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Online Brokerage Promotions – April 2022

For the past two years, adapting to drastic changes has been part of a “new normal.” So, perhaps it shouldn’t be a total surprise at this point that something unusual (dare we say unprecedented?) is taking place with online brokerage deals and promotions in the month of April.

Although in more “normal” times we would expect to see a drop off in the number and size of promotions for online investors after the RRSP contribution deadline (at the beginning of March), last month we noted that there actually offers being extended – or so we thought.

April, however, brought with it not just rain, but reining in of promotion deadlines or of offers altogether.

Starting first with what was supposed to happen. Scotia iTRADE’s big RSP-season push closed out with their cash back / commission-free trade promotion wrapping up at the beginning of April, as intended. As of the time of publication, there has been no new offer to replace the outgoing one; however, Scotia iTRADE still offers a welcome bonus of 10 commission-free equity trades in the first year (and 5 commission-free trades each year) to holders of a Scotiabank Ultimate banking package. Curiously, this is not advertised in the promotions section of the Scotia iTRADE website, but rather only on the banking side.

On the other side of the deals ledger, March saw the launch of a new deal from National Bank Direct Brokerage that was unlike any other offer that is currently available. National Bank Direct Brokerage is offering a discount on margin interest rates for four months, a clever way to attract active traders with larger balances into the firm.

So, while things seemed to even out, there were a couple of noteworthy moves by bank-owned online brokerages RBC Direct Investing and BMO InvestorLine that suggest some important changes across the summer.

The first important update is that RBC Direct Investing officially extended their 100 commission-free trade offer for another month, with the new expiry date set for the end of April. While that would normally be a positive, last month we noted a published deal page by RBC Direct Investing that showed that same promotion expiring in November, not April.

Finally, the biggest question mark to arise during the deals and promotions scan starting the month is the disappearance of the BMO InvestorLine cash back offer. This is an important development on a number of levels because it marks a significant departure from the historical activity of BMO InvestorLine in terms of having an “always on” offer for self-directed investors interested in opening an online trading account.

At the time of publication, the cash back offer, which launched only in the beginning of March and was scheduled to expire at the end of May, is no longer visible on the BMO InvestorLine page. That said, the offer may be available to certain clients in branch which means the offer is a “YMMV” (your mileage may vary) situation.

With the elimination of the public BMO InvestorLine cash back offer and Scotia iTRADE’s cash back promotion officially concluded, Qtrade Direct Investing is the lone online brokerage with a mass market cash back promotion. Historically speaking, it’s unusual territory for Qtrade to be the last deal standing. However, earlier this year Qtrade also signaled a shift in posture towards promotional offers by upping the dollar amounts available for their cash back deal despite the deal already being live.

Clearly this year has become the year of quick pivots when it comes to deals and promotions. Given the backdrop of competition for new clients as well as the pressure to lower cost of services, online brokerages are exploring different ways to drive new business without engaging in an arms race for customers longer than needed. That said, it seems online brokerages are starting to get more agile and responsive to market conditions, so it will be interesting to see how things unfold from May to September. If there’s a pullback from bigger players, it might just be the window of opportunity for smaller brokerages to gain a foothold ahead of next year’s RRSP season.

Expired Deals

Scotia iTRADE’s combined cash back or commission-free trade promotion officially ended on April 1st. This offer gave customers the choice between cash back or commission-free trades, and deposit tiers ranged from $5,000 to $1M+.

Also expired (sort of) – the BMO InvestorLine cash back promotion. Though technically it may be accessible by contacting customer service or in branch it is no longer being advertised. This was a hasty exit for the deal which launched in March and was scheduled to expire at the end of May. No word yet on whether there will be a replacement.

Extended Deals

RBC Direct Investing is back in this category, clarifying an earlier reported extension. So technically this extension is more of a revision, but, nonetheless, the official word is RBC Direct Investing’s RRSP season promotion has been extended for one more month and now expires at the end of April. This promotion offers 100 commission-free trades which clients can use over two years.

New Deals

There are no new deals to report at the start of the month. Last month we saw the addition of a new offer by National Bank Direct Brokerage join the deals pool. That new promotion lasts until the end of May.

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Online Brokerage Weekly Roundup – March 31, 2022

Seasoned traders understand that in volatile situations, sometimes it’s best to sit on your hands. Though that advice would certainly be applicable outside the world of self-directed investing (*cough* Will Smith *cough*), within the world of self-directed investing, activity is tied to profitability, at least for online brokerages. So, it is a fine balance between taking action and being patient.

In this late-in-the-week edition of the Roundup, we check in on an important shift taking place at Canadian online brokerages that will see mutual funds come back into the spotlight for the next several months. Speaking of near term visibility, our next story looks at what one popular US online brokerage is noticing with respect to skepticism on the part of active investors. To close out, we highlight investor chatter about mutual fund commission charges and margin rate questions.

Can’t Fight this Fee-ing Anymore

One of the core tenets of self-directed investing is controlling or minimizing unnecessary costs.

Despite the characterization or popular mythology around self-directed investing as a “fast money” or a high activity endeavour, a significant portion of online investors are not very active and prefer to “take it slow and steady.”  For example, a study on retail investors conducted by the Ontario Securities Commission in 2021 found that 43% of investors surveyed make fewer than 10 trades per year and 31% make 11 to 50 trades per year.

While activity is certainly influenced by what is out there to buy, prevailing opinions also suggest that up-front commissions have a part to play in influencing purchase behaviour. The rise and popularity of the zero-commission trading online brokerage Robinhood provided a dramatic example of this in the US, as has the growth of Wealthsimple Trade in Canada.

As most of us have come to learn, though, there is no such thing as a free lunch.

Despite the reluctance to go to zero commission trading on stocks, Canadian online brokerages are not unfamiliar with the practice of zero commission trading on mutual funds. Unfortunately, for many Canadian online investors, this has resulted in a scenario in which self-directed investors have been paying commissions for things that technically they’re not supposed to be paying commissions for from an online brokerage, namely, advice.

According to data associated with the class action lawsuits that have been launched against Canadian online brokerages, as much as $5 billion dollars in trailing commissions are alleged to have been paid “incorrectly” to online brokerages since 1993.

Though this story has taken a backseat during the pandemic, the timing of the deadline for online brokerages to transition investors into suitable alternative investments is nearing. As such, the response by some online brokerages to start charging commissions on mutual fund trades is surfacing in the news as is the access to previously unavailable mutual funds.

This month, for example, CIBC Investor’s Edge started to charge their standard commission rate, $6.95, to buy or sell mutual fund units. RBC Direct Investing rolled out new pricing this month as well, charging 1% of the gross trade amount up to a maximum of $50 for purchases of mutual funds. On the other end of the spectrum, it’s business as usual with no charge for mutual fund purchases at TD Direct Investing and BMO InvestorLine.

