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Discount Brokerage Weekly Roundup – September 16, 2019

In the stock markets, is it better to be lucky or smart? Even though the markets closed out the week on Friday the 13th, it seems that fortune is smiling on the markets with indices holding near their all-time highs. Is it a false sense of confidence, or are the “warning signs” no more predictive than superstitions?

In this edition of the Roundup, we dive into the mixed signals being presented by one online brokerage in the US that has some observers thinking that things are going to go from bad to worse for some online brokers. Of course crises happen, and one Canadian online broker provided an interesting demonstration of calm under social media fire on a touchy subject for investors. We’ve trimmed the forum chatter for this Roundup but still have a healthy serving of Twitter content to wrap up on.

Charles Schwab Announces Layoffs

By many accounts, the stock markets remain in good shape. With many indices drifting near their all-time highs, it seems like markets are paying attention to the “strong economy” narratives in Canada and the US, and not so much to the “inverted yield curve” signals that portend economic slowdowns.

If those mixed messages weren’t enough, this past week, the US online brokerage space generated yet another signal that perhaps things aren’t so great in the financial services world in general and in the online brokerage space in particular.

An article in the Wall Street Journal reported that Charles Schwab, the largest online brokerage in the US, would be cutting about 3% of its workforce, or approximately 600 jobs. The primary culprit: interest rates.

To understand why interest rates, and in particular low interest rates, matter so much to an online brokerage like Schwab, it is important to recognize that the size of this online brokerage – which has over $3.75 trillion dollars (USD) in assets under management – plays a significant role in determining how quickly it can navigate through averse economic conditions.

Over the past four years, Schwab has undertaken an important transition in terms of where their revenues originate. As for any online brokerage, trading commissions have been important to the revenues of the firm, however, over the past few years, efforts to diversify away from relying just on commission revenue mean that other fee generating services, such as advice, or growing assets to a massive scale and collecting interest, have come to play important parts in the total revenue of the company.

Their decision to lay off 3% of their workforce appears anchored in cutting costs to stay competitive. Regardless of the exact reasons, an organization the size of Schwab must make moves well in advance of deteriorating business conditions.

Interestingly, they saw the writing on the wall with the battle for lower-price stock commission prices and potentially lower volatility and, as a result of diversifying their reliance on trading commission revenues, have been able to achieve solid growth in new accounts and fend off other low-commission and commission-free competitors. They now generate approximately 6.5% of their total revenues from trading commissions with the remainder coming from other sources such as fee-based advice services (29.3%) and net interest (61.5%).

Not too long after Schwab made these moves to diversify the sources of their business revenue, other online brokerages followed suit by doing something similar – notably TD Ameritrade.

What the job cuts at Schwab signal, however, is that interest rates may stay depressed for quite some time or are going to get much lower. To that end, the importance that people play in the online brokerage business, at least according to Schwab’s math, is dwindling. More automation and reliance on software and digital systems means businesses like online brokerages can do more with fewer people.

Naturally the latest moves by Schwab prompt the question of whether something similar could happen to online brokerages here in Canada?

It is not impossible that the cuts to interest rates that are taking place across the globe impact Canadian financial service players at one level or another. For the online brokerages in Canada, however, there is still a heavy reliance of commissions to generate revenue. And while the Bank of Canada is standing firm on interest rates here, without increased trading activity, or in the face of declining commission prices, there aren’t too many other levers left to pull for Canadian online brokers to make their line of business profitable.

As one writer in the US put it, this is like seeing a “canary lying dead in the mouth of a coal mine.” With negative interest rates showing up across the globe and the calls by the US President for that to happen in the US, and the head of JP Morgan telegraphing that they too are exploring the scenario, the big picture signals challenging times ahead for financial service providers.

For online brokerages in Canada, there are two competing forces at play that will have to be reconciled. On the one hand, lower interest rates, or the spectre of negative interest rates, might prompt individual investors to get out of cash (finally) and into a different asset class for which they would (likely) need an online brokerage account. Conversely, in the face of market volatility and uncertainty that can hinge on a Twitter message, actively trading into the storm also seems like bad move.

Now that the largest online brokerage in the US has decided that it’s time to cut its workforce by 3%, it will invariably raise questions about layoffs at other US online brokerages. As for Canadian brokerages, it seems that as long as interest rates stay where they are in Canada, and there are opportunities to trade in a market that might be immune to Twitter tirades, there might be a bit more of a reprieve.

Nonetheless, if in a hyper-competitive market like the US, the largest and arguably best insulated online brokerage has pared back its head count, what must Canadian online brokerages have to be prepared to do to control costs?

Walking the Talk: Questrade Shifts Stance on Security Breach Guarantee

Peace of mind is, arguably, one of the most important sentiments that a financial service provider can give to their clients. For DIY investors, the Canadian Insurance Protection Fund (CIPF) offers some measure of confidence by protecting the investments of individual investors to the tune of $1 million dollars in the event that the online brokerage somehow goes out of business. In an increasingly online world, however, another crucial piece of coverage that investors seek out and ask for when it comes to parking a significant portion of their nest-egg with a provider is some kind of online security guarantee.

It is against this backdrop that an interesting post, which made it to the Personal Finance Canada thread on Reddit, sparked immediate and comprehensive discussion with investors and eventually culminated in a revision of the Questrade security guarantee.

According to the (now) previous security guarantee policy, Questrade required individuals to report any suspicious activity in their account within four days of that activity taking place. While the policy was not necessarily hidden, it did go unnoticed by many until one user raised this in the Reddit thread, at which point a firestorm of commentary ensued.

The commentary itself makes for instructive and colourful reading. What was most compelling about this incident, however, was the speed with which the questions prompted a response from Questrade, as well as the turn around time for a revision of their security policy. Here is the initial response from Questrade on the Reddit channel, 2 days after the original post:

And here is the follow up response from Questrade indicating that, in fact, they have updated their security policy to require clients notify Questrade of any suspicious activity within six days of receiving a monthly electronic statement.

There are a number of interesting takeaways from this incident that are likely to prompt some changes to take place across the Canadian online brokerage space. One of the first important observations is that online security matters don’t matter to DIY investors until they do.

There were so many DIY investors who were taken by surprise at the Questrade online security guarantee’s “fine print” terms, and when they became aware of the actual details, they were unpleasantly surprised. The massive response from DIY investors will likely prompt other online brokers to review their policies to ensure a) that they’re offering competitive coverage for online security breaches, and b) that they do a better job of communicating that guarantee to their clients.

Another important set of observations relates to the credibility Questrade earned in the face of a potentially significant crisis.

First, they were able to address the issue on Reddit – where they have a history of responding to clients or individuals talking to/about Questrade – and commit to a timeline for resolution. Second, they were able to rectify the situation within a week; a new policy, better terms and a jab at the security policies of other providers for good measure. That whole episode played out publicly on Reddit for the world to go back and comb through, and while there will certainly be spin that could be applied here, ultimately, Questrade righted a wrong in a very public fashion.

Now, granted that Questrade landed themselves in hot water by having a security guarantee structured with such a short time frame for notification, but the key takeaway for customers is that it got resolved. Surely some customers were put off, but for the clients that love and speak up for Questrade, this will cement yet another reason why they would recommend or stand up for the online brokerage in the melee of financial forums. Based on the watershed of concern that was raised by this incident, it is going to be very interesting to see how/if other online brokerages start to highlight online security as a selling point.

Discount Brokerage Tweets of the Week

From the Forums

Accompany or Keep Company?

A Redditor’s financial advisor successfully moved to a new job, and now this Redditor is wondering whether it’s better to follow the advisor, or to stay with the current company.  Read suggestions from the forum here.

Into the Close

That’s a wrap on another choppy week. After what looks like a bit of a reprieve from trade war, the drums of actual conflict were beating again and oil prices are now in the spotlight. There’s likely to be no shortage of news to tune into this week but for the set-it-and-forget-it crowd, thankfully there’s also lots of other places to tune out the drama.

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Discount Brokerage Weekly Roundup – September 9, 2019

Sports offer a great metaphor for the highly competitive nature of the stock market. After an epic weekend of football and tennis, there was lots to cheer for (not so much for Raiders fans though). While there are many lessons on the field that apply to the markets, another great feature of sports is the highlight reel.

In this edition of the Roundup, we serve up a series of highlights from what online brokerage activity crossed our radar this past week. Keep reading to learn more about deals updates, a pull back on shorts, healthy performance stats, new features, and upcoming investor education initiatives. As always, we’ll serve up the staple DIY investor conversations on Twitter and the investor forums.

Deal and No Deal at BMO InvestorLine

This past week, BMO InvestorLine saw a couple of interesting developments take shape. First, on the deals and promotions front, the popular bank-owned Canadian online brokerage kicked off their latest offer for the new season.

Similar to their summer promotion, BMO InvestorLine’s latest offer is also a tiered cash-back offering. The latest promo, like the one before it, has tiers that skew towards higher deposit amounts with the maximum tier with a reward being the $2M one. Interestingly, when compared side-by-side, the fall offer makes getting a deal more accessible, since the latest offer has a lower threshold to qualify ($100K minimum deposit vs $500K minimum deposit) for it.

Min Deposit Required Summer Offer Reward Fall Offer Reward
$100K $100
$250K $500 $225
$500K $1,000 $600
$2M+ $2,500 $2,000

 

Unlike the summer offer, the most recent Fall promotion by BMO InvestorLine requires a minimum deposit that starts at $100K, which likely means that more DIY investors will be able to qualify for this cash back offering. Interestingly, for the other deposit tiers, the amount of the cash back reward was lowered significantly, with the highest cash back offering topping out at $2,000.

A quick scan of the deals board shows that there two big-bank owned online brokerages with cash back offers – BMO InvestorLine and Scotia iTRADE. Interestingly, they appear to be trying to reach very different segments with cash back offers. In the case of the latest offer from Scotia iTRADE, it is possible to qualify for a $50 cash back bonus for a deposit of $2,500. By comparison, BMO InvestorLine’s bonus is $100 for a deposit of $100K, a 40x difference in deposit size from the Scotia offer.

In spite of the scope/size difference in the reward amounts, when it comes to DIY investor interest in online brokerage deals, cash is king. As such, the amounts being offered are still better than nothing.

For more information, be sure to check out the deals & promotions section.

Short Shorts

Another “short” story from BMO InvestorLine surfaced last week and had to do with DIY Investors encountering difficulties with trying to short trade select cannabis securities. In this article in the Financial Post, author Victor Ferreira details the experiences of a few DIY investors who were unable to short sell shares of cannabis companies.

