What Justwealth does

Justwealth Financial Inc. is a Toronto-based, privately held Canadian robo-advisor founded circa 2015-2016 by Andrew Kirkland (President) and James Gauthier (Chief Investment Officer), operating as a registered Portfolio Manager across 10 provinces and 1 territory. The company provides discretionary investment management services to Canadian retail investors through a hybrid model that pairs algorithmic ETF portfolio construction with dedicated human Personal Portfolio Advisors — distinguishing it from pure-automated competitors. Its platform supports more than 80 investment portfolios spanning multiple account types (individual, joint, corporate, trust, locked-in, RESP, FHSA, TFSA, RRSP, and non-registered accounts), with specialized modules including Education Target Date RESP portfolios (the only offering of its kind in Canada), ESG portfolios with stringent exclusion criteria, and tax-efficient separately managed accounts featuring annual tax-loss harvesting and multi-year transition planning.

The underlying technology stack is centered on a low-cost ETF-based portfolio management system delivered through a Client Portal web application, an Advisor Portal for financial advisors, and native iOS and Android mobile apps. Assets are custodied with CI Investment Services Inc. under CIPF protection up to $1,000,000, and Justwealth does not earn sales commissions or referral fees, operating under a fiduciary mandate. The product surface is extended by The Just Word podcast (91+ episodes since 2021 hosted by former BNN/CNBC personality Pat Bolland), a content blog, and a free Portfolio Review lead-generation service.

Justwealth's revenue model is a single recurring stream: an annual management fee of 0.50% calculated monthly on portfolio valuation and deducted directly from client accounts, plus approximately 0.20% in average underlying ETF management fees for a total investor cost of ~0.70% — a pricing position that the company publicly benchmarks against the typical Canadian mutual fund investor fee of 2.00%. The company has no disclosed institutional investors, no funding rounds, and a headcount of 1-10 employees, indicating a founder-led, bootstrap operating model.

Name

Justwealth

Legal name

Justwealth Financial Inc.

Website

https://justwealth.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Justwealth is a Toronto-based Canadian robo-advisor offering discretionary, low-cost ETF portfolio management to retail investors across Canada, combining algorithmic rebalancing with dedicated human Personal Portfolio Advisors and 80+ portfolio options including RESP, FHSA, and ESG mandates at a 0.50% management fee.

Ownership category

akta.pro rank

Product category

Robo-Advisory Investment Management

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Discretionary Portfolio Management (Retail) (FSAAAAAH)

akta.pro secondary industries

Investor Education, Research & Portfolio Analytics Services (Retail) (FSAAAAAO), Managed Account Platforms (Separately Managed Accounts / Customized Portfolios) (FSAHAKAC)

Keywords

• Robo-advisor services
• ETF portfolio management
• Discretionary wealth management
• Registered investment portfolios
• Low-cost investing

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Discretionary Asset Management Fees: Justwealth charges an annual management fee of 0.50% plus approximately 0.20% in average ETF management fees, totaling approximately 0.70%. Fees are calculated monthly based on portfolio valuation and deducted from client accounts. The company has a fiduciary obligation to act in clients' best interests and only provides discretionary investment management services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Justwealth provides discretionary online investment management services to Canadian retail investors through personalized portfolios of low-cost Exchange Traded Funds (ETFs), supported by dedicated Personal Portfolio Advisors. The firm is a registered Portfolio Manager offering over 80 portfolio options across individual, joint, corporate, trust, and locked-in account types, including specialized ESG, tax-efficient, FHSA, and Education Target Date RESP portfolios.

Product overview

Justwealth is a Canadian robo-advisor offering a unified investment management platform built around low-cost ETF-based portfolios. The core product is its robo-advisor service featuring dedicated Personal Portfolio Advisors, supplemented by specialized portfolio modules including ESG (socially responsible) portfolios, Education Target Date RESP portfolios (the only such product in Canada), First Home Savings Accounts (FHSA), and Tax-Efficient Investing portfolios for non-registered accounts. The company manages over 80 different portfolio types. Access is provided through a Client Portal web application, an Advisor Portal for financial advisors, and native mobile apps for iOS and Android. Additional services include a free Portfolio Review Service and The Just Word podcast as an educational content offering. Justwealth operates as a registered Portfolio Manager across all Canadian provinces and territories.

Differentiator

Problem solved

Functional benefit

Brands

• ESG Portfolios: Socially responsible investment portfolios excluding companies engaged in adult entertainment, alcohol, fossil fuels, gambling, tobacco, or weapons.

