Exclusive Q&A with National Bank

As the presenting partner of HUB Montreal 2025, National Bank of Canada reaffirms its commitment to the creative industries by supporting the key players shaping the future of innovation, technology, and creation. 

In this exclusive interview, Vincent L.-Desjardins, Associate Vice-President, Creative Industries Group – Quebec, Maritimes & International, shares his vision for the future of the sector, the major challenges to see, and the role the NBC plays in helping this dynamic ecosystem evolve. 

Find out how this strategic partner is actively involved in HUB Montreal and why the intersection of finance, innovation, and culture has never been more crucial. 

For the seventh year in a row, National Bank is the presenting partner of HUB Montreal. What motivates this ongoing commitment? 

It’s truly inspiring for us to see HUB Montreal’s ecosystem evolve over the years. We’ve seen these companies reach a new level of maturity. That’s why we want to be there to support them through their next challenges, whether that’s in international trade, financing, or innovation support. 

Why is HUB Montreal a strategic event for National Bank? 

It’s a great opportunity to meet entrepreneurs and their teams in person. We consider ourselves an integral part of this ecosystem and a trusted partner for entrepreneurs. HUB Montreal helps us strengthen relationships and engage in deeper conversations around financing strategies. It’s also a chance to introduce our experts and connect participants with our business network. 

Why is it important for a financial institution to be present in this kind of ecosystem? 

Simply put, we are an essential partner in helping businesses grow. As a company expands, its relationship with its bank becomes increasingly important. We build strong, long-term relationships with entrepreneurs. By creating that trust, we’re in the best position to support them at the right time. 

How does National Bank view its role in supporting creative and tech-driven businesses in Quebec and beyond? 

Our role goes far beyond banking products. We see ourselves first and foremost as business partners. That means providing strategic guidance, growth support, and access to our network of experts and financial ecosystem organizations. 

NBC’s support for the creative industries is part of a broader effort to bridge the gap with the business world. How does this approach play out in practice? 

National Bank is deeply engaged in the business community at every stage of a company’s development. Whether through involvement in university programs, business accelerators, investments in funds, or partnerships with other financial players, we make sure to build meaningful connections that contribute to a strong, healthy economy. 

National Bank supports many innovative businesses. Can you share a project or initiative that illustrates your vision for supporting creativity? 

Our partnership with HUB Montreal is a perfect example. Over the past seven years, this collaboration has allowed us to discover a wide range of companies in creative industries. Today, we support many of them, and we’ve learned a lot about this dynamic sector that continues to inspire us. The challenges these businesses face are opportunities for us to apply financial creativity to support their growth. 

In your view, what are the major challenges or opportunities that will shape the future of the creative and digital industries in the coming years? 

Major changes are already underway, and creative industries will need to adapt. Whether it’s uncertainties around the use of artificial intelligence, the impact of geopolitical shifts on market access, or the effects of climate change, entrepreneurs face numerous challenges. 

Since these shifts are inevitable, the key for our creative industries will be to embrace the opportunities they bring. That’s how they’ll thrive, grow, and stand out on a global stage.

Finally, what would you like to say to the entrepreneurs and creators participating in HUB Montreal this year? 

First and foremost, we’re excited to meet or reconnect with you this year. We want to commend the high quality of your work and your determination in an industry that brings its share of challenges. Pushing the boundaries of imagination to create meaningful, inspiring content seems to be what unites this year’s participants, and we’re proud to support that ambition.