A side benefit of the new regulatory requirements is expanded choice for some online investors at firms like RBC Direct Investing. Previously, and much to the chagrin of self-directed investors, Mawer mutual funds were not available at RBC Direct Investing. As of this month, however, Mawer Investment Management announced that 13 of their funds are available at RBC Direct Investing.

With new regulations governing trailing commissions set to take effect June 1, there are still pockets of uncertainty relating to charges for mutual fund trades. The structural shift in product lines has been taking place over the past two years against the backdrop of the pandemic. However, with a deadline looming, the flurry of activity and announcements from online brokerages early this year suggests they are cutting it a bit close as far as communicating these changes to their clients. Ultimately, that could prompt a customer service risk, especially if there are any big market shocks that set off a surge of requests for contact centre support.

Although fundamentally different in spirit and appeal than individual equities or ETFs, the fact that mutual funds remain a very popular choice for certain DIY investors who do business with bank-owned online brokerages (say, those who might remember or know that REO Speedwagon hit referenced in this section’s title?) means that how individual banks approach the selection and pricing of mutual funds can be a differentiating factor. That is especially important to consider as online brokerages attempt to provision for an influx of younger investors.

There was some further fascinating commentary to that effect provided by Dan Rees, Group Head Canadian Banking, at the recent National Bank Financial Services Conference.

We want people to come for the advice and stay for the performance. So, younger individuals who don’t want to take advice and want to go DIY on their own. Generally speaking, those don’t work out that well, right? That said, we also know that we have sophisticated investors who do want to run their own money as part of managing their overall portfolio, so they may have a relationship with a portfolio manager and run 15% on their own, in our case in an iTRADE account. And we want to support both of those positions.

And I think what you’re going to continue to see, I think, is us introducing more channel options to address the different needs of each of those segments. I would say as a fiduciary, and we are very clear about this with the regulators, we are nervous about the propagation of — you can build your own portfolio and retire 15 years earlier by saving a few dollars on fees. We think it’s a very dangerous message to send to Canadians at a time where they’re very anxious even about their mortgage debt. People should remember, it’s very important for Canadians to get advice on banking, investments, insurance and debt, not just investments. And I think as we begin to see more and more feedback from young Canadians about how are they going to save for a mortgage, save for a house, they have to come in for a conversation on that. They can’t do that on their own around the kitchen table. Historically speaking, it’s not successful.

Another interesting angle to the mutual fund shuffle taking place at online brokerages is that it offers a hint of how commission free trading could be handled at bank-owned online brokerages. A great case in point is TD Easy Trade. The new service allows for 50 commission-free trades of stocks but has limited selection of ETFs to just TD products.

Like “commission free” mutual funds, commission free trading at bank-owned online brokerages is going to have to come with some kind of value capture.

Interestingly, with recent launches by Questrade of Questmortgage, Interactive Brokers with their push into credit cards and Robinhood even launching their cash card, there’s a clear trend of pureplay online brokerages adding some “traditional” banking services, creating what we consider to be a “race to the middle” between fintech firms and incumbent financial services firms.

Stepping Aside: Interactive Brokers’ Clients Prefer to Wait and See

One of the strategic places to pay attention to in the online brokerage market is with active investors. In a world of commission-free trading, it is interesting to ask who would actually pay commissions to an online brokerage for trading services. The answer: Interactive Brokers clients would.

In a short interview on CNBC, founder of Interactive Brokers, Thomas Peterffy, shared some interesting details about the status of cash and margin position for Interactive Brokers’ clients that seemed to suggest that they are atypically not borrowing money nor putting cash into positions. Of note, the typical profile of a customer is also something Peterffy shared, since the profile of assets Interactive Brokers customers has is significantly larger than say, Robinhood customers.

Why this was of particular interest is that, typically, volatile markets are favoured by active traders.

Ahead of periods of heightened uncertainty, Interactive Brokers has served as an interesting harbinger of near-term behaviour. They are typically agile at tightening margin requirements if they foresee risk to their firm. In this case, the conclusion arrived at by Peterffy is that Interactive Brokers clients aren’t buying in this market because they don’t buy the strength of the rally. They are selling, it seems, into strength.

If interest rates rising are a disincentive for margin trading, however, it would suggest that there is limited upside, at least in the near to medium term. The fact that investors that are both knowledgeable about markets and who are prepared to pay for quality trade execution are not seeing a favourable risk/reward seems to paint a cautionary tale at least to that style of investing activity.

The consequence of activity pulling back for stock trading among the most valuable category of online brokerage clients is something that would be difficult to approximate the impact to among Canadian online brokerages; however, it almost goes without saying that it isn’t ideal.

This active group is likely to play a much more prominent role in the planning for online brokerages going forward since they not only typically trade stocks but also options. And, as data has shown, the small category of very active traders (50+ trades per month) can generate substantial revenue (and are prepared to do so) so long as the trading experience is reliable.

Getting those investors to pay attention to online brokerages against a backdrop where there is skepticism on market direction and rising interest rates will be especially challenging. The limited number of Canadian online brokerages that could cater to these active traders appear to have their work cut out for them.

From the Forums

Take a Hike

The headline news is replete with interest rate chatter. Interesting (no pun intended) then that the pace of those rate changes is also in the spotlight and why one eagle-eyed investor in this post noted a rather sharp increase in the margin rates at a popular bank-owned brokerage.  

Fund Times

Chatter around mutual funds at online brokerages is at an unusual high point. Commissions are once again in the spotlight and one question from a Reddit user is certainly indicative of what others are thinking: which online brokerages are now directly charging (or not) for mutual fund purchases and sales.

Into the Close

That’s a wrap on another edition of the Roundup. It’s been a choppy past few days; however, all eyes continue to be fixed on how fast and furious interest rates are going to climb. Whether we can all make the leap to a new normal of interest rates is what everyone is working to figure out.

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Look Back / Look Ahead 2021-2022: HSBC InvestDirect Q&A

Q&A with HSBC InvestDirect. Attilio Montanari, Vice President.

What can beginner investors expect from your firm?
HSBC InvestDirect is pleased to welcome beginner investors. When you become our new customer, the first thing you should expect is a warm welcome call from one of our highly trained Investment Representatives, with an offer to walk you through our trading platform and to answer any questions you may have. Beginner investors can expect a redesigned website to help them find what they are looking for with ease. They also have access to our demo videos that highlight trading site functionalities for different investment products.

What can active investors expect from your firm?
Active Trader investors are very important to HSBC InvestDirect. In addition to comprehensive market information, numerous analytical tools, and quick order execution features, we are also offering our Active Traders our best pricing of $4.88 per online North American equity trade and margin rates. To qualify3, you have to trade 150+ times every three months.  As well, we continue to offer price incentives through various free trading campaigns for HSBC InvestDirect customers.

What online investing trends do you expect to matter to self-directed investors?
We realize self-directed investors are constantly looking for good value, a high level of customer service, high quality tools and resources, and a reliable platform with quick access to the markets. Given where the industry is going, we believe fees and commissions will be top of mind to investors and brokerages.

