President's Choice Financial

President’s Choice Financial (PC Financial) is a Canadian financial services brand operated by President's Choice Bank, a wholly owned subsidiary of Equitable Bank. It was founded as the financial services arm of Loblaw Companies Limited, Canada's largest food retailer, and was acquired by EQB Inc., the parent of Equitable Bank and EQ Bank, on July 1, 2026. With over 3 million customers, President’s Choice Financial operates in the following segments:

Core banking: Personal banking services including savings and investment accounts, loans, mortgages, mobile and online banking and mutual funds were originally provided by the direct banking division of CIBC (Canadian Imperial Bank of Commerce), whose direct banking business was later rebranded Simplii Financial; by August 2018 President's Choice Financial offered only credit cards, a prepaid card and the PC Optimum loyalty program. President's Choice Bank issues the PC Mastercard credit cards and the PC Money Account, which EQB has said will over time transition to the EQ Bank brand. Banking services is not available in Quebec

Insurance: Home and car insurance, travel and pet insurance are offered through relationships with several insurance companies.

President’s Choice Financial was established in 1996 and was originally headquartered in Scarborough, a district within the eastern part of the city of Toronto. President's Choice Bank is headquartered at the EQ Bank Tower, 25 Ontario Street, Toronto, and had total assets of C$5.22 billion at June 30, 2026.

MasterCard credit cards:
PC Financial Mastercard (No Annual Fee)
PC Financial World Mastercard (No Annual Fee)
PC Financial World Elite Mastercard (No Annual Fee)

Headquarters address:
President's Choice Bank
EQ Bank Tower
25 Ontario Street, Suite 2200
Toronto, ON, M5A 0Y9, Canada
Phone number: 1-888-723-8881
416-223-0263 (outside N.America)
Website: www.pcfinancial.ca

Acquisition by EQB: In December 2025 EQB Inc. (TSX: EQB), the parent company of Equitable Bank and EQ Bank, agreed to acquire PC Financial from Loblaw Companies Limited. The transaction closed on July 1, 2026 and covered President's Choice Bank, PC Financial Insurance Agency Inc., PC Financial Insurance Broker Inc. and certain affiliated entities, priced at 1.15 times book value and satisfied by the issue to Loblaw of 7.2 million EQB common shares and C$234.5 million in cash. President's Choice Bank became a wholly owned subsidiary of Equitable Bank, and EQB became the exclusive financial services partner for the PC Optimum loyalty programme, which continues to be owned and operated by Loblaw. Loblaw held approximately 19.89 per cent of EQB's common shares immediately after closing, subject to an agreed maximum of 25 per cent. PC Financial operates about 180 in-store banking pavilions and more than 600 additional ATMs at Loblaw retail locations.