TD’s new “More Human” push raises a bigger question — is your bank actually making money easier or harder to manage?

The clearest signal comes from TD Bank, which recently introduced its rebranded “More Human” campaign. Instead of leading with new features or tech claims, TD is reframing its entire brand around how banking feels to customers, even in digital channels.

That choice puts TD on a slightly different path from its peers, with many big banks leaning into tech-first and digital tools. To help, here’s the approach each major Canadian bank is taking with digital and tech tools, as they fight for your customer loyalty.

TD: Turning digital progress into a human brand promise

TD announced its “More Human” platform through a 60-second ad during the Super Bowl and an official launch announcement on Feb 9, 2026 (1). (The launch video showcases a little robot scooting through anonymous streets, getting stuck, before being helped by a passerby. It’s set to the song Human by The Killers.)

Make no mistake, this isn’t a product launch or an app refresh; it’s a brand-wide repositioning that aims to unify marketing, design, service expectations and customer experience across digital and physical channels.

The message is simple: Even as banking becomes more automated and app-based, it should still feel empathetic, clear and trustworthy.

What’s unusual is that most banks build and launch new technology, and then discuss the customer benefits, but with this brand repositioning, TD starts with the human element. The ‘More Human’ campaign puts less emphasis on speed, scale or artificial intelligence (AI). More focus on clarity, reassurance and reducing friction in everyday moments. The technology is still there, but it’s deliberately in the background (2).

It’s a message that focuses less on proving TD has the best tools and more on shaping how customers perceive every interaction with the brand.

RBC: Digital leadership through AI and capability

Royal Bank of Canada has taken a more traditional digital-first route. RBC is openly positioning AI as a competitive advantage (3). Its messaging highlights generative AI features in mobile banking, AI-assisted identity verification, and data-driven personalization across products and services. At investor and industry events, AI is framed as a growth engine that improves efficiency while tailoring experiences to individual customers.

The RBC message is focused on the bank’s strength to innovate and its lead in developing and using tech-driven solutions. RBC wants customers and markets to know it is investing heavily in intelligence, scale and security. In contrast to TD, RBC is saying: Here’s what our technology can do, not here’s how banking with us should feel.

BMO: Winning on features and benchmarks

BMO is another major bank that leans heavily on a features-first digital story.

Its recent communications spotlight third-party rankings and benchmarks, such as being rated first for mobile banking features in areas like security, alerts, money management and account tasks (4). This approach is about proof of digital strength and performance through innovation.

The underlying message is competence and reliability. BMO is telling customers it executes digital banking well and consistently.

What it doesn’t do is wrap those features in a broader emotional or experiential brand narrative. The app works. It does a lot. It scores highly. That’s the pitch.

CIBC and Simplii: Practical digital convenience

CIBC and its digital-first brand Simplii Financial tend to focus on ease, speed and clarity.

Their digital messaging emphasizes straightforward onboarding, strong virtual assistants, and tools that make common tasks simple to complete online.

This approach is very pragmatic and highlights a digital-first approach to banking. The overall goal is to reduce friction, remove steps and let customers get in and out quickly.

By focusing on the quick, efficient use of digital tools, CIBC and Simplii Financial have less opportunity to integrate the human, storytelling element. That’s not a problem, given that the experience — and the messaging about the experience — is designed to be efficient and low-effort, especially for customers who prefer not to interact with branches or advisors.

Compared with TD’s repositioning, this is digital-first in its purest form. Useful, functional and quietly competent, without an overt emotional layer.

Scotiabank: Guiding customers through digital change

Scotiabank sits somewhere in the middle.

Its digital strategy places heavy emphasis on education and accessibility. As a result, the bank’s messaging often focuses on helping customers set up online banking, understand app features, manage alerts and stay secure. The tone is supportive and instructional (5).

Scotiabank’s approach recognizes that not all customers move at the same pace when it comes to technology and the adoption and use of digital tools. The bank invests in content and tools that guide people through the transition rather than assuming digital fluency.

This is customer-focused, but again, it’s framed around practical enablement rather than a broad brand redefinition.

The real shift: Experience as identity, not output

All of Canada’s major banks agree on one thing: Customer experience matters. Research consistently shows that most Canadians now weigh experience as heavily as products when choosing a bank (6).

The real differentiator is the amount of emphasis that’s put on this tech and these tools.

Most banks still communicate experience as a result of better technology:

• smarter apps
• more automation
• stronger security
• faster service

Starting the year, TD is trying something slightly different; it’s positioning the customer experience as the starting point and the brand’s core identity, with technology as the enabler rather than the headline.

That doesn’t mean TD is less digital. It means it’s betting that in a market where digital competence is assumed, how banking feels will matter as much as what it can do.

What this means for Canadians choosing a bank

Canadian banks are all becoming more digital. The real question for consumers isn’t who has an app — it’s which bank makes money management feel easier, safer and less stressful.

Here’s how Canadians can decide where they want to bank.

If you want simple, low-stress day-to-day banking

Check out: TD or Scotiabank

Best for Canadians who want banking to feel calm, intuitive and predictable.

Why:

• Clearer language in apps and communications
• Straightforward digital journeys for common tasks
• Strong emphasis on guidance and alerts rather than just features

If you want advanced digital tools and personalization

Check out: RBC

Best for confident users who want smart tools, analytics and customization.

Why:

• Heavy investment in AI-driven insights and personalization
• Strong digital ecosystem for managing multiple products
• Tools designed for data-driven decision-making

If you want strong mobile features and performance

Check out: BMO

Best for Canadians who do most of their banking on their phone and value feature depth.