What does user experience mean at your firm?
User experience is extremely important to HSBC InvestDirect, and service is our top priority. We continually use customer feedback to optimize our customer journeys and accessibility to information, allowing our customers to manage their investments and trade effectively 24 hours/day, 6 days/week.  Much of our focus and effort in the last 12-16 months has been around improving the overall customer experience, whether by phone or online.  

What sets your firm apart from your peers?

HSBC is a leading international bank, and HSBC InvestDirect uses that international reach to set us apart from the pack. Our customers can expect:

  • Dedicated customer support in four languages (English, French, Cantonese, and Mandarin)
  • Global access to 30 domestic and international markets, with settlement in 10 different currencies 
  • Low fees and commissions
  • Fast, reliable, and secure website
  • Integrated brokerage/banking combination

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

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Look Back / Look Ahead 2021-2022: Desjardins Online Brokerage Q&A

Q&A with Desjardins Online Brokerage. Marc Girard, Director.

Q1. What can a first-time investor expect at your firm?
The 18-30 age group represents 43% of our users, so we know all about the challenges of taking those first steps toward independent investing! That’s why we focus on education and support. We offer investors a learning centre that covers the most important topics and guides them as they explore the world of investing.

Q2. What can active investors expect?
With Disnat Direct, active investors have access to a state-of-the-art ecosystem. This high-level platform has been designed to meet the needs of the most discerning users who want all the information they need to make sound investments in one place.

Q3. Which online investing trends are likely to be important for independent investors?
There’s no denying the trend of using mobile applications to make investments. That’s why Desjardins Online Brokerage is working hard to make its mobile platform more user-friendly and comprehensive, so our users can expect a great experience whether they’re at home on their desktop or on the road with their cell phone.

Q4. What does “user experience” mean for Desjardins Online Brokerage?
The user experience is the driving force behind change and innovation at Desjardins Online Brokerage. We believe that it is crucial to ensure that our platforms are easy to use and facilitate quick transactions. We want our users to feel that our ecosystem is perfect for their changing needs.

Q5. What sets Desjardins Online Brokerage apart from its competitors?
First and foremost, we are a cooperative. Listening to and understanding our members and clients is an integral part of our mission – it’s in our DNA. Desjardins was founded with the goal of empowering members and clients and their communities. Each year, Desjardins offers a dividend to caisse members and invests heavily in projects that aim to improve the world around us. Doing business with Desjardins Online Brokerage is about learning from the past, making the most of the present, and building a better future for everyone. 

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

Desjardins Securities Inc. uses the trade name “Desjardins Online Brokerage” for its discount brokerage activities. Discount brokerage products and services are consolidated under the trademark “Disnat”. Desjardins Securities is a member of the Investment Industry Regulatory Organization of Canada (IIROC) and the Canadian Investor Protection Fund (CIPF).

Desjardins®, Desjardins Online BrokerageTM and related trademarks are trademarks of the Fédération des caisses Desjardins du Québec, used under licence.

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Online Brokerage Weekly Roundup – March 22, 2022

Spring has sprung, and with it a renewed focus on growth and optimism for what’s ahead. Interestingly, online brokerages have also embraced a new season now that the RRSP season is over, and this one focuses on active investors.

In this abbreviated edition of the Roundup, we focus on deals and promotions offered by zero-commission online brokerages. Dive into the details of the newest promotions to emerge and what they signal for existing and potentially incoming online brokerages to consider. To wrap things up, we focus on investor commentary related to retirement accounts and slow-moving platforms.

New Deals in Town: Zero Commission Brokerages Continue Using Promotions to Drive Interest

The universe certainly has a sense of balance. When commission-free trading at Canadian online brokerages started to ramp up last year, deals and promotions at those same brokerages quietly faded away.

The break from deals and promotions at these brokerages, however, seems short-lived.

Earlier this month, National Bank Direct Brokerage (NBDB) quietly launched a new promotion offering discounted margin rates to new clients, and in doing so, signaled that despite their market-leading position on commission-free trading in Canada, they’re still prepared to get creative to attract new business.

Hot on the heels of the 2022 RRSP season, the timing of a launch of a new offer is also indicative of a new target audience: active traders. Trading on margin is not something that people thinking about retirement or RRSPs typically consider first, so the timing of this offer to go live after the RRSP season rush makes sense.

National Bank Direct Brokerage is not alone in that reasoning either. Wealthsimple Trade also launched their own limited-time offer aimed at the non-registered account crowd. Although their offer of a “free stock” cash back equivalent is ongoing, the boost to the amount for referrals to 3x the normal amount is clearly intended to generate some buzz.

Offering a promotion to attract new clients is a tricky proposition for a “zero-commission” brokerage.

After all, part of what should keep costs low is the controlled spending on acquiring new assets and customers. That said, when looking at the current group of “zero-commission” online brokerages in Canada, not only is the number of firms small (currently three) but two of the three firms are not well-known across Canada

Uncertainty Begets Volatility

When it comes to choosing an online brokerage, one of the biggest hurdles facing this specific group of zero-commission brokerages will be the uncertainty associated with them.

Unlike the entrenched Big Five bank-owned brokerages or names, such as Questrade and Qtrade that have been around for many years across Canada, the current group of zero-commission brokerages faces an uphill journey to become known and, more importantly, trusted.

A recent quote from Mike Foy, Senior Director of the Wealth Management Practice for North America at J.D. Power sums up the issue:

“Investors are increasingly bombarded by information from numerous sources including social media. We see the single biggest driver of online investor satisfaction with their broker is trust.”

Now that the surge in new retail investors coming to the market has somewhat abated, the challenge to Canadian online brokerages will be to create online investing tools and experiences that cater to this new group of investors and yet-to-be investors. And this is where promotions can offer a tactical advantage.

The latest promotion to launch from National Bank Direct Brokerage focuses on margin interest rates and serves as a good example where zero-commission brokerages can look to in order to attract attention while at the same time keeping costs contained. Although cash back or commission-free trades are welcomed, they’re not the only place that self-directed investors incur fees.

This past RRSP season demonstrated that online brokerages are spending aggressively on cash back promotions to attract new clients. For zero-commission online brokerages, pure cash back promotions are unlikely to be pursued because the costs may be prohibitively high. And as National Bank Direct Brokerage showed, there are now other costs that are up for negotiation.

Active is Attractive

National Bank Direct Brokerage’s focus on margin rates is a clear overture to active investors. The hope, it seems, is that in addition to the zero-commission trading commissions, there are other reasons to consider NBDB for a trial run or even as a separate or additional account.

Unless the direct competitor to NBDB, Desjardins Online Brokerage, follows suit with a similar offer, this latest deal will give National Bank Direct Brokerage an interesting combination of features worthy of a closer look by active self-directed investors.

With interest rates increasingly coming into focus for the next two years, getting a substantial break on higher interest rates for even a short time could be the catalyst that gets online investors talking about National Bank Direct Brokerage once again. And if there’s one sure fire way to achieve greater consideration in the online brokerage segment, it’s through the honest and unfiltered positive commentary of investors.