When the availability of shares to short sell, especially from a bank -owned brokerage, starts to dry up, it is often a sign of a very bearish market sentiment.  Very recently, the shine has come off the cannabis sector which means, as an investment, they may be considered “riskier” than other symbols or assets. Compounded with the overall volatility in the market, and its possible that BMO is preparing for the storm to hit.  What will be interesting to monitor is the extent of the restriction, whether it’s been formalized, and whether other financial services will follow suit.

Interactive Brokers Posts Stronger Numbers

This past week, Interactive Brokers announced performance metrics and highlights for the month of August as well as rolled out the ability for individuals to bet on NFL games via the free online sports betting platform.

Starting first with metrics, for this month’s numbers, the biggest highlight appears to be the volume of trades. Clients of Interactive Brokers generated 930K daily average revenue trades, which is a staggering 26% higher than trading volume at the same point last year. As per usual, the streak of account growth continues with the online broker now being home to 600K accounts which is a 17% growth compared to last year.

As we mentioned in this previous roundup, the volatility is generally good for generating trading activity which, in turn, is good for online brokerages. The double-edged sword though, is that, with the uncertainty contributing to jitters in the market, it also happens to be a deterrent to people wanting to invest on their own.

Another interesting development coming out of Interactive Brokers is that they’ve officially added and launched the NFL on their online betting platform. Recall that Interactive Brokers rolled out an official sports betting program in the summer to try and attract individuals who are into sports betting in the hopes that those folks who take it seriously would be a good fit for the IB platform and would want to trade real money.

The ability to bet on games opens up two weeks prior to the event itself, so there is some capability to wager on the outcomes in advance. Also interesting is the “trading” interface that IB has created to explain the “bet”. This betting console contains odds as well as what users can expect to gain if the bet materializes. In this way, it is more about understanding the consequences of the action (investment) than it is to blindly speculate.

Learning About Earning

September is synonymous with back to school. For students of the stock market, however, school happens to always be in session. Nonetheless, there is an uptick this month in the number and caliber of learning events for DIY investors.

Online brokerage events related to investor education are becoming increasingly rare except at larger online brokers, and even then, there is just a small group that deliver educational content on a regular basis. This month, TD Direct Investing and CIBC Investor’s Edge both have compelling information/education events planned and, as mentioned last week, Scotia iTRADE has an interesting education event planned for clients.

In the case of the former, TD Direct Investing has put together a well-structured and comprehensive series of webinars as part of their “Master Class” series. This series includes webinars on investing basics as well as advanced topics and software platform orientation. Even though this has been available for some time, it does stand out from amongst its peers in terms of breadth, structure and accessibility.

CIBC Investor’s Edge is also in the mix with an event of their own. Coming up on September 27th, CIBC economist Avery Shenfeld will be presenting his economic outlook for 2020 and the kinds of things investors will need to be aware of heading into 2020. With the volatility and uncertainty in markets, this is likely to be a highly sought after event.

Discount Brokerage Tweets of the Week

From the Forums

Bubbling Over With Excitement

In a recent interview, Michael Burry dubbed index funds “subprime CDOs” and declared the existence of a “bubble” in passive investing. Investors on Canadian Money Forum are up in arms as they interpret and discuss the statement here.

Ou(TD)oing the Competition

TD e-Series mutual funds have been a long-time favourite for DIY investors, and as changes are being introduced, Redditors are discussing the new possibilities. Read the full discussion here.

Into the Close

Canada appeared to defy expectations on both the job front and on the tennis court. Of course, when it comes to the markets these days, there appears to be even more racket(s) than at the US Open – and probably just as much back and forth. It’s definitely a challenge to be a market spectator these days but just like viewing tennis, it’s important to focus on the long game and enjoy the rallies while they last.

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Discount Brokerage Weekly Roundup – September 3, 2019

The unofficial end to summer is now here, and while it’s poor form to wear white after Labour Day, it seems like white flags and white knuckles are still very much going to be part of the investing experience in the weeks and months ahead.

In this shortened week edition of the Roundup, we take a rather lengthy look at recent developments in the deals and promotions department as well as in the marketing tactics of one bank-owned online brokerage. Not only did they decide to make a big splash in the deals pool just ahead of the long weekend, but they’ve also decidedly put getting friendly with millennials on the top of their to-do list. After those profiles, be sure to stick around for interesting comments and thoughts from DIY investors this past week from Twitter and the investor forums.

Discount Brokerage Deals & Promotions Updates

Even though summer is supposed to be a typically quiet time when it comes to investing, these past few weeks, the stock markets have been dominating headlines. Naturally, how things are going to play out is on the minds of many Canadian DIY investors as well as the online brokerages sitting between investors and the market action.

With the heightened uncertainty, the already challenging job of the online brokerages has become tougher, but as the deals and promotions activity in August has shown, the only choice at this point is to navigate the storm.

Heading into a new month, the big deals & promotions news to start off September are the several new offers from Scotia iTRADE that landed at the end of August. These offers undoubtedly soured some competitors’ long weekend relaxation plans and generated some buzz among Scotia iTRADE’s existing clients as well as new clients.

Like the stock markets, September will also likely see its share of deal volatility. There’s a new offer from BMO InvestorLine expected at the outset of the month and HSBC InvestDirect’s commission-free trade promotion is due to expire at the end of the month. Toss in the ramp-up for many online brokerages to capture interest in TFSAs and RRSPs before the end of the calendar year, and this September is likely to see a few surprises in the deals department for DIY investors.

Of course, while there is still quite a bit of choice for DIY investors looking for a deal when opening an online trading account, the biggest story to watch unfold is the fallout from Scotia iTRADE’s promotional burst.

The first thing to watch out for is the fact that Scotia iTRADE is offering up commission-free trades to existing clients who attend a specific webinar on US dollar positions on the 24th of September. To deepen the intrigue, the webinar is not being advertised (as of the time of publishing) on the public webinar calendar on Scotia iTRADE’s website and thus, may be restricted to existing clients.

For many reasons, Scotia iTRADE offering up commission-free trades to attend a webinar is an important development – not the least of which because it signals a ramp up in the use of incentives to drive client behaviour to objectives other than depositing cash. For many years, commission-free trades were generally available only as account sign up bonuses (or to add assets). And now that they are being used to encourage investors to attend webinars, the door is open to steer them into other behaviours as well. It will be interesting to see whether other online brokers who offer investor education might feel inclined to do the same thing to boost awareness of new feature launches. Additionally, those that do not offer investor education or who don’t have US dollar trading account capabilities need to come up with alternative value drivers somewhat quickly. Further, if this is something Scotia iTRADE continues to do on occasion, other brokerages who don’t follow suit may be perceived as not valuing their clients the way Scotia iTRADE does.

The other big development that Scotia iTRADE initiated with their latest deal is that they’ve lowered their standard commission price from $9.99 to $6.99 per trade for qualified new clients (for a limited time) and thrown in a $50 bonus, all on top of an ultra-low minimum deposit requirement (by Scotia iTRADE’s standards) of $2,500.

After holding out for over five years on a standard commission price drop, this promotion effectively signals a second price drop within a year at the same firm. And, because it is one of the big five bank-owned online brokerages, competitors are sure to take notice.

Typically, in order to get to the $7 commission per trade rate, the volume of activity has to be relatively high (e.g. 150 trades per quarter). So, to both lower the required deposit to qualify for the rate down to $2,500 while also dropping the price of a standard commission fee is a throw-down to the rest of the industry. For DIY investors looking around for an offer they can easily qualify for and benefit from, Scotia iTRADE’s latest will certainly find its way into contention.

The takeaway for DIY investors heading into the end of the year is that competition among Canadian discount brokerages is likely to intensify. Scotia iTRADE has laid out their business case for going after millennial investors – something their counterparts have also signalled an interest in. Millennial or not, investors of all ages are about to benefit from the race to win over newer investors.

Scotia iTRADE’s Living Their Best Life

After some time in cruise control, it appears that Scotia iTRADE, one of Canada’s big-bank-owned online brokerages, is stepping on the gas to pursue a new segment of DIY investors: millennials. Last week, we spotted an interesting series of promotional launches (described above) as well as an event tailored towards engaging with millennials via some serious influencer-driven marketing.

Starting first with a live event, which was billed as a “finance-y event for people who don’t typically go to finance-y events” three young, accomplished, “self starter” figures with large social media (Instagram) followings were recruited to share their views on, and journey with, money and investing.

Included on the panel list were:

  • Brandon Olsen (12.7K Instagram followers)
  • Amy Shio (13.2K Instagram followers)
  • Tristan O’Brien (77.1K Instagram followers)

Peeling back the swanky curtains a bit on this event revealed some interesting observations about how this event came together and who the intended audience was.

The first interesting observation is that this event was produced in conjunction with Bay Street Bull who describe themselves as “a business luxury lifestyle publication for professional men and women.” The nature of their typical content aligned well with the panelists.

Another interesting facet was the decision to post Instagram handles of the panelists rather than other social media channels (such as Twitter) and to elect to not go the route of having an “official hashtag” effectively closed off the event to people who wouldn’t be on Instagram or who didn’t follow Bay Street Bull. This certainly speaks to the desire to focus on reaching a typical millennial audience watering hole online. Other channels are clearly less important to this segment, or at least that’s what’s being implied.

 

Then there is the “self starter” campaign itself. Specifically, the “beginner guide to self-directed investing” brochure created to detail the stories of the abovementioned three self-starters and what they think about investing in general and the Scotia iTRADE experience.

Written in an interview format, the three different perspectives provide a different kind of “testimonial” to using the platform. Again, leaning on the production expertise of Bay Street Bull, the brochure paints a compelling picture of the millennial investor market opportunity, including the often-cited massive wealth transfer that is poised to take place from Baby Boomers to millennials.

Of course, despite talking about the future, the irony here is that millennials know all too well that the internet doesn’t forget.

For Scotia iTRADE, there is a genuine challenge ahead of them to shed the reputation of being the least competitive (from a pricing point of view) option for young investors. Recall that they kept their standard commission rates well above $20 per trade during the five-year period when the rest of the industry had started to lower standard commission rates to under $10. Shedding that kind of reputational drag will undoubtedly require some very big, bold (and potentially costly) overtures. Nevertheless, change has to start somewhere, and this year it has.

From lowering their standard commission fee (finally) to introducing the option for younger investors (under age 26) to have their low activity administration fee of $25 per quarter waived (on balances under $10,000), and now a direct campaign for millennials, there are clearly signs that things are beginning to shift at Scotia iTRADE.

Perhaps the most interesting thing about the launch of the deals and offers for existing clients and for the live event was that almost none of it appeared on the Scotia iTRADE Twitter feed or LinkedIn profile, nor did the promotional offer appear on the Scotia iTRADE website in the special offers section. Instead the deal surfaced via Google search and only after some searching online was the information about the iTRADE event retrieved. All of which begs the question, why keep this under wraps?

