Market Overview
Share of search across the Canadian online investment platform market. Data covers Google, YouTube, TikTok, and Instagram.
Share of Search correlates with market share at 83% accuracy across categories, making it the fastest publicly available leading indicator of whether a brand is gaining or losing ground before it shows up in revenue.
57.2%
Wealthsimple
32.4%
Questrade
4.3%
RBC Investing
4.1%
Qtrade
2.1%
TD Direct Investing
Share of Search by Platform
| Brand | YouTube | TikTok | Avg | ||
|---|---|---|---|---|---|
| Wealthsimple | 54.5%+12% | 58.6%+6% | 58.7%-5% | 56.9%-6% | 57.2% |
| Questrade | 31.1%-6% | 30.4%+6% | 30.1%+12% | 38.0%+15% | 32.4% |
| RBC Investing | 6.8%-34% | 5.2%-5% | 5.2%+23% | 0.0% 0% | 4.3% |
| Qtrade | 4.6%-23% | 3.3%-22% | 3.3%+49% | 5.1%-23% | 4.1% |
| TD Direct Investing | 3.0%-7% | 2.5%+5% | 2.7%+49% | 0.0% 0% | 2.1% |
Monthly Search Volume (Dec 2025)
TikTok Organic Engagement
Who people actually engage with vs who they just see. Engagement rate = likes / views.
3.25%
3.3M views
0.39%
1.9M views
3.15%
1.0M views
1.67%
0.1M views
2.49%
0.8M views
So What?
RRSP season is the most competitive period of the year, and January 2026 was a battleground. Wealthsimple holds 55 to 59% share across every platform, and the $3M home giveaway kept Google growing (+12%). But social platforms are shifting: TikTok (-5%) and Instagram (-6%) are early warnings. Questrade's year-long zero-commission messaging, Qtrade's coordinated Jan 6 blitz ($5K cash back + 140 Meta ads), and TD's transfer bonus are all chipping away at Wealthsimple's social share. The March 2 RRSP deadline is today. What Wealthsimple does in the next 30 days on social will determine whether these are temporary dips or the start of a structural shift.