By lowering their commission prices to zero, National Bank Direct Brokerage has already ignited a conversation among online investors as to why they should pay attention to NBDB. This latest move seeks to steer the conversation once again in favour of this bank-owned brokerage. The key question, however, is who investors will stop talking about now that National Bank Direct Brokerage’s newest promotion is live.

From the Forums

Moving Day

There’s probably a reason that changing financial service providers is deliberately harder than it needs to be. This post from Reddit is fascinating because it highlights the challenges associated from moving accounts from one provider to another, but even more so, because it is a question about moving pension accounts – something that signals there are more than Millennials and Gen Z readers tuning into Reddit for information and guidance.

Not So Fast and Furious

“Time is money” takes on a whole other layer of meaning when it comes to trading online. In this Reddit thread, there is a chorus of complaints from active investors who find one online brokerage’s platform to be moving too slowly for their liking.

Into the Close

That’s a wrap on another Roundup. Although it was a bit of a light week (a March break?) heading into start of spring, “green shoots” are starting to appear in terms of investor education activities. We’re looking forward to the nicer weather and a chance to get out and about more, and we’re not alone. So, it will be interesting to see how the reopening starting to take place will impact the ability of online brokerages to capture and hold attention over the next few months. In the meantime, enjoy the signs of spring!

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Online Brokerage Weekly Roundup – March 16, 2022

With Tom Brady seemingly defying the laws of aging by announcing his take back on retiring, it goes to show that age is truly just a number. It’s a fitting theme, especially at online brokerages in Canada and the US, as firms in this space are only just beginning to wrap their heads around the surge in young investors who’ve embraced self-directed investing.

In this edition of the Roundup, we attempt to wade into multiple pools of data about young investors entering into the world of self-directed investing and the impact this group is having on online brokerages in Canada and the US. We cap things off with a quick scan of post-RRSP season commentary from the investor forums.

Young Investors Making Waves

One of the interesting things about tsunamis is that when they first begin, they don’t appear to be very big at all. Over distance and time, however, their size and force are undeniable.

Although not a new story by any means, the “rise of the retail investor” is one whose effects are now gathering in intensity, and impacts are becoming increasingly more visible across the self-directed investing landscape, in particular, at online brokerages.

Tracking this wave has not been easy, especially in Canada, but a slate of recent publications and feature launches from Canadian online brokerages, combined with data and developments from US online brokerages, paint a picture of an industry that is quickly trying to understand and cater to this new generation of investors.

A Sea of Change

Earlier this year, TD made a splash of its own by launching TD Easy Trade, the successor to GoalAssist. There are certainly many interesting things to comment on here; however, at the top of the list of features that got many people talking was the 50 commission-free trades per year that come standard with the platform.

At first blush, it certainly seems like this “mobile-first” trading experience was engineered to supplant Wealthsimple Trade; however, the reality is more nuanced. Yes, Easy Trade and Wealthsimple Trade (even from a branding perspective) are comparable in design and features, but the launch of Easy Trade this year is less likely the result of Wealthsimple Trade per se and more likely because of the seismic shift in self-directed investor demographics during the pandemic. After all, TD Direct Investing is widely cited as having the largest market share in Canada of online brokerage accounts, and as popular as Wealthsimple Trade has become, it is still likely far behind other online brokerages either in terms of number of clients or assets under management, or both. As such, Wealthsimple Trade, now a competitor to be considered was not really a “threat.”

The press release of the TD Easy Trade launch was, perhaps, the most telling. Specifically, the quote by Tony Ierullo, TD Direct Investing’s Vice President, New to Investing and Emerging Investor Solutions. Ierullo stated:

“During the pandemic, we saw a significant increase in demand for online investing, with more people trying DIY investing from home, and for the first time. As a result, trades and new account openings hit record highs. This growth in new accounts and trading volumes was driven largely by new and younger investors, which is why it was important to us to launch an app that is easy-to-use, with low trading fees and available support to ensure investing is accessible to this emerging, fast growing investing segment.”

Rather than competition driving the change, it was customers. And lots of them.

Though TD’s release was short on specifics about this group of new investors, another bank-owned online brokerage, RBC Direct Investing, published the results of a survey they commissioned (no pun intended) to understand young investors.

RBC Direct Investing’s President & CEO, Lori Darlington, sat down with Sparx Trading to dive into the data on new self-directed investors (check out the full interview with Lori Darlington) and it was fascinating to see the extent to which younger investors are now shaping the conversation and direction of established online brokerages. As telegraphed in the latest edition of the Look Back / Look Ahead series, RBC Direct Investing had experienced a significant influx of younger investors during the pandemic.

Their latest survey, however, revealed a more precise figure: nearly half of new clients at RBC Direct Investing that joined during the pandemic were under the age of 35.

Although RBC Direct Investing was the one who published a more concrete number, the reality is that these results are likely typical at most Canadian online brokerages. And, in many ways, this survey offers some very compelling takeaways for all Canadian online brokerages, as well as those watching the industry closely.

One interesting nuance of the data, however, shows just how important the sampling frame – or when the sample was collected – is to the conclusions to be derived from surveys.

In April 2021, just after the meme-stock mania hit a crescendo, the Ontario Securities Commission (OSC) published their survey of self-directed investors in Canada. Though timely, the survey of 2,000 Canadian investors was fielded between November 17 and December 6, 2020. In that survey, only 19% of respondents indicated that they had an account opened for a year or less. In contrast, in the RBC Direct Investing poll, 1,530 investors were surveyed between October 26 and November 5, 2021, with 900 of those being DIY investors and 630 “interested in” DIY investing. The figures from the latest RBC Direct Investing research point to a much higher proportion of new investors stepping into the markets in 2021 than was the case in 2020.

To help compete the picture though, another bank-owned online brokerage, BMO InvestorLine, shared numerical data on the numbers of new account in the Canadian online brokerage segment all the way back to 2014. Although the source of the data should be treated with a grain of salt (i.e. unlike data that comes from publicly traded online brokerages in the US, the Canadian data is based on voluntary disclosure, and thus cannot be independently verified), the picture does line up with data from online brokerages in the US. New online brokerage accounts surged to unprecedented levels in early 2021.

Why this matters so much is because when new investors step into a market largely forms a crucial first impression of what constitutes normal.

For an overwhelming majority of new investors, in particular young investors, volatility and opportunity for once-in-a-generation (maybe?) price disruptions were a catalyst to opening new trading accounts and trading stocks online. Meanwhile, older and seasoned investors saw volatility as a reason to seek out safety (or sensibly “do nothing”). And therein lies a crucial difference between the new cohort of investors compared to established investors. New investors are clearly willing to trade – even under circumstances where risk (i.e. volatility) is extreme. And their entry into the world of self-directed investing happened against the contextual backdrop of enormous global disruption and economic distortion.

