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Discount Brokerage Deals & Promotions – February 2021

Just because the month is short, doesn’t mean we can’t be long on fun! From Lunar New Year to Valentine’s Day to Family Day, there is much cause for celebration – with safe social distancing in mind, of course. Another reason for DIY investors to rejoice: there’s still time to meet the RRSP contribution deadline for 2020!

Amidst the recent stock market volatility, there is one constant to look forward to at this time of year: a steady stream of promotions from online brokerages ahead of the RRSP contribution deadline. With over 30 kinds of promotional offers in the mix, there’s bound to be something available from most Canadian brokerages.

For all those looking for sweet deals during this rosy month, be sure to keep reading for all the latest promotions from Canadian online brokerages for February. We forward to a month filled with new surprises, and we will continue to monitor and provide updates on new online brokerage deals throughout the month. 

In the spirit of Lunar New Year, we wish everyone an upcoming year filled with good luck and great prosperity – we’re hoping it will start with finding your perfect online brokerage deal here! 

Expired Deals

No expired deals to report at this time. 

Extended Deals

No extended deals to report at this time. 

New Deals

No new deals to report at this time. 

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
  6. Offers for Young Investors

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
Open a new RBC Direct Investing account by March 31, 2021 and fund it with at least A) $5,000; B) $25,000; C) $50,000; D) $100,000; E) $250,000; F) $500,000 or G) $1M+ by May 31, 2021 and you may receive a cash back of A) $50; B) $100; C) $200; D) $300; E) $500; F) $1,000 or G) $2,000; plus 10 free trades to be used by August 31, 2021. The fund must be from a non-RBC investment account. Use promo code WCMP2 during account opening and be sure to review the full Terms and Conditions. A) $5,000 B) $25,000 C) $50,000 D) $100,000 E) $250,000 F) $500,000 G) $1M+ Cash Back: A) $50 B) $100 C) $200 D) $300 E) $500 F) $1,000 G) $2,000 Plus 10 free trades Free trades must be used by August 31, 2021. Cash Rebate and Free Trades March 31, 2021
Scotia iTrade Scotia iTRADE is offering two choices for new investors who open accounts before March 1, 2021 and fund it with at least A) $5,000; B) $10,000; C) $25,000; D) $50,000; E) $100,000; F) $250,000; G) $500,000 or H) $1M+: Option 1: you can use promo code C21 to receive cash reward of A) $25; B) $50; C) $100; D) $200; E) $400; F) $750; G) $1,000 or H) $1,500; plus a discounted commission of $6.99 per trade until June 30, 2021. Option 2: Use promo code FT21 and you may be eligible for A) 10; B) 20; C) 50; D) 100; E) 200; F) 300; G) 400 or H) 500 free trades to use for 90 days after the account is funded. See terms and conditions for full details. A) $5,000 B) $10,000 C) $25,000 D) $50,000 E) $100,000 F) $250,000 G) $500,000 H) $1M+ Cash Back: A) $25 B) $50 C) $100 D) $200 E) $400 F) $750 G) $1,000 H) $1,500 or Free Trades: A) 10 B) 20 C) 50 D) 100 E) 200 F) 300 G) 400 H) 500 Free Trades: 90 days Scotia iTRADE’s Cash Back or Free Trade Offer March 1, 2021
Fund your new or existing CIBC Investor’s Edge account before March 2, 2021 with at least A) $10,000; B) 25,000; C) $50,000; D) $100,000; E) $500,000 or F) $1M+ and you may be eligible to receive a cash back reward of up to A) $50; B) $100; C) $200; D) $500; E) $1,000 or F) $2,000. To qualify, the fund must be from outside CIBC. No promo code required. See terms and conditions for full details. A) $10,000 B) 25,000 C) $50,000 D) $100,000 E) $500,000 F) $1M+ Cash Back: A) $50 B) $100 C) $200 D) $500 E) $1,000 F) $2,000 Program Page March 2, 2021
BMO InvestorLine Open a new qualifying account at BMO InvestorLine with new assets worth at least A) $15,000; B) $50,000; C) $100,000; D) $250,000; E) $500,000 or F)$1M+, and you may be eligible to receive a cash back reward of up to A) $150; B) $250; C) $500; D) $800; E) $1,000 or F) $2,000. Use promo code SPARXCASH when registering to qualify. Be sure to read full terms and conditions. A) $15,000 B) $50,000 C) $100,000 D) $250,000 E) $500,000 F) $1M+ Cash Back: A) $150 B) $250 C) $500 D) $800 E) $1,000 F) $2,000 Winter 2021 Cashback Campaign March 3, 2021
Open a new TD Direct Investing account by March 1, 2021 with promo code INVESTNOW and fund it with new assets worth at least A) $15,000; B) $25,000; C) $100,000; D) $250,000 or E) $500,000, and you may be eligible to receive a cash back reward of up to A) $100; B) $200; C) $300; D) $500 or E) $1,000. The fund must be deposited to the account by April 30, 2021 and at least one trade is placed by June 30, 2021. In addition, you may also be eligible for another $100 cash reward by setting up a Monthly Contribution Plan (min. $100 per month) with the first contribution occur before April 30, 2021. The maximum reward one could receive is $1,100. See terms and conditions for full details. A) $15,000 B) $25,000 C) $100,000 D) $250,000 E) $500,000 Cash Back: A) $100 B) $200 C) $300 D) $500 E) $1,000 TD Direct Investing Cash Back Promotion March 1, 2021
New clients who open and fund a new Qtrade Investor account before March 01, 2021 with at least A) $25,000; B) 50,000; C) $100,000; D) $500,000; E) $1M or F) $2M+ may be eligible to receive a pre-paid Visa gift card of up to A) $50; B) $100; C) $250; D) $800; E) $1,500 or F) $2,000. Only the first 500 customers are eligible. Please use promo code VISA2K. See terms and conditions for full details. A) $25,000 B) $50,000 C) $100,000 D) $500,000 E) $1M F) $2M+ Cash Reward: A) $50 B) $100 C) $250 D) $800 E) $1,500 F) $2,000 Up to $2,000 Visa Gift Card Offer March 1, 2021
New accounts opened between Jun 22 and Dec 31, 2020 will be awarded 100 free online trades in one year. This promotion applies to new and existing NBDB clients who use the code “FREE2020” to open new accounts. There’s no minimum funding requirement, however some other restrictions may apply. $0 100 Free Trades 1 year Please refer to the full details of the deal. December 31, 2020
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, 2021
Open a new RBC Direct Investing account by December 31, 2020 and fund it with at least $5,000 by March 5, 2021 and you will receive commission rebates for 25 trades that occur within 1 year of account opening. Be sure to use promo code NTBW2 during account opening. You will be charged regular commissions on the trading date, and the rebate will be deposited back into your account after 3-5 business days. If you are an existing customer to RBC DI, the type of the new account being opened must be different from the account types that you current have. $5,000 25 commission-free trades for a year 1 year 25 commission-free trades December 31, 2020
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, 2021

Expired Offers

Last Updated: Feb. 1, 2021 16:00PT

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
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
You may receive $10 cash incentive for each new client that you refer to Wealthsimple Trade. They must use your unique referral link during account opening and make a trade value of at least $100. The referred friend will also get $10. $100 You and the referred friend will each get $10. n/a Referring a Friend to Wealthsimple Trade 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
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 6, 2022

Expired Offers

Last Updated: Feb. 1, 2021 16:00PT

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 none
Transfer $15,000 or more to RBC Direct Investing and they will pay up to $200 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 Transfer Fee Promo 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
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

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 $10,000 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 $10,000 Disnat 1% Commission Credit Promo January 8, 2020
Last Updated: Feb. 1, 2021 16:00PT

