Scotiabank's Slogans & Taglines

The Bank of Nova Scotia, operating as Scotiabank, is a Canadian multinational bank founded in 1832 in Halifax, Nova Scotia. Born from a vision to facilitate trade between North America and Europe, it has grown from a modest maritime bank into one of Canada's "Big Five" and the nation's most internationally present financial institution. The brand's iconic slogan, "You're richer than you think," launched in 2004, has evolved from a functional savings message into a profound philosophy about living a richer life. Its modern campaign "What do you make?" reframes the bank as an emotional partner rather than a rational utility, celebrating the meaningful moments beyond the paycheck. With a strategic focus on the North American corridor—Canada, the United States, and Mexico—and deep roots in the Caribbean and Latin America, Scotiabank blends global scale with local understanding. Today, with over 90,000 employees and a market capitalization exceeding $70 billion, it remains a symbol of Canadian financial stability, cross-border ambition, and the enduring belief that banking should be approachable, empathetic, and deeply human.