The places and people that new investors turned to for direction during the pandemic, as well as what they invested in and how they invest, were all very different for younger investors who stepped into the market in the past 18 months compared to the previous almost 18 years.  

How Can Online Brokerages Ride the Wave?

There’s lots more than can (and will be) said about the rising influence of younger investors among Canadian online brokerages. Thematically, however, it is immediately clear that focusing on “price and device” underpins the first leg of a strategy for online brokerages.

In the device category, as recently as this past week, Interactive Brokers announced the launch of their new trading app IBKR GlobalTrader, a simplified version of their trading experience tailored specifically towards newer investors. It happens to be a mobile app, with fewer features (i.e. less complexity) than the typical Trader Workstation, and thus is expected to be easier to use.

The fact that bank-owned online brokerages as well as active-trader-focused brokerages are looking at gaining market share of the same segment of users is indicative of the importance of winning market share with newer investors.

In the price category, in addition to lower standard commission prices, making the process of regular investing behaviour frictionless would be appealing.

Features like fractional shares or commission-free ETFs (like the ones that people want, not just the ones that brokerages are willing to make available) have curb appeal for newer investors. It’s no accident that Amazon decided to split their stock recently which then made the stock seemingly more accessible to stock and options traders.

Other than prices and devices, however, Canadian online brokerages appear to be leaning hard into investor-oriented content. From magazines to videos to podcasts, there is a growing ecosystem of content that online brokerages are making available to self-directed investors that is partly educational and partly contextual. With so much information about investing available online, however, it will be a challenge for online brokerages to balance providing a “streamlined” user experience and a wealth of content around investing topics.

Conclusion

New investors are reshaping the online brokerage industry the world over. For many online brokerages, navigating this new normal is a serious exercise in rapid adaptation.

The sudden surge in self-directed investors overwhelmed existing systems because those systems were designed around “traditional” thinking, and the past two years have shown that, going forward, online brokerages need to rethink what investing online could look like.

As the wave of change continues to evolve, one of the biggest challenges to face online brokerages won’t be getting new online investors to pay attention, it will be to keep it.

From the Forums

Fee-ling’s Not Mutual

Although there is a lot of conversation among self-directed investors about ETFs and stocks, mutual funds are still a very popular vehicle used by Canadians to build wealth. In this post from Reddit, however, one investor is re-thinking using mutual funds because of a recent fee change at one big bank-owned online broker.

Savvy vs Saasy

Subscriptions are all the rage, especially with tech companies. But will paying a monthly fee for services pan out for self-directed investors? One Canadian online brokerage seems to think so as they explore a monthly fee for more premium features. Investors in this post on Reddit, however, beg to differ.

Into the Close

That’s a wrap on another in-the-middle-of-the-week edition of the Roundup. Perhaps the only upside to Daylight Savings is that St. Patrick’s Day shows up an hour earlier. Here’s to channeling lots of green in stock charts and tree branches, as well as a cheers to new beginnings and signs of spring. We definitely need all of it.

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Look Back / Look Ahead 2021-2022: BMO InvestorLine Q&A

Q&A with BMO InvestorLine. Andrea Casciato, Head of Digital Investing.

Q1: What can beginner investors expect from your firm?
Beginner investors can expect a robust platform that’s intuitive to use. We have a diversified offering of online investing options, seamless digital onboarding, and easy ways to fund your account. 

We’ve also created a new series of educational content for first-time investors. These videos and articles are designed to help new investors learn the basics: where to start, what to watch out for, and how to build a healthy portfolio.

InvestorLine offers a simple yet smart research and trading experience. We’re passionate about helping new investors find the right online investing tools to fit their needs. 

You can find our Course 1 Introduction on our YouTube channel.

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 a trade, see meaningful data to help you make decisions, and manage your accounts. 

InvestorLine self-directed 5 Star clients receive preferred pricing, dedicated 5 Star support, access to the MarketPro trading platform, and real-time Level II quotes, as well as access to BMO Capital Markets research and exclusive IPO allocation.

Q3: What online investing trends do you expect to matter to DIY investors?
Digital is going to be a big space for investors, both for its self-serve capabilities but also for advice. As more people enjoy the autonomy and freedom of choosing their own investments, we believe having the tools to support DIY investors will become more and more important, and that includes giving investors personalized advice and dynamic insights that will help them achieve their investment goals.

Q4: What does user experience mean at your firm?
We’re fanatic about client-centered design and always-on innovation. We regularly incorporate user testing and feedback in every step of the product development cycle, and we use client data and feedback to guide our ongoing updates. We make monthly updates based on user feedback, so we’re always looking to make a positive impact on how clients use the platform and how we can enhance their overall experience.

Q5: What sets your firm apart from your peers?
We believe our holistic investing platform is really what sets us apart. We have a full-featured platform that isn’t just for placing trades; it’s 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 while getting advice that’s customized to their portfolio and goals.

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

Disclaimers:

BMO InvestorLine Inc. is a member of BMO Financial Group. ®Registered trade-mark of Bank of Montreal, used under licence. BMO InvestorLine Inc. is a wholly owned subsidiary of Bank of Montreal. Member – Canadian Investor Protection Fund and Member of the Investment Industry Regulatory Organization of Canada.

An adviceDirect account is a non-discretionary, fee-based account which offers investment recommendations. adviceDirect does not provide portfolio management by a portfolio manager. The client makes their own investment decisions and manages their own investment portfolio. adviceDirect does not offer discretionary, managed accounts.

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New Self-Directed Investors and the New Normal: An Interview with RBC Direct Investing’s Lori Darlington

Let’s start with an experiment. If you see the phrase, “Life is a highway” and are able to complete the next line, you will probably have an ear worm for the rest of the day (you’re welcome).

If you view this phrase as a simple platitude or remember hearing it for the first time from the Pixar movie Cars (released in June, 2006), then it’s likely you are part of a generation of investors stepping into the world of self-directed investing for the first time, and a group of increasing importance to Canadian online brokerages.

Last month, RBC Direct Investing published the results of a recently conducted survey that focused on understanding the perspectives of younger investors about the world of investing online. The catalyst: nearly half of new clients of RBC Direct Investing that joined during the pandemic were under the age of 35.

President and CEO of RBC Direct Investing, Lori Darlington, sat down with Sparx Trading to discuss the latest results of this survey, and provide context and perspective on how younger investors are going to impact the world of self-directed investing. She also provides insight into how RBC Direct Investing plans to adapt to this new client group.

Young Investors: A Market Mover

Those new to the world of Canadian online brokerages would likely be aware of RBC Direct Investing as the online brokerage arm of one of Canada’s largest and well-known banks, RBC. Unless you’ve been watching the online brokerage segment for more than the past eight years, however, what you may not know is the influence RBC Direct Investing wields in the Canadian online brokerage marketplace.

For a quick history lesson, RBC Direct Investing was the catalyst that drove stock trading commission prices down from the $20+ per trade range for bank-owned online brokerages to just under $10 in 2014, where most of these online brokerages price their trading commissions today.

