The goal of the present analysis was to assess the geographic scope and magnitude of non-market values for 6 regional aquatic species listed, or being considered for listing, as endangered under the Canadian Species at Risk Act. I used latent class analysis to partition responses from a national Internet-based survey that asked respondents about their preferred conservation program from amongst scenarios that varied according to target species (Atlantic salmon Salmo salar, Atlantic whitefish Coregonus huntsmani, leatherback turtle Dermochelys coriacea, North Atlantic right whale Eubalaena glacialis, porbeagle shark Lamna nasus, and white sturgeon Acipenser transmontanus), program performance, cost, and method of payment. The large sample of the Canadian public (n = 2761) cleaved into 9 distinct segments that varied significantly in their patterns of preferences. Mean implicit prices, calculated using regression coefficients, ranged as high as CAD $85.99 annually for Atlantic salmon Salmo salar. There was strong support for programs that had a high probability of success even though increases in population abundance and improvements in listing status were each only significant for 4 of the 9 segments. I also found evidence that members of 1 segment were unwilling or unable to make tradeoffs between the program attributes (i.e. they exhibited 'lexicographic preferences'). Members from all 9 segments were distributed across Canada, implying that the proper geographic scope of benefits assessments should be expanded beyond the regions in which regional aquatic species at risk actually occur. These findings should help ensure that the broad societal benefits of conservation are captured when making endangered species listing and investment decisions in Canada in the future.