Other Promotions

Company Brief Description Minimum Deposit Amount Required Details Link Deadline
The minimum commission per equity trade ($1.99) is waived for new accounts from account opening till December 31, 2020. As a result, your commission is just 1¢/share (max $7.99). However, this offer does not apply to Odd Lot orders (i.e. orders with quantity less than 100 shares if price >= $1 or price < $0.10; or less than 500 shares if price in the $0.10 – $0.99 range). Please be reminded that at Virtual Brokers ETFs are always free to buy. $0 No Minimum 2020 – Terms & Conditions December 31, 2020
Submit your information via the Hardbacon website to be referred to National Bank Direct Brokerage. Open and fund a qualifying account and you may receive up to 200 commission-free trades and discounted trading commissions. Be sure to read full terms and conditions. n/a Hardbacon Free Trade Promo none
Open a new Non-Registered trading account and fund it with at least $100 by December 18, 2020 and you may receive a random cash bonus ranging from $1 to $4,500. The cash bonus amount will be equivalent to the value of one of the fifteen stocks that have been selected by Wealthsimple Trade for this program. Please refer to the Terms and Conditions for more details. $100 Wealthsimple Trade Free Stock Promotion December 18, 2020
Disnat Desjardins Online Brokerage is offering 5 commission-free trades for new 18-30 years-old 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
Be one of the first 100 clients to open and fund an account with a minimum of $10,000 at Qtrade Investor using the promo code TRADE695 and you may be eligible for 100 trades at a preferred commission rate of $6.95 for 6 months. See terms and conditions for more details. $10,000 100 Discounted Commission Trades March 1, 2020

Expired Offers

Last Updated: Feb. 1, 2021 16:00PT

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 a new SmartFolio account and fund it with at least $1,000 and you could receive 0.5% cash back up to $1,000. Use promo code SFJAN1000 when opening a new account. See terms and conditions for full details. This offer is limited to new SmartFolio clients only, and can be combined with the refer-a-friend promotion. $1,000 0.5% cash back to a maximum of $1,000. SFJAN1000 March 2, 2021 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: Feb. 1, 2021 16:00PT

Offers for Young Investors

Brokerage Offer Type Eligible Age Range / Client Segment Offer Description Min. Deposit Expiry Date Link
Student pricing Clients with CIBC Smart™ Account for students $5.95 per trade and zero annual account fees not required None CIBC Student Pricing
Broker@ge 18-30 18-30 years old Benefits: * 5 free transactions (Minimum deposit of $1,000 required) * No inactivity fees * No asset minimum to maintain for free registered accounts * Exclusive events * Disnat Mobile App $1,000 None Broker@ge 18-30
Offers for professionals & students Students in selected fields of study Professionals and students in the below fields can benefit from a reduced pricing structure: * Engineering students * Legal, accounting and business students * Healthcare students * Health sciences students * Nursing students Benefits: * $5.95 commission on equities * $0 commission on ETFs * $0 annual administration fee not required None NBDB Student Pricing
Young investors offer 18-30 years old Accounts holders who are 30 years old or younger are offered 10 free trades each year. After the free transactions, a commission rate of $4.95 per transaction will be applied (which is just half of the regular price). not required None Young Investor Offer
Young investor pricing 18-30 years old Benefits: * $7.75 commissions for stock and ETF trades * No account minimums * No quarterly admin fees min. $50 a month through pre-authorized contributions. None Young Investor Pricing
Waiver of account maintenance fee Clients who have RBC Student account, currently or in the past 5 years. The Maintenance Fee ($25 per quarter) is waived, regardless of the account balance. not required None Zero Account Management Fee
Young investors offer Clients 26 years old and under Low activity account administration fee and the RSP account administration fee are waived. not required None Young Investors Offer
Waiver of account administration fee Clients younger than 26 years old The account administration fee ($24.95 per quarter) is waived. not required None $0 Account Administration Fee
Last Updated: Feb. 1, 2021 16:00PT

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Discount Brokerage Weekly Roundup – February 01, 2021

So. Much. To. Unpack. Unlike most pundits this week, we’re not going to talk about GameStonks, at least not in the kind of depth we normally would. No, for the moment we’ll save the commentary for the forum chatter and DIY investor feedback from Twitter.

There’s plenty on the menu for this edition of the Roundup. In fact, there’s so much to say about the latest online brokerage rankings from Rob Carrick at The Globe and Mail that we’ve decided to focus this edition on the wealth of data and insights the latest edition has delivered. To keep things on point with the conversations happening online, we’ve also included highlights from the forums and on Twitter. Get comfy – this is going to be a long (but fun) ride.

The Unsettled Elephant in the Room

We can safely say this up front: This current market is unlike anything we’ve ever seen before.

Specifically, the mobilization of massive waves of investors pouring into stocks that are heavily shorted and being able to generate shockwaves through the capital markets. Never before, or at least not in recent memory, have so many people learned so much about shorting, squeezing, margin, clearing, and settlement as they have in this past week.

Moreover, the lesson in what matters most to online investors – content and community – came courtesy of Reddit, a website that eschews modern aesthetics.

An almost incalculable number of lessons are to be learned from the time we’re living through (especially as DIY investors), so we won’t be covering these in this edition of the Roundup because there’s simply not enough time and space this week for all of it. In fact, in compiling the reactions online to the Canadian discount brokerages via Twitter, the software we use crumbled under the sheer volume of the conversation, taking with it hours of work sifting through visceral and convulsive reactions by online investors (traders) to the trading of GameStop, AMC, Blackberry, and others.

For now, it’s sufficient to leave this video as a tongue-in-cheek summation of events.

Rest assured, as the dust settles (probably faster than trades from Robinhood – had to do it), the spotlight will move to the seismic shift in trading behaviour we’re witnessing right now.  

2021 Canadian Online Brokerage Rankings: Spotlight on Service

Now in its 22nd edition, The Globe and Mail online brokerage rankings, authored by Rob Carrick, are one of the most popular rankings available for Canadians who are shopping around for a new online brokerage or are simply interested in making sense of trends in the DIY investing space.

This past week, the latest edition of the rankings was published, and this one is by far one of the most interesting editions yet.

Fair warning, this post is going to be a long one, in part given the historic nature of current market conditions but also because of additional data added to this year’s review that doesn’t ordinarily appear in it.

What Goes Into the Online Brokerage Rankings?

Over the past two decades, there have been numerous changes to the review, ranging from what time of year it gets published, to the criteria used to evaluate brokerages, to the accessibility of the reviews themselves. These small changes make comparing absolute performance from year to year a challenge, so as a result, one of the best ways to understand the meaning of these reviews is on a relative basis. Contextually, there are important changes or factors that arise over time that make up part of how online brokerages get evaluated.

An important factor to note in the assembly of the rankings is that this review is based on data from the prior year. Or at least that’s how things used to operate. While the bulk of the 2021 online brokerage rankings are based on data from 2020, there is a significant addition to this year’s results: telephone customer service wait times that were collected in mid- to late-January of 2021. The data, which was supplied by financial research firm DALBAR Canada, tested the telephone wait times at all Canadian online brokerages.

It bears mentioning that the likely reason behind including telephone customer service experience stems from the many (many) complaints from online investors over the past year and especially in the latter portion of 2020 (and early 2021) concerning reaching an online brokerage by phone. If there is one thing that Rob Carrick’s reviews and commentary on the online brokerage space in Canada have evolved into, it’s a barometer for some of the most salient issues (and frustrations) faced by DIY investors.  

With some important context out of the way, let’s dive into the results themselves to see what the scores looked like across the board this year, who was included (and who was not), as well as some of the important drivers of success in this year’s rankings.

Results from the 2021 Canadian Online Brokerage Rankings

To help put this year’s results into context, the table below compares the most recent set of scores to those of the past two years (2020 and 2019).

Online Brokerage202120202019
BMO InvestorLineBB-B
CIBC Investor’s EdgeC+CC
Desjardins Online BrokerageCCC-
HSBC InvestDirectD+D+C-
Interactive BrokersB+B+B+
National Bank Direct BrokerageBBB-
Qtrade InvestorAA+A
QuestradeB+B+A-
RBC Direct InvestingBB+B
Scotia iTradeBA-A-
TD Direct InvestingA-AA
Virtual BrokersBB+A

One of the first things that jumps out is in relation to first place in these rankings and which online brokerage scored the best: Qtrade Investor.

