Vanguard Canada is an investment management firm offering high-quality, low-cost financial products to individual investors, institutional investors, and financial advisors. Their services include index funds, ETFs, and actively managed funds. The target audience is diverse, focusing on those seeking cost-effective investment solutions. Vanguard's unique selling proposition is its client-owned structure, which aligns interests with investors, keeping costs low and maximizing returns. This model allows Vanguard to prioritize client success over external profits, setting it apart in the industry[1][3][5].