Another important consideration in the new millennial charm offensive that will be important to monitor is the degree to which the “influencer endorsement” builds traction with millennial investors. Among the older investors, the partnership with Canadian personal finance/investing celebrity, Larry Berman, worked particularly well for Scotia iTRADE for many years and resulted in many full hotel banquet rooms across Canada. That said, millennials are cut from a different digital cloth. They are savvier when it comes to vetting authenticity and as far as endorsements go, this is an interesting experiment at the intersection of social media marketing and DIY investing.

Ultimately, however, enlisting social media influencers may not prove to be as potent as other strategies.

Robinhood, the US online brokerage, Wealthsimple and Wealthsimple Trade (here in Canada) have also managed to create DIY investor evangelists by going a different route. The recipe, it seems, includes drastically reduced commission costs (or in the case of both online brokerages, zero commission costs) as well as a dramatically improved technology and user experience.

For a campaign strategy that leaned so heavily into a visual medium (like Instagram) to connect with a millennial audience, the hope is that the platform and experience with Scotia iTRADE will follow suit. Reading through the Scotia iTRADE Twitter comments, however, suggests there’s still quite a bit of work to be done (as well as a strange fixation on the large yellow Lego banana from their TV commercials). The hazard for iTRADE is that by setting visual and brand experience expectations without being able to follow through on them runs the risk of further alienating the next generation of DIY investor clients.

While outreach events and lowering the price barriers will put Scotia iTRADE back into consideration with younger investors, what will ultimately get millennials talking about investing on social media and using Scotia iTRADE as an online brokerage is how amazing and easy the experience is on the platform. The one thing that iTRADE needs to start hearing from millennials is “shut up and take my money” – anything short of that and there’s a lot more design and user experience work to be done.

Discount Brokerage Tweets of the Week

From the Forums

Any Port(folio) in a Storm

In light of increasingly unpredictable market fluctuations, one worried investor is looking for advice on “recession-proofing” their portfolio. Read on to find out what fellow Redditors recommend here.

Loony for our Loonie

With the recent publication of the Goldman Sachs prediction on the loonie, Canadian Redditors are up in arms, discussing potential strategies, profits, and economy-wide ramifications in this thread.

Into the Close

That’s a wrap on the shortened week version of the Roundup. It looks like it’s going to be more of the same kind of back and forth rhetoric, as well as precarious talk of recessions, all the while the economic numbers are still pointing to solid growth in Canada. As far as forecasts go, this sounds like things could go up or down or not anywhere or everywhere. Whichever way you’re trading takes you this week, pack some Rolaids and have a profitable week!

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Discount Brokerage Deals & Promotions, September 2019

*Updated Sept. 4* When it comes to discount brokerage deals, it appears that this month, school is definitely in session. Even though there are no new deals that officially launched at the beginning of September, there were several that snuck in at the tail end of August, just in time for the Labour Day weekend and for the start of the new month.

Change is almost a given in the stock market these days, so it seems fitting that there be some turnover and excitement in the deals space. To that end, last month saw the start and finish of the RBC Direct Investing commission-free trade offer and the expiry of the CIBC Investor’s Edge commission-free trading offer. Early on in September, BMO InvestorLine is also poised to launch a new deal, too.

Despite the action at Canada’s bank-owned online brokerages, it was Scotia iTRADE that made the biggest splash in the discount brokerage deals pool at the end of last month.  With a creative deal for new clients as well as promotions for existing clients being offered by iTRADE, this online broker has left little doubt that they’re prepared to take the rest of the online brokerages back to school when it comes to interesting offers for DIY investors.

It’s clear that the timing of Scotia iTRADE’s offers are no accident. September is the time of year when investors are typically returning from vacations and getting back into the markets, so it would not be too surprising to see deals activity at other online brokerages begin to ramp up too and respond in kind with offers of their own.

As always if there are any new or interesting discount brokerage deals out there that online investors could benefit from, let us know in the comments below.

Expired Deals

*Update September 4 – The cash back promotion offered by BMO InvestorLine has expired, but quickly replaced with a new cash back deal. More details on the offer can be found below.

The two biggest offers that expired in August included an offer from CIBC Investor’s Edge and a commission-free trade from RBC Direct Investing.

Extended Deals

*There are no extended deals to report this period*

New Deals

*Update September 4 –BMO InvestorLine has released a new cash back promotion available for new qualifying accounts. You may be eligible for cash back when you deposit $100,000+ in your account. Enter promotion code SPARXCASH into your Online Application Form to qualify for this award. Scroll down for more details.*

Scotia iTRADE is offering up $50 in cash back for new clients as well as a standard commission rate of $6.99 per trade (until March 2020). In addition, this offer is accessible with a minimum deposit of $2,500.

For existing Scotia iTRADE clients, there are also some compelling incentives being batted around. The first is for individuals who add a certain dollar amount to their accounts to be eligible for commission-free trades. Since these are for existing clients, the typical YMMV (your mileage may vary) qualifier applies, however iTRADE is offering 5 commission-free trades for deposits of $10,000.

In addition, and potentially the most compelling offer for existing clients, is that Scotia iTRADE is offering up to 3 commission-free trades for attending an educational webinar on the “US Dollar Position” on September 24, 2019. Trading commission-free trades for attending a webinar is a very tempting offer that has very little downside for investors and could be something that other online brokerages that offer DIY investor educational webinars look to add into their mix to encourage participation.


Discount Brokerage Deals

  1. Cash Back/Free Trade/Product Offer Promotions
  2. Referral Promotions
  3. Transfer Fee Promotions
  4. Contests & Other Offers
  5. Digital Advice + Roboadvisor Promotions

Cash Back/Free Trade/Product Offer Promotions

Company Brief Description Minimum Deposit Amount Commission/Cash Offer/Promotion Type Time Limit to Use Commission/Cash Offer Details Link Deadline
Jitney Trade A Sparx Trading exclusive offer! Use the promo code “Sparx Trading” when signing up for a new account with Jitneytrade and receive access to their preferred pricing package. n/a Discounted Commission Rates none For more details click here none
Open a qualifying account at HSBC InvestDirect and you may be eligible to receive up to 30 commission-free North American equity or ETF trades. No minimum deposit is required for this offer and it is open to new and existing clients. Trades are eligible to be used for up to 60 days. See terms and conditions for full details. n/a 30 commission-free trades 60 days HSBC InvestDirect Summer Offer September 30, 2019
Open and fund a new account (TFSA, Margin or RRSP) with at least $1,000 and you may be eligible to receive $88 in commission credits (up to 17 commission-free trades). Use promo code SPARX88 when signing up. Be sure to read terms and conditions carefully. $1,000 $88 commission credit 60 days Access this offer by clicking here: $88 commission-credit offer . For full terms and conditions, click here. none
Open and fund a new account (TFSA, Margin or RRSP) with at least $1,000 and you may be eligible to receive 5 commission-free trades. Use promo code 5FREETRADES when signing up. Be sure to read terms and conditions carefully. $1,000 5 commission-free trades 60 days 5 commission-free trade offer December 31, 2019
Scotia iTrade Open a new qualifying account and fund it with a minimum of $2,500 and you may be eligible to receive $50 cash back. This offer also includes $6.99 per trade commissions until March 1, 2020. Be sure to read the terms and conditions for more details. $2,500 $50 cash back and $6.99 per Canadian and US equity/ETF trade. Cash back will be deposited by January 31, 2020. $6.99 per trade commission pricing active until March 1, 2020. Cash Back Offer Details October 15, 2019
Disnat Desjardins Online Brokerage is offering new clients 1% of assets transferred into the new account in the form of commission credits (to a maximum value of $1,000). Minimum qualifying deposit is $10,000. To qualify, individuals will have to call 1-866-873-7103 and mention promo code DisnatTransfer or email: [email protected]. See details link for more info. $10,000 1% of assets transferred in the form of commission-credits (max credits: $1,000) 6 months Disnat 1% Commission Credit Promo none
Open and fund a new qualifying account with at least $25,000 and you may qualify for one month of unlimited commission-free trades and up to one month free of an advanced data package. Use promo code ADVANTAGE14 when opening a new account. Be sure to read terms and conditions for full details. $25,000 commission-free trades for 1 month + 1 month of advanced data. 1 month Active Trader Program December 31, 2019
BMO InvestorLine Open a new qualifying account at BMO InvestorLine with new assets worth at least A) $100,000; B) $250,000; C) $500,000+ or D) $2M+, and you may be eligible to a cash back reward of up to A) $100; B) $225; C) $600 or D) $2,000. Use promo code SPARXCASH when registering to qualify. Be sure to read full terms and conditions. A) $100,000 B) $250,000 C) $500,000 D) $2M+ A) $100 B) $225 C) $600 D) $2,000 Cash back will be deposited the week of June 15, 2020. BMO InvestorLine Cash Back Offer Details October 31, 2019

Expired Offers

Last Updated: Sept. 04, 2019 09:55 PT

Referral Promotions

Company Brief Description Minimum Deposit Amount Incentive Structure Time Limit to Use Commission/Cash Offer Deposit Details Link Deadline
Refer a friend to Questrade and when they open an account you receive $25 cash back and they receive either A) $25; B) $50; C) $75; D) $100; or E) $250 depending on the amount deposited amount. Enter code: 476104302388759 during account sign up to qualify. Be sure to read the terms and conditions for eligibility and additional bonus payment structure and minimum balance requirements. A) $1,000 B) $10,000 C) $25,000 D) $50,000 E) $100,000+ $25 cash back (for referrer per referral; $50 bonus cash back for every 3rd referral) For referred individuals: A) $25 cash back B) $50 cash back C) $75 cash back D) $100 cash back E) $250 cash back Cash deposited into Questrade billing account within 7 days after funding period ends (90 days) Refer a friend terms and conditions Code Number: 476104302388759 none
If you (an existing Qtrade Investor client) refer a new client to Qtrade Investor and they open an account with at least $1,000 the referrer and the referee may both be eligible to receive $25 cash. See terms and conditions for full details. $1,000 $25 cash back (for both referrer and referee) Cash deposited at the end of the month in which referee’s account funded Refer A Friend to Qtrade Investor none
Scotia iTrade If you refer a friend/family member who is not already a Scotia iTRADE account holder to them, both you and your friend get a bonus of either cash or free trades. You have to use the referral form to pass along your info as well as your friend/family members’ contact info in order to qualify. There are lots of details/conditions to this deal so be sure to read the details link. A) $10,000 B) $50,000+ A) You(referrer): $50 or 10 free trades; Your “Friend”: $50 or 10 free trades (max total value:$99.90) B) You(referrer): $100 cash or 50 free trades; Your “Friend”: $100 cash or 50 free trades (max total value: $499.50) 60 days Refer A Friend to Scotia iTrade tbd
BMO InvestorLine If you (an existing BMO InvestorLine client) refer a new client to BMO InvestorLine and they open an account with at least $5,000 the referrer and the referee may both be eligible to receive $50 cash. To qualify the referee must use the email of the referrer that is linked to their BMO InvestorLine account. See terms and conditions for full details. $5,000 You(referrer): $50; Your Friend(referee): $50 Payout occurs 45 days after minimum 90 day holding period (subject to conditions). BMO InvestorLine Refer-a-Friend January 2, 2020