Certainly, a lot in the online investing world has changed since 2014. However, in that time, nothing has changed so dramatically and so rapidly as the composition of online investors over the past two years. When a shift of this size impacts one of the most influential online brokerages in Canada, it’s likely to have a ripple effect throughout the Canadian online brokerage industry.

Though it is not a ‘new’ story at this point, the impact of the surge in new investor interest is still unfolding. Recent data we collected from the US online brokerage market, for example, highlights the trend and pace of investors opening online brokerage accounts. Even today, those numbers remain elevated relative to the start of the pandemic.

It is against this backdrop that the latest poll conducted by RBC Direct Investing is of interest to not only online investors, but also to anyone tracking the online brokerage space in Canada more broadly.

Before diving into the findings, it’s important to highlight the methodology to get a sense of what was being measured in the survey. The study, which was conducted by Ipsos, took place between October 26 and November 5, 2021, and focused on individuals between the ages of 18-34 (defined as “younger investors”). There were 529 individuals in this age range who responded to the survey and whose answers constituted the data referenced in the press release relating to younger investors.

Eager to Learn

Although there were a number of takeaways from the data collected in the RBC Direct Investing young investor insights poll, one of the most important themes was the willingness of younger investors to learn about investing.

According to the poll, 45% of younger investors have learned more about investing during the pandemic, and 82% of current and potential self-directed younger investors would like to learn more about investing.

Darlington stated, “They’re looking to learn more, they are learning more, but I think there’s an even bigger opportunity as we continue to support these young investors.”

More deeply, this appetite to learn more about investing could be governed by another interesting finding from the survey: younger investors wished their parents had talked to them more about investing. As it turns out, the number one response that younger investors stated they wished their parents had given them advice about was investing (57%), followed by saving (46%) or budgeting (44%).

The dominant narrative behind younger investors rushing into the market has been ‘to get rich quick,’ especially on the backs of meme stocks or heightened volatility during the outset of the pandemic.

In reality, however, the data from the latest RBC Direct Investing poll, as well as other research, supports another narrative: that younger individuals view investing as a means to effectively grow wealth, especially in a world where interest rates have been historically low and home ownership – an aspiration of many young people in Canada – continues to become increasingly more challenging.

Impressions & Expectations

Another important theme that came out of the discussion with Darlington was expectations.

For younger investors, especially the large numbers that decided to jump into self-directed investing during the pandemic, the conditions of stock markets formed that very important first impression.

That reality was shaped by volatility in household name stocks, as well as the emergence of new communities of investors and influencers online, especially on Reddit. Though older or more experienced investors know that the stock markets during the pandemic were anything but normal, the conditions during the pandemic will undoubtedly form a lasting memory of what stock markets are capable of.

Probably the most astounding observation in hindsight: instead of fleeing volatility, younger investors flocked to self-directed investing because of it.

A perspective offered by Darlington with regards to younger investors was that younger investors were already comfortable with technology and transacting online, including on mobile devices, by the time the pandemic struck. These factors enabled younger investors to have an easier time adopting trading platforms, as well as consuming information related to investing online.

Service outages and customer service delays were also a reality at that time among many online brokerages. Especially vexing for new investors was the friction to opening an online brokerage account when wanting to act on what was clearly a once in a generation world event.

When asked about what RBC Direct Investing has done over the course of the pandemic to specifically address some of the technical and service gaps that impacted online investors, Darlington stated that there has been considerable investment in technological infrastructure as well as continued efforts to prioritize client service.

Bridging the Generational Divide

The fact that there has been a study commissioned to understand the needs of a new client segment is telling. RBC Direct Investing is intent on listening to this new group of investors because they represent the next chapter in the online investing story for this online broker.

Although the playbook for navigating the influx of new investors is being written (or rewritten) in real time, there are some good case studies of what’s happening in the US online brokerage market to draw lessons from. The takeaway south of the border is that providing the right kind of investing experience is what ultimately wins loyalty and earns new business.

When asked what RBC Direct Investing is or could be doing to support younger investors, Darlington cited a number of important touch points already in place for RBC Direct Investing clients. Resources such as the Investing Academy and “getting started” guides, as well as practice accounts, are good starting points for new investors.

Darlington believes that online brokerages such as RBC Direct Investing “have a responsibility to bring the right tools and resources to the table so the younger investors getting into it have the information and the tools that they need at their fingertips to make the best decisions for themselves.”

Continuing the Conversation

The trend among Canadian online brokerages to focus on younger investors undoubtedly hit an inflection point during the pandemic. Features like preferred pricing or waiving of fees were the first steps being taken by several firms.

Now, however, the fact that a much bigger online brokerage has taken on the task of understanding younger investors, presumably to better cater service to this group, indicates that even more change could be on the horizon.

RBC Direct Investing has created a strong ecosystem of investor content as well as a unique online community that should serve it well in its pursuit to deliver value to online investors. That said, there are also significantly higher expectations around being able to get things right.

After all, the perception of bank-owned online brokerages is that they’re not hurting for financial resources, and as long as commission prices per trade remain high, investors are certainly going to be demanding value-added features.

To navigate the new normal among clients who have very different takes on markets and beliefs about money, RBC Direct Investing – and other Canadian online brokerages – can come back to a point that younger investors stated in the survey about creating meaningful conversations around investing.

When asked what Darlington wished she had learned from her parents’ generation, she largely agreed with the sentiment of investors from the new generation. Learning about investing, or even learning how to talk about investing, is clearly something investors of all generations could benefit from. Not every market is going to be like the past two years. If Canadian online brokerages like RBC Direct Investing can figure out how to continue the conversation about investing, then there’s a road ahead younger investors can look forward to travelling, regardless of the bumps and turns.

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Online Brokerage Weekly Roundup – March 9, 2022

Let’s call a spade a spade: things are in a terrible state. While we continue to watch from afar and hope that peace comes quickly to Ukraine, markets and investors closer to home are trying to digest world events having local consequences. And right now, we could all use something uplifting.

Fortunately, there are a few bright spots in this edition of the Weekly Roundup. To begin, we review the latest online brokerage deals and promotions, with a detailed look at how developments during the RRSP season portend what DIY investors can expect through the rest of the year. From there, we dive into a master class in continued growth by Interactive Brokers, whose latest metrics reveal that they’ve successfully navigated the new normal. Finally, tune into chatter from the investor forums to see what self-directed investors were focused on (other than oil prices).

Deals and Promotions: Rise of the Hybrids

While the holiday season is typically the time of year for gifts, it seems this year it was the RRSP season that gave self-directed investors the gift that keeps on giving: online brokerage deal extensions.

Things around the Canadian online brokerage industry are a bit unusual these days (see next story for more). Prior to the pandemic, there was a trend of online brokerages offering incentives and promotions that would typically start in November and last until the RRSP contribution deadline at the beginning of March the following year.

