Embark
Embark Student Corp. is a Canadian foundation-owned digital RESP (Registered Education Savings Plan) provider serving 1.2 million+ families with a Glidepath age-based investment strategy, 1.65% MER on $6.5 billion AUM, and a fully online onboarding and gifting platform.
- Company typePrivate
- Founded1965
- HeadquartersMississauga, Canada
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Embark does
Embark Student Corp. is a Canadian private corporation that operates a fully digital Registered Education Savings Plan (RESP) platform serving individual families, expecting parents, and corporate employer groups. The company's core product, the Embark Student Plan, applies a Glidepath age-based investment strategy that automatically reallocates between equity and fixed-income ETFs (managed by BMO Asset Management Inc.) as the beneficiary approaches post-secondary education; a secondary Embark Select Conservative Plan emphasizes capital preservation with a 75%/25% fixed-income/equity mix. Supporting features include a real-time RESP dashboard, a digital gifting platform that lets friends and family contribute directly via secure links, an Expecting Parents plan activated upon the child's SIN, and education-planning tools such as an RESP calculator, a Career Kickstart Quiz, and a Career and School Matcher.
Embark generates revenue primarily through a 1.65% Management Expense Ratio (MER) on assets under management, applied across both core plans, with no minimum contributions and a low entry price point (marketed at $5/week). The company reports managing $6.5 billion in AUM for 1.2 million+ families and supporting 60,000+ students annually through withdrawals. Distribution is digital-first and direct-to-consumer through embark.ca, supplemented by a corporate RESP channel, referral partnerships (e.g., Tangerine), and brand partnerships (e.g., CFL). All marketing, onboarding, and account servicing are conducted online with no branch network, differentiating Embark from incumbent bank RESP providers.
The company is wholly owned by the Embark Student Foundation, a not-for-profit corporation founded in 1965 that has awarded nearly $57 million in scholarships and grants to Canadians. This foundation ownership means Embark is neither venture-backed nor publicly listed, with profits reinvested into scholarships and community programs such as the 2023-launched Major Grant Program funding post-secondary institutions. The structure provides a distinctive trust positioning versus traditional bank competitors but constrains capital-raising flexibility for fast-scaling M&A or geographic expansion.
Embark firmographics
Firmographics- Name
- Embark
- Legal name
- Embark Student Corp.
- Website
- https://embark.ca
- Company type
- Private
- Founded year
- 1965
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Embark Student Corp. is a Canadian foundation-owned digital RESP (Registered Education Savings Plan) provider serving 1.2 million+ families with a Glidepath age-based investment strategy, 1.65% MER on $6.5 billion AUM, and a fully online onboarding and gifting platform.
- Ownership category
- akta.pro rank
Embark industry classification
Industry- Product category
- Registered Education Savings Plans
- NAICS
- Educational Support Services (61171)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Post-Secondary Transition Planning & Coordination (EDAKANAA)
Keywords
Where Embark is headquartered
LocationHeadquarters
- HQ city
- Mississauga
- HQ country
- Canada
- HQ region
- North America
Markets served
Embark business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Management Expense Ratio (MER): Embark charges 1.65% MER annually plus applicable taxes on assets under management. This is deducted directly from plan earnings, or from contributions if earnings are insufficient. The company is owned by a not-for-profit foundation (Embark Student Foundation) that reinvests profits into scholarships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Embark Student Plan - Standard RESP with Glidepath strategy |
| Subscription | Annual | Embark Select Conservative Plan - Lower risk allocation |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Embark product offering
Product offeringCore offering
Embark provides Registered Education Savings Plans (RESPs) for Canadian families through a fully digital, branch-free platform. Core products include the Embark Student Plan (age-based Glidepath strategy) and the Embark Select Conservative Plan (capital-preservation allocation), both offering tax-free growth and government grant matching up to $7,200 per child. The platform also delivers a Corporate RESP program for employers offering RESPs as employee benefits, a unique gifting feature for family contributions, and digital planning tools.
Product overview
Embark operates as a unified digital RESP (Registered Education Savings Plan) platform offering two core investment plans (Embark Student Plan with age-based Glidepath strategy and Embark Select Conservative Plan for capital preservation), supplemented by Corporate RESP for employer benefits, RESP Gifting for family contributions, planning tools (RESP Calculator, Career Kickstart Quiz, Career and School Matcher), and the Money Major financial literacy content program. All products are managed through a single digital platform with no branch visits required.
