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.

If you're interested in participating in our mystery shop programs, please sign up here

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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.

3 people collaborating at a desk

Our Founder

DALBAR was founded in 1976 by Louis S. Harvey – known as Lou to his colleagues – and he continues to proudly lead the company today, in his early 80s, as CEO.

The path that Lou embarked upon did not come without hurdles, however, as he faced much skepticism in the business sector for being a visible minority with dreams that seemed unattainable.

Lou stated, “I wanted to be a success with an ethical foundation,” and his strong work ethic has led him to where he is today. This humble dedication has enabled him to build DALBAR from the ground up and to persevere against all odds.

LSH Portrait 2020-07-22 (1)


Check our latest blog

DALBAR featured on Investment Executive

DALBAR featured on Investment Executive

A DALBAR report, Investor Insights: COVID-19 and Financial Advice, from August 2020 was featured recently in an article on Investment…

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DALBAR Finds Gaps in COVID Safety Protocols Among North American Bank Branches by Deploying its Secret Shopping Abilities

DALBAR Finds Gaps in COVID Safety Protocols Among North American Bank Branches by Deploying its Secret Shopping Abilities

(Thornhill, ON, September 17, 2020) Dalbar Inc., the financial community’s leading independent expert for evaluating, auditing and rating business practices,…

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Against All Odds: DALBAR’s History

Against All Odds: DALBAR’s History

DALBAR is an award-winning financial services market research firm that prides itself on the remarkable progress it has made within…

Read more »

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.


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.

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.

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 went to a BMO branch in Ajax to complete a mystery shop, and ended up transferring my mortgage, line of credit, bank accounts, RRSPs, etc. to BMO!

Ms. Anderson, 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

Our address

Where you can find us

Office Location

175 Commerce Valley Drive West
Suite 350
Thornhill, ON
L3T 7P6

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Email Address


Working Hours

Monday – Friday 9:00am – 5:00pm