Marie-Soleil Lemieux, president and CEO of National Bank Trust, calls it a cultural shift. “Women are aligning their wealth with their values and life goals, turning money into a tool for security, purpose and legacy,” she says. “Many are using their resources to fund milestones like education, philanthropy and businesses that reflect their beliefs. With 90 per cent of women expected to act as sole financial decision-makers at some point, planning that reflects personal priorities isn’t optional, it’s essential.”
This evolution calls for a new approach to financial conversations – one that starts from a more personal place. At National Bank Financial, advisors focus on life goals and events, actively listening to understand what matters most.
“For many, those conversations often start on the topic of family,” says Edith Gibeault, wealth advisor at National Bank Financial — Wealth Management (NBFWM). “Clients want to know: ‘Are we going to be okay, and how do we protect what we’ve built for the next generation?’”
From these discussions, advisors develop tailored plans that maximize tax efficiency and ensure money works harder, for longer. “Women want their wealth to support the people and priorities they care most about,” says Ms. Lemieux, “and to leave a legacy that genuinely reflects who they are.”
Shaping the modern family’s financial future
Families are more complex than ever. Blended families, second marriages and stepchildren mean women are thinking carefully about how to provide for their loved ones in ways that reflect evolving dynamics.
“We’re seeing trusts come back,” Ms. Lemieux explains. “People live longer and leave larger estates. They often want to benefit grandchildren directly and support multiple generations in a thoughtful way.”
Bringing these plans to life requires establishing clear roles and putting it all in writing. Family members often have differing expectations and priorities, which can result in conflict. “Having a trusted advisor helps facilitate sensitive conversations with partners and adult children so decisions reflect shared values,” Ms. Gibeault says. The more that’s documented in advance, the smoother the process will be.
“Corporate executor services from National Bank Trust can bring a neutral and fair voice to estate settlement,” Ms. Lemieux adds. The most important part of the process – both with an advisor and among family members – is communication.
“It ensures the will is carried out the way it was intended and takes a lot of stress off the family,” says Ms. Gibeault. “Have the discussion now, so there are no surprises later.”
The firm’s approach contributes to its strong client satisfaction. For the second year in a row, National Bank Financial — Wealth Management ranked number one for ‘Advised Investor Satisfaction’ in the J.D. Power 2025 Canada Investor Satisfaction Study.
Empowering change through philanthropy
Philanthropy is becoming a key part of women’s financial planning as they look to align their wealth with their values.
“Our clients are using their wealth to create impact that goes far beyond writing a cheque,” says Ms. Lemieux. “They’re funding causes that reflect their convictions – such as education, equality and sustainability – and they’re deeply involved by offering time, expertise and leadership.”
Including family members in this decision-making can strengthen shared values and impact. Ms. Gibeault recalls a client who, after her husband passed away, chose to involve her daughters in conversations about which charitable organizations aligned with their family’s values as they planned a significant donation.
Advisors are starting to see women structuring their giving to strengthen communities and inspire future generations. “It’s not just philanthropy; it’s a way to build a legacy of purpose and measurable change,” says Ms. Lemieux.
Ms. Gibeault often witnesses this first-hand. She recently attended an event to support a women’s centre and says there was a deep sense of the impact the women wanted to have. “They truly are solution-oriented and want to have a positive impact on the community and in people’s lives,” she says. In Ms. Gibeault’s practice, for instance, clients have created funds that reflect personal stories, from scholarships tied to agriculture to community health initiatives. “Women want their money to contribute to something meaningful,” she says. “They want to measure impact.”
Through National Bank’s Philantra Foundation, a public foundation that helps people establish their own charitable funds, clients can give more easily and direct their support toward causes that speak to their beliefs.
Building wealth with comfort and confidence
As clients increasingly align their wealth with what matters to them – whether through supporting causes, family goals or long-lasting legacies – they need advisors who can bring all the pieces together.
A key differentiator for clients is the seamless collaboration between National Bank Trust and National Bank Financial-Wealth Management. Our trust, tax, and estate specialists meet with the advisory team before client meetings, ensuring we arrive prepared with tailored options that fit the family’s unique situation.
National Bank has also invested in expanding female representation and continues to grow mentorship and development programs. The culture is reinforced by external recognition, including recent honours from Forbes for being a top company for women.
For both Ms. Lemieux and Ms. Gibeault, their shared message is clear: Women need to get involved early and build a plan that reflects their family, values and vision. “When you’re empowered, you have choices,” says Ms. Gibeault. “I want clients to build a safety net early so they can act with confidence through life’s changes.”
With the right guidance, this new era of women-led wealth is turning financial power into meaningful, lasting change.