Differentiator
Problem solved
Functional benefit
Brands
- Money Major: Newsletter and podcast providing tips on education planning, student potential, RESPs, and financial literacy.
- Embark Student Foundation
Products and services
- Embark Student Plan Primary Registered Education Savings Plan (RESP) for Canadian families, applying a Glidepath investment strategy that automatically shifts from growth-oriented equity to capital-preservation fixed income as the beneficiary approaches post-secondary education. Offers government grant matching up to $7,200 per child through CESG and tax-free investment growth.
- Embark Select Conservative Plan Conservative Registered Education Savings Plan focused on protecting savings, with a 75% fixed income / 25% equity allocation in the growth phase that shifts toward preservation as post-secondary studies begin. Designed for families closer to the beneficiary's post-secondary age who prioritize capital preservation.
- Corporate RESP Employee benefits program enabling Canadian companies to offer RESPs as part of their benefits package. Includes dedicated account management, employee self-enrollment, and source deduction capabilities so employees can save for their children's education with up to $7,200 in government grants.
Quantifiable outcome
- 60,000+ online RESP withdrawals processed per year with real-time tracking
- +2 more outcomes
Companies that use Embark
Customer profileSegments3 records
Ideal customer profiles3 records
Embark technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Embark partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- BMO Asset Management Inc.coreBMO Asset Management Inc. serves as the portfolio manager for Embark Student Plan, managing the ETF-based investments that underpin the RESP offerings. The Glidepath strategy relies on BMO's asset management capabilities to execute the age-based allocation shifts.
- CFL (Canadian Football League)minorSponsorship partnership with the Canadian Football League, featuring lockers and branded content showcasing the Embark and CFL partnership. Primarily a brand visibility and awareness play targeting Canadian sports fans who are parents.
- TangerineminorPartnership with Tangerine bank for referral of RESP services, expanding distribution reach to Tangerine's banking customer base.
- JUMP MathminorPartnership with JUMP Math (a Canadian charity helping children reach their full potential in mathematics) to support educational outcomes for students.
- University of TorontominorEmbark Student Foundation Major Grant Program recipient. University receives funding to support innovative programs and initiatives benefiting student experiences.
- Algonquin CollegeminorEmbark Student Foundation Major Grant Program recipient. Part of the foundation's initiative launched in 2023 awarding millions to post-secondary institutions.
- York UniversityminorEmbark Student Foundation Major Grant Program recipient supporting student programs and initiatives.
- Queen's UniversityminorEmbark Student Foundation Major Grant Program recipient supporting student programs and initiatives.
- BCIT (British Columbia Institute of Technology)minorEmbark Student Foundation Major Grant Program recipient supporting student programs and initiatives.
- Memorial University (MUN)minorEmbark Student Foundation Major Grant Program recipient supporting student programs and initiatives in Atlantic Canada.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Embark competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Embark social profiles
Digital presenceEmbark financial estimates
Financial estimateRevenue estimate
Valuation estimate
Embark leadership team
Management profileNumber of profiles
Embark subsidiaries and ownership
Company hierarchySubsidiaries3 records
Embark funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Embark M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Embark
What does Embark do?
Embark provides Registered Education Savings Plans (RESPs) for Canadian families through a fully digital, branch-free platform. Core products include the Embark Student Plan (age-based Glidepath strategy) and the Embark Select Conservative Plan (capital-preservation allocation), both offering tax-free growth and government grant matching up to $7,200 per child. The platform also delivers a Corporate RESP program for employers offering RESPs as employee benefits, a unique gifting feature for family contributions, and digital planning tools.
Is Embark a public or private company?
Embark is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Embark founded?
Embark was founded in 1965. It employs 101 to 250 people.
Where is Embark based?
Embark is headquartered in Mississauga, Canada, in the North America region.
How does Embark make money?
One revenue line is on record: management Expense Ratio (MER).
Does Embark have an API?
No public API is recorded for Embark.
What industry is Embark in?
Embark's product category is Registered Education Savings Plans. Its primary akta.pro industry code is EDAKANAA, Post-Secondary Transition Planning & Coordination. Its NAICS code is 61171 and its SIC code is 8200.