Sierra Wong knows firsthand the challenges newcomers can face when they arrive in Canada. She immigrated to Canada from Hong Kong as a teenager.
In her early days in Canada, Wong remembers struggling to read her high school teacher’s handwriting on the board. When she asked for clarification, the teacher told Wong that if she couldn’t read his writing, she should go back to her country.
"I was trying so hard to fit in. I felt very small at that moment," said Wong, a TD Senior Product Manager for the New to Canada segment. "I made myself a promise that I wouldn't be defined by this moment.”
That moment has stuck with Wong. It inspired her to prove she and other newcomers belong here.
"It helped me understand that, when people seem unsure, it's not because they lack the ability. Often it's because they are navigating an environment that wasn't designed for them," she explained.
Wong joined TD 16 years ago in retail banking and has since held a variety of roles across the organization. Now, as part of her role on the New to Canada team, Wong brings together everything she’s learned at the Bank. Her role also lets her address what she once needed as a newcomer herself.
Understanding the challenges newcomers face
According to Wong, newcomers often face two immediate financial challenges when they arrive in Canada.
First, they need guidance navigating an unfamiliar banking system.
Second, they need access to a credit card. For many newcomers, building a credit history is an important step toward feeling settled, since a good credit score can help them rent an apartment, set up a phone plan, lease a vehicle, or qualify for certain jobs.
Recognizing these challenges, Wong helped launch a new program in 2025 to create a more welcoming and efficient credit card application experience for newcomers.
Starting a banking experience with trust
Before the newcomer program, the process of applying for a credit card could be lengthy and complex. Newcomers were often asked numerous questions, and they needed to return to the branch to successfully submit an application.
Wong saw an opportunity to make the experience simpler — starting with trust.
Today, advisors ask a streamlined set of questions, helping clients understand right away what credit card they may qualify for. In many cases, clients who are approved for a credit card can leave the branch knowing their credit card is on its way, or with one already in hand.
The simplified process has significantly reduced the time required to complete the credit application. What once took close to 80 minutes can now take about 35 minutes, Wong said.
This has made it easier for newcomers to access the credit card they need to begin building their financial future in Canada. Clients say they are pleasantly surprised and genuinely relieved at how easy the application process is.
"We want newcomers to feel comfortable choosing TD,” Wong said.
Creating more meaningful conversations
The benefits of the faster credit card application process extend beyond clients.
Wong said colleagues have shared that the newcomer program allows them to spend less time navigating processes and more time building relationships.
"The positive interaction that I'm looking to establish for our New-to-Canada clients is to know they're being listened to. That we give them the space to feel comfortable asking questions and that they leave with confidence," Wong said.
What began as a three-week pilot in 22 branches has since expanded nationally across the TD branch network.
For Wong, the program reflects a deeply personal mission.
"If I were giving advice to my younger self: don't get defined by one moment. Don't get defined by one interaction. Really try to find your own space and create the path you deserve. Belonging is not something we earn, it's deserved for everyone."