Canadian Online Brokerage Rankings
The Online Desktop Experience Review
The Online Brokerage Desktop Experience Review is Surviscor's longest running and most popular review. The review explores a typical desktop-based online investor experience, including both the pre-login and login areas, that evaluates the online journey through each investor process and typical investor experience.
The Latest Rankings
Desktop platforms have been, and continue to be, the main online brokerage investor platform for any firm that has been around longer than five years. In the past two years there has been renewed signs of life in the desktop-based platforms around the industry as firms finally realized that, at a minimum, the older dated sites were in desperate need of design re-builds. In many ways, that trend has been led by bank-owned firms as they needed to enhance bank products and delivery platforms into the most recent digital development standards.
The 2022 Surviscor Canadian Online Brokerage Desktop-based Experience Review took place in November 2022 and audited 12 Canadian Online Brokers exploring a typical laptop/desktop-based online brokerage investing experience, including both the pre-login and secure login areas.
| 2022 Rank | Brokerage Firm | Peer Experience Score | Full Company Analysis |
|---|---|---|---|
| 1 | Scotia iTRADE | 92 % | See Likes & Dislikes |
| 2 | Qtrade Direct Investing | 91 % | See Likes & Dislikes |
| T-3 | TD Direct Investing | 88 % | See Likes & Dislikes |
| T-3 | Questrade | 88 % | See Likes & Dislikes |
| 5 | RBC Direct Investing | 82 % | See Likes & Dislikes |
| 6 | BMO InvestorLine | 80 % | See Likes & Dislikes |
| 7 | CIBC Investor's Edge | 78 % | See Likes & Dislikes |
| 8 | CI Direct Trading | 77 % | See Likes & Dislikes |
| 9 | Desjardins Online Brokerage | 74 % | See Likes & Dislikes |
| 10 | National Bank Direct Brokerage | 67 % | See Likes & Dislikes |
| 11 | HSBC InvestDirect | 66 % | See Likes & Dislikes |
| 12 | Wealthsimple Trade | 20 % | See Likes & Dislikes |
Experience Categories
The Online Brokerage Desktop Experience Review objective criteria is divided into six main categories, each weighted according to industry-defined importance, for an overall maximum score of 100.
Initial Experience - The Pre-Login
The category explores the services available through the pre-login online platform, available to both existing and prospective online investors.
Account Information Experience
Transactional Experience
User Experience
Market Intelligence Experience
Investment & Planning Experience
Online Brokers We Review
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What we Measure and The Deep Dive that Differentiates.
# of Sub-Categories
The third step places the individual experiences into relevant sub-categories that are grouped according to the general activity performed by an online user. The sub-categories are then assigned weightings according to the importance the group of experiences contributes within its category.
# of Categories
The last step takes the sub-category items under review and rolls them up into the final industry ranking and individual scores. In most cases, the category weightings are defined by the industry firms once the review is complete which then forms the final online scores and rankings.
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