Priority populations

We’re reimagining financial help so it works for everyone—not just the people it has traditionally reached.

Right now, our focus is on making financial empowerment services more inclusive and responsive for Black Canadians, Indigenous Peoples, and people living with disabilities. We work closely with community partners to understand the real barriers these groups face, then co-create tools and services shaped by their lived experiences.

This includes collaborating with Black-led, Black-focused, and Black-serving (B3) organizations, supporting culturally grounded initiatives like Financial Wellness in First Nations (FWFN), and building accessible digital supports such as Benefits Wayfinder and the Disability Benefits Compass. Our goal is to close the gaps that keep people from the financial support they deserve.