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
The best overall DIY investing experiences will always require a desktop experience. Too many firms market that an investor should partner with them because they make investing easy, but the truth is DIY Investing is not even close to easy. Investors should seek out partners who have robust digital platforms with more features and functionality than less.
The 2024 Surviscor Canadian Online Brokerage Desktop-based Experience Review took place in November 2024 and audited 11 Canadian Online Brokers exploring a typical laptop/desktop-based online brokerage investing experience, including both the pre-login and secure login areas.
| 2024 Rank | Brokerage Firm | Peer Experience Score | Full Company Analysis |
|---|---|---|---|
| 1 | Qtrade Direct Investing | 86 % | See Likes & Dislikes |
| 2 | TD Direct Investing | 84 % | See Likes & Dislikes |
| 3 | Scotia iTRADE | 83 % | See Likes & Dislikes |
| 4 | Questrade | 80 % | See Likes & Dislikes |
| 5 | BMO InvestorLine | 79 % | See Likes & Dislikes |
| 6 | RBC Direct Investing | 76 % | See Likes & Dislikes |
| 7 | CIBC Investor's Edge | 73 % | See Likes & Dislikes |
| 8 | CI Direct Trading | 69 % | See Likes & Dislikes |
| 9 | Desjardins Online Brokerage | 67 % | See Likes & Dislikes |
| 10 | National Bank Direct Brokerage | 64 % | See Likes & Dislikes |
| 11 | Wealthsimple Trade | 18 % | See Likes & Dislikes |
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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 audits the services available through the pre-login desktop platform, available to both existing and prospective desktop-based investors.
Account Information Experience
Transactional Experience
User Experience
Market Analysis Experience
Relationship Resources Experience
Online Brokers We Review
SELECT a firm to VIEW a complete analysis including Surviscor's Likes and Dislikes.
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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