TD launches new app with $1 trades, 100 free trades

Executive Summary

• TD Direct Investing has launched the "TD Easy Trade" app, a mobile-first platform designed to simplify DIY investing for Canadians, particularly targeting younger demographics and new investors.
• The app features a low barrier to entry, allowing users to start investing with as little as $1, with no minimum balance requirements, no account fees, and 100 commission-free trades annually on Canadian and US stocks and ETFs.
• The launch is supported by internal survey data indicating that while Gen Z adoption of direct investing platforms is high (71%), confidence levels remain low, driving the need for simplified language and educational tools.

Key Details

• Product Features:
  • Mobile-first design with intuitive interface.
  • Partial share investing capability starting at $1.
  • 100 commission-free trades per year on Canadian and United States stocks and ETFs.
  • No account fees and no minimum balance requirements.
  • Full access to ETFs from day one.
  • Integrated learning tools, goal-setting features, watchlists, and market news.
  • Access to real human support 24 hours a day, Monday to Friday.
• Target Audience & Market Context:
  • Designed to appeal to Canadians new to investing, with specific focus on Gen Z.
  • Survey data (conducted Aug 29 – Sept 2, 2025, by The Harris Poll, n=2,164) shows:
    • 71% of Gen Z already use direct investing platforms (vs. 52% general population).
    • 33% of Gen Z lack confidence in their investing knowledge.
    • 81% wish financial institutions would speak more directly to "people like me."
    • 78% would be more confident if language were simpler and more relatable.
    • 31% of Gen Z value access to a real person for support.
• Account Types:
  • Available for TFSA, FHSA, RRSP, and cash accounts.
• Availability:
  • Available on App Store and Google Play.
• Company Background:
  • Toronto-Dominion Bank (TD) is the sixth-largest bank in North America by assets.
  • Assets reported at $2.1 trillion as of Jan 31, 2026.
  • Serves 28.1 million clients across personal/commercial banking, U.S. banking, wealth management/insurance, and wholesale banking.

Notable Quotes

• "At its core, this launch is about making investing feel more human... 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." — Paul Clark, Group Head, Wealth Management, and TD Insurance.
• "People want investing to feel simpler, without feeling like they're on their own... 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." — Scott Ignall, Executive Vice-President, TD Direct Investing.
• "Our research showed that while Gen Z wants to invest, many don't yet feel confident doing it... 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." — Esli Gjini, Associate Vice-President and Product Group Owner, TD Easy Trade.