🔎 Spotlight #2: Inside Wealthsimple — Canada’s Fintech Trailblazer
A simpler way for millions of Canadians to invest, save, and spend 📈
How it started — and where it’s going
When Michael Katchen, Brett Huneycutt, and Rudy Adler co-founded Wealthsimple back in 2014, their goal was refreshingly clear: make investing accessible to everyone in Canada, not just the wealthy few. The idea was born after Michael helped friends at a dinner party build simple, low-fee portfolios — and realized just how intimidating investing felt for most people.
Fast forward ten years and Wealthsimple has grown from that scrappy robo-advisor idea into one of Canada’s most recognized fintech brands, now offering trading, crypto, cash, and tax tools to over 3 million users. They’re known for their clean design, plain-language approach, and the belief that good financial tools should feel human and inclusive. If you’ve ever seen their subway ads or talked to someone who uses them, you know they’re a brand people genuinely root for.
Funding & team at a glance
Founded: 2014 in Toronto
Funding: Over $900M raised to date from Meritech Capital, Greylock, and the Power Corp group
Team size: 1,000+ employees and growing
Website: wealthsimple.com
A glimpse at what’s next
Just a few weeks ago, Wealthsimple hosted a packed community event in Toronto where they teased what’s coming down the pipeline. They announced plans for a new Wealthsimple Credit Card, a full-fledged chequing account, and hinted at other new tools that aim to make Wealthsimple an all-in-one financial home for Canadians.
It’s a sign they’re doubling down on their mission to compete head-to-head with the big banks — but with the same friendly, design-first vibe that’s helped them earn trust for the last decade. Below is all of the stuff they announced, and you can watch the recording of the event here.
Who they’re up against — and how they compare
Canada’s personal finance market is a lot more crowded than when Wealthsimple launched a decade ago. Big banks have stepped up their digital game, and newer challengers like Questrade, Qtrade, Koho, and Mogo have carved out loyal followings. Questrade and Qtrade attract self-directed investors who want rock-bottom fees and granular control, while Koho has made waves as a modern spending and savings alternative for younger Canadians eager to skip the big banks entirely. Mogo leans into credit building and crypto perks, with a more playful, gamified vibe.
Where Wealthsimple still stands out is in doing multiple things well under one trusted brand. They combine robo-advising, self-directed trading, crypto, cash accounts, tax tools, and now a credit card and chequing — all wrapped in an experience that feels warm, clear, and approachable. In a world where money can feel intimidating, they keep it simple and human, which is why they’re still the name so many people recommend to friends who want to handle most of their money life in one place.
Building for people, not just portfolios
One thing Wealthsimple has never lost is its people-first mindset. They’ve always been vocal about wanting to make money feel less intimidating and more human — especially for people who’ve felt left out of traditional finance.
You can see this in how they write and design everything, from their famously plain-language onboarding flows to the no-jargon explainers in Wealthsimple Magazine, which breaks down everything from TFSA basics to crypto trends in a way that doesn’t make you feel dumb for asking. Their Wealthsimple Tax tool is another good example — I actually switched to using it myself after years of going to an accountant. Sure, an accountant might help you squeeze out a bit more on your return, but Wealthsimple Tax makes filing so simple and stress-free that it’s worth it for most people.
Their Cash card also adds a fun twist by letting you earn rewards in stocks or crypto, giving people small, approachable ways to build wealth while they spend. Internally, they’re serious about reflecting the diversity of the people they serve, too. They’re transparent about pay equity and support projects like the Wealthsimple Foundation, which helps low-income families open and contribute to RESPs.
All of these small things add up to a brand that cares about building trust first — not just portfolios.
My take
If you’re someone who wants to work at the intersection of product, operations, and trust, Wealthsimple is one of the most exciting places to do it in Canadian tech right now. They’ve grown incredibly fast while keeping their mission clear — to make money feel simple, accessible, and human for everyone.
It’s the kind of company where you can see your work impact millions of users across Canada. Whether you’re improving onboarding flows, building new financial tools, or solving real customer pain points, you get to be part of a team that’s thoughtful about the details and ambitious about what comes next.
They’re big enough now to have resources and momentum, but still scrappy enough that sharp people can make a meaningful mark. If you care about solving real problems for everyday Canadians and you want to help shape the future of personal finance here, Wealthsimple is definitely one to keep on your radar.
🧭 Wealthsimple roles that I think are cool:
These are the only open roles at Wealthsimple that stood out to me right now — but they’re always growing, so keep an eye out for more in my Tuesday job drops. You never know when something new and interesting will pop up.
That’s a wrap on Spotlight #2
If you made it this far, thank you for reading. I hope these spotlights help you discover companies worth your time — and make the job hunt feel just a little bit less overwhelming. Keep an eye out for next Tuesday’s LaunchPad job drop, and if you know someone looking to break into tech or level up, feel free to share this with them too.
Here’s to building something cool — or better yet, joining something cool. 🚀
