SAINT JOHN – From job losses to illness and grief, nearly half of New Brunswickers went through a major life event in the past year, but most did not seek help to understand the potential financial impact.
That’s according to new research from the Financial and Consumer Services Commission of New Brunswick (Commission), which has launched a new financial and consumer education website designed specifically for these moments.
“Finfo.ca was created to meet people where they are, especially when life gets complicated,” said Marissa Sollows, the Commission’s Director of Communications and Public Affairs. “It provides clear, unbiased information based on real-life situations, so people can make informed decisions without having to sort through conflicting or unreliable advice.”
Data from the 2025-2026 Consumer Index indicates that 46 per cent of New Brunswickers went through a major life event in the past year, yet only 29 per cent sought help to understand or navigate through the potential financial implications. Among those who sought support, 39 per cent of younger adults aged 18 to 39 said they turned to the internet or online forums for information, potentially increasing their exposure to misinformation.
Life events create financial vulnerability
These findings point to a critical gap in how people access financial information during times of stress when decisions can have lasting consequences.
“Life’s hardest moments often come with financial decisions, and people may feel like they are left to figure it out on their own,” Sollows said. “When we are under stress or feeling uncertain, it is natural to want quick answers. But that urgency can make it harder to pause and confirm the information source is trustworthy, which can increase the risk of misinformation or fraud.”
The survey also found that making financial decisions during complex life situations, like caring for an aging parent, can leave New Brunswickers more vulnerable to scams and costly mistakes.
For example, those caring for an aging parent more frequently reported losing money to a financial scam (33 per cent) than those who were not (11 per cent) – a gap that more than doubled compared to 2025 results.
Fraud on the rise
Financial losses linked to scams are on the rise, the survey found. Thirteen per cent of respondents reported losing money to a scam in the past year, up from 11 per cent in 2025. Cryptocurrency scams accounted for 28 per cent of reported losses, followed by investment scams at 22 per cent.
While 65 per cent of victims lost $1,000 or less, seven per cent of them reported losses exceeding $10,000.
Despite these impacts, only 58 per cent of scam victims said they reported the incident. Respondents who did not report said they were unsure where to report or did not believe reporting would lead to action.
“Reporting fraud or suspicious activity is critical,” said Sollows. “Even if no money is lost, sharing that information can help prevent others from being targeted and gives us a clearer picture of emerging risks.”
Financial confidence may be misplaced
Even with these increased losses to scams, 86 per cent of survey respondents said they’re confident managing their money. However, nearly a third reported being charged unexpected fees when buying financial products, and 26 per cent said they entered contracts they didn’t fully understand.
This highlights an ongoing gap between how people perceive their financial knowledge and the financial challenges they face in practice, and underscores the importance of clear, accessible information for consumers.
“At a time when many people feel confident managing their money, these findings show they are still running into costly problems,” Sollows said.
Although some consumers are still experiencing challenges, responses indicate that financial service providers are increasingly giving clearer information about credit, insurance, mortgage and investment products compared to 2025. For example, more New Brunswickers who engaged with investment products reported understanding discussions on personal financial goals (79 per cent, up 13 percentage points), risk tolerance (78 per cent, up 13 percentage points) and fees (72 per cent, up 11 percentage points).
New tool to help New Brunswickers navigate financial decisions
Last month, the Commission launched Finfo.ca, a website that focuses on practical, real-life scenarios, such as managing money in relationships, navigating financial stress or supporting aging parents. The site also offers tools, like calculators, quizzes and worksheets.
“The goal of Finfo is to ensure New Brunswickers have access to trustworthy, easy-to-understand guidance when they need it most,” Sollows said. “It’s a go-to guide for making sense of money in New Brunswick.”
A summary of the survey results can be found on the Commission’s website at FCNB.ca.
About the survey
The survey was conducted by Thinkwell Research between January 29 and February 9, 2026, with 600 New Brunswick adults aged 18 and older participating. The data was weighted by age, gender and county to reflect the provincial population. A probability sample of this size would have a margin of error of plus or minus 4.0 percentage points, 19 times out of 20.
The Commission uses the annual survey to track trends in consumer awareness, knowledge, confidence and financial behaviours across the province. The results help identify gaps and emerging risks that may require additional education or regulatory focus.
Audio files of Marissa Sollows, Director of Communications and Public Affairs
Media Contact:
1 866 933-2222 or media@fcnb.ca.
The Financial and Consumer Services Commission of New Brunswick has the mandate to provide regulatory services that protect the public interest while enhancing public confidence, and to promote understanding of the regulated sectors through educational programs. It is responsible for the administration and enforcement of financial and consumers services legislation for mortgage brokers, payday lenders, real estate, securities, insurance, pensions, credit unions, trust and loan companies, cooperatives, the unclaimed property program, and a wide range of other consumer legislation. To fulfil its education mandate, the Commission offers Finfo, a consumer education program designed to help New Brunswickers make sense of everyday financial decisions related to its regulated sectors. It is a Crown corporation funded by the regulatory fees and assessments paid by the regulated sectors. Online resources related to our regulated sectors are available at www.fcnb.ca.