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Helping clients thrive and communities prosper.


To be among the world’s most trusted and successful financial institutions.

With client expectations shifting in today’s digital world, we’ve been on a journey to transform our bank. Leveraging new technologies and creating an exceptional digital client experience is only part of our strategy. We fundamentally believe that in order to stay connected with our customers and maintain relevance, we need to reimagine the role we play in our clients’ lives.


A strong values-driven culture has always been part of the fabric of RBC.

Client First: We will always earn the right to be our clients’ first choice

Collaboration: We win as One RBC

Accountability: We take ownership for personal and collective high performance

Diversity & Inclusion: We embrace diversity for innovation and growth

Integrity: We hold ourselves to the highest standards to build trust


In Canada: To be the undisputed leader in financial services

In the U.S.: To be the preferred partner to institutional, corporate, commercial and high-net-worth clients and their businesses

In select global financial centres: To be a leading financial services partner valued for our expertise

Powering ideas for people and planetTM

The RBC Purpose Framework – Powering Ideas for People and Planet – defines the societal challenges that we want to help address, the contributions we believe we can make and engage others in doing the same.

Reimagining RBC

Innovation is at our core as we reimagine the future of financial services. Learn more about the next chapter of our journey to help our clients thrive and communities prosper.