Investing, simplified.

Wealthsimple was founded in 2014 by Michael Katchen, a former Bain consultant who was frustrated by how complicated, expensive, and exclusionary investing had become. He envisioned a platform where anyone — regardless of income, background, or financial knowledge — could grow their wealth with confidence. What started as a simple automated investing tool in a small Toronto office has since grown into a full-service financial ecosystem serving over 3 million Canadians. The company’s breakthrough came in 2015 with the launch of its zero-fee model — a radical departure from the industry norm that forced traditional banks to follow suit. Wealthsimple’s mission has always been clear: to make financial freedom accessible to everyone, not just the wealthy.

In its early years, Wealthsimple faced skepticism from Wall Street veterans who believed “automated investing” was a gimmick and that Canadians would never trust an app with their life savings. But the founders doubled down on transparency, education, and human-centered design. They hired poets to write error messages, illustrators to explain complex concepts, and behavioral scientists to reduce financial anxiety. By 2018, Wealthsimple had become the first Canadian fintech unicorn, backed by investors like Power Financial, Allianz, and Greylock Partners. The company expanded beyond investing into trading, crypto, tax filing, and high-interest savings — always guided by the principle that finance should serve people, not the other way around. During the pandemic, Wealthsimple processed more new accounts than all Canadian banks combined — a testament to its trust and accessibility.

Today, Wealthsimple is more than a company — it’s a movement. It has redefined what financial services can be: transparent, human, and even joyful. Its educational content — from TikTok explainers to award-winning podcasts — has helped demystify finance for a generation. Its advocacy for fee transparency and racial equity in finance has reshaped industry standards. And its commitment to ethical investing — including fossil fuel-free portfolios and Halal options — reflects a belief that money should align with values. Looking ahead, Wealthsimple is building toward a world where financial stress is obsolete, where every person has the tools and confidence to build security and freedom — not just for themselves, but for the people and causes they love. The journey is far from over. But the foundation is solid: trust, simplicity, and radical accessibility.

At Wealthsimple, we believe investing should be boring — in the best possible way. Our philosophy is built on three pillars: diversification, low costs, and long-term discipline. We don’t chase hot stocks or try to time the market. Instead, we build globally diversified portfolios using low-cost ETFs that give you exposure to thousands of companies across dozens of countries. This approach — backed by decades of academic research — has consistently outperformed active management over the long term, while dramatically reducing risk and fees.

Our portfolios are designed to be “set and forget” — but not because we’re lazy. Because we know that the biggest enemy of investment returns isn’t market volatility — it’s emotional decision-making. That’s why we automatically rebalance your portfolio when it drifts from its target allocation, and why we’ve built behavioral guardrails that gently nudge you away from panic-selling during downturns. We also personalize your portfolio based on your goals, timeline, and risk tolerance — whether you’re saving for a home, retirement, or your child’s education. And because life changes, you can adjust your portfolio at any time — with guidance from our team of experts.

Transparency is non-negotiable. You’ll always know exactly what you own, why you own it, and what it’s costing you. No hidden fees. No confusing jargon. Just clear, honest communication. We even publish our portfolio methodologies and performance data publicly — something virtually no other financial institution does. Because we believe you deserve to understand your money — not just manage it. As Benjamin Smithee, our CIO, puts it: “The goal isn’t to beat the market. The goal is to beat your own worst instincts — and let the market work for you.”

Wealthsimple believes your investments should reflect your values — not contradict them. That’s why we offer Canada’s most comprehensive suite of sustainable investing options, including fossil fuel-free portfolios, gender diversity funds, and Halal-compliant investments. Our sustainable portfolios are not “impact-washing” — they’re built with rigorous screening criteria developed in partnership with leading ESG researchers. We exclude companies involved in fossil fuels, weapons, tobacco, and human rights violations — and overweight companies leading in renewable energy, gender equity, and corporate governance.

Our Halal Investing portfolio — developed in consultation with Islamic scholars — excludes not just prohibited industries, but also companies with excessive debt or interest-based revenue. It’s the first truly Sharia-compliant automated investing solution in Canada. For gender-lens investors, our “Women in Leadership” portfolio focuses on companies with strong female representation in executive roles and boardrooms — because research shows they outperform over the long term. And for climate-conscious investors, our “Fossil Fuel Free” portfolio excludes all companies involved in coal, oil, and gas — while actively investing in clean energy innovators.

But we don’t stop at exclusion. We believe in active ownership — using our voice as shareholders to push for positive change. Wealthsimple files shareholder resolutions, engages in corporate dialogues, and publishes annual impact reports detailing how our sustainable portfolios are driving real-world change. In 2024 alone, our shareholder advocacy helped pass climate disclosure resolutions at three major Canadian banks. Because sustainable investing isn’t just about avoiding harm — it’s about creating a better future. As one client put it: “I used to feel guilty about investing. Now I feel proud.”

At Wealthsimple, we believe financial literacy is a human right — not a privilege. That’s why we’ve invested millions in building the most accessible, engaging financial education platform in Canada. Our content is created by a diverse team of educators, journalists, and behavioral scientists — not salespeople. We don’t teach you how to “get rich quick.” We teach you how to build security, reduce stress, and make money work for your life — not the other way around. And because learning styles vary, we offer content in every format: articles, videos, podcasts, courses, and live events. Whether you’re 18 or 80, just starting out or planning retirement, there’s something here for you. Because financial confidence isn’t about how much you know — it’s about feeling empowered to make decisions that align with your life and values.

Wealthsimple isn’t just for individual investors. We’re also the engine powering the next generation of financial services across Canada. Our B2B division works with leading brands, employers, and institutions to embed our technology and expertise into their offerings — creating seamless, valuable experiences for their customers and employees. Unlike traditional “white-label” solutions, we don’t just provide infrastructure — we partner on product design, compliance, and customer experience to ensure the solution feels native and authentic.

Our enterprise clients range from global brands like Shopify — which uses our API to let merchants invest their earnings directly from their dashboard — to forward-thinking employers who offer Wealthsimple as an employee benefit. One tech startup saw a 30% increase in employee retention after launching our financial wellness program. A credit union increased its investment AUM by 400% after integrating our platform. Because we believe the future of finance isn’t siloed — it’s embedded, contextual, and human-centered.

Wealthsimple partners with leading financial institutions, technology innovators, and community organizations to expand access to financial tools and education. Our partnership with Shopify allows merchants to seamlessly invest their earnings. Our collaboration with RBC enables secure bank transfers and expanded product offerings. Allianz and Power Corp provide strategic backing and global expertise. Greylock Partners — early investors in Facebook and Airbnb — bring Silicon Valley innovation to our product development. We also partner with non-profits like the Black Wealth Summit and the First Nations Financial Wellness Network to ensure our services reach underserved communities. Because financial inclusion isn’t a marketing slogan — it’s a mission that requires collaboration, humility, and sustained commitment.

📍 Address: 638 King St W, Toronto, ON M5V 1M7, Canada

📞 Phone: +1 (888) 932-5847

✉️ Email: hello@wealthsimple.com

Our Toronto office is open Monday–Friday, 9am–5pm EST. Walk-ins welcome! Coffee and financial advice always free.