The world of investing has changed a lot in recent years. A little over a decade ago, most investments could only be made by a real person, such as a traditional broker at a brick-and-mortar bank or fiduciary agency. However, today there are more options available to investors than ever before. One could continue using a trusted financial advisor at a bank or could choose to manage their investments themselves through an online brokerage or robo-advisor.
As online and self-serve investing platforms become more popular, how do they compare to traditional investment banks and financial institutions? Both options have their benefits and drawbacks, so let’s look at what they each offer.
There are two main options available in today’s current investment landscape – traditional and online investing. In either case, an investor works with a brokerage, which is a company that operates as a middleman between a buyer and seller to facilitate a financial transaction. These brokers are paid in commissions or fees usually charged once the transaction has been completed successfully.
In the case of traditional investing, investors work with a full-service brokerage that provides a professional financial adviser who is tasked with managing all a client’s investment decisions while providing ongoing advice and support. Full-service brokers will execute trades for their clients and complete the purchase and sale of various investment products, such as stocks, bonds, and ETFs, while offering additional financial services. In 2020, the top three full-service brokerages in Canada were Assante, National Bank, and HollisWealth.
Due to the highly personalized nature of the relationship between a client and a traditional broker, the costs to use full-service brokerages tend to be quite high. A traditional trade can cost anywhere between $12.95 to $29.95, or more on average. Traditional brokers also earn commissions on each trade that they make for their clients, which means the less scrupulous ones may be incentivized to make more trades for their customers. While this is rare, it is important for those that opt to work with traditional brokers to ensure they have the final say over the investments made with their account.
Unlike traditional investments that are managed by a dedicated advisor, online investments are self-directed by individual investors using online platforms that enable them to make their own trading decisions. These platforms are also called “discount brokerages” as they usually charge lower commissions due to the do-it-yourself nature of their platforms. Canada’s most popular online brokerages are Questrade, National Bank Direct Brokerage, and TD Direct Investing. While online brokers may provide resources to help investors make the best financial decisions for themselves, they don’t usually provide personalized investment advice or perform analysis for their clients.
Another branch of online brokerages which are quickly gaining popularity, especially among customers in their late 20s and 30s, are robo-advisors. Robo-advisors, or automated investment advisory platforms, are a relatively new type of digital financial advisor that provides low-cost investment management services carried out by algorithms with minimum human participation.
Interestingly, the COVID-19 pandemic has led to a surge in online investing in Canada. With many people being stuck at home since the onset of the pandemic, trading has emerged as a popular pastime for many Canadians. Staying at home, either as a result of lockdowns, quarantine measures, or working-from-home circumstances, has given Canadians the time to take control of their portfolios. Wealthsimple and WealthBar are two of Canada’s most popular robo-advisors and both have reported experiencing double-digit growth in users since the pandemic began.
A personal relationship with a broker is a large part of what investors pay for when they engage with a traditional brokerage. In addition to managing their clients’ portfolios, brokers also provide clients with personalized counsel and advice, while getting to know their clients and their circumstances over time. This makes traditional investing a great choice for investors who value this kind of dedicated relationship and customer service.
With online investing, clients rarely form any kind of relationship with an individual broker when they trade, although brokers or sales assistants are typically available to online investors who seek help. However, this service may come at an additional cost.
When working with a traditional brokerage, investors have access to a professional broker who is licensed and trained to conduct trades on their behalf. This means investors can consult with their broker to assess and discuss the pros and cons of making a certain trade before it occurs, providing a safety net protecting the investor from making unnecessarily risky or bad investments.
Although there is never a guarantee when it comes to the success of an investment, a broker acts as a well-informed third-party who has the knowledge and experience to help to protect their clients’ investments, to the best of their ability. They can also advise on the best approach based on a client’s goals, such as whether they plan to purchase a house in the near future. This setup is ideal for new investors and those who do not have the time to research the pros and cons of each trade they would like to make.
Online investments, on the other hand, do not provide the same level of protection, which could lead those with little investment experience to make risky investment decisions if they don’t conduct the necessary research.
Full-service brokerages act as a one-stop-shop for their clients, offering additional services such as wealth management, portfolio management, tax and estate planning, as well as research and advisory services, among other things. This allows them to have the full picture of their client's financial standing, helping them to offer holistic financial advice for their clients.
This is more convenient for clients as they only need to go to one person for all their financial needs.
One of the most significant differences between online and traditional investing is the cost. The cost of a traditional trade is usually significantly higher than the cost of online trade, due to the high-touch nature of the client-broker relationship. However, since online brokerages offer more of a DIY approach with less contact with brokers, the cost of online trading is often lower, with online trades costing as little as $3.95. When it comes to robo-advisors, annual costs for these electronic advisers are typically around 0.5 percent of assets under management, compared to 1 percent to 2 percent charged by many traditional advisors.
Online brokerages also tend to have much lower required minimum opening balances than traditional brokers. It is common for traditional brokerages to prefer to work with clients who have a few thousand dollars available to invest, and some brokerages require at least $5,000 in your account for them to accept a client. On the other hand, online brokers do not have the same requirements to open a brokerage account, with minimum balances as low as $500 – or even less for robo-advisors.
These savings allow investors to keep more of their money, making online investments an attractive choice for those who would like to start by investing small amounts of money.
To compensate for the absence of a dedicated investment advisor for their clients, online brokerages usually provide large information libraries for their customers, including up-to-date charts that illustrate trading data and trends. Wealthsimple, for example, has an extensive resource library that covers topics such as personal finance 101, an investing masterclass, as well as tax education.
Most online brokerages allow customers to customize their login pages to allow them to easily see the most current performance of the stocks they are interested in. Many traditional brokerages now provide similar services, however, since customers pay higher brokerage fees, they often expect the broker to conduct the study and make recommendations for them.
Traditional brokerages are usually open from 9:30 a.m. to 4:00 p.m. Eastern Time, which are the same hours as the stock market. For a traditional brokerage client to relay their trading instructions to their broker, they will usually need to schedule an appointment, either online, over the phone, or in person, which takes time. Time is money in the stock market and a delay might be costly.
Conversely, the reaction time for online trading is extremely fast — one can complete a trade in the blink of an eye without needing to go through another party to complete their trades. This flexibility makes online trading a great option for those who value the speed of transactions. It is important to note that many traditional brokerages now offer extended service hours to compete with online brokerages. However, there may be additional fees involved, though this is becoming less typical as they strive to stay competitive.
Although many investors cherish the traditional broker-client connection, industry changes have driven an increasing number of clients to switch from traditional to online investing. Both forms of brokerages have advantages; and picking which one to use is a matter of weighing the features and benefits each has to offer. Inexperienced and high net worth investors may opt to deal with a broker, whilst individuals with investing experience who value lower trading costs may prefer to do so on their own online.
Regardless of the approach you take, there is always a risk when making an investment. Do not invest more than you can afford to lose, and always make investments that align with your own personal goals and financial situation.