Expired Offers

Last Updated: Sept. 1, 2019 23:30 PT

Transfer Fee Promotions

Company Brief Description Maximum Transfer Fee Coverage Amount Minimum Deposit Amount for Transfer Fee Eligibility Details Link Deadline
Move your brokerage account to Questrade and they’ll cover the transfer-out fee up to $150. $150 n/a Transfer Fee Promo September 30, 2019
Transfer $15,000 or more to RBC Direct Investing and they will pay up to $135 in transfer fees. $200 $15,000 Transfer Fee Rebate Details none
Transfer $15,000 or more into a new HSBC InvestDirect account and you may be eligible to have up to $152.55 in transfer fees covered. $152.55 $15,000 Confirmed via email contact with HSBC InvestDirect Rep. Contact client service for more information. none
Transfer $15,000 or more to Qtrade Investor from another brokerage and Qtrade Investor may cover up to $150 in transfer fees. See terms and conditions for more details. $150 $15,000 Transfer Fee Rebate none
Transfer $20,000 or more to a National Bank Direct Brokerage account and they will pay up to $135 plus taxes in transfer fees. $135 $20,000 Transfer Fee Rebate none
Transfer at least $25,000 or more in new assets to TD Direct Investing when opening a new account and you may qualify to have transfer fees reimbursed up to $150. Be sure to contact TD Direct Investing for further details. $150 $25,000 Contact client service for more information (1-800-465-5463). none
Transfer $25,000 or more into a CIBC Investor’s Edge account and they will reimburse up to $135 in brokerage transfer fees. Clients must call customer service to request rebate after transfer made. $135 $25,000 Confirmed with reps. Contact client service for more information (1-800-567-3343). none
Disnat Desjardins Online Brokerage is offering up to $150 to cover the cost of transfer fees from another institution. To be eligible, new/existing clients need to deposit $50,000 into a Desjardins Online Brokerage account. You’ll have to call 1-866-873-7103 and mention promo code DisnatTransfer. See details link for more info. $150 $50,000 Disnat 1% Commission Credit Promo none
BMO InvestorLine Open a new qualifying account with BMO InvestorLine or fund a qualifying existing account and you may be eligible to have transfer fees covered up to $200. Contact client service for more details. $200 Contact client service for more information Contact client service for more information (1-888-776-6886) none

Expired Offers

Last Updated: Sept. 1, 2019 23:30 PT

Other Promotions

Company Brief Description Minimum Deposit Amount Required Details Link Deadline
Disnat Desjardins Online Brokerage is offering $50 in commission credits for new Disnat Classic clients depositing at least $1,000. See terms and conditions for full details. $1,000 Broker@ge 18-30 Promotion none
Scotia iTrade Scotiabank StartRight customers can receive 10 commission-free trades when investing $1,000 or more in a new Scotia iTrade account. Trades are good for use for up to 1 year from the date the account is funded. Use promo code SRPE15 when applying (in English) or SRPF15 when applying in French. Be sure to read full terms and conditions for full details. $1,000 StartRight Free Trade offer none

Expired Offers

Last Updated: Sept. 1, 2019 23:30 PT

Digital Advice + Roboadvisor Promotions

Robo-advisor / Digital advisor Offer Type Offer Description Min. Deposit Reward / Promotion Promo Code Expiry Date Link
Discounted Management Open and fund a new Questrade Portfolio IQ account with a deposit of at least $1,000 and the first month of management will be free. For more information on Portfolio IQ, click the product link. $1,000 1st month no management fees KDKFNBBC None Questrade Portfolio IQ Promo Offer
Cash Back Open and fund a new or existing SmartFolio account with at least $1,000 and you could receive 0.5% cash back up to $1000. Use promo code PROMO1000 when opening a new account. See terms and conditions for full details. This offer can be combined with the refer-a-friend promotion. $1,000 0.5% cash back to a maximum of $1000. PROMO1000 January 2, 2020 SmartFolio Cash Back Promo
Discounted Management Open a new account with BMO SmartFolio and receive one year of management of up to $15,000 free. See offer terms and conditions for more details. $1,000 1 year no management fees STSF April 30, 2019 SmartFolio New Account Promotion
Cash Back – Referral BMO SmartFolio clients will receive $50 cash back for every friend or family member who opens and funds a new SmartFolio account. Friends and family referred to SmartFolio will receive $50 cash back for opening and funding an account, plus automatic enrollment into SmartFolio’s mass offer in market at the time. See offer terms and conditions for more details. $1,000 $50 cash back (referrer) $50 cash back (referee) Unique link generated from SmartFolio required. None SmartFolio Website
Transfer Fee Coverage Transfer at least $25,000 into Virtual Wealth when opening a new account and you may be eligible to have up to $150 in transfer fees covered by Virtual Wealth. $25,000 up to $150 in transfer fees covered None None Contact customer service directly for more information.
Last Updated: Sept. 1, 2019 23:30 PT
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Discount Brokerage Weekly Roundup – August 26, 2019

It seems like more and more discussion is taking place around the “R” word. Of course, with stranger things taking place around the world with respect to interest rates, trade wars, and conflicting accounts from economic indicators, it’s tough to make heads or tails of what’s going on. Despite the pervasive and heightened uncertainty, one thing is clear: there’s a lot of forecasting taking place about what may happen next in the stock markets.

In this edition of the roundup, we pile onto the prognostication bandwagon to forecast what online brokerages and DIY investors can expect heading into the last few months of the year. From what online brokerages have already telegraphed to signals of interesting developments, an intriguing picture is forming of the new landscape for online brokerages. As always, we’ve got a healthy serving of DIY investor chatter from Twitter and the investor forums to close things out.

Interactive Brokers Big Bet Gets Bigger

As far back as April of 2019, Interactive Brokers founder and outgoing CEO, Thomas Peterffy, signalled that Interactive Brokers would officially launch something “big” to catalyze growth to their business. That big bet, as it turned out, was the launch of a simulated sports betting platform (launched in July) designed to attract individuals who were a cut above the traditional gambler. Think Moneyball meets Wall Street.

With September now just a few weeks away, the kickoff to the new season of the NFL will also usher in a tsunami of football chatter around trading desks and water coolers across North America. As it happens, the NFL is slated to be added to the lineup of games that users of the Interactive Brokers sports betting simulator can bet on.

Fantasy football (indeed fantasy sports in general) is a wildly popular endeavour. So, it stands to reason that with the influx of interest in the new season of the NFL combined with a platform that offers up the stats and quant geeks of the football world a chance to flex their bulging bell curves, Interactive Brokers may find its pool of potential new clients after all.

Another big catalyst for online brokerages like Interactive Brokers is the market volatility itself.

When markets become uncertain, that’s typically when efficiency in pricing breaks down and when active traders step back into the mix to find compelling trades. So, despite volatility being generally bad news for many investors, for active traders, the volatility is a sign of opportunity.

Combined with lower interest rates, the ability to access margin means that firms like Interactive Brokers could stand to benefit from increased trading activity (and therefore commission revenue). That said, the last time the markets were signalling an increase in volatility, Interactive Brokers pre-emptively raised margin requirements to protect against the sudden swing in prices, a deft move that saved them from considerable margin loan losses while their peer firms unfortunately did not fare as well.

As September nears, we’ll be keeping a close eye on what Interactive Brokers (and other online brokers) will be doing with margin requirements as that may once again prove a definitive canary-in-the-coal-mine.

Stimulus in the Deals & Promotions Section

With the “R” word now making the rounds in major news and business media (as well as the content of several large online brokerages), sentiment among DIY investors towards entering into the markets is undoubtedly going to turn negative.

As it just so happens, September is historically when investing activity picks up again and for many financial services firms (especially online brokerages), this represents the second-last month of the fiscal year. Translation: it’s a great time to boost performance stats for the fiscal year by landing more client accounts.

Financial performance aside, savvy online brokerages understand that in today’s fiercely competitive market for DIY investor assets, it will be important to stand out, especially during the market storm.

One quick way to incentivize investors to pay attention is with a good deal. The seasoned investors will undoubtedly be out looking for compelling deals in the stock market and will also recognize a good offer from an online brokerage if one were to surface. Ironically, central banks won’t be the only ones contemplating how to boost market performance with rate cuts.

Pricing discounts are just one option, however. In the current market climate, one way to soothe the angst of investor uncertainty is with access to good information and market coverage. So, while cash back promotions or commission-free trades are always fan favourites, the ability to stay informed about what’s happening in markets in either real-time or with in-depth coverage would also be value added.

This past week, RBC Direct Investing tackled the thorny subject of trade protectionism in its “Inspired Investor” publication, and TD’s MoneyTalk tried to unpack the possibility of a recession in its most recent episode. Most Canadian online brokerages, however, have been mum on the subject. For those online brokerages who have invested in strong content production programs, now is the time when those investments pay off not only as news sources for their own clients, but also as a mechanism to stand apart from other brokerages (or other content providers) who can’t offer the same degree of insight into market direction.

More Price Disruption Coming

Of course while incentives and promotions are one quick way to get on investors’ radar, the so-called “nuclear option” of getting noticed is to drop commission fees down to zero.

So far, Wealthsimple Trade is the only Canadian online brokerage to offer zero commissions on all trades, with other providers such as Questrade, Virtual Brokers, and National Bank Direct Brokerage offering some kind of commission-free trading on ETFs.

One interesting dark horse that could still shake things up for online brokerages in Canada is Canaccord, whose 2018 acquisition of Jitneytrade could enable them to pursue a maneuver akin to Wealthsimple’s acquisition of the brokerage Canadian ShareOwner Investments Inc., which then enabled Wealthsimple Trade to offer online brokerage services to DIY investors.

In addition to price, there’s also going to have to be a step change in how incumbent Canadian online brokerages connect with clients (and potential clients).

What Wealthsimple’s latest advertising stunt of the tiny stadium in downtown Toronto shows, is that they’re also capable of pushing the envelope for innovation in messaging for wealth management services providers. At the heart of it though is the “perceived value” of what a commission charge gets you. Many large Canadian online brokerages have publicly been called out for struggles with technology stability or scalable customer service access, so the notion that “bigger is better” doesn’t necessarily match consumers comments and reviews online.

