you can actually do both at the same place.”

Building on this vision, NBFWM continues to expand its national presence across Canada, ensuring clients and advisors alike have more opportunities to thrive. The recent acquisition of Canadian Western Bank extends the organization’s reach into regions where it previously had less infrastructure. “It allows us to have a true national footprint,” says Mr. Durocher.

Balancing insight and innovation

As the firm grows, advisors are also leveraging new technologies to enhance the client experience. Artificial intelligence has redesigned many aspects of wealth advice, reducing administrative work. This frees advisors to focus on strategy and relationships. “Advisors who embrace technology will scale their entrepreneurial impact,” says Mr. Durocher.

Mr. Durocher approaches the future with an analytical lens, distinguishing what is likely to remain stable from what is bound to change.

“We know that in 10 years, people will still want a human wealth advisor who really knows them and cares for them,” he says. “Ethical judgment, trust, being able to read the emotions of an investor – these are things that will have more and more value because AI cannot do that,” he explains.

With National Bank Financial – Wealth Management approaching its 125^th anniversary, Mr. Durocher believes the firm’s blend of stability, independence and deeply human advice will continue to set the company apart. He emphasizes that NBFWM doesn’t just manage wealth, it empowers advisors to build businesses that change lives and clients to create lasting legacies. “At National Bank Financial – Wealth Management, giving our advisors the best of a bank with the best of the independents isn’t a perk – it’s our culture.”