Products and services

• Robo-Advisor Investment Management Online discretionary investment management service providing personalized portfolios of low-cost Exchange Traded Funds (ETFs) managed by dedicated Personal Portfolio Advisors. Includes portfolio construction, ongoing management, rebalancing, and tax-efficient strategies for individual Canadian investors.
• Education Target Date RESP Portfolios Registered Education Savings Plan (RESP) portfolios that automatically transform over time to coincide with a child's expected post-secondary enrollment year, adjusting risk levels as the target date approaches. Described as the only such offering in Canada.
• First Home Savings Account (FHSA) Tax-free first home savings account investment management. Supports contributions up to $8,000 per year and a $40,000 maximum over 15 years, with funds growing tax-free for qualifying first home purchases by eligible Canadians aged 18-71.
• Tax-Efficient Investing Portfolios Separately managed non-registered investment accounts optimized for tax efficiency through strategies including tax-loss harvesting, asset location optimization, and in-kind transfers to manage capital gains realization across multiple years.
• ESG Portfolios Socially responsible investment portfolios that exclude companies engaged in adult entertainment, alcohol, fossil fuels, gambling, tobacco, or weapons, using the most stringent ESG criteria available for retail investors.
• Standard Investment Portfolios Over 80 different investment portfolios designed for various risk tolerances and investment objectives, managed using evidence-based investing principles with low-cost ETFs across individual, joint, corporate, trust and locked-in accounts.
• Portfolio Review Service Free investment portfolio analysis service in which Justwealth professionals review client portfolios for fees, diversification, and account structuring, and provide recommendations to prospective clients.
• The Just Word Podcast Weekly podcast hosted by Pat Bolland featuring Canadian financial services industry experts discussing investments, retirement, tax planning, and other financial topics. Over 90 episodes published across Spotify, Apple Podcasts, YouTube Music, and Anchor.

Quantifiable outcome

• Highest five-year after-fee annualized total returns for the growth portfolio for four consecutive years (Globe and Mail Robo-Adviser Guide)
• +1 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• CI Investment Services Inc.coreOthersCI Investment Services Inc. serves as the custodian for Justwealth client assets, providing safekeeping services and CIPF protection up to $1,000,000. As a member of CIPF, client assets are protected under Canadian Investor Protection Fund regulations. This is a critical trust and regulatory relationship for the investment management business.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wealthsimple: Canada's largest robo-advisor offering ETF-based discretionary portfolio management to retail investors. Directly comparable product (low-cost ETF portfolios, automated rebalancing, tax-loss harvesting) with broader product range including trading, chequing, and crypto.
• Questwealth (Questrade): Canadian robo-advisor from Questrade offering low-cost ETF-based discretionary portfolio management. Directly comparable fee structure (~0.25% management fee) and target audience of self-directed Canadian retail investors.

Broad incumbents

• RBC InvestEase: Robo-advisor offering from Royal Bank of Canada providing low-cost ETF-based discretionary portfolios to retail clients. Comparable functionality but operates as part of a much larger financial institution with broader product suite and balance-sheet backing.
• BMO SmartFolio: Bank of Montreal's robo-advisor offering low-cost ETF-based discretionary portfolio management. Direct functional overlap with Justwealth but operates within a large incumbent bank with broader distribution and product set.
• Tangerine Investment Funds: Scotiabank subsidiary offering low-cost passive index mutual fund portfolios to retail investors. Comparable low-fee, hands-off investment management approach but uses mutual funds rather than ETFs and is part of a major bank's retail platform.
• Wealthfront: US-based robo-advisor offering ETF-based discretionary portfolio management with similar automated features (tax-loss harvesting, direct indexing). Operates in a different geography but provides a reference point on scale, technology, and product roadmap for the category.
• Betterment: US-based robo-advisor offering automated, low-cost ETF-based portfolio management with optional human advisor access. Comparable hybrid digital-plus-human service model but operates at significantly larger scale and in a different regulatory jurisdiction.
• Schwab Intelligent Portfolios: Charles Schwab's automated investment advisory service providing low-cost ETF-based portfolio management. Comparable automated discretionary portfolio offering but with massive incumbent backing and broader brokerage ecosystem.
• Vanguard Personal Advisor Services: Vanguard's hybrid robo-advisor combining low-cost ETF portfolios with access to human financial advisors. Closest structural analogue to Justwealth's hybrid digital-plus-human advisor model, though operating at global scale with a proprietary fund ecosystem.

Regional players

• CI Direct Investing (formerly CI Direct): CI Financial's Canadian direct investing and managed solutions platform. Affiliated with CI Investment Services Inc., which serves as custodian for Justwealth — comparable investor base and product focus but operates within a larger asset management group with proprietary fund offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/justwealth
• YouTubemusic.youtube.com/playlist?list=PLw_S2Tz99qQbG9beWJA7Dzi7cy01JI5P-
• Facebookfacebook.com/justwealth
• LinkedInlinkedin.com/company/justwealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Justwealth