The “Just Buy XEQT” Viral Mantra: What’s the deal?
February 18, 2026
If you’ve spent any time in Canadian personal finance communities lately—especially on Reddit—you’ve probably seen the phrase:
“Just buy XEQT.”
It pops up everywhere. New investors ask what stocks to pick… “Just buy XEQT.”
Someone asks how to build a portfolio… “Just buy XEQT.”
Market crash fears? You guessed it: “Just buy XEQT.”
So what’s behind this viral investing mantra? Is it a meme, real advice, or somewhere in between?
Let’s break down what XEQT is, why it’s become so popular, and how it ties directly into index investing and the “set it and forget it” philosophy.
What Is XEQT?
iShares Core Equity ETF Portfolio (XEQT) is an all-equity, globally diversified exchange-traded fund (ETF) offered by BlackRock under its iShares lineup.
In plain English: it’s a single fund that holds thousands of stocks from around the world.
Instead of picking individual companies, XEQT bundles together multiple index ETFs to create a complete equity portfolio in one ticker.
Geographic Allocation (approximate targets)
- U.S. equities: ~45%
- Canadian equities: ~25%
- International developed markets: ~20%
- Emerging markets: ~10%
That means when you buy XEQT, you’re instantly investing in companies like Apple, Microsoft, Shopify, Toyota, Nestlé, and thousands more across continents and sectors.
It’s essentially a one-stop shop for global stock exposure.
Why “Just Buy XEQT” Went Viral
The phrase exploded on Reddit and Canadian finance forums because it simplifies investing advice down to its core principle:
Most investors are better off owning the whole market than trying to beat it.
Here’s why the mantra stuck:
1. Simplicity Wins
New investors often feel overwhelmed:
- Which stocks should I pick?
- How many should I own?
- What sectors?
- When do I rebalance?
XEQT removes all of that.
Buy one ETF → you own the world → done.
2. Built-In Diversification
Diversification is one of the most important risk-management tools in investing.
XEQT provides:
- Thousands of holdings
- Multiple countries
- Multiple currencies
- Multiple sectors
If one company fails, it barely moves the needle.
3. Automatic Rebalancing
Because XEQT is a fund-of-funds, BlackRock maintains the target allocations internally.
You don’t need to rebalance between U.S., Canada, or international exposure, it’s handled for you.
That’s a huge appeal for passive investors.
4. Low Cost
XEQT’s management expense ratio (MER) is roughly ~0.20%.
That’s dramatically cheaper than most mutual funds, which often charge 2%+ annually.
Over decades, fee savings compound into massive differences in net returns.
How It Ties Into Index Investing
The “Just Buy XEQT” mindset is rooted in classic index investing theory, popularized by figures like Jack Bogle.
The philosophy is simple:
- Markets are hard to beat consistently
- Stock picking adds risk
- Fees erode returns
- Broad diversification improves risk-adjusted outcomes
Instead of trying to find the next Tesla or Nvidia, index investors aim to capture overall market growth.
XEQT does exactly that, tracking global equity markets through underlying index ETFs.
It’s passive investing distilled into one ticker.
The “Set It and Forget It” Mentality
Another reason the mantra resonates: it aligns perfectly with long-term behavioral success.
Most investing mistakes come from:
- Panic selling during crashes
- Chasing hot stocks
- Market timing
- Overtrading
A one-fund portfolio like XEQT encourages discipline.
Set It and Forget It Means:
- Invest regularly (e.g., biweekly/monthly)
- Ignore short-term volatility
- Reinvest dividends
- Hold for decades
Because XEQT is 100% equities, it’s designed for long investment horizons, typically 15+ years.
You’re betting on global economic growth, not short-term price swings.
Who XEQT Is Best For
The viral advice isn’t universal but it fits a large group of investors.
XEQT is ideal for:
- Young investors with long time horizons
- Canadians who want simplicity
- Hands-off investors
- TFSA/RRSP investors
- Dollar-cost averagers
It may be less suitable for:
- Retirees needing income stability
- Investors uncomfortable with volatility
- Those wanting bonds or fixed income
(For those investors, asset-allocation ETFs like XGRO or XBAL may be more appropriate.)
How to Buy XEQT in Canada
Buying XEQT is straightforward—it trades on the Toronto Stock Exchange just like a stock.
Step-by-Step
- Open a brokerage account
- Fund your account
- Search ticker: XEQT
- Choose number of shares
- Place market or limit order
That’s it—you’re instantly globally diversified.
Best Broker to Buy XEQT: Wealthsimple
For Canadians looking for a beginner-friendly platform, Wealthsimple is one of the most popular choices (and of course, our recommendation).
Why Investors Use Wealthsimple
- Commission-free ETF trades
- No minimum account balance
- Easy TFSA/RRSP setup
- Fractional share buying
- Clean mobile/desktop interface
For “Just Buy XEQT” investors, commission-free trading is especially valuable because it enables consistent dollar-cost averaging without fees eating into contributions.
Risks to Understand
Even though the mantra sounds carefree, XEQT isn’t risk-free.
Key considerations:
- 100% equity exposure → higher volatility
- Market crashes can mean 30–50% drawdowns
- No bond cushion
- Currency fluctuations impact returns
Investors need the temperament to stay invested during downturns.
The strategy only works if you don’t panic sell.
Why the Mantra Persists
At its core, “Just Buy XEQT” isn’t literal financial advice—it’s cultural shorthand for evidence-based investing.
It represents:
- Passive over active
- Diversification over concentration
- Discipline over emotion
- Time in market over timing market
For many Canadians, it’s the simplest path to participating in global equity growth without overcomplicating the process.
Final Thoughts
The viral “Just Buy XEQT” mantra reflects a broader shift in retail investing:
Away from stock picking…
Toward low-cost, globally diversified index funds.
While it may sound like a meme, the philosophy behind it is grounded in decades of market data.
For investors seeking a one-ticket portfolio aligned with the “set it and forget it” mindset, XEQT has become the poster child of modern Canadian index investing.