While last year was characterized by a tsunami of new investors clamoring to open online brokerage accounts, this year traffic is comparably quieter and thankfully more measured. And, despite crowd sizes returning to more manageable levels for online brokerages, the deals and promotions offered around RRSP season reflect a massive step change in the promotional landscape, driven in large part by increased competition and a whole new set of investors that are looking at trading online.

Before diving into the analysis of March’s deals and promotions reveal about the current competitive landscape, let’s begin with a recap of who’s in and who’s out.

A tale of two offers

The biggest promotions that expired at the beginning of March were from TD Direct Investing and CIBC Investor’s Edge. Both bank-owned brokerages, both cash back promotions.

What is interesting, however, is that on a year-over-year basis, the profile of the offer from CIBC Investor’s Edge was about the same, whereas for TD Direct Investing the minimum deposit requirement dropped 90%, from $15,000 to $1,500. Across multiple deposit tiers, TD Direct Investing also offered the highest (or was tied for highest) cash back amounts.

As small as this sample size is, it is illustrative of how Canadian online brokerages appeared to approach RRSP season this year.

On the one hand, there are firms that chose to stick to the traditional script, and on the other, firms that took a dramatically different route. Based on the numbers, it is clear that TD Direct Investing employed a different playbook, whereas CIBC Investor’s Edge stuck to their familiar game plan.

Perhaps it was the aggressive promotional approach of TD Direct Investing as well as the presence in the background of zero-commission trading at National Bank Direct Brokerage, Desjardins Online Brokerage, and Wealthsimple Trade that raised the stakes for online brokerage promotions during RRSP season.

That said, as the RRSP season went on, we witnessed three exceptional developments that suggest the current competitive landscape among Canadian online brokerages has shifted in a direction we believe is bullish for self-directed investors looking for a promotion when opening an online trading account.

A series of fortunate events

The first big shift in tactic came from Qtrade Direct Investing. At the outset of the RRSP season, Qtrade launched a cash back offer that looked like past offers. That is, they weren’t trying to be “first” when it came to cash back amounts.

That all changed in late January when Qtrade Direct Investing revised their cash back offering upwards and lowered the threshold to qualify for the promotions as well. They lowered their minimum deposit requirement from $15,000 to $5,000 and raised their minimum deposit bonus from $50 to $100. On a year over year basis, the revised Qtrade promotion was 80% lower for the minimum deposit threshold (from $25,000 down to $5,000) and two times higher in terms of minimum bonus. And it didn’t stop there.

Qtrade Direct Investing also raised their cash back amounts across numerous deposit tiers, matching the top bonus amounts in almost all of them. The only range where Qtrade Direct Investing was not tied for the highest cash back amount was in the $25,000 to $50,000 tier.

And this brings us to the second big development during the RRSP season, which is promotion extensions.

Historically, the expiry date of most online brokerage promotions would coincide with the end of the RRSP contribution season. This year, however, we saw expiry dates stretch out well beyond that point into March and April. And, as the RRSP season drew to a close, we started to notice deal extensions further into the calendar year.

For example, Qtrade’s cash back promotion now expires at the end of May (moved from an original expiry at the end of March). The RBC Direct Investing promotion, a fascinating development in its own right because of the number of commission-free trades (100) and term over which they can be used (two years), was originally scheduled to expire at the end of April and is now set to expire at the end of October. Joining this list of extensions is BMO InvestorLine, which has now extended its RRSP season cash back promotional offer into the end of May. Scotia iTrade has not extended their current offer (yet?), however, that is set to expire at the beginning of April.

Finally, another telling development during RRSP season this year was the launch of Easy Trade by TD. This new trading platform (which is separate from TD Direct Investing) offers 50 commission-free trades per year to its users. There is no doubt that when one of the largest banks in Canada launches a product that promises 50 commission-free trades per year, that self-directed investors (and other online brokerages) are going to pay attention. And, just in case they weren’t paying attention, TD heavily advertised the launch of Easy Trade during the Super Bowl and is continuing to advertise on social media as well.

Collectively, these developments are bullish for self-directed investors looking for better value (on commission pricing) and suggest that deals and promotions are going to fare more strategically into the approaches of online brokerages in the near term. In particular, those online brokerages that don’t want to drop their standard commission prices can, instead, launch a competitive commission-free trading promotion (as was the case with RBC Direct Investing). The events over this RRSP season also may serve as a harbinger of commission-free trading finally gaining widespread adoption in Canada.

Prior to the launch of full zero-commission trading at National Bank Direct Brokerage, this bank-owned brokerage offered 100 commission-free trades which were good for one year. Eventually, that promotion was superseded by the new pricing scheme. But in taking a measured approach towards zero-commission trading, it stands to reason that they could have reviewed the data associated with that promotion to decide about the impact of going to zero.

As TD showed with Easy Trade, zero-commission trading doesn’t necessarily mean full access to the suite of tools and capabilities that their TD Direct Investing online brokerage platform has.

It’s certainly a salient metaphor these days, but the “hybrid” option (aka unbundling) introduced by TD of paying for some trades or features and not for others could be how other online brokerages who currently charge for commissions approach the new world of zero-commission trading.

If other online brokerages follow suit, then just like at the pump, DIY investors looking for premium will be prepared to pay up. For everyone else, however, getting started with investing appears to be getting a lot cheaper.

Interactive Brokers: Numbers Reveal a Winning Formula

As we near the two-year anniversary of the official declaration of a global pandemic by the World Health Organization (March 11, 2020), the true impact of this once in a generation (hopefully) event is starting to become clearer. Although COVID is by no means behind us, almost anyone in the online brokerage industry can attest to how exceptionally different things are now than in the “before times.”

One area that probably doesn’t get much attention, however, is benchmarking. Specifically, how do you compare what’s taken place over the past two years to anything?

As it relates to online brokerages, be they Canadian or US, data from the past two years is showing that the changes to the industry have been profound. In many ways, not only is there a “new normal,” but new approaches are required and many of these are largely going to be written on the fly.

Earlier this month, as per usual, Interactive Brokers released their monthly performance metrics (for February 2022). Contextualizing these numbers, however, is particularly challenging because of how dramatically different the performance figures were in January and February of this year compared to last year. Though it may not be news that 2020 and 2021 were busy times – even by historic standards – what is particularly noteworthy is what you can see when net new account growth is plotted out back to 2019.

Because a picture is worth a thousand words, take a look at this graph of data of net new accounts at Interactive Brokers from 2019 to 2022.

Among the many things that jump out, it is striking to see the step change in interest in trading online that coincides with the start of the pandemic. Even more imposing is the surge in net new accounts in the first three months of 2021. Against that backdrop, the latest account growth figures reported by Interactive Brokers could be good, excellent, or terrible. Thankfully, context matters, and as such even though just under 39 thousand net new accounts represents a month over month decline in February of almost 22%, this still puts the strength of new account growth several times above where things were pre-pandemic.

Surges in interest aside, the longer-term picture points to a sustained interest – at least for Interactive Brokers – in trading online as indicated by net new account opens.