For the past three years, Qtrade Investor has achieved the highest score in this ranking and, in 2019, had to share that accolade with Virtual Brokers and TD Direct Investing. Since 2019, however, Qtrade Investor has handily outscored its rivals – including last year, when it scored an A+ rating. This year, Qtrade did earn the highest mark, an A, but it was a lower score than last year. No stranger to the podium, Qtrade Investor has been voted best online brokerage by The Globe and Mail 12 times in the 22-year history of the rankings.

Coming in second this year was TD Direct Investing, which is one of Canada’s largest and most popular online brokerages. As with Qtrade Investor, TD Direct Investing saw their score in 2021 drop from 2020, in this case falling to an A- from an A.

Third place, interestingly, was a tie between Interactive Brokers and Questrade, both of whom received grades of B+. One of the reasons this is an interesting result is because Interactive Brokers was, for many years, not included in The Globe and Mail rankings since they primarily catered to more active investors and traders (as opposed to the “everyday investor”) and they lacked an RRSP offering, which they now currently do offer. Since 2019, Interactive Brokers’ score has remained fairly level at B+, but Questrade has seen their score slip slightly, from an A- in 2019 to B+ in both 2020 and 2021. This year, however, that B+ was good enough to tie for third place.

While the middle-of-the-pack experience has largely remained intact, HSBC InvestDirect has consistently remained at the bottom of the rankings for the past three years. Despite their low commission rates, international access, and award-winning client service, several factors that matter more to these ratings, such as mobile accessibility, impacted the scores.

Also of note this year, only two of the 12 Canadian online brokerages covered this year improved in their scores relative to last year. BMO InvestorLine raised their score from a B- to a B, and CIBC Investor’s Edge improved from a C to a C+. In contrast, five online brokerages dropped in scoring compared to last year, the most notable among them being Scotia iTrade, which went from an A- to a B. Another interesting negative trend showed up for Virtual Brokers. In 2019 they tied for the highest score, an A that year, with Qtrade Investor and TD Direct Investing. In 2020, however, they slipped to a B+, and in 2021 they scored a B.

Not on the list of Canadian online brokerages reviewed for this ranking was Wealthsimple Trade – a notable absence given both the visibility and the popularity with younger investors. This is not the first review that the newest kid on the online brokerage block has had to sit out. However, in the context of Wealthsimple Trade’s features, pricing, and volume of interest, not to mention sheer growth in numbers, DIY investors are likely curious about how the brokerage would fare in the rankings framework.

As far as grades go, a comparison to 2019 shows that performance across the board has, on a relative basis, worsened. The strongest drivers for scoring on The Globe and Mail brokerage rankings have always leaned toward the experiences of “everyday investors” rather than more-active traders. This year, the ranking criteria are based on:

  • Convenience and security
  • Cost
  • The investing experience
  • Tools

Importantly, a big part of the convenience and security component of this year’s results included phone access, something that has been a major pain point throughout 2020 but especially into the end of the year.

Call Options

To address this timely topic, in addition to relying on data generated from 2020, this year the online brokerage rankings included telephone wait time data supplied by financial services research firm DALBAR Canada – and those results were also fascinating.

One of the first, and most glaring, results from that snapshot is that wait times in January at online brokerages averaged out at 92 minutes, with a standard deviation of almost 52 minutes. The importance of reporting the standard deviation here is clear because, while an average wait time of 92 minutes is bad enough, it doesn’t accurately convey how bad things are right now for DIY investors trying to contact customer service.

For a more accurate view, there’s going to be a little bit more math required.  

What the overall average of wait times doesn’t convey is that the data has a couple of very clear outliers at both the short and the long ends of wait times. To help put this into perspective, the shortest wait time average was 7 minutes (Virtual Brokers), and the longest was 179 minutes (Scotia iTrade). That works out to almost 26x more time spent waiting to speak to someone at Scotia iTrade than at Virtual Brokers.

Online BrokerageWait Times (min)
BMO InvestorLine87
CIBC Investor’s Edge101
Desjardins Online Brokerage170
HSBC InvestDirect125
Interactive Brokers66
National Bank Direct Brokerage69
Qtrade Investor28
Questrade128
RBC Direct Investing90
Scotia iTrade179
TD Direct Investing58
Virtual Brokers7

These two extreme data points suggest they were outliers, and outliers tend to add noise or skew the more realistic picture. The next outlier in the data was Qtrade Investor, with an average wait time of 28 minutes – which is still long by most reasonable standards but is significantly lower than the next highest online broker, TD Direct Investing, where telephone wait times were 58 minutes on average.

Excluding the wait times of Virtual Brokers and Qtrade Investor as outliers, the average wait times at 83% of the Canadian online brokerages worked out to be 107 minutes, more than double what it would be if Virtual Brokers and Qtrade Investor were included in the analysis. Even more telling, the standard deviation drops to 42 minutes. At the upper end of the wait time range, if we exclude Scotia iTrade, with a wait time of 179 minutes, and Desjardins Online Brokerage, with a wait time of 170 minutes, a much more accurate view of wait times emerges.

The average wait time drops from 107 minutes to 91 minutes (about a 15% decrease), and the standard deviation drops from 42 minutes to 26 minutes (a 38% decrease). This represents 66% of the data, or eight out of 12 online brokerages.

Wait TimesAverage (mins)Standard Deviation
 (mins)
% of Brokers Represented
All Brokerages9252100
Shortest Outliers Excluded1074283
All Outliers Excluded912666
3 of Big 5 Banks (outliers excluded)93725

In light of the above data (that excludes outliers at the upper and lower extremes), and assuming a normal distribution, 68% of the time, calling an online brokerage in Canada in January would have resulted in a wait time of between 65 and 117 minutes. And 95% of the time, or 19 times out of 20, the wait time for a DIY investor would have been between 39 and 143 minutes. And 99.7% of the time, a Canadian DIY investor would have waited between 13 and 169 minutes. In other words, getting served quickly would be more because of good fortune than because of the system working as it should.

Let that sink in for a moment. These are private, profit-driven, million- or billion-dollar brands (in some cases) that are posting these kinds of numbers. For illustration, three out of the big five Canadian bank-owned online brokerages posted a remarkably consistent range of wait times: 93 minutes with a standard deviation of 7 minutes. On a peer-to-peer basis, this highlights how far ahead TD Direct Investing’s scores (with wait times of 58 minutes) would be relative to the others and how far behind Scotia iTrade sits. In either of these two cases, these would be considered so far outside of a statistical norm that it is not by accident that they’re achieving these numbers.

Imagine the frustration, dropped calls, and erosion in trust that occurs when an on-demand world meets a two- or three-hour wait time. And this doesn’t even factor in waiting by online chat.

It naturally raises the question: What are Virtual Brokers and Qtrade Investor doing so well, which causes them to be able to answer the phone so fast (relatively speaking), and what are Scotia iTrade and Desjardins Online Brokerage doing so poorly? One possible conclusion points to a capability of being ready to scale up, as pointed out in the Influencer Edition of the Look Back / Look Ahead series.

Now, to be clear, these numbers do not indicate whether or not issues were resolved, just how long it took for someone to answer the phone. Also, these are snapshots in time, and there is no comparable data taken from similar time periods to benchmark against. The fact that these tests added to the caller queue means they affected wait times, even if the impact was slight, so the numbers do need to be treated with some caution.

Even so, it is cause for concern for DIY investors to see that wait times can be meaningfully measured in hours instead of minutes. Coming into the peak season for RRSP contributions, it means that volume will only increase, as will frustration levels. If there are any outages, huge rallies or crashes in the market, or other market-moving events, then RRSP contributions via telephone are going to be nearly impossible at most Canadian online brokerages. 

Of course, telephone service isn’t a major selling point for a lot of online investors. In fact, many will never have to deal with a client service rep on the phone, but there are some things that can happen only by talking to a representative. For a portion of the DIY investor population, that translates into being forced to wait.

That said, there are indications that this is clearly an issue of concern to certain online brokerages and that relief may be on the way.

Relief for Long Wait Times

First, in an interesting interview by Preet Banerjee with BMO InvestorLine’s president, Silvio Stroescu, there were some fascinating insights on the impact of the past year on this online brokerage. According to Stroescu, the huge influx of demand for online investing accounts, as well as from investors looking to “upgrade” their accounts, took customer service wait times from an average of five minutes in early 2020 to about 40 minutes in 2021.

