97% of Canadians have a chequing or savings accounts with the average number of accounts per capita at 1.4. This makes Canada one of the most overbanked populations in the world, enjoying the privilege of good access to payment systems and other banking products and services.

Canadian banks therefore are faced with one of two (or both) strategies for growth. Because the market is saturated, they can steal customers and share which is currently at other banks (i.e. get customers to switch) or they can tap into new share. In Canada, the two main sources of new share are (i) student/young people or (ii) newcomers to Canada (neither of which have had a bank account in Canada previously).

From a marketing and customer experience perspective, what are the banks doing well or poorly to attract the new-to-Canada-from-South Asia market? Which banks are doing well? Which are doing poorly? What are the cultural factors that the banks are not taking into consideration in their marketing? Their operations? Their processes or product policies? What untapped opportunities are there in marketing, operations, product, distribution or channel access?