Article hero image

Please Ogle the New Totally Redesigned Wealthsimple Website

Wealthsimple makes powerful financial tools to help you grow and manage your money. Learn more

What do you do when you win the Webby Award for best financial-services website? You tear the whole thing down and start from scratch, of course. That’s what we did, anyway. Our goal at Wealthsimple is to constantly evolve, to get better and more beautiful and simpler to use. We see our homepage as the first glance in what we hope will become a relationship that lasts a lifetime. So that first impression is pretty crucial.

TLDR Newsletter Logo

Sign up for our weekly non-boring newsletter about money, markets, and more. Sorry, TLDR is currently available in English only.

By providing your email, you are consenting to receive communications from Wealthsimple Media Inc. Visit our Privacy Policy for more info, or contact us at privacy@wealthsimple.com or 80 Spadina Ave., Toronto, ON.

We know what we do is different—it’s hard to explain automated investing to someone who’s never heard the phrase automated investing, let alone to someone who's never invested a penny. So when we started thinking about our redesign, we wanted to make a site that provided information as simply, clearly, and beautifully as possible. And we wanted a central metaphor that was fun, elegant, and the opposite of tech-confusing.

Recommended for you

  • We Partnered to Make a Mortgage That Wasn’t Terrible. People Had Some Questions

    News

  • How Canada’s Broken Account Transfer System Led Us to Automatically Reimburse Transfer Fees

    News

  • The Government Wants to Help You Save Money for Your First Home

    News

  • Private Equity Gets a Little More Public

    News

So we went with a Rube Goldberg machine. Yes, yes, we know a Rube Goldberg machine is an overly complicated contraption to achieve a simple task. But that’s part of the humour. Because we see what we do as something very simple designed to achieve a really complicated task.

After countless rounds of sketches, we enlisted the help of one of the world’s top 3-D animation houses, ManvsMachine. We worked with their team of artists to create a new visual language of simplicity that was also human and approachable. We liked the idea of illustrating the techy guts of our investment service with something from the real world, something tactile that looks like you could reach into your screen and touch it. We got a little obsessive. We wanted coins with the perfect golden lustre, wood that feels textured and dimensional, and of course lots of airy white space.

The homepage tells the story of a coin’s journey to prosperity. The machine starts the coin on its trip, and you follow its path. Coins jump and plonk and pull you along to the next simple bit of language to help users understand what Wealthsimple does. Just the information you need and never extra noise you don’t need—the point of what we do is to make things easier, not to overwhelm or even to brag about our math. Sorry, Wealthsimple engineers. Not everyone finds algorithms sexy.

We’ve worked hard with our partners, Doberman and Varvet, to design and develop a product than can save our clients hundreds of thousands of dollars in fees over the course of their lifetime. It’s a big part of the reason we got into this business. And now clients can see what that savings will look like in our clear projection graphs that compare Wealthsimple with a traditional advisor.

When we relaunched our homepage, we also introduced a new service: Wealthsimple Black, for clients who invest at least $100,000. While the point of Wealthsimple is to be a truly effective platform for anybody, we’re able to offer lower fees when you invest more with us—at $100,000 our fees go down to .4%. And Black clients also get access to Priority Pass airport lounges around the world.

When you think about an investment company’s website, the words “beautifully abstract” or “artful” may not come to mind. But we hope they will now. Because we’re a company that uses smart technology and simple design to make really confounding things easy to understand. We hope that after checking out our new site, you’ll want to be a part of that and start taking that same journey to prosperity as our coins.

Wealthsimple uses technology and smart, friendly humans to help you grow and manage your money. Invest, save, trade, and even do your taxes in a better, simpler way.

Money Diaries

"I DON’T KNEEL DOWN AT THE ALTAR OF THE ALMIGHTY DOLLAR. THAT’S NOT FOR ME."

Spike Lee Tells Us Why He Never Feels Bad Asking for Money

TLDR Newsletter

Business news made simple

Sign up for our weekly non-boring newsletter about money, markets, and more. Sorry, TLDR is currently available in English only.

By providing your email, you are consenting to receive communications from Wealthsimple Media Inc. Visit our Privacy Policy for more info, or contact us at privacy@wealthsimple.com or 80 Spadina Ave., Toronto, ON.

  • News

    Only Want to Invest in Companies That Can Meet the Paris Accords Guidelines? We Did That For You

    When we built our new SRI funds, we thought they were good. But we wanted to know for sure, so we hired a firm to find out. The results exceeded our expectations, and showed us how responsibility should be measured.

  • News

    Introducing: Fractional Shares on Wealthsimple Trade

    When is one-seventeenth greater than one? When it means you can trade a slice of a share (instead of buying the whole damn thing) on the only Canadian trading platform to offer fractional shares of US and Canadian companies.

  • Wealthsimple

    Grow your money

    Smart investing tools and personalized advice designed to build long term wealth.

  • News

    Building a Better Wealthsimple: Our Diversity & Inclusion Update

    Part of our commitment to creating a better, more diverse and inclusive company is to report our progress throughout the year. Here’s where we are today — the progress we’ve made and the places we have more work to do.

  • News

    Announcing: Wealthsimple Crypto, Now With Tons of New Coins!

    Interested in Uniswap, Aave, or Dogecoin — or just generally buying and selling more types of crypto assets? Well, now you can. Here’s how (and what it all means).

Wealthsimple

Grow your money

Smart investing tools and personalized advice designed to build long term wealth.

Get startedright arrow icon