08/25/2026
As the financial planning needs of Canadian families and IG's products and capabilities have changed over the past century, our advertising has evolved, reflecting the priorities and spirit of each era.
When Investors Syndicate of Canada, Limited was incorporated in 1940, the world looked very different. During the Second World War, advertisements promoting Victory Bonds focused on patriotism, encouraging Canadians to do their part in supporting the country and protecting future generations.
As Canada entered a period of post-war prosperity in the 1950s, our advertising shifted to reflect a growing focus on long-term financial security. Whimsical advertisements promoted the value of disciplined saving, demonstrating how setting aside just a few dollars each week could build toward meaningful financial goals over time. Through these efforts, Investors Syndicate became one of the first firms to educate prospective clients on the benefits of dollar-cost averaging, helping Canadians understand the value of investing consistently over the long term.
The 1950s also marked the launch of the company’s first mutual fund, the Investors Mutual of Canada. Advertising for the new product highlighted the benefits of a professionally managed investment approach, emphasizing Canada's natural resource wealth while introducing Canadians to the advantages of diversification and expert portfolio management.
As investors' horizons expanded, so did our offerings. In 1962, Investors Syndicate introduced the company's first international fund, giving Canadians access to opportunities beyond domestic markets. Advertisements invited investors to "go international," featuring passport imagery to symbolize the possibilities of investing around the world.
In 1972, Investors Group launched the Personal Financial Review (PFR), a groundbreaking tool that marked a shift from transactional money management to comprehensive financial planning, incorporating retirement and estate planning, tax strategies, and insurance. Investors Group continued to build on the PFR with the introduction of The Plan™ in the mid-2000s. This planning framework remained central to our holistic advice model until 2018, when the IG Living Plan was introduced.
Looking back at these advertisements offers a unique window into how our business, clients and Canada itself have evolved over the past 100 years. The progression of these campaigns mirrors our own evolution, from a focus on individual financial products to an integrated, holistic planning approach that remains at the heart of our business today.
In present day, our Private Wealth Management brand campaign can be seen in major airports in Toronto Billy Bishop, Montreal, Winnipeg, Vancouver, Calgary, and Halifax, emphasizing the importance of financial advice that puts clients’ goals at the centre.
While the style, themes and products have evolved over the decades, one thing has remained constant: our commitment to helping Canadians build financial confidence and plan for what matters most.