The takeaway is that as competition continues to grow for investor assets, so does the likelihood that there will be another major commission pricing announcement from an existing provider. For new entrants into the online brokerage space, unless there’s a quantum leap in trading platform experience, going to zero-commission or using ultra-low commission pricing is likely the path forward.

Regardless of the stock market’s immediate direction and sentiment, Canada’s online brokerages have had to navigate choppy waters before. What is different this time, however, is that there is a strong likelihood that there is a recession on the horizon and considerably more competition to boot. Heading into busier times in the weeks ahead, the advice for Canadian online brokerages is simple: prepare accordingly.

Discount Brokerage Tweets of the Week

From the Forums

Pure and (Wealth)simple

An inexperienced investor collected opinions about Wealthsimple and found out what fellow Redditors like, what types of investments they recommend through this brokerage, and how they use their Wealthsimple accounts. Read the discussion here.

Asset Tripping

Freshly motivated to maximize his returns and concerned about missed opportunities, a Redditor who passively accumulated savings into a TFSA is looking for advice on a more assertive investment strategy.

Into the Close

Savvy investors know that there’s always a bull market somewhere. With headlines the world over fixated on the trade war and uncertainty, sentiment is clearly shifting negative, but with gold perking up and a range of vehicles available to capitalize on volatility, it seems that aside from capital to wade into this storm, it’s going to take the gumption to keep going.

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Discount Brokerage Weekly Roundup – August 19, 2019

One of the marvels of modern physics is that you can experience “zero gravity” right here on Earth by hopping on a flight of what’s affectionately known as the vomit comet. After diving and rallying and causing many investors to toss their cookies, this past week was a reminder that in spite of fundamentals, predictability is what the current market is lacking. Ironically, it seems like some of that uncertainty is also spilling over into the online brokerage space this year too.

In this edition of the roundup, we profile one newsworthy development at a Canadian online brokerage that’s pushing to add more value to the trading experience for DIY investors. From there, we look at yet another announcement of a CEO resignation at a US online brokerage this year, a signal that the whole space is going through a major shakeup. On a more familiar note, we close out the roundup with chats and tweets from DIY investors in the forums and on Twitter.

Questrade Clients to get Benzinga-Powered News

For longtime observers of the Canadian online brokerage space, one of the curious changes to have taken place gradually over the past few years is that the entities that used to call themselves “discount brokers” no longer do. Instead, the term direct brokerage or online brokerage have come to describe the providers that enable DIY investors to trade the market.

The shift in name away from “discount” is one small but important indication that the industry wants to move away from competing against one another in terms of price. After waves of commission drops, and now the launch of a zero-commission provider, Canadian online brokerages are collectively exploring alternatives to dropping commission prices by delivering “better value” for their clients in the form of new features or enhanced technology.

One of the features that smaller online brokerages have a tough time competing against larger bank-owned brokerages on is research and news. Often, the wealth management branches within banks have armies of analysts and writers to draw from, and as such, can supply DIY investors with a “wealth” of in-depth coverage. Further, their size of client pool justifies them being able provide access to larger newswire services that can be tailored to individual stocks within a watchlist or portfolio.

This past week, however, an interesting announcement crossed our radar, stating that financial news provider Benzinga will be providing Questrade clients premium “access to earnings releases, trade ideas, breaking stories and interviews,” as well as “real-time calendars for earnings guidance, analyst ratings, IPOs, splits, dividends, and more.” Clients of Benzinga in the US online brokerage market include TD Ameritrade, E*TRADE, Interactive Brokers and Tradestation, to name a few.

Interestingly, neither Questrade nor Benzinga’s review of Questrade have yet mentioned this feature (as of the time of writing this roundup), however, for DIY investors at Questrade, getting convenient visibility on key developments that drive action in a stock means an improved trading experience. And, in looking at the firms that Benzinga services, this means that Questrade clients will be getting a competitive solution for research data on Canadian equities – a new venture for Benzinga.

Access to news about equities is certainly not a new feature, but in the race to provide additional value without having to lower trading commissions, it becomes a key differentiator between brokerages. DIY investors trying to decide which online brokerage provides the best value will certainly be looking at price first, however, Questrade has always historically competed well in that category. With this new feature of quick-to-market data being part of the investor experience, it’s clear that Questrade is fixed on giving their higher priced competitors a real run for their money.

CEO of E*TRADE Announces Departure

It looks like 2019 is the year of the turnover at US online brokerages. This past week, yet another head of an online brokerage has announced they’ve moved on.

CEO of E*TRADE Financial, Karl Roessner, surprised industry observers by announcing his abrupt departure from the head of this online brokerage after having stepped into the role in 2016. Last month, the head of TD Ameritrade, Tim Hockey, also announced that he would be stepping down as President and CEO and, earlier in 2019, Thomas Peterffy, CEO and founder of Interactive Brokers, announced he too would be stepping down from the popular online brokerage firm he founded over 40 years ago.

Unlike the situation at Interactive Brokers, however, the departure of Roessner was fairly abrupt, and because it fell between earnings announcements, did not have the same reassuring tone of Tim Hockey’s departure from TD Ameritrade.

With pressures to revenue generation mounting at US online brokerages, including at E*TRADE, this cascade of executive departures will bring with it fresh uncertainty against an already challenging backdrop. After all, the CEO has a crucial role to play in steering the organization and with so much change, it will be hard to know who is steering the ship and how the industry as a whole will respond.

For challenger brands like Robinhood and Tasty Trade, or even bigger players like JP Morgan, the momentary transition by incumbent online brokerages undergoing key leadership changes could be an ideal moment to step up their efforts to win over their competitors’ business. Both Robinhood and Tasty Trade are still founder-led organizations, and as such, are driving towards their vision of their respective businesses.

Within the Canadian online brokerage space, there has been (and perennially is) substantial turnover at the leadership level (e.g. President) at many of the bank-owned online brokerages. Interestingly (and potentially unsurprisingly), Questrade stands out as having the longest standing President of the organization among online brokers. Since it was launched in 1999, Questrade has had the same President & CEO, Edward Kholodenko. Within the Canadian market, even though Questrade has been around for almost two decades, only now is it starting to hit its stride with the online brokerage reviews in terms of overall DIY investors experience, perhaps a nod to the notion that founder-led firms typically outperform peers.

What this latest departure highlights is that it is difficult to do transformational work without a long runway. While progress can be achieved (as demonstrated by both Hockey and Roessner) in a relatively short amount of time, the nature of the ambitions and the ability to see big changes through invariably take time and leadership continuity. To add even more uncertainty into the mix, the next class of online brokerage CEOs are going to have to contend with choppy (and potentially falling) markets, as well as a possible recession. Certainly anyone stepping next into the role of an online brokerage CEO is going to have nerves of steel – oh – and be able to get along with their board of directors.

Discount Brokerage Tweets of the Week

From the Forums

Simply De-fee-ted

Concerned over unexpected fees and itching for a change, this weary investor turns to fellow Redditors for advice. Read through for interesting opinions on other investment options in this Reddit thread.

Hello Downticks, My Old Friend

Fluctuations in the market leave a lot of us with sleepless nights and stressful days. A few confident investors weigh in on dealing with the recent volatility in the following Canadian Money Forum thread.

Into the Close

That’s another wild week in the books. One of the telltale signs of disagreement in the markets is volatility, aka uncertainty. While bonds are usually the smarter securities in the room, there seems to be a consistent theme from “experts” that fears of a recession are just overblown. Which simply goes to show, that nobody really knows where things go from here. Such is the dance. Have a great week!

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Discount Brokerage Weekly Roundup – August 12, 2019

One of the highlights of any summer barbecue is the dip. Of course, for anyone who’s ever arrived at one a bit too late, often it’s just the dip that’s left. For DIY investors, it seems that the newsies are no longer talking about the market barbecue anymore and instead are focused on the dip.

In this edition of the Roundup, we take a look at a global trend towards commission-free trading that’s taking shape, and what that might mean for Canadian DIY investors (and online brokerages too). From there, we spotted another emerging trend from one online brokerage who knows how to get noticed this summer. As always, we’ve got a great medley of investor chatter and a few spicy tweets to close things out.

Commission-Free Trading Growing Globally

Now that the back to school sales are ramping up, it’s a sure sign that September is just around the corner. Of course, for DIY investors and online brokerages alike, the approach of September is also the time of year when activity starts to pick up again. The competing forces of volatile, tweet-driven behaviour on the one hand and solid economic fundamentals on the other mean that the stock market (and bond market) are becoming decidedly undecided on a direction. In spite of the surrounding uncertainty for the stock market itself, it seems that a clear trend is emerging for existing online brokerages to contend with: zero-commission trading.

This past week, the US online brokerage that has captured the imagination (and loyalty) of millennial investors, Robinhood, announced that they have officially been permitted to launch in the UK.


Robinhood’s intentions to expand globally are no secret. In 2015, for example, we reported their plans to expand to Australia, and there have been signals for a few years that the UK was also on the roadmap for the no-commission discount broker’s expansion plans. It is a clear indication that in the world of commission-free trading, scale matters.

Nonetheless, unlike in the US, Robinhood’s journey to UK won’t be a cake walk.  There are at least three other firms already offering some form of commission-free trading program in the UK: Revolut, Trading 212 and Freetrade, with Trading 212 having had the largest head start since 2018. Even at home in the US, Robinhood is starting to face new competitors, like JP Morgan, stepping up to offer commission-free trading. And, in Australia, there are also firms already offering commission-free stock trading.

In the wake of Robinhood’s latest announcement, it is becoming abundantly clear that zero-commission trading is no longer an anomaly. Rather, it is now a footrace for new entrants to get into the space, disrupt existing players, and potentially get in front of the global expansion plans of Robinhood.

For Canadian DIY investors, Wealthsimple Trade is the closest to zero-commission trading that we can get. And, in some interesting news that crossed our radars at the end of July, they too are bulking up their technology stack to take on the existing Canadian discount brokerage market. Specifically, a news release at the end of July that mentioned Wealthsimple Trade choosing market data technology provider Xignite could be an indicator that real-time trading quotes are actively under development and coming to Wealthsimple Trade soon. Incidentally, Xignite counts Robinhood as one of its customers, so not only is Wealthsimple Trade tearing a page out of the zero-commission provider’s pricing playbook, but also one from the technology side too.

Although there are no plans or mention of Robinhood expanding to Canada (yet), the lesson from across the globe appears to be that even in comparable markets, there can be multiple zero-commission trade providers. While in Canada there is currently just one, the odds favour there being more than one in the foreseeable future.

If existing Canadian online brokerages were not serious about getting in front of zero-commission trading before, there is now growing international evidence and developments here in Canada that suggest rethinking how to compete in a zero-commission world. New brokerages are figuring out how to provide an exceptional online trading experience at little to no commission cost, and the existing ones who already do are looking beyond their own borders for opportunities to grow.