Prior to the pandemic, the average number of net new accounts in a month in 2019 was about 7.6 thousand. Excluding the period between January and March of 2021, the average between March 2020 and February 2022, the average number of net new accounts at Interactive Brokers has climbed to just shy of 38 thousand per month, a whopping 5x increase.

Focusing in on a more recent timeframe, it appears that the launch of cryptocurrency trading at Interactive Brokers in the late summer of last year helped to provide renewed enthusiasm for new account growth. Net new accounts opened in November 2021 (almost 55 thousand) reached the highest level seen since the end of the meme-stock craze in March.

Interactive Brokers’ continued account growth serves as a remarkable example of what is clearly a winning combination for active investors/traders.

Granted, some of the growth in their numbers is from acquisition. However, most new accounts have come through organic growth. Even more fascinating is that a material portion of their new clients have come to Interactive Brokers because of recommendations and referrals from existing clients.

Perhaps most remarkable of all, though, is that this data shows that growth can happen at an online brokerage that has a core business that charges commissions per trade, and against a backdrop where commission-free trading is the norm at many peer firms.

When comparing account growth figures across Interactive Brokers, Schwab, and Robinhood for 2021, it was revealing to see how poorly Robinhood fared against its peer firms in the back half of year – especially in the category of account openings. In contrast, Robinhood, which blew the doors off account growth in early 2021, saw a precipitous drop in account growth once meme-stock momentum faded.

As mentioned above, the truly exceptional nature of what happened in 2021 to the world of online investing makes comparing subsequent time periods against those first few months somewhat futile. The open question for online brokerages is whether the new entrants into the world of online investing are here to stay or simply a temporary phenomenon.

What the longer-term account data provided by Interactive Brokers suggests, however, there is more permanence to new users and continued interest in sophisticated platforms. Robinhood’s latest performance data has shown that especially when it comes to trading stocks, the new cohort of investors and traders were not nearly as interested in that asset class as they were in options or cryptocurrency trading.

Interactive Brokers has clearly figured out a winning formula to attracting new clients. Their platform and user experience, however, appeal to a narrower segment of users than something like Schwab or even Robinhood. What is undeniable, is that by creating a best-in-class product, maintaining a reputation for low-cost pricing and catering to the most influential user group in active trading, Interactive Brokers has shown that new clients will come.

Perhaps less obvious, Interactive Brokers has been playing a long game strategy.

Though they could not have foreseen a global pandemic tilting interest in their favour, their platform was nonetheless equipped to scale and did so when needed. They stuck to their strategy of focusing on their core segment (active traders) while recognizing the need to innovate (cryptocurrency, ESG investing, commission-free trading) to adapt to changing investor demands.

While it is difficult to extrapolate directly onto the Canadian online brokerage market, the key themes emerging from the latest Interactive Brokerage results, as well as the longer-term picture on account opening data across the big publicly traded online brokerages in the US, reaffirms that simply going commission-free doesn’t guarantee new account growth, nor does it guarantee loyalty.

That said, the pricing at Canadian online brokerages, for the most part, is very disconnected from the value offered.

Unless incumbent online brokerages are prepared to dramatically shift their development focus on delighting influential segments of self-directed investors, they should be prepared to significantly lower their commission pricing (or offer substantial sign-up bonuses).

When the new crop of online brokerages launches in Canada, COVID will be a fading memory and the conversation for most investors will be focused squarely on pricing and ease of use. As Interactive Brokers has shown, staying relevant is the best way to ensure you remain in the conversation, no matter where events in the world turn.

From the Forums

Heightened Coverage

When trusting an online brokerage with something as valuable as a nest egg, it’s important to know exactly what kind of assurances there are in place in case of a default. In this post from the investor forum on RedFlagDeals.com, one investor compares coverage available at two popular online brokerages and how vastly different the terms are.

Point of View

One of the latest features to emerge from Wealthsimple is a small but convenient improvement – a singular view of Wealthsimple Invest and Wealthsimple Trade accounts in one place. In this post revealing the new feature, users weigh in on the new view.

Into the Close

That’s a wrap on this edition of the Roundup. It was a bit delayed in going live, but perhaps we can chalk this one up to a chip shortage, the potato kind not the silicon kind (thanks Frito Lay). Besides, it seemed like there was more than enough to digest this week with market volatility keeping investors on edge. Here’s hoping for calmer waters and heads prevailing.

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Online Brokerage Promotions – March 2022

Unusual times are upon us. In the world of online brokerages, the beginning of March has historically been a turning point where RSP promotional offers expire, and the industry collectively takes a breath after their busiest stretch in the year. But this year, things are a bit different.

What unusual things that we’ve witness take place are an increase in cash back amounts from Qtrade Direct Investing coupled with extensions, again from Qtrade as well as RBC Direct Investing. And perhaps it is a sign of exactly how intense competition has become, but the RBC Direct Investing and Qtrade Direct Investing promos are at historic high levels. Another, for good measure, are longer deadlines for offers.

So, while we don’t have any new offers (yet) to report on, the extensions of offers from big names, like RBC Direct Investing and Qtrade Direct Investing, and longer durations of offers from Scotia iTRADE, would (or should) compel brokerages without an active promotion to consider launching an offer for the spring or through the summer.

In part, incumbent online brokerages – and especially bank-owned online brokerages – now need to factor into their promotional mix a world in which zero-commission trading from firms like National Bank Direct Brokerage (as well as Desjardins Online Brokerage) are gaining ground, and TD Easy Trade now exists. The new self-directed investor service from TD offers 50 commission-free trades per year to clients, and our recent in-depth analysis of TD Easy Trade shows why it is of immediate concern to competing brokerages.

Again, typically this would be a quieter time for all but a handful of perpetually active online brokers, but there’s a clear signal that in many ways these are not usual times, especially in the realm of self-directed investing. One possible reason: younger investors.

This new and materially relevant group of investors has started to drive all manner of change among online brokerages in Canada, which could mean that there are a few more interesting touchpoints in the calendar year where we see promotional campaigns surface.

For the time being, we’ll keep an eye out for new deals and promotions, but if you don’t see one on our list of online brokerage deals, let us know!

Expired Online Brokerage Deals

Two big names are on the expired list: CIBC Investor’s Edge and TD Direct Investing.

CIBC Investor’s Edge cash back promotion officially wrapped up on March 1st, as did the ultra-competitive cash back offer from TD Direct Investing. For reference, check out February’s deals and promotions post for a comparison of cash back promotions from the 2022 RRSP season.

Extended Online Brokerage Deals

RBC Direct Investing made a huge move this RRSP season by offering 100 commission-free trades which are good for up to two years. Originally slated to expire at the end of March, this RBC Direct Investing free trade promotion has now been extended to the end of November.

Another important extension was from Qtrade Direct Investing. In addition to revising the cash back bonus amounts upwards (and applying rewards retroactively to people who signed up under the original bonus), they also extended this offer until the end of April.

New Online Brokerage Deals

No new offers to report on at this time.