Hi, we're DALBAR Canada

DALBAR, Inc. is the nation’s leading financial services market research firm and performs a variety of ratings and evaluations of practices and communications that are committed to raising the standards of excellence in the financial services and healthcare industries.

With offices in both the US and Canada, DALBAR develops standards and measurement systems that improve the quality of products, service and compliance for the retirement, mutual fund, broker/dealer, discount brokerage, life insurance, healthcare and banking industries. DALBAR awards are recognized as marks of excellence in the financial community

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Our Philosophy

DALBAR develops standards for, and provides research, ratings and rankings of intangible factors to the mutual fund, broker/dealer, discount brokerage, healthcare, life insurance and banking industries. They include investor behaviour, internet services, customer satisfaction, service quality, communications and ratings of financial and healthcare professionals.

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Check our latest blog

Are Advisors’ Cyberdefenses Strong Enough? Dalbar-ThinkAdvisor Survey Seeks Answers

Are Advisors’ Cyberdefenses Strong Enough? Dalbar-ThinkAdvisor Survey Seeks Answers

At least 12 major cybersecurity breaches affecting hundreds of millions of people took place in 2017. These major breaches were…

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Response to Edesess Article Published in Advisor Perspectives (10/9/2017)

Response to Edesess Article Published in Advisor Perspectives (10/9/2017)

If this was a first offense and had no visibility, I would laugh it off as uninformed rambling. But this…

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Automate Advice, Not the Advisor

Automate Advice, Not the Advisor

Advisors have been using tools and technology for decades. Why, then, should the latest technology be any different? Robo-advice is…

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Products and Services

Research & Communications

DALBAR provides industry research as well as custom client engagements designed to identify trends and best practices in print communications materials, investor and advisor behavior.

Call Centre Operations

DALBAR enables companies to maximize the efficiency and effectiveness of operations by providing the tools to excel in delivering quality customer service.

Branch Studies

Guiding financial services firms in delivering meaningful and effective experiences that meet the needs of clients who visit bank branches.


DALBAR evaluates hundreds of consumer and adviser facing websites and provides industry and customized research that enables companies to effectively maximize their online presence.

Private Consulting Engagements

DALBAR accomodates Private Consulting Engagements, which are conducted for the exclusive and private use of a single institution.

Advisor Solutions

In a rapidly changing regulatory environment, DALBAR helps to position the Advisor to remain successful with current and prospective clients.


DALBAR surveys evaluate customer perceptions and impressions created by your company that materially affect the long-term health of the business.

Robo-Advisor Onboarding Experience Client Reviews

The financial services sector has forged ahead with robo advice, DALBAR’s research on robo advisory services provide valuable insights about this growing segment in North America.


2017 Service Award Winners

The DALBAR Service Award is a sign of distinction in Financial Services. Members of the Winners Circle demonstrate a firm’s commitment to providing the highest quality of service to customers.

2016 Service Award Winners

The DALBAR Service Award is a sign of distinction in Financial Services. Members of the Winners Circle demonstrate a firm’s commitment to providing the highest quality of service to customers.

Call Centre Rankings

See which financial services companies excelled, by providing the best level of customer service.

Investor Statement Rankings

Displays the top ranked industry-leading investor statements, which were tested under our detailed financial statement criteria. Industry average scores are also disclosed.

Disclosure Policy

Review Dalbar’s diclosure policy for award recipients who wish to publicize their accomplishments.

Rights to Use

Recipients of the DALBAR Service Award or Recognition for Excellence Award are able to promote this accomplishment indefinitely, so long as the conditions in DALBAR’s Disclosure Policy are adhered to.

DALBAR Mystery Shopper Difference

Our Mystery Shopper Programs Change The Game

Transaction Based Shopping

A proprietary database of mystery shoppers willing to complete full transactions to extract the true client experience. The quality of data captured through a mystery shop establishes industry benchmarks and identifies best practices.

In-Depth Measurement & Reporting

Clients get a sample of the shops, offering early insights into the data.   The in-depth measurement process provides evaluation of the current state, key competitor comparisons , GAPs and recommendations. Customized reports are completed within 90 days.

Highly Qualified Shoppers

Applying a superior standard of care in the selection process has been an instrumental part in carrying out the expectations of the shops and the objectives of each engagement.

National Coverage

Our database of mystery shoppers spans major urban centres, mid-size cities and hundreds of rural areas across the country, ensuring the optimal coverage for any mystery shop project.

Mystery Shopper Profiles

Our shoppers are between 30-70 years old, mid-to-high income earners, with good credit ratings


Arun lives and practices medicine in Vancouver, BC.  He is a graduate of the University of Calgary Medical School and earns over $150,000

Winnie & Richard

Winnie & Richard have two kids. They’re in their 40’s,  live in Toronto and graduated from U of T.   Winnie works for a Pension firm, Richard is a self-employed Home Inspector.  Their combined household income is $200K

smiling mature man relaxing at home


Steve is in his 50’s, lives in Montreal and is bilingual.  He is a college graduate working for the Ministry of Immigration & Diversity with an Income level of $50K+


Katherine is in her 60’s and a native of Winnipeg and has 2 grown children. She earned her Masters in Religious Studies and works as a Freelance writer earning over $75K per year.

Mystery Shopper Testimonials

Dalbar is too generous! Thank you so much. I loved performing the branch visits.

Petra, Vancouver

thank you for giving me the opportunity to do the bank visits!

Irina, Montreal

I just redeemed the gift card, it’s a very thoughtful gift and I thank you all very much.

Many thanks

Makena, Toronto

It’s been a pleasure working with you and I look forward to participating in future studies.

Terry, Calgary



Shoppers’ household income in Database over $100K


Coverage in major urban and rural areas across Canada


Mystery shops are full transactions where shoppers are willing to purchase a product or service.


Shoppers provide feedback of their visits on the same day

Free DALBAR Mystery Shop study

Complete the form below for a complimentary copy of our recent DALBAR Mystery Shop study that takes a look into trends, practices or markers of the delivery of financial planning within Canadian retail banking.

Our address

Where you can find us

Office Location

#101-8500 Leslie Street, Markham Ontario, L3T 7M8

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Working Hours

Monday – Friday 9:00am – 5:00pm

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