BMO InvestorLine Staying in the Spotlight

If there’s one lesson to take away from the melee that is the US political system, it’s that being talked about is key to staying on the minds of audiences. This past week, we noted yet another interesting profile of BMO InvestorLine surface on a popular investing website, Benzinga. Earlier this summer, we noted that InvestorLine picked up major coverage from the Financial Post, which offered up an exclusive look at the launch BMO InvestorLine’s new trading platform.

With traditional advertising budgets under fire, BMO InvestorLine appears to be shifting tactics by using public relations (PR) as a tool to set the narrative straight on BMO InvestorLine. Going the PR route means that there are likely to be a lot more eyeballs reading the story than if it were just on the company blog. In fact, there were a few posts about BMO InvestorLine’s latest review/interview on social media, which highlights BMO’s strategy to spread the word about their online trading capabilities.

Ultimately, it is great to see people talking excitedly about one (or more) of the Canadian online brokerages. For the moment, BMO InvestorLine appears to be setting the pace of a new PR-driven strategy.  That said, PR is something that each bank-owned brokerage is generally well equipped to compete against, so BMO InvestorLine may not be uncontested for too long.

Even though we’ve noted an uptick in tweeting and advertising activity from TD Direct Investing as well as from Qtrade Investor recently, it will take more than Twitter to connect with investors. BMO’s latest moves on the PR front show that to boost a tweet’s range, it helps to have one of the big financial information provider names get the social media ball rolling (and having many of the employees help by sharing is great for momentum too).

With fall just around the corner, it’s only going to get trickier for online brokers to stand out with just news releases. To get investors’ attention at this point, and to BMO InvestorLine’s credit, Canadian online brokerages need to come out with features or promotions that get people talking, AND be much more active in reporting what’s happening inside of their own shops. Now, if only there were a channel for them to do that on 😉.

Discount Brokerage Tweets of the Week

From the Forums

Mutually Beneficial?

One DIY investor has questions about the advantages of ETFs over mutual funds. See what fellow forum users had to say in this Canadian Money Forum thread.

Starting Small

A DIY investor wants to know if the learning experience of making small, but risky, investments will eventually result in a payoff, and fellow Redditors chimed in with their opinions. Read it all here.

Into the Close

That’s a wrap on another wild week. There’s a lot of information flying around – from trade rumours to cryptocurrency rallies. With interest rates falling in the US (and around the world) and likely here in Canada too, it’s a particularly important moment for online brokerages to consider how investors will react to an ultra-low interest rate environment and pull their money out of savings and into the stock market.

The one story that happens to be gathering steam though is chatter about interest rate cuts and a recession. With just a few more weeks left to enjoy the summer, it might not be a bad time to unplug. Of course, for those strapped into the roller coaster adventure that is the stock market right now, just make sure to keep your arms in the ride and secure your personal belongings. Good luck & stay profitable!

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Discount Brokerage Weekly Roundup – August 6, 2019

It’s definitely shorts weather outside as well as in the markets. And, what better way to celebrate a short week (at least for Canadian DIY investors) than with a brief update of what’s moving the needle for online brokerages here in Canada as well as in the US.

In this edition of the roundup, we take a quick look at the latest activity in the discount brokerage deals section that is bound to put a dent in some brokerages’ vacation plans. From there, we look at some important developments in the US online brokerage market that could help paint a picture of the future for Canadian online brokers and DIY investors. As always, we’ll be sure to toss in the latest investor chatter from Twitter and the investor forums.

Deals – Get ’em While They’re Hot

Heading into the long weekend at the beginning of August, we thought activity in the deals and promotions space would likely be on cruise control until closer to September, the month when activity typically picks back up. Instead, DIY investors were treated to a pleasant surprise, as there was one bank-owned brokerage that decided a dip into the deals pool for the month of August.

RBC Direct Investing just kicked off a month-long promotion that frequent watchers of the deals section will be familiar with. The offer is for 25 commission-free trades which are good to use for one full year, and requires a deposit of $5,000.

Like most things market-related, timing is key. It is interesting that the CIBC Investor’s Edge promotion was extended into early August from its original expiry date at the end of July. If Investor’s Edge decides not to extend their existing offer (or replace it), then RBC has the “lion’s share” of the spotlight for commission-free trading offers for the near term. Another brokerage that should be concerned with RBC DI’s latest maneuver is HSBC InvestDirect. Their promotion, which launched in July, offers 30 commission-free trades which are good for use for up to 60 days.

When an online brokerage the size of RBC Direct Investing jumps into the deals pool, they’re going to make a splash. Interestingly, the fact that the deal is set to expire at the end of August means this is a rare window for investors looking for a deal to actually get one from RBC Direct Investing, outside of the usual RSP rush in the late winter/early spring.

For DIY investors, a deal this early from a major online brokerage is a great signal of the level of competition between Canadian brokerages, which makes us believe there are more deals likely coming to market.

Quick Notes from the US Online Brokerages

Not all the news from across the border is acrimonious. In fact, for online brokerages, there are some bright spots in terms of performance updates, concept projects, and big business moves which show that the space is continuing to evolve around tricky macro conditions.

With the start of a new month, Interactive Brokers has published their latest set of performance metrics for July. As has been the case for a number of years now, metrics for the popular online brokerage continue to push higher with latest annual growth figures in client accounts clocking in at 17% and, on average, 276 (annualized) trades per client. Interactive Brokers is clearly managing to attract individuals with a tendency towards active trading. Even more interesting for the brand will be the next several weeks in which the VIX continues to flash volatility is at hand – something that can pull active traders into the mix to compete for big swings in price.

Another big growth story announced at the end of last month came from the largest online brokerage in the US – Charles Schwab – who (for the tidy sum of USD $1.8B) is acquiring about one million of USAA’s brokerage and managed accounts, and will become the exclusive wealth management service provider to USAA.

While these two firms differ substantially in size, they do help provide examples of what options confront the current Canadian online brokerage space in terms of pathways to growth. On the one hand, Schwab’s growth announcement illustrates that when a firm is in the wealth management space and wants to exit it, the bigger players are typically going to have an edge over the smaller firms. For Canadian online brokerages, there definitely seems to be a sentiment to deploy features to keep up with leading brands rather than to push the envelope on innovation. As a result, it is likely that upstarts, like Wealthsimple Trade, can hustle and out-compete existing providers, which in turn may prompt some existing players to exit the space the way USAA did in the US.

Another important takeaway is the power of building a best of breed trading experience and the impact on investors.

Interactive Brokers still has a lot of currency with active traders/investors and continues to grow as a result (see this recent forum post for example). The result of their investment in automation is clearly paying off, as they are able to offer much lower commission per trade pricing than many of their peers and still be a profitable enterprise. By comparison, the no-commission online brokerage, Robinhood, has managed to carve out their own niche with millennial investors, and has layered in paying for additional services as part of their way of balancing being accessible and sustainable. Incidentally, this past week, they also launched a new messaging feature that keeps their platform’s user base informed about important announcements in a way that looks and feels like it belongs within the Robinhood platform. Even more forward looking, TD Ameritrade flashed a sign of what’s to come with DIY investors potentially being able to place trades while driving.

For Canadian online brokerages, the fork in the road to growth is clear. Either win at creating an innovative product that customers rant and rave about, or start buying up other online brokerage providers who may be much slower to innovate. It’s already happening in the US and will almost inevitably happen here.

Discount Brokerage Tweets of the Week

From the Forums

Man or Machine?

No one can deny the relentless level of automation that has taken over the financial world. This has people torn between human advice and robo-advice for managing their investments. See what individuals in this reddit thread have to say about the new age of robo-advisors.

Parent Trap

With the average amount spent raising a single child to adulthood being over $200,000, parents have to budget carefully. The individual in this reddit thread is going the extra mile, trying to set up an RESP for their newborn. Find out what advice fellow readers offered to help avoid the pitfalls of planning.

Into the Close

That’s a wrap on another week’s action in the online brokerage space. Now that August is here, we’re keeping our ear to the ground for what’s likely going to be a very busy fall in the online brokerage space. Perhaps figuratively and literally, the actual ground seems to be a little more palatable to listen to than what’s happening on social media anyway.

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Discount Brokerage Deals & Promotions, August 2019

*Updated Aug. 28* As we round the corner into August, most DIY investors are patiently waiting for new discount brokerage promotions to drop. Unfortunately, it seems like most Canadian online brokerages are in summer vacation mode when it comes to offering new deals.

Even so, the summer so far hasn’t been totally silent. HSBC InvestDirect launched a new promotional offer in July and CIBC Investor’s Edge also extended one of their deals until the early portion of August. Perhaps the biggest extension though came from Questrade, which extended their transfer-fee offer yet again, this time pushing the deadline out to the end of September.

With the long weekend almost here, it seems likely that any new offers that want to get a jump on the September rush will be waiting until later this month. We’ve got our radar up and of course, if there are any offers that could benefit other deal hunters, let us know.

Expired Deals

No expired deals to report at this time.

Extended Deals

CIBC Investor’s Edge extended their commission-free trade promotion for just a few more days, extending the offer from July 31st to August 9th.

Questrade’s transfer fee promotion has found yet another life and is now extended until the end of September. See table below for more details.

New Deals

*Update August 28 – Scotia iTrade has a new hybrid offer for prospective account holders. Complete a brief form by October 15, 2019 to be eligible for $6.99 equity and ETF trades until March 1, 2020. You will also receive $50 cash back by January 31, 2020. Scroll down for more details.*

*Update August 28 – If you have an existing Scotia iTrade account, you may be eligible for free trades. Fill out this form by October 15, 2019 to receive 5 commission free trades. You account must be funded with a minimum of $10,000 by October 31, 2019 to qualify for this offer. You are also eligible for 3 free trades when you attend the Scotia iTrade “US Dollar Position” webinar on September 24, 2019.

*Update August 2 – Just when we thought things were going to be a tad quiet heading into a long weekend in August, RBC Direct Investing decided to roll out a tried and tested favourite offer for investors to consider while on vacation. As of the beginning of August, RBC Direct Investing has launched a commission-free trading offer which gives investors 25 commission-free trades which are good for up to one year. Best of all, there’s an easy offer code to remember to access the offer: SPARX. Scroll down for more details.*

Other than that, there were no new deals that launched at the outset of the month, midway through last month HSBC InvestDirect jumped back into the deals pool with a new commission-free trading offer. This promotion offers up 30 commission-free trades to new and existing clients who open an eligible account and doesn’t require a minimum deposit.


