Apr 1, 2026
Nearly 3 in 4 Gen Z Canadians are already using do-it-yourself (DIY) investing platforms — but a lack of confidence, confusing jargon and the assumption that you need serious money to get started are still holding many back. A new app aims to remove those barriers.
TD Direct Investing, a division of TD Waterhouse Canada Inc., launched a fully redesigned TD Easy Trade app on March 31, 2026, built to lower the cost and complexity of DIY investing for Canadians who are new to the market. The app gives investors access to Canadian and U.S. stocks and exchange-traded funds (ETFs) — including fractional shares — with no account minimums and no account fees (1).
Why the confidence gap matters for new investors
The timing is deliberate. According to TD survey data, 71% of Gen Z Canadians are already using direct investing platforms — higher than the national average of 52% — but the confidence of these investors still lags behind participation (2). According to TD data, 1 in 3 Gen Z respondents (33%) say they don't feel confident in their investing knowledge, the highest share of any age group surveyed. Meanwhile, 78% say they'd feel more confident if financial institutions used simpler, more relatable language (3).
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That confidence gap has a real cost. Canadians who delay investing — even by a few years — risk missing out on compounding returns inside their Tax-Free Savings Account (TFSA), Registered Retirement Savings Plan (RRSP) or First Home Savings Account (FHSA). Getting started earlier, even with small amounts, typically matters more than the exact amount invested.
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What the TD Easy Trade app actually offers
The new app includes several features relevant to first-time and cost-conscious investors, including:
- 100 commission-free trades per year on Canadian and U.S. stocks and ETFs
- Partial share investing starting at $1 — meaning you can buy a fraction of a share in a high-priced stock rather than waiting until you can afford a full one
- No account fees and no minimum balance required to open or maintain an account
- Full ETF access from day one, including both domestic and cross-border funds
- Built-in learning tools, watchlists and goal-setting features, plus access to live support Monday to Friday, 24 hours a day
Account types supported include the TFSA, RRSP, FHSA and non-registered cash accounts.
Who benefits most — and what to watch
The app is best suited for Canadians who want to begin investing but have been deterred by trading commissions, account minimums or complicated platforms. For someone contributing small amounts to a TFSA regularly — say, $50 or $100 at a time — eliminating per-trade fees removes a real drag on returns.
The 100 free trades per year should comfortably cover most beginner investors. Those who plan to trade more actively may eventually need a platform with broader tools or unlimited commission-free trading.
As Executive Vice President of TD Direct Investing, Scott Ignall, noted during the launch, the goal is to cut through complexity without leaving investors on their own (4). The app also includes access to a real person when needed — a feature that 31% of Gen Z respondents said still matters to them (5).
Survey methodology
The TD survey was conducted by The Harris Poll in both English and French from August 29 to September 2, 2025, among a nationally representative sample of 2,164 Canadian adults. Results were weighted by age, gender and region (and in Quebec, language) to reflect the population according to Census data. For comparison purposes, a probability sample of this size has an estimated margin of error of approximately ±2.1 percentage points, 19 times out of 20.
Article sources
We rely only on vetted sources and credible third-party reporting. For details, see our editorial ethics and guidelines.
TD Direct Investing (1, 2, 3, 4, 5)
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Romana King is the Senior Editor at Money.ca. She writes for various publications, and her book -- House Poor No More: 9 Steps That Grow the Value of Your Home and Net Worth -- continues to be an Amazon bestseller. Since its publication in November 2021, this book has won five awards, including the New York CPA Society's Excellence in Financial Journalism (EFJ) Book Award in 2022.