The numbers reported by Stroescu for 2021 are still much higher than he was happy with, and in the interview he did explain a number of steps that BMO InvestorLine is undertaking to close the service gap. In fact, as early as this past summer, Stroescu mentioned that BMO InvestorLine undertook significant hiring and ramp-up to provide additional service support. Nevertheless, the observed results of DALBAR’s numbers and reported numbers of Stroescu all point to a significant wait time for online investors calling in.

Another interesting piece of news came from Questrade, in advance of the RSP season rush, in the form of a client email. In that email, they acknowledged that “longer wait times are the norm with all brokerages at this time,” that over the past year they have doubled the number of client service specialists, and that in the “coming weeks” they are slated to add over 100 customer service agents.

Putting the Pieces Together

Clearly, there’s much to digest from the data in this year’s edition of the Canadian online brokerage rankings by The Globe and Mail’s Rob Carrick.

So much of the story that started in March of 2020 was about the volume of activity as well as the influx of individuals who wanted to trade on the market. The impact on Canadian online brokerages, in terms of service as well as stability, has been clear. The statistics point to a systemic lack of capacity to be able to address the surge in interest in online investing coupled with technology and operational shortfalls.

What, as a DIY investor, is especially worrisome about the online brokerage experience is that it has taken so long to remedy the capacity issues. Markets rely on confidence, and confidence comes from certainty. The relative stability of scores in the Canadian online brokerage space points to a “business as usual” pace that was moving far too slowly, or did not plan adequately, for the kind of strain that ultimately emerged over the past year. That said, at certain online brokerages, the persistent wait times point to a much deeper issue and lack of prioritization of client service. Conversely, some other brokerages have clearly shown the capacity to keep up somewhat reasonable wait times.

The qualitative commentary this year was in line with previous years; however, one of the great features for investors trying to get a quick answer on comparing features is toggling comparisons for key items like commission-free ETFs, high-interest savings ETFs, and performance reporting.

As much as we have said about this year’s rankings, there’s also a lot that we haven’t yet covered, including the reactions of investors to this data. This year’s rankings generated almost immediate reactions by readers, with the dominant theme being wait times at various brokerages.

With the latest rankings data in hand, it won’t just be hedge funds feeling the squeeze this year. The online brokerages in Canada now have added pressure to solve the customer service wait time issue and win back the trust of investors. Failing to do so quickly would almost certainly, at this point, raise the prospect of additional regulation and compliance to mandate accessibility and accountability.

Discount Brokerage Tweets of the Week

From the Forums

Up & Up & Up

After so many years of the markets doing well and interest rates dropping, one investor wonders in this post if a market downturn is now unlikely, if not impossible. Other Redditors share their strong opinions on whether the stock market can stay up forever.

Into the Close

That’s a wrap on just one of the several big events that transpired this past week. Looking forward, there’s a new month, which means a deals update is on its way, and there will likely be no letup from the buying army of retail investors who’ve firmly locked into all sorts of shorted stocks, including silver. Buckle up for volatile times ahead.   

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Mark to Market: The “Limit Buy” Part 1

(re)Introducing Mark to Market! DIY investing is serious business, but when learning the ropes of self-directed wealth management, it helps to take a comical view.

Follow the adventures of Mark Tradewell and friends, as they wander through the complex maze of stock market terms, products and ideas, in search of understanding, confidence and mastery of personal finance.

We first launched the Mark to Market comic in 2013 as a way to take complex concepts in the online brokerage space and break them down for new DIY investors, while keeping things engaging for veteran investors. With so many new investors stepping into the markets recently, we felt it was time to bring back Mark and friends, give them a fresh coat of paint, and tackle new ideas in the online investing space.

Each episode takes a new concept or term and unpacks it in a series of parts, starting with the Limit Buy, a fundamental part of any DIY investor’s toolkit. Be sure to watch this space for part 2.

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Look Back / Look Ahead: Qtrade Investor Q&A

What can beginner investors expect from your firm?

New investors can access an award-winning online investing platform, robust mobile-trading capabilities and unrivalled customer service. Qtrade Investor has consistently been ranked among the top online brokerages across all major rankings, including The Globe and Mail, Surviscor and MoneySense. We have achieved 22 first-place wins for best online brokerage over the past 15 years, and eight first-place awards in customer service experience over the past five years.

We empower beginner investors with online resources and innovative tools that help them invest with confidence. Just launched in 2020, Portfolio Simulator™ lets clients test investment scenarios in a simulator mode, to explore ideas and fine-tune their investment strategy, while Portfolio Score™ provides a second opinion on their portfolio, helping investors understand their diversification and risk exposure and grading the selected securities across five key dimensions. If a beginner investor is looking to build an ETF portfolio, with just a short series of questions, Portfolio Creator™ generates a portfolio, customized to their investing preferences, that will help them maximize risk-adjusted returns.

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Look Back / Look Ahead: Influencer Edition

As strange as the times are that we currently are living through, stranger still is the world of DIY investing.

Scores of online investors are shut in because of COVID-19, savings for many are up despite massive economic dislocation, interest rates are at near-record lows, and individuals turning to investing online, not only as a means of wealth creation but also as entertainment, have materially shaped the direction, sentiment, and performance of the stock market.

It’s precisely at times of immense change or volatility that the steady hand of experience offers its greatest benefits: important context and insight to help make sense of the current state of investing online. Cue the newest addition to the Look Back / Look Ahead series, the Influencer Edition.

This digital series is a companion to the recurring Look Back / Look Ahead feature of Canadian online brokerages that provide their perspectives on the past and future of the online investing industry. In the Influencer Edition, however, we have brought together the most experienced collection of voices and perspectives available in the Canadian online brokerage industry to weigh in on what they think is important to take away from last year as well as what online brokers and investors should pay attention to in the year ahead.

Rob Carrick, the well-known personal finance journalist at The Globe and Mail, has been covering and ranking Canadian online brokerages for more than two decades. Glenn LaCoste, President and Founder of Surviscor, a leading Canadian financial services analysis firm, has been evaluating and ranking financial services firms, including Canadian online brokerages, in detail for almost two decades. Mike Foy is Senior Director of the Wealth Management Practice for North America at J.D. Power and oversees the annual Self-Directed Investor Satisfaction Study, which has been tracking the pulse of online investor satisfaction in Canada. Finally, there’s yours truly, Hamish Khamisa, the voice behind Sparx Trading; I have been covering the world of Canadian online brokerages and running SparxTrading.com since 2011.

While the credentials and experience of each contributor certainly speak for themselves, the most exciting part of this project has been collecting and relaying the unfiltered perspectives of these influencers in one place. The responses to the questions that were asked are thought-provoking, insightful, and helpful to any Canadian DIY investor interested in investing online or any online brokerage committed to improving their service offering.

Against a backdrop of a historic year, it feels like something equally historic was needed to make sense of the new normal of investing online. Even in the short span of a month, what is considered “normal” activity for DIY investing has radically changed, so the themes identified in this issue around how online brokerages ought to be preparing for change are even more relevant heading into the new year.

On behalf of the Sparx Trading team, I want to thank the authors for their submissions and efforts in providing a voice for DIY investors and driving positive change in the Canadian online brokerage industry. I also want to extend a special thanks to our loyal readers for your continued support and hope you stay safe, well, and healthy in the year ahead.

Hamish Khamisa

Founder, SparxTrading.com

_____________

Click below to read submissions from:

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Discount Brokerage Weekly Roundup – January 25, 2021

Looking at the calendar, it’s hard to fathom that we’re almost through one month of 2021. Time, it appears, is moving quickly as events unfold, and it seems fitting that, like a good Bernie meme or Tom Brady, what’s old can be made new again.

In this edition of the Weekly Roundup, we focus on the relaunch of the Sparx Trading newsletter and on why there are some important (and timely) elements that we’re putting together for folks interested in online investing. Next, in keeping with the close-out of the month, we’ve collected the stories that we wanted to focus on in January but haven’t had the opportunity to do so yet. Enjoy the medley of stories we found interesting throughout the month. Finally, we wrap up with commentary from DIY investors in the forums and on Twitter.

