TD Direct Investing has launched the TD Easy Trade app, a mobile investing platform aimed at Canadians who are new to self-directed investing.
The app offers 100 commission-free trades a year on Canadian and US stocks and exchange-traded funds, along with partial-share investing from $1, no account fees and no minimum balance requirement. Investors can open tax-free savings, first home savings, registered retirement savings or cash accounts.
The launch adds a new option to Canada's retail investing market, where banks and digital platforms are competing for younger customers who want to buy shares and funds through mobile apps. Features include full ETF access, watchlists, market news, goal-setting tools, learning resources and human support 24 hours a day from Monday to Friday.
Survey data cited by TD suggests younger Canadians are interested in direct investing but remain unsure how to get started. Gen Z recorded the highest use of direct investing platforms at 71 per cent, compared with 52 per cent for the broader population.
The same group also reported the lowest confidence in its investing knowledge. One-third, or 33 per cent, said they did not feel confident in their understanding of investing, while 81 per cent wanted financial institutions to speak more directly to "people like me".
Another 78 per cent said they would feel more confident investing if the language used were simpler and more relatable. Nearly one-third, or 31 per cent, said access to a real person still mattered.
Market push
The launch reflects a broader effort by established financial groups to simplify investment products for first-time users without steering them towards full-service wealth management. In Canada, tax-advantaged retail accounts such as TFSAs, FHSAs and RRSPs have widened the pool of consumers looking for low-cost ways into markets, particularly younger adults starting with small balances.
Partial-share investing has become an important feature in that market because it lets investors buy slices of higher-priced stocks and funds without committing large sums. By setting the minimum entry point at $1, TD is lowering the threshold for customers who may be hesitant to start with larger contributions.
Paul Clark, Group Head of Wealth Management and TD Insurance, said the launch was intended to reshape how new investors experience the category. "At its core, this launch is about making investing feel more human," he said. "The new TD Easy Trade app reflects how we are continuing to evolve the investing experience for our clients in TD Wealth - making it easier to start investing, more supportive as your confidence builds, and designed to grow with you over time."
Scott Ignall, Executive Vice President of TD Direct Investing, said the app was designed to reduce friction for users who do not want to navigate specialist language alone.
"People want investing to feel simpler, without feeling like they're on their own," Ignall said. "The new TD Easy Trade app is designed to cut through complexity - with intuitive tools, a best-in-class learning platform and access to a real person when it's needed."
Survey findings
The survey behind the launch was conducted among 2,164 Canadian adults in English and French and weighted by age, gender and region. It suggests banks looking to expand their direct investing businesses may need to focus as much on communication and education as on price.
That issue is especially clear among first-time investors, who may be drawn to lower-cost trading but remain wary of making mistakes. Clearer language, simple interfaces and built-in educational material have become common selling points as financial firms try to attract users who want more control over investment decisions but less technical complexity.
Esli Gjini, Associate Vice President and Product Group Owner for TD Easy Trade, said the product was built around those findings. "Our research showed that while Gen Z wants to invest, many don't yet feel confident doing it," she said. "We designed the new TD Easy Trade app around that reality - stripping away unnecessary complexity and using clearer language and built-in learning to support everyone, including people who are investing for the very first time."
TD is one of North America's largest banks by assets. At the end of January, it had $2.1 trillion in assets and more than 13 million active mobile users across Canada and the US.