Canadian Fintech Giant Expands into Advanced Investment Offerings
Wealthsimple, Canada’s leading fintech platform, has reached a major milestone—$100 billion CAD in assets under administration (AUA)—and is marking the occasion with the launch of Wealthsimple gold trading alongside a suite of advanced investing tools.
Announced during the company’s “Wealthsimple Presents: For Nerds Only” showcase in Toronto, the new features mark a significant evolution for the firm, moving it beyond its roots as a simple robo-advisor into a comprehensive digital wealth management ecosystem.
“We’re returning to our roots—focusing on innovation and making sophisticated investing accessible to everyone,” said Paul Teshima, Chief Commercial Officer at Wealthsimple.
Wealthsimple Gold Trading: A Simple, Secure Way to Invest in Gold
Among the standout new features is Wealthsimple’s gold trading, which allows users to buy and sell physical gold directly in Canadian dollars, with no-cost storage and optional home delivery. This marks Wealthsimple’s first foray into the precious metals market, positioning it as a one-stop destination for both traditional and alternative investments.
Investors can now diversify their portfolios by adding gold—a long-time inflation hedge—without leaving the Wealthsimple platform. The company confirmed that the gold trading service is fully integrated into its existing app, offering the same streamlined experience that has made it one of Canada’s most trusted fintech brands.
“Wealthsimple gold trading was designed for investors seeking stability and diversification,” said Swapnil Parikh, VP of Product. “Gold remains one of the most time-tested assets for wealth preservation, and now clients can access it effortlessly.”
A Broader Suite of Advanced Tools
Beyond gold trading, Wealthsimple has rolled out several new and upcoming tools aimed at empowering both retail and sophisticated investors. These include:
- Zero-commission options trading, making Wealthsimple the first Canadian brokerage to offer true commission-free options contracts.
- Discounted crypto trading fees, enhancing access to digital assets.
- Direct Indexing portfolios, enabling personalized tax-efficient investing.
- A forthcoming “Summit Portfolio” offering exposure to private equity and private credit for long-term investors.
- AI-powered stock research tools that analyze performance, market trends, and investment risks in real-time.
These additions signal Wealthsimple’s ambition to compete not just with traditional brokerages but also with global fintech leaders.
From Robo-Adviser to Full-Service Platform
Founded in 2014, Wealthsimple began as a robo-advisor catering to young and first-time investors. Over the past decade, it has evolved into a multi-service platform offering banking, investing, and crypto solutions. Now valued at over $5 billion, the company serves more than 3 million clients across Canada.
The firm’s journey from automation to innovation is evident in its latest product push. It took Wealthsimple ten years to reach $50 billion in AUA—but just one year to double it to $100 billion. The company’s next goal? Reaching $1 trillion AUA within 10 years.
Catering to a New Generation of “Investing Nerds”
Wealthsimple’s leaders described their new audience as a wave of “investing nerds”—tech-savvy, confident, and data-driven individuals eager to manage their own portfolios.
A survey of 1,000 Wealthsimple users revealed that 92% feel confident managing their own investments, and nearly 70% are open to moderate or high-risk strategies. The company’s innovations—including gold trading, AI analytics, and direct indexing—are tailored to meet this growing appetite for self-directed financial empowerment.
“Our clients are smarter and more hands-on than ever,” Teshima said. “They want the same tools once reserved for institutional investors, and we’re delivering that.”
A Vision for the Future of Investing
Wealthsimple’s expansion into gold trading underscores a broader strategy of diversification and accessibility. By merging traditional assets like gold with cutting-edge tools like AI research and private equity access, the company is redefining what digital investing means for everyday Canadians.
Looking ahead, Wealthsimple plans to introduce low-interest Retirement Accelerator loans to help clients maximize RRSP contributions, as well as new automated investment insights powered by AI models trained for accuracy and privacy.
The fintech’s continued growth—and its commitment to affordability, transparency, and education—suggests that Wealthsimple gold trading is just the beginning of a more sophisticated, inclusive investment future.
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