Don’t Call It a Comeback (But It’s Cool If You Do)

After being dormant for the past seven years, the SparxTrading.com newsletter has officially been rebooted. And, it feels great to be back (on email).

In that time, a lot has changed about the landscape of the Canadian online brokerage industry, and yet, remarkably, there are still some things that have yet to change. Throughout that time, however, there have been a few constants at SparxTrading.com, chief among them the Weekly Roundups and the deals and promotions updates.

We live in a world where people now communicate much more with short videos than with email, so why would we think to a) (re)launch an email newsletter, and b) do so now? Let’s dive into both of those questions below.

One of the biggest constraints for any content creator is resources, and dialing back the clock to 2014, SparxTrading.com and the parent company, Sparx Publishing Group, were much smaller. Today, Sparx Publishing Group has grown to over 15 team members, which enables our team to do some pretty creative and amazing work, including to help take Sparx Trading content to a new level of awesome. Happily, it’s not only the team that’s grown here at Sparx but also the audience of the website and, in particular, the Weekly Roundup.

SparxTrading.com is one of the longest and most continuous sources of coverage on the Canadian online brokerage space, and it turns out that DIY investors appreciate the content being produced. Interestingly, the Weekly Roundup has actually become required reading across the online brokerage space, with many folks at online brokerages tuning in to stay on top of what’s happening in their industry. Also pretty cool: Some rather prestigious research firms that charge a pretty penny for their insights and research on the Canadian online brokerage space use our content to stay on top of the activities and trends.

All told, it’s been an amazing journey to get to this point. There is value being created for audience members, and meaningful change for DIY investors, which arises as a result of the forum we’ve created. Of course, things could always be better. And, with the relaunch of the monthly email newsletter, we think it will be, as this format will help to address the challenge of staying on top of the huge volume of news with highlights of the latest developments, delivered to subscribers’ inboxes.  Here’s a full rundown of what’s inside.

First, something fun. We love the imagery of the bull and bear, and so we thought we’d capture these two important stock market characters in fun and interesting ways. The kickoff to the newsletter is in line with that sentiment, bringing a familiar trope back to life from the famous scene in the movie Say Anything.

Of course, superfans of the Sparx Trading universe can check out the Sparx Publishing Group Instagram feed for more fun, movie-inspired posts featuring the bull and bear. Some favourites include:

  • Dirty Dancing
  • The Sound of Music
  • What to Expect When You’re Expecting
  • Weekend at Bernie’s
  • Ghostbusters

In addition to a fun start to the newsletter each month, readers can expect to get down to business with updates on the biggest stories from the Weekly Roundups from the previous month. To help keep things quick and easy to digest, we’ll be picking the top two or three stories to feature, with links back to those stories for folks who want to dive into more detail.

There’s also a news section that will include quick updates from Sparx Trading as well as other timely announcements that would be appropriate to flag for our readers’ attention. The reboot version of the newsletter featured an announcement about the upcoming influencer edition of the Look Back / Look Ahead series for this year.

Finally, another reboot inside of a reboot is the relaunch of Mark to Market, a stock market–themed comic developed here at Sparx. Originally published in 2013, Mark to Market is being relaunched to coincide with the launch of the new newsletter, and the origin story and episodes will appear on SparxTrading.com, specifically as part of the blog, which will also be getting a major overhaul in the coming weeks. For some quick context, however, Mark to Market is an edutainment piece, made for DIY investors and stock market enthusiasts, to help assist in navigating the maze of products, services, and providers that self-directed investors encounter. It is especially timely given the surge of interest in online investing that took place in 2020, particularly among new investors.

The relaunch of the Sparx Trading newsletter is one in a number of new initiatives this year. That said, it also highlights the fact that in the world of DIY investing, there are trends and cycles to the investor experience. Email, while not groundbreaking, is still an effective channel to reach a good portion of the audience that relies on or is curious about online brokerages in Canada. Think of it as the Tom Brady of communications channels: still pretty much a reliable delivery mechanism.

If you haven’t already done so, subscribe to the newsletter, and be sure to check out what’s coming up in the next episode!

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Lightning Roundup: Other Interesting Developments

After the time distortion that was 2020, it’s amazing to see that January of 2021 is almost over. Much has happened during the month, so this is our chance to shine a spotlight on stories and items that we didn’t get the opportunity to explore more fully during the month. While we’re not going to dive deep, here is a quick highlight of the stories that crossed our radar in January that will be worth watching as the year proceeds.

Gaining Wait: Customer Service Wait Times Raising Tempers

Nobody likes to wait in line, but Canadians are generally a polite bunch and willing to put up with a bit of a queue to resolve important matters. So, when tempers flare and stories emerge of wait times consistently stretching beyond two or three or four hours on the phone just to talk to a representative at an online brokerage, it’s only a matter of time before it hits the news. This is a story that has been a long time in the making; however, it’s gaining momentum among the popular media channels – including The Globe and Mail – and we predict even more to follow. Customer wait times at online brokerages in Canada have ballooned to almost incredulous levels, so much so that this story could gain traction with consumer and investor protection agencies. Can markets operate fairly and efficiently without market participants being able to connect to online brokerages in a reasonable time frame? The most widely impacted clients are those who need to talk to brokerages by phone (and now even online chat is impacted). Check out this story from The Globe and Mail’s Rob Carrick for a clear articulation of the problems DIY investors are encountering when trying to connect to their online brokers by phone.

Getting a Taste for More: Tastytrade Gets Acquired

Buying up online brokerages is all the rage in the US. Schwab bought up TD Ameritrade, Morgan Stanley acquired E*Trade, and now, one of the newer kids on the block, Tastytrade, has been acquired by the UK-based IG Group for $1 billion (USD). Tastytrade was founded in 2011 by Tom Sosinoff, the founder of Thinkorswim (which was acquired by TD Ameritrade for $600 million), and it has earned a reputation for engaging content and a focus on options trading – something that has exploded in popularity through 2020. It will be interesting to see how or if this impacts the plans for Tastytrade to come to Canada. Originally, something was telegraphed for early 2021, but this latest development means that someone else is now pulling the corporate strings, and the move into Canada could be delayed or rethought. Alternatively, a much bigger entity backing Tastytrade could also spell more ambitious opportunities. The details of the transaction reveal that IG Group is ponying up a billion dollars for over 105,000 active accounts (roughly $9.5K per account – yikes). That billion-dollar figure is made up of $300 million in cash and $700 million in stock, which ends up making the shareholders in Tastytrade 14% shareholders in IG Group.

Let’s Talk About Trades

The end of a year is a great opportunity to reflect back on big milestones or achievements. One interesting thing that has started to emerge courtesy of Robinhood that has found its way into content schedules among Canadian online brokerages is more attention being given to (and actual reporting on) the popular stocks traded by DIY investors. There was a whole lot of controversy stirred up when sites that monitored Robinhood’s publication of these figures emerged. However, in Canada, the timescale and scope of coverage of “what’s popular” didn’t bring with it the same scale of attention or a rapid enough timeframe to make the same kind of waves as that same information would have in the US. Over the course of the year, we’ve noticed the spotlight shining on popular trades from 2020, with the most recent example coming from RBC Direct Investing.  

Influencer’s Gonna Influence

What happens when you get some of the most informed minds in the Canadian online brokerage space to collectively weigh in on trends and developments related to the online trading experience in Canada? This week, readers will find out.

The new Influencer Edition of Sparx Trading’s Look Back / Look Ahead series is set to go live this week, and it features contributions from Rob Carrick of The Globe and Mail, Michael Foy from J.D. Power, and Glenn LaCoste from Surviscor. Each of these contributors has been researching the online brokerage space in Canada for many years, and, as a result, each has a uniquely qualified perspective on the DIY investing experience from a variety of vantage points.

Be sure to follow Sparx on Twitter for the first notification of the launch of the new series! Also be sure to check out the online brokerage version of the Look Back / Look Ahead series to get up to speed on what the industry voice is.

Discount Brokerage Tweets of the Week

From the Forums

Ch-Ch-Ch-Ch-Changes

In this post, a Redditor shares a screenshot about the new pre-market trading hours being offered by one Canadian online brokerage. Fellow Redditors rejoice – and request even more improvements, including after-market trading hours, an improved app, better customer service, and reduced fees.