Discount Brokerage Deals

  1. Cash Back/Free Trade/Product Offer Promotions
  2. Referral Promotions
  3. Transfer Fee Promotions
  4. Contests & Other Offers
  5. Digital Advice + Roboadvisor Promotions

Cash Back/Free Trade/Product Offer Promotions

Company Brief Description Minimum Deposit Amount Commission/Cash Offer/Promotion Type Time Limit to Use Commission/Cash Offer Details Link Deadline
Jitney Trade A Sparx Trading exclusive offer! Use the promo code “Sparx Trading” when signing up for a new account with Jitneytrade and receive access to their preferred pricing package. n/a Discounted Commission Rates none For more details click here none
Open a qualifying account at HSBC InvestDirect and you may be eligible to receive up to 30 commission-free North American equity or ETF trades. No minimum deposit is required for this offer and it is open to new and existing clients. Trades are eligible to be used for up to 60 days. See terms and conditions for full details. n/a 30 commission-free trades 60 days HSBC InvestDirect Summer Offer September 30, 2019
Open and fund a new account (TFSA, Margin or RRSP) with at least $1,000 and you may be eligible to receive $88 in commission credits (up to 17 commission-free trades). Use promo code SPARX88 when signing up. Be sure to read terms and conditions carefully. $1,000 $88 commission credit 60 days Access this offer by clicking here: $88 commission-credit offer . For full terms and conditions, click here. none
Open and fund a new account (TFSA, Margin or RRSP) with at least $1,000 and you may be eligible to receive 5 commission-free trades. Use promo code 5FREETRADES when signing up. Be sure to read terms and conditions carefully. $1,000 5 commission-free trades 60 days 5 commission-free trade offer December 31, 2019
Scotia iTrade Open a new qualifying account and fund it with a minimum of $2500 by October 31, 2019 to be eligible to receive $50 cash back by January 31, 2020. This offer also includes $6.99 per trade commissions until March 1, 2020. Terms and conditions can be found in the offer URL. $2,500 $50 cash back and $6.99 per Canadian and US equity/ETF trade. Cash back will be deposited by January 31, 2020. $6.99 per trade commission pricing active until March 1, 2020. Cash Back Offer Details October 15, 2019
Open a new account and get 25 commission-free equity and ETF trades when you apply the code “SPARX”. $5,000 25 commission-free Equity & ETF trades 1 Year Commission-Free Trade Details August 30, 2019
Disnat Desjardins Online Brokerage is offering new clients 1% of assets transferred into the new account in the form of commission credits (to a maximum value of $1,000). Minimum qualifying deposit is $10,000. To qualify, individuals will have to call 1-866-873-7103 and mention promo code DisnatTransfer or email: [email protected]. See details link for more info. $10,000 1% of assets transferred in the form of commission-credits (max credits: $1,000) 6 months Disnat 1% Commission Credit Promo none
Open and fund a new qualifying account with at least $25,000 and you may qualify for one month of unlimited commission-free trades and up to one month free of an advanced data package. Use promo code ADVANTAGE14 when opening a new account. Be sure to read terms and conditions for full details. $25,000 commission-free trades for 1 month + 1 month of advanced data. 1 month Active Trader Program December 31, 2019
BMO InvestorLine Open a new qualifying account or fund an existing qualifying account at BMO InvestorLine with new assets worth at least A) $250,000; B) $500,000 or C) $2M+ and you may be eligible to a cash back reward of up to A) $500; B) $1,000 or C) $2,500. Use promo code SPARXCASH when registering to qualify. Be sure to read full terms and conditions. A) $250,000 B) $500,000 C) $2M+ A) $500 B) $1,000 C) $2,500 Cash back will be deposited the week of March 16, 2020. BMO InvestorLine Summer 2019 Campaign September 3, 2019

Expired Offers

Last Updated:August 28, 2019 11:49 PT

Referral Promotions

Company Brief Description Minimum Deposit Amount Incentive Structure Time Limit to Use Commission/Cash Offer Deposit Details Link Deadline
Refer a friend to Questrade and when they open an account you receive $25 cash back and they receive either A) $25; B) $50; C) $75; D) $100; or E) $250 depending on the amount deposited amount. Enter code: 476104302388759 during account sign up to qualify. Be sure to read the terms and conditions for eligibility and additional bonus payment structure and minimum balance requirements. A) $1,000 B) $10,000 C) $25,000 D) $50,000 E) $100,000+ $25 cash back (for referrer per referral; $50 bonus cash back for every 3rd referral) For referred individuals: A) $25 cash back B) $50 cash back C) $75 cash back D) $100 cash back E) $250 cash back Cash deposited into Questrade billing account within 7 days after funding period ends (90 days) Refer a friend terms and conditions Code Number: 476104302388759 none
If you (an existing Qtrade Investor client) refer a new client to Qtrade Investor and they open an account with at least $1,000 the referrer and the referee may both be eligible to receive $25 cash. See terms and conditions for full details. $1,000 $25 cash back (for both referrer and referee) Cash deposited at the end of the month in which referee’s account funded Refer A Friend to Qtrade Investor none
Scotia iTrade If you refer a friend/family member who is not already a Scotia iTRADE account holder to them, both you and your friend get a bonus of either cash or free trades. You have to use the referral form to pass along your info as well as your friend/family members’ contact info in order to qualify. There are lots of details/conditions to this deal so be sure to read the details link. A) $10,000 B) $50,000+ A) You(referrer): $50 or 10 free trades; Your “Friend”: $50 or 10 free trades (max total value:$99.90) B) You(referrer): $100 cash or 50 free trades; Your “Friend”: $100 cash or 50 free trades (max total value: $499.50) 60 days Refer A Friend to Scotia iTrade tbd
BMO InvestorLine If you (an existing BMO InvestorLine client) refer a new client to BMO InvestorLine and they open an account with at least $5,000 the referrer and the referee may both be eligible to receive $50 cash. To qualify the referee must use the email of the referrer that is linked to their BMO InvestorLine account. See terms and conditions for full details. $5,000 You(referrer): $50; Your Friend(referee): $50 Payout occurs 45 days after minimum 90 day holding period (subject to conditions). BMO InvestorLine Refer-a-Friend January 2, 2020

Expired Offers

Last Updated: August 1, 2019 17:11 PT

Transfer Fee Promotions

Company Brief Description Maximum Transfer Fee Coverage Amount Minimum Deposit Amount for Transfer Fee Eligibility Details Link Deadline
Move your brokerage account to Questrade and they’ll cover the transfer-out fee up to $150. $150 n/a Transfer Fee Promo September 30, 2019
Transfer $15,000 or more to RBC Direct Investing and they will pay up to $135 in transfer fees. $200 $15,000 Transfer Fee Rebate Details none
Transfer $15,000 or more into a new HSBC InvestDirect account and you may be eligible to have up to $152.55 in transfer fees covered. $152.55 $15,000 Confirmed via email contact with HSBC InvestDirect Rep. Contact client service for more information. none
Transfer $15,000 or more to Qtrade Investor from another brokerage and Qtrade Investor may cover up to $150 in transfer fees. See terms and conditions for more details. $150 $15,000 Transfer Fee Rebate none
Transfer $20,000 or more to a National Bank Direct Brokerage account and they will pay up to $135 plus taxes in transfer fees. $135 $20,000 Transfer Fee Rebate none
Transfer at least $25,000 or more in new assets to TD Direct Investing when opening a new account and you may qualify to have transfer fees reimbursed up to $150. Be sure to contact TD Direct Investing for further details. $150 $25,000 Contact client service for more information (1-800-465-5463). none
Transfer $25,000 or more into a CIBC Investor’s Edge account and they will reimburse up to $135 in brokerage transfer fees. Clients must call customer service to request rebate after transfer made. $135 $25,000 Confirmed with reps. Contact client service for more information (1-800-567-3343). none
Disnat Desjardins Online Brokerage is offering up to $150 to cover the cost of transfer fees from another institution. To be eligible, new/existing clients need to deposit $50,000 into a Desjardins Online Brokerage account. You’ll have to call 1-866-873-7103 and mention promo code DisnatTransfer. See details link for more info. $150 $50,000 Disnat 1% Commission Credit Promo none
BMO InvestorLine Open a new qualifying account with BMO InvestorLine or fund a qualifying existing account and you may be eligible to have transfer fees covered up to $200. Contact client service for more details. $200 Contact client service for more information Contact client service for more information (1-888-776-6886) none

Expired Offers

Last Updated: August 1, 2019 17:08 PT

Other Promotions

Company Brief Description Minimum Deposit Amount Required Details Link Deadline
Disnat Desjardins Online Brokerage is offering $50 in commission credits for new Disnat Classic clients depositing at least $1,000. See terms and conditions for full details. $1,000 Broker@ge 18-30 Promotion none
Scotia iTrade Scotiabank StartRight customers can receive 10 commission-free trades when investing $1,000 or more in a new Scotia iTrade account. Trades are good for use for up to 1 year from the date the account is funded. Use promo code SRPE15 when applying (in English) or SRPF15 when applying in French. Be sure to read full terms and conditions for full details. $1,000 StartRight Free Trade offer none

Expired Offers

Last Updated: August 1, 2019 17:09 PT

Digital Advice + Roboadvisor Promotions

Robo-advisor / Digital advisor Offer Type Offer Description Min. Deposit Reward / Promotion Promo Code Expiry Date Link
Discounted Management Open and fund a new Questrade Portfolio IQ account with a deposit of at least $1,000 and the first month of management will be free. For more information on Portfolio IQ, click the product link. $1,000 1st month no management fees KDKFNBBC None Questrade Portfolio IQ Promo Offer
Cash Back Open and fund a new or existing SmartFolio account with at least $1,000 and you could receive 0.5% cash back up to $1000. Use promo code PROMO1000 when opening a new account. See terms and conditions for full details. This offer can be combined with the refer-a-friend promotion. $1,000 0.5% cash back to a maximum of $1000. PROMO1000 January 2, 2020 SmartFolio Cash Back Promo
Discounted Management Open a new account with BMO SmartFolio and receive one year of management of up to $15,000 free. See offer terms and conditions for more details. $1,000 1 year no management fees STSF April 30, 2019 SmartFolio New Account Promotion
Cash Back – Referral BMO SmartFolio clients will receive $50 cash back for every friend or family member who opens and funds a new SmartFolio account. Friends and family referred to SmartFolio will receive $50 cash back for opening and funding an account, plus automatic enrollment into SmartFolio’s mass offer in market at the time. See offer terms and conditions for more details. $1,000 $50 cash back (referrer) $50 cash back (referee) Unique link generated from SmartFolio required. None SmartFolio Website
Transfer Fee Coverage Transfer at least $25,000 into Virtual Wealth when opening a new account and you may be eligible to have up to $150 in transfer fees covered by Virtual Wealth. $25,000 up to $150 in transfer fees covered None None Contact customer service directly for more information.
Last Updated: August 1, 2019 17:10PT
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Discount Brokerage Weekly Roundup – July 29, 2019

It’s not just temperatures that are rising anymore. Markets, tempers, and purses for eSports tournaments have all made headlines for reaching new highs. For online brokerages, even though trading might be growing, revenues may not be.

