Wealthsimple this week launched a new suite of products designed to give Canadians “every advantage possible to grow their wealth.”
During “Wealthsimple Presents: For Nerds Only” at Evergreen Brick Works in Toronto, the Ontario-headquartered financial technology firm unveiled a slew of new features, including becoming “the first and only brokerage in Canada to offer true zero-commission option contracts.”
In addition, Wealthsimple intends to drop direct indexing, a process that typically involves support from an advisor, which helps clients outperform the corresponding market index each year after taxes.
The fintech also promises real gold trading “with the lowest fees in Canada,” working with trusted custodians to store physical gold for clients as well as an option for home delivery.
To further its mission to expand access to gold trading, Wealthsimple now allows clients to trade real gold at a minimum of $1.
And on the crypto front, Wealthsimple recently added dozens of new cryptocurrencies, bringing its total lineup of tradable crypto assets to more than 100 coins.
“Today’s retail investor is intentional, curious, and motivated,” says Tara Kennedy, who serves as Head of Capital Markets for Wealthsimple.
“They deserve modern, intuitive tools to maximize the opportunities within capital markets,” Kennedy continued, “and the new updates to our platform are designed to ensure those needs are met.”
Kennedy points to a recent study of Wealthsimple clients which found that retail-level investors in Canada are “nerding out”—AKA becoming increasingly interested in do-it-yourself tactics, especially as advanced tools become more accessible.
“These are strategies and tools that institutional and wealthy investors have been using for decades,” Kennedy noted.
Coming soon from Wealthsimple, for example, is the “Summit portfolio,” which the fintech describes as “the most advanced portfolio Wealthsimple has ever built,” by the end of the year, as well as Norbert’s Gambit dropping in early 2026.
Wealthsimple also intends next year to release an AI-powered research-and-trading dashboard to enhance the investing experience.
“Successful investing comes down to three fundamentals: low fees, diversification, and taking smart risks,” posits Brett Huneycutt, cofounder and Chief Product Officer at Wealthsimple. “We’re launching dozens of features against each of these fundamentals.”
Founded in 2014, Wealthsimple currently serves three million Canadians and holds over $100 billion in assets under administration, a major milestone that it achieved three years ahead of its original goal of December 2028.
“We launched Wealthsimple in 2014 to transform the investing and trading experience for Canadians because they deserve better than outdated platforms, fragmented systems, and cookie-cutter advice that doesn’t fit their goals,” stated Swapnil Parikh, who functions as vice president of product at Wealthsimple.
“These new updates move that mission forward by democratizing complex investing tools in an intuitive, compliant way, removing friction and opening access to opportunities that traditional brokerages have kept out of reach,” Parikh said.
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