Engineering a Lucrative Life

A 23-year-old engineering grad with a good job, $100,000 to invest, and zero experience in the markets asks in this post how to get started. Hundreds of fellow Redditors weigh in with advice on everything from couch potato investing to company-matched RSPs.

Into the Close

That’s a wrap on the end-of-month edition of the Roundup. There’s lots of interesting work going on behind the scenes, and the start to 2021 is filled with all kinds of welcome surprises, including Tom Brady making it into the Super Bowl again (some would argue that’s no surprise). Speaking of surprises, there are plenty of earnings slated for the week ahead, and it seems like folks in the US government, starting with the President, are back at work. It’s going to be a full week, so here’s hoping you start on a positive note and finish on a profitable one!

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Look Back / Look Ahead: National Bank Direct Brokerage Q&A

What can beginner investors expect from your firm?
At National Bank Direct Brokerage, beginner investors are taken care of and guided from the very beginning of their experience. For young and not-so-young, we are the place to start investing in ETFs with $0 commissions. We support them with an ETF Centre, an easy-to-use filter tool and ETF research reports from Morningstar and National Bank Financial.
For young investors aged 30 and under, we offer special and advantageous pricing, with 10 annual free trades, $4.95 pricing on stocks and no administration fees.
NBDB offers the necessary tools to trade, but we also offer an educational component. We have training courses, a YouTube channel where we publish instructional and educational videos, and several other tools that allow new investors to gain confidence and make informed decisions.

What can active investors expect from your firm?
Best pricing, best service and a high-performance transactional Market-Q tool. Active investors can have the best of both worlds: $0.95 per trade on stocks and $0 on ETFs, when they qualify. For 2021, active investors can expect continued downward pressure on commission fees, including option pricing.

What online investing trends do you expect to matter to DIY investors?
The feedback that we’ve received from our clients is clear: Clients are looking for greater online content (fundamental analysis, technical analysis, ETFs, options and strategies) and support that can assist them in managing their investments and become better investors.

What does user experience mean at your firm?
At NBDB, we value customer experience. That is why we routinely send surveys to our customers to better understand their needs. This valuable information is then used to guide our decision-making, whether it be for tools, services or any other aspect of our business. We are customer-focused, and that is why our customers’ opinions are taken into account on a daily basis.

What sets your firm apart from your peers?
We may not be the biggest direct broker in Canada, but we are the first in setting the tone by offering competitive pricing that benefits everyone. We offer innovative tools and services; a distinctive service for high-net-worth clients, InvestCube (ETF portfolios); and tools and services not offered by the competition.

This Q&A was featured in the Look Back / Look Ahead magazine.

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Discount Brokerage Weekly Roundup – January 18, 2021

Normally we talk about news that has happened – but considering the gravitas of the week ahead, it seems fitting to weave in some discussion of the future, this week in particular. As of the publication of this edition of the Roundup, there’s certainly a nervous energy in the news; however, if there’s one thing the online brokerage world has come to realize throughout 2020, it’s that volatility attracts opportunity.

In this edition of the Roundup, we take a look at how one Canadian online brokerage is playing into the volatility forecast by offering extended hours for clients to access markets and also is telegraphing some interesting signals about a possible very big year ahead in terms of new features. From there, we figuratively dial into the latest performance metrics from one US online brokerage – and await being able to literally dial into an earnings conference call, which falls on the eve of the inauguration of President-elect Joe Biden, for clues on the global state of online investing. In keeping with the usual diet of (mostly) healthy banter, we wrap with DIY investor conversations on Twitter and the investor forums.

Questrade Launches New Features & Teases a Big Year Ahead

It’s the early bird that gets the worm – or so the saying goes. When it comes to tapping into market-moving news, especially when that news takes place before the official start to the market trading day, being able to place orders and have them filled is an opportunity to get into potentially interesting trading opportunities a lot earlier than others.

This past week, Questrade announced the launch of a new feature: pre-market trading. Several Canadian online brokerages already offer this feature (as well as after-market trading), but for active traders, access to trading US-listed securities starting at 7 AM EST is bound to get some folks excited to be able to make moves on important news items, potentially ahead of the pack.

Trading outside of normal market hours is not without its risks, though. There is far less liquidity and far fewer participants outside normal market hours, meaning that bid/ask spreads are often very far apart. To mitigate the impact of this kind of volatile price movement, only limit orders are permitted, and the ECNs that can be selected to route the order to are ARCA or NSDQ. To accommodate the change, Questrade also updated the hours for their trading desk to now start at 7 AM EST.

Online, the reaction to the announcement was generally positive; however, it was clear that online investors had mixed feelings about trading outside of normal market hours. As such, the impact of the announcement will, likely, appeal to a smaller segment of users, those who are comfortable with the realities of extended market trading.

On a separate note, Questrade has also been ramping up the communications online to clients, which included a heartwarming milestone. Specifically, in 2020 Questrade was able to donate over 1 million meals to feed hungry Canadians via Food Banks Canada. Interestingly, and perhaps something that they might want to let more folks know about, Questrade donates a day’s worth of meals to Food Banks Canada for every new account opened.

Doing some further digging online this past week also revealed some interesting new features being telegraphed by Questrade representatives on Twitter. In response to customer service questions about mobile experience and the recent decommissioning of the Morningstar research features, it appears that two important developments are on the horizon.

In terms of the latter, it seems that a handful of clients were none too pleased at the removal of a research feature; however, Questrade reps did confirm that something “better” would be coming in its place.

In terms of mobile experience, which is a clear battleground issue among online brokerages in Canada, Questrade also hinted at plans for a new mobile app in the works for 2021. User sentiment on the Questrade mobile app is also starting to reflect the desire for change – at least for some categories of power or active users.

As we referenced in our recent Weekly Roundup, getting the user experience right for online investing is no simple feat. There are multiple categories of users, including those who like the predictability of knowing where things are, so making changes is a risk if user journeys or navigation takes a drastic turn. Ultimately, it should be great news for DIY investors; however, creating new things at the expense of shoring up existing features (e.g. customer service wait times) can make for volatile times for client support. A simple scan of Twitter posts over the past week points to that being the case.

Even though Questrade was playing it close-to-the-vest in the Look Back / Look Ahead (when it came to the looking-forward part), it’s clear that there’s a lot in the pipeline for 2021. In fact, taking a high-level view, with this many significant projects coming to market in the year ahead, this could signal a critical year for Questrade that brings with it even more surprises as it continues to compete in a potentially more crowded field. Finding the balance between promising new features to keep people excited and ensuring that these features hit the mark (and work properly) is also prudent. Kicking off the new year with this much news, however, is a clear indication that Questrade is hoping to have lots of positive things to say in 2021.

Interactive Brokers Latest Metrics & Earnings Call to Provide Clues on Marketplace Direction

With all of what’s been going on in the US, and what is poised to unfold this week, this is a great opportunity to tune in to one of the most informative trading bellwethers that has emerged over the past two years. Specifically, the Interactive Brokers earnings conference call, which is scheduled to take place on January 19th at 4 PM EST.

The primary purpose of the conference call will be to review the quarterly earnings for Interactive Brokers, which in this case happen to be for the fourth quarter of 2020 and, as such, will provide not only the performance of the quarter but likely a view on the year as a whole.

The latest stats released by Interactive Brokers about their performance over the final month of the year also reveal some very interesting numbers, which seem to indicate incredibly strong participation in trading.

Among the numbers we pay close attention to is the growth in client accounts, which for Interactive Brokers was 56% higher than at the same point last year and 3% higher than the previous month. The exceptional growth of their client base over the past year has fueled a surge in revenues and is likely, in part, responsible for their growth in valuation. Reinforcing that inference, Daily Average Revenue Trades (DARTs) are up 198% year over year and about even on a month-over-month basis.

Given the profile of the traders who operate on the IB platform – i.e. active and professional traders – it was also interesting to see the acceleration of buying into the end of the year, which lines up with the surge in bitcoin-related activity and with the market action overall.  Thus, it will be of interest to see what the view is on the near to medium term for business conditions for online brokerages (in the US) and, potentially, as a pulse on online investing around the world. Interactive Brokers’ international footprint gives it a unique window into what trends are emerging with online investors the world over.