In this edition of the roundup, we continue our foray into US online brokerage earnings, with some big headline developments and a more ominous cloud forming on the horizon for the industry. From there, we’ve bundled in a couple of small but interesting stories from developments we spotted at Canadian discount brokerages. As always, we’ve got a healthy serving of chatter from investors in the forums and on Twitter to close things out.

Earnings Wake Up Call for Online Brokerages

Earnings season for the US online brokerages is now officially in the books for another quarter. Despite how competitive the online brokerage industry is in the US, one of the most interesting resources to gain insight into what’s happening behind the curtain is to tune into earnings calls for those publicly traded online brokerage firms. These calls typically feature senior executives – such as the CEO and CFO – sharing their highlights of the quarter as well as answering questions from analysts who are seeking to understand how best to price in the news being disclosed in the accompanying earnings reports.

The latest round of earnings calls provided a number of interesting insights about developments at specific brokerages, as well as about the industry as a whole that anyone who watches the space will certainly want to pay attention to.

Starting first with the biggest news announced by TD Ameritrade, their CEO Tim Hockey will be stepping down. While announcements of this nature are not uncommon, it did seem to catch the analysts off guard – perhaps a compliment to Hockey and the achievement of Ameritrade under his leadership. After all, “if it ain’t broke, don’t fix it,” or so the saying goes.

Ameritrade has experienced significant growth over the 3.5 years that Hockey has been at the helm, and he has seen them through a major acquisition and a number of digital transformation initiatives. So, naturally, the questions coming from most of the analysts on the call were mostly of the “what gives?” variety. They were trying to tease out whether or not the decision for Hockey to step down was driven by a difference in vision for the brand than what the Board had in mind. Fortunately, Hockey did a good job of helping to assuage speculation by clearly stating reasons that weren’t behind his stepping down, however, the shift in leadership at the top will undoubtedly cast some uncertainty onto the future of the franchise.

TD Ameritrade isn’t the only US online brokerage to telegraph a leadership change in 2019. Earlier this year, Interactive Brokers announced a change of leadership that will take place in the third quarter of this year as founder and CEO Thomas Peterffy steps aside on his 75th birthday, and current president of Interactive Brokers, Milan Galik, takes over.

For comparison, however, Peterffy has been at the reins of Interactive Brokers for 42 years, while Hockey has been at the head of TD Ameritrade for 3.5 years. The kind of continuity and long-term strategic execution that comes with such a long tenure is evident in many founder-led enterprises.

The replacement for Hockey is going to be chosen by an executive search firm while by comparison, Interactive Brokers is hiring from within. In fact, the successor to Peterffy has been with the organization for 28 years and has been groomed for the position for the past four years.

Leadership turnover is something that will make waves with analysts, and both they and the competition will undoubtedly take great interest in who will wear the captain’s jersey next at Ameritrade. There is a strong precedent of achieving big things quickly at Ameritrade, so whoever is cast to lead them through their next cycle will have some especially challenging waters to navigate, given what else was uncovered in reviewing the recent earnings calls.

Headline news aside, there was one potentially ominous theme about the online brokerage space as a whole that emerged from the various reports, namely that revenues from trading were decreasing even in spite of higher trading activity.

Here’s what the various brokerages had to say:

  • Schwab: “Trading revenue declined 3% [y/y] to $174M due to a decrease in average revenue per trade, which more than offset higher activity.” (CFO Peter Crawford)
  • Interactive Brokers: Lower commission revenue which decreased $7M, or 4%, from the year-ago quarter. (source)
  • TD Ameritrade: Commission revenue, excluding order routing, was down sequentially on modestly lower client trading volumes and a slight decline in commission rates. (source) Average client trades per day increased 5.2% y/y, however, commissions and transaction fee revenue fell 2.7% y/y. (source)
  • E*TRADE: “Commission revenue of 121 million was down 1 million compared to last quarter, driven by 11,000 lower DARTs and a $0.03 lower CPT.” (source)

As can be seen in the table below, other than Interactive Brokers, the average commission per trade at the major US online brokerages is hovering at about $7 whereas at Interactive Brokers, it’s almost half that amount, just shy of $3.70. Since these prices are in USD, that puts most of the major online brokerages at about $9.20 per trade CAD and Interactive Brokers at $4.85.

Another interesting nuance to the earnings is in the operating efficiency of each organization. Interactive Brokers boasts an incredible pretax margin of 64% which handily beats out any of their competitors (who are at a not-too-shabby >40% level). This is crucial because Interactive Brokers charges less per trade and yet they are capable of keeping much more of the revenues they generate as profits than their competitors do. Nonetheless, despite their low rates, they too are not immune to falling revenue from commissions.

While it is difficult to map what’s going on in the US online brokerage space directly onto the Canadian market, it’s worth noting that commissions per trade at Canadian online brokerages still have lots of room to fall – especially at the major bank-owned online brokerages who, for the most part, continue to charge almost $10 per trade. Further, it’s clear that unless Canadian online brokerages commit to becoming exceptionally efficient from a technology and automation standpoint, they will have to explore other mechanisms to boost revenues (like digital advice services or premium features) otherwise, their profitability is going to suffer.

Without the pressure of being publicly traded, Canadian online brokerages are free to operate outside of the same kind of quarterly scrutiny that their US brokerage peers have to navigate. This means that the pressure to innovate is going to be largely driven either at the consumer end or internally.

For bank-owned brokerages, there may be some pressure to innovate and capture market share owing to their publicly traded parents, however at most of these brokerages, that pace of change is clearly not the same rate that exists in the US.

One other piece of news that will also help put the latest US online brokerage earnings into perspective is that Robinhood, the US online brokerage that doesn’t charge any commission fees per trade, announced this past week that they have raised US $323M in Series E financing, which puts their valuation at US $7.6B.

When compared against the market cap values for the publicly traded US online brokerages shown above, Robinhood’s latest valuation shows that they are clearly being priced as a material competitor to the incumbent publicly traded brokerages. It is also worth noting that Robhinhood has telegraphed their intention to go public at some point.

There’s lots more to say about the US online brokerage story relative to the Canadian online brokerages based on these latest earnings (if you’re interested in hearing about it, let us know here), but if there’s one key takeaway to reflect on in terms of product “innovation” in the US online brokerage space which has yet to fully take shape here in the Canadian space, it’s the offer of high (any?) interest on cash balances in online brokerage accounts.

Interactive Brokers has certainly paved the way for this in the US, with E*TRADE also following suit. Although they fumbled the initial roll out, even Robinhood is gearing up to win new business by offering up high interest savings for uninvested cash balances. As both a mechanism to attract new clients and entice existing ones to stick around, the evidence from the US online brokerages points to the strength of this feature in hanging on to existing clients.

Screenshot of earnings transcript from E*TRADE Q3 19 earnings call

With the final half of calendar 2019 now underway, the online brokerages in the US (and likely here in Canada) have already started developing their plans for 2020. For Canadian online brokerages, we fully expect some bigger and bolder feature releases to come to market to counter what is a clear trend towards lower commissions. In fact, as the next stories in the roundup show, it’s already starting to happen.

Regardless of where markets head into the back half of the year, things are going to get very interesting for Canadian DIY investors as online brokerages here set about the task of staying relevant in this new operating reality.

CIBC Investor’s Edge Rolls Out Mobile Trading Charts

This past week, we spotted a new feature announcement on the CIBC Investor’s Edge website: the launch of charting capabilities on their mobile trading app “CIBC Mobile Wealth.”

Officially launched in the middle of July, this latest update will undoubtedly be a welcome addition to how online investors track and seek out investing opportunities.

According to the information released on their website, the new charting feature is available for individual securities as well as for indices, foreign exchange, and commodities. In addition, users are able to change time frames, use a limited number of technical indicators, as well as choose from four different chart styles.

While we haven’t yet seen a lot of chatter about this new feature online, scanning some of the pain points that users of the app have mentioned in their respective download reviews, charting does surface as one of the limitations of the CIBC mobile experience. Fortunately for investors and Investor’s Edge, it appears this new feature will enable them to chart a new course in online mobile trading experience.

Questrade Chats with Investors

This past week, we noted that Canadian online brokerage Questrade rolled out an interesting new blog series entitled “The Investor Next Door.” According to the blog post, the Investor Next Door series talks to “everyday Canadians about their investment journeys” in a Q&A format post.

The first post interviews “Brendan Y” about the type of investor they are, their investment goals and style, as well as what their experiences are like in the markets and lessons learned.

After having a bit of a quiet spell on the Questrade blog, it looks like things are potentially coming back to life. There was a notable reboot of activity in February and March and so seeing signs of life, it appears that the team at Questrade is continuing to experiment with something a little different.

Why that is of interest is because Canadian online brokerages are still finding their footing with regards to producing “interesting” content for their clients and other online investors to consume.  In many respects, Canadian online wealth providers have been struggling to catch up to Wealthsimple, who has certainly reshaped the landscape of financial content in Canada by featuring “celebrities” and their stories of money.

It is particularly interesting, therefore, that Questrade is launching their new series about “everyday Canadians” as a direct counterpoint to the celebrity stories. Whether the new content angle ultimately succeeds will largely depend on how compelling the stories of other investors’ performance/lessons are to readers.

With a crowded field for content, it’s going to be a challenge for this written series to stand out.

Questrade has done well with their marketing/advertising campaigns (“asking tough questions”) so it will be interesting to see where this content piece fits in, if at all, to their bigger picture strategy. Regular consumers of financial content online will be asking why they should spend even four minutes reading about Brendan Y or “everyday Canadians” – let’s hope that’s not a tough question for Questrade themselves to answer.

Discount Brokerage Tweets of the Week

From the Forums

Investing in US Stocks with CAD

It seems like the recent boom in the US stock market has non-residents interested. This Canadian investor wants to invest their hard-earned Canadian dollars in the US stock market. Take a look at this Reddit thread to see what advice other individuals gave.

Stocks vs. Property

What’s the better bet to invest in? Whether or not stocks seem more risky than real estate these days is up for debate. See what people had to say about investing in property vs. stocks on this Canadian Money Forum thread.

Into the Close

That’s another trip around the online brokerage space wrapped up. The upcoming week will be full of shrug (and maybe even cringe) worthy moments online. Ironically, despite a rate cut forecast for this week, there’s going to be lots of interest in the US. Keep the popcorn handy for this one.