Canadian Online Brokerage Rankings
Surviscor Canadian Online Brokerage Review
The Online Brokerage 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.
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.
Online Brokerage Review - Experience Categories
The Online Brokerage 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
The Latest Rankings
It is well known that Canadians were early adopters of the internet. What is not as well known is the fact that one of the first Canadian financial services industries to adopt internet-based services was the self-directed discount brokerage industry which took flight in the early 2000's, following the lead of the progressive US self-directed brokerage pioneers like E*Trade, Ameritrade and Datek Online. It is an understatement that 2020 has been a challenge for all Canadians. The new work from home orders. Job losses, Income losses, financial stress, the list goes on. For this industry and the firms in this review, it has been a challenge of keeping up as they have seen record-breaking activity and profits through the pandemic, levels not seen since the early adoption of the online platforms.
| 2020 Online Experience Rank | Industry Firm | Peer Score | 2021 Mobile Experience Rank |
|---|---|---|---|
| 1 | TD Direct Investing | 90 % | 3rd |
| 2 | Qtrade Direct Investing New Brand | 89 % | T-7th |
| 3 | Scotia iTRADE | 88 % | 10th |
| 4 | Questrade | 86 % | 1st - Edge Platform |
| 5 | RBC Direct Investing | 80 % | 6th |
| 6 | BMO InvestorLine | 79 % | 2nd |
| 7 | CI Direct Trading Formerly Virtual Brokers | 76 % | 9th |
| T-8 | Desjardins Online Brokerage | 72 % | T-7th |
| T-8 | CIBC Investor's Edge | 72 % | 5th |
| 10 | National Bank Direct Brokerage | 68 % | 4th |
| 11 | HSBC InvestDirect | 65 % | No Mobile Platform |
| 12 | Wealthsimple Trade New Firm | 17 % | Last-11th |
Brokerage Firms We Review
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