Recall that entering periods of high volatility, Interactive Brokers has raised the margin borrowing requirements to control its risk exposure. On two of those recent occasions, that has seemed to foreshadow some significant moves in the market. What jumps out in the numbers supplied by Interactive Brokers in terms of trading metrics is that it appears that traders were heavily selling into the end of the year – which is a little strange given where the index has risen to. It might be a case of profit-taking, or fast money in and out of a bitcoin rally; however, the magnitude and direction of activity suggest smart money may have cashed out.

For online brokerages, 2020 clearly settled the debate on volatility being good or bad for business. Historically, passive investors would shy away from huge price swings in stocks, in favour of a steady approach to buying. Interestingly, the dynamics of the marketplace have changed – perhaps tilted far in the other direction – where lots of new investors have flooded into the market looking for rapid fluctuations in price (upwards). The following video on social media might presage where markets head from here; however, when lined up against the backdrop of Interactive Brokers data, moves higher in the market heading into RRSP deadline season could make this a stretch over which even more investors seek out new investment accounts.

Discount Brokerage Tweets of the Week

From the Forums

Oh, Brother!

In this post, an investor asks whether they should acquiesce and allow their brother to open a second RESP account for their son. Is it just “free money” from the brother? Or a potential financial (and familial) nightmare? Fellow Redditors have strong opinions on the matter.

Ethics Over Profits?

Horrified by what happened in for-profit long-term care homes during the early days of the pandemic, this investor asks in this post how to make sure that none of her investments are in these types of businesses. Her fellow Redditors explain how to check this information and debate whether ethics and politics (and the resulting emotions) should be kept separate from investing.

Into the Close

This is going to be an unforgettable week. With so much on the line, there’s no question that eyes will be glued to the screen and folks will be tuning in to the news. So, let’s hope things go as smoothly as possible for our friends in the US, including our furry ones. Stay safe and good luck!

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Look Back / Look Ahead: BMO InvestorLine Q&A

Q1: What can beginner investors expect from your firm?
Beginning investors can expect a robust platform, with user experience enhancements that make it easy and intuitive to invest. We’re passionate about helping new investors find the right online investing tools for them.

Q2: What can active investors expect from your firm?
Active investors will appreciate the overhauled design of InvestorLine 2.0 – it’s easier than ever to place trades, see meaningful data to help you make decisions, and manage your accounts. We make monthly updates based on user feedback, so we’re always looking to make a positive impact on how clients use the platform.

Q3: What online investing trends do you expect to matter to DIY investors?
Digital is going to be a big space for investors, both in the self-serve category as well as in the advice realm. As more people enjoy the autonomy and freedom of choosing their own investments, we believe having the tools to support that will become more and more important.

Q4: What does user experience mean at your firm?
We’re fanatic about client-centred design. We regularly incorporate user testing and feedback in every step of the product development cycle, and we use client data and feedback to guide us toward what our next updates will bring and how we improve our services.

Q5: What sets your firm apart from your peers?
We believe our holistic investing platform is what really sets us apart. We have a full-featured platform that doesn’t just enable you to place trades, it’s also easy to use without sacrificing customizability, meaning you can truly make the platform your own. More specifically, adviceDirect empowers our clients by allowing them to make their own investment choices, since adviceDirect provides advice that’s customized to each client’s portfolio and goals.

This Q&A was featured in the Look Back / Look Ahead magazine.

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Discount Brokerage Weekly Roundup – January 11, 2021

Sometimes you just have to call a spade a spade. 2021 is shaping up to be more of a hangover than a do-over. Now that we are just over 2% into the new year, the road ahead is clearly bumpy. Thankfully, with talk of new promos and the finer points of design choices, we have much brighter news to report than most of what’s been flying (or not flying) around on social media.

In this post–coup d’état edition of the Roundup, we provide a refreshing piece of good news as multiple online brokerages launch new offers and reset the game clock on existing promotions for DIY investors to take advantage of heading into this year’s RRSP deadline. Next, we weigh in on an interesting conundrum for the online investing experience: innovate quickly or stick to the basics? Happily, we’ve got some interesting forum chatter and informative commentary from DIY investors on Twitter to close out on.

Deals Activity Shows Cash Is King

If there’s one thing we could all use right about now, it’s a healthy dose of positive developments. Fortunately, the January deals and promotions section has been filling up with just that – especially for online investors looking to score a deal on an online investing account ahead of the RRSP contribution deadline.

Kicking things off is the great news that RBC Direct Investing has jumped back into the deals and promotions section with a cash-back and commission-free trade offer. After the conclusion of their go-to commission-free trade promotion at the end of 2020, it seems that RBC Direct Investing made a resolution to start off the new year with something bigger and bolder for DIY investors this RRSP season.

Beginning this January and lasting until the end of March 2021, RBC Direct Investing is offering a tiered cash-back promotion. The cash-back amounts range from $50 (for deposits of $5,000) up to $2,000 (for deposits of $1 million or more). In addition to a cash-back amount, all deposit tiers qualify for 10 commission-free trades that are good through to the end of August 2021, leaving ample time for individuals to use this bonus.

We were also eagerly awaiting what BMO InvestorLine would launch early this month. Their previous promotional campaign expired in early January, unlike many of their peer firms’ deals, which expired at the end of December, so it was interesting to see what BMO InvestorLine would do given the clear trend toward cash-back offers from their competitors this year.

Fortunately for DIY investors, BMO InvestorLine has shown up with a relatively competitive offer and significantly dropped the qualifying deposit amount for the lowest tier of the deal from their usual range of $25,000 to $50,000. As with their previous cash-back offer in the fall, the new cash-back offer is a tiered promotion; however, this promo features deposit tiers starting from $15,000 (which offers $150 cash-back) up to deposits of $1 million and more (which offers $2,000 cash-back).

In addition to the launch of new offers this past week, we also saw several offers have their expiry dates officially updated. Notably, there were a couple of offers from Questrade – their five-free-trades offer, as well as their one month of commission-free trading, saw their expiry dates move to December 2021. Also, the refer-a-friend offer from BMO InvestorLine was extended another year, with the new expiry date falling on January 6th, 2022.

If there’s one clear trend this year when it comes to online brokerage deals and promotions, it’s that cash is king.

All of the big five bank-owned Canadian online brokers have a very competitive cash-back promotion now live, with most of them expiring at the beginning of March (RBC Direct Investing’s is the only exception, finishing at the end of March). That said, there are some patterns that emerge in the offers that are worth exploring further.

First, it was interesting to note the trends at the extreme ends of the deposit tiers.

At the lower end of the deposit spectrum (generally under $25,000), all of the big bank-owned online brokerages had some kind of offer in place. RBC Direct Investing had the highest offer, with a cash-back award of $50 and 10 commission-free trades, an offer that their only rival at this deposit level, Scotia iTrade, was well behind (Scotia iTrade offers $25 cash-back). Interestingly, BMO InvestorLine, who lowered their deposit threshold to qualify for a deal down to $15,000 (compared to the $50,000 minimum deposit for their fall campaign), went significantly higher than any of its peers with an offer of $150, which is 50% higher than what TD Direct Investing offered ($100).

Meanwhile, at the higher deposit levels ($500,000+), there appears to be a whole new battleground forming.

To start, almost all online brokerages with cash-back promotions have an advertised offer for deposits of at least $1 million. The one online brokerage that does not, however, is TD Direct Investing. This seems like a remarkable decision given the value of the prospective clients at that level, and while for portfolios of $1 million or more the deal isn’t the first thing that a shopper might consider, all else being equal, three direct competitors are willing to pay $1,000 more for the business.

It bears mentioning that the appearance of $1 million as a deposit tier used to be a headline maker; however, this deposit tier has almost certainly become the new-normal top-end deposit. That said, it was also fascinating to observe that Qtrade Investor created a new top-deposit tier for individuals bringing over at least $2 million. Given that the bonus Qtrade Investor is offering for this deposit tier ($2,000) is the same amount that rival online brokerages are offering for deposits of $1 million, it seems as if this tier was a clever way in which to stand out against their competitors. While the dollar amount for the bonus isn’t higher, the deposit tier is, which makes Qtrade Investor appear to be larger than their bank-owned peers. Further, there are no other non-big-five-bank-owned brokerage competitors to Qtrade Investor at these higher-level deposit tiers.

