Episode 371: Banks Sell Products, Not Advice

In this episode, Ben Felix and Cameron Passmore take a critical look at the Canadian banking system’s mutual fund advice model. A newly released study by the Ontario Securities Commission (OSC) and the Canadian Investment Regulatory Organization (CIRO) confirms what many already suspected: Canadian bank branches aren't in the business of giving impartial advice—they're selling financial products. Ben breaks down the implications of this study, which surveyed nearly 3,000 bank-affiliated mutual fund representatives, uncovering troubling statistics about sales pressure, lack of credentials, misaligned incentives, and poor client outcomes. From limited product shelves and high-fee mutual funds to representatives with minimal financial education, the findings expose systemic flaws in the bank advice model. The second half of the episode is a conversation with Connor and Taylor Hewson, who recently joined PWL Capital after operating their own multigenerational advisory firm. They reflect on the decision-making process, their practice’s evolution, and how joining PWL aligned with their mission to deliver better, evidence-based advice to clients. Their story illustrates the professionalization of financial advice in Canada and what’s possible when advisors choose client outcomes over product sales. Key Points From This Episode: (0:02:33) Introducing Connor and Taylor Hewson and their firm’s integration with PWL Capital. (0:03:55) Why Canadians’ loyalty to banks puts them at risk of poor financial advice. (0:06:22) Bank branch “advisors” often lack credentials and act as commissioned salespeople. (0:08:08) Overview of CBC’s 2024 investigation into bank sales practices. (0:10:11) The OSC and CIRO’s comprehensive 2024 survey of bank mutual fund reps. (0:11:47) One-third of bank reps agree their pay structure prioritizes sales over advice. (0:13:17) 35% of reps experience sales pressure “often” or “always.” (0:16:32) Almost half of bank reps believe clients would benefit from non-bank products. (0:18:52) A shocking 23% of reps couldn’t define “MER”—a key mutual fund concept. (0:21:03) Advisors often make the same poor investing choices as their clients. (0:23:55) Why credentials like CFP and CFA—and firms that support them—matter. (0:26:18) How PWL Capital’s structure addresses the problems with bank advice. (0:27:43) Taylor and Connor’s journey from family firm to joining PWL. (0:31:18) Why they shifted from resistance to excitement about the acquisition. (0:35:46) Letting go of the need to “do everything” and focusing on client relationships. (0:40:06) How clients reacted to the transition—and the surprising questions they asked. (0:42:40) What they’d tell other advisors considering a move to PWL. (0:44:41) Building the future of advice by creating a true apprenticeship model. (0:52:12) Why advice—not just products—should be the center of financial services. Links From Today’s Episode: Meet with PWL Capital: https://calendly.com/d/3vm-t2j-h3p Rational Reminder on iTunes — https://itunes.apple.com/ca/podcast/the-rational-reminder-podcast/id1426530582. Rational Reminder Website — https://rationalreminder.ca/ Rational Reminder on Instagram — https://www.instagram.com/rationalreminder/ Rational Reminder on X — https://x.com/RationalRemind Rational Reminder on TikTok — www.tiktok.com/@rationalreminder Rational Reminder on YouTube — https://www.youtube.com/channel/ Rational Reminder Email — [e-mail] Benjamin Felix — https://pwlcapital.com/our-team/ Benjamin on X — https://x.com/benjaminwfelix Benjamin on LinkedIn — https://www.linkedin.com/in/benjaminwfelix/ Cameron Passmore — https://pwlcapital.com/our-team/ Cameron on X — https://x.com/CameronPassmore Cameron on LinkedIn — https://www.linkedin.com/in/cameronpassmore/ Editing and post-production work for this episode was provided by The Podcast Consultant (https://thepodcastconsultant.com)