Aside from extreme deposit tiers, it was also fascinating to observe which segments were sought after by specific brokerages.

For example, neither BMO InvestorLine nor TD Direct Investing saw value in putting offers into market for prospects with less than $15,000. Additionally, in the deposit range between $15,000 and $500,000, BMO InvestorLine is aggressively pricing their cash-back bonus. With the exception of the $25,000 tier (in which TD Direct Investing has the highest cash-back offer), BMO InvestorLine either has the highest amount or is tied for the highest amount of cash-back (at the $100,000 deposit tier with CIBC Investor’s Edge).

With several key names still on the sidelines heading into RRSP season, we suspect that there might be a few offers still to come to market; however, it is unlikely that the current prices will be significantly outbid across pricing tiers. Instead, if an online brokerage is contemplating launching a cash-back offer, it is more likely that they will stick to the average offering in that tier or find a way to combine cash-back with commission-free trades to have a more competitive offering.

Thankfully, the deals and promotions news for Canadian DIY investors is actually improving in 2021 – and that was coming off a strong close to 2020 in terms of offers.

Most of Canada’s largest online brokerages have the most popular offer type (cash-back) available, which makes this an opportune time for anyone considering opening an online investing or online trading account to get the maximum benefit for doing so. Of course, we’re curious what some smaller or lesser-known online brokers are going to do in terms of promotions, but from now through the end of February we expect the focus to be on marketing and advertising.

Mind the Generation Gap: User Experience for Online Investing in the Spotlight

There’s no question that the picture of the world we’re living in exposes divisions nearly everywhere we look. In the world of online investing, although it is not nearly as polarizing, there is a significant challenge for online brokerages to contend with: trying to balance providing the kind of user experience younger (read Millennial and now Gen Z) investors expect with that preferred by the existing (and likely higher-asset-bearing) clientele comprised of “boomers.”

Originally, this second story of the Roundup was going to focus on only one topic – either the myriad of recent legal woes experienced by Robinhood while the Weekly Roundup was on hiatus, or an article published by Rob Carrick in The Globe and Mail at the end of December explaining to baby boomers how they can manage their investments using online brokerage apps. In diving into the comments of the Carrick article, however, it became clearer that the story of Robinhood’s regulatory troubles and the realities of mobile apps for older clients represent two sides of a user-experience coin. Hence, they’re both the focus of this particular story.

Starting first with Robinhood’s journey back into the spotlight at the end of 2020. Without question, for most of 2020, it was an incredibly positive year for the balance sheet of the scrappy “zero-commission” online brokerage in the US. At the outset of the COVID-19 pandemic in North America, and for the better part of the first half of 2020, Robinhood saw its client base skyrocket. Stunningly, Robinhood added more new clients in that timeframe than many of their peers – in fact, arguably adding more clients than most of their competitors. In 2020, Robinhood added 3 million new customers to its ranks in the first four months alone, it grew to 13 million users, and it currently sits at a valuation of more than $20 billion (USD). What has helped Robinhood skyrocket in users over 25x in seven years has been a combination of zero-commission stock trading prices as well as a user experience designed around being mobile-first and appealing to younger investors. Clearly, they are onto something.

That growth, however, was not without missteps. Whether it was the botched roll-out of their “chequing account” or multiple trading platform outages, their hypergrowth in 2020 exposed many of the leaks in the system running at full tilt. There was the tragic news of the suicide of a young investor who, because of the way information was presented on his account page, believed he had lost over $700,000 (USD) from a failed trade; there were security breaches with client accounts getting drained; and there were outages in times of heightened volatility.

This past December, however, there were consecutive regulatory arrows slung at the online brokerage, first in the form of a $65 million (USD) settlement with the Securities and Exchange Commission (SEC) for misleading customers about how Robinhood made money from selling order flow to high-frequency trading firms. Also, from securities regulators in Massachusetts in December, the charge that Robinhood resorted to “aggressive tactics to attract inexperienced investors, its use of gamification strategies to manipulate customers, and its failure to prevent frequent outages and disruptions on its trading platform.”

Given the meteoric success of Robinhood coming into 2020, and certainly throughout the year, it has clearly had an impact on the online brokerage industry as a whole in North America and is helping to shape the trading and user experience here in Canada as well. The emergence of Wealthsimple Trade, and their use of tactics similar to the ones that Robinhood used to fuel their own growth, is perhaps the most striking illustration of the Robinhood effect in Canada. More specifically, however, the issue at hand is the interface that users of online brokerages use in order to access their online investing experience, as well as the features they prioritize. Which brings us back to the article posted in The Globe and Mail at the end of December.

As part of the requisite research for the upcoming edition of the popular online brokerage rankings, Rob Carrick dove into the various Canadian online brokerage mobile apps to test-drive what the investing experience was like with all of them. While the article itself provides a useful overview of where mobile apps from Canadian online brokers shine and where they fall short, it was especially interesting to wander through the comments and reactions.

It was clear that “boomer investors” were the intended audience for this piece, and as such, the comments turned up what seemed to be significant resistance to the notion of trading on a mobile app – or to active trading in general – as well as the much greater pain point of the phone experience, which has nothing to do with the online interface and everything to do with customer service staff actually answering the phones at online brokerages in Canada. And therein lies the conundrum for online investing.

When it comes to designing features and capabilities, there has clearly been a shift away from cramming everything that could be done or said on an online investing interface into a more streamlined interface. That is a significant departure for almost a generation of online investors who’ve been accustomed to lots of menu options, features, and information on a landing page and who’ve generally not had a “mobile” interface to contend with, preferring to use a web-based interface instead.

By comparison, the “mobile first” approach to user interface design is highly constrained by the viewing area and behavioural inputs of a smartphone. To put it plainly, designers for phone interfaces need to decide what the most important functions and features to make available on mobile apps are.

Thus, it seems mobile apps reflect the collision course of the newest innovative design aesthetic – something that younger cohorts of investors and clients favour – and the functionality and user experience of managing wealth as a DIY investor. This is both a challenge and an opportunity for Canadian online brokerages.

From a business standpoint, the balancing act between building a technology and user environment for the future versus creating an environment that meets the needs of stakeholders today is what Canadian brokerages need to wrestle with. Based on the feedback accruing from Twitter and DIY investor forums, it appears that neither group – the newer investors nor the established and seasoned ones – is likely to find the perfect experience in one place.

The current slate of lawsuits and regulatory challenges facing Robinhood is likely going to put user experience for investors – especially in mobile environments – under the microscope. At what point does making investing more approachable, plain-language, and enjoyable cross the line into something bad? At what point is change necessary to enable more people to participate in wealth creation? The regulations have been formed, for better or for worse, based on historical notions of what investing ought to be, and, thus, to a degree, what it should look like.

Robinhood, along with the platforms and interfaces that emulate it, represents drastic change. Rules and established norms represent order. There is clearly a middle ground to be struck, but firms that seek to draw a line of best fit through different user groups, instead of building around those groups, risk being “forgettable.”

The real prize, it seems, is achieving more thoughtful customization at scale or accepting being very good at being niche, even if it does mean being “boring.”

Discount Brokerage Tweets of the Week

From the Forums

Breaking Up Is Hard to Do

How do you end a relationship with a financial advisor and take control of your own investing? That’s the question on the mind of the investor in this post. Fellow Redditors offer their opinions.

New Year, New Room in Your TFSA

It’s the most wonderful time of the year for anyone with a Tax-Free Savings Account. DIY investors share their enthusiasm for making a lump-sum TFSA contribution as soon as possible each January.

Into the Close

The tragic and shocking events that unfolded in the US in the first few days of 2021 certainly do offer cause for pause. As the fallout from that surreal riot/coup attempt continues to play out, there are still scary headlines about COVID-19 here in Canada. It goes without saying that we could all stand to hear some better news – or at least see a steady stream of cute kittens as a palette cleanser. It’s all about finding the small wins at this point.