RBC InvestEase

What RBC InvestEase does

RBC InvestEase Inc. is a Canadian digital investment platform (robo-advisor) that provides professionally managed, ETF-based portfolios to individual investors. It operates as a wholly-owned subsidiary of Royal Bank of Canada, headquartered in Toronto, and is only available to Canadian residents. The platform combines a rule-based onboarding questionnaire and automated rebalancing technology with licensed human Portfolio Advisors who monitor accounts, conduct annual reviews, and are reachable by phone and email.

The product set consists of Core Portfolios and Responsible Investing (ESG-tilted) Portfolios, each available across five risk profiles ranging from Very Conservative to Aggressive Growth, alongside a Short-Term Bond Portfolio introduced for short-term goals and a Starter Portfolio for balances between $100 and $1,499 that graduates automatically into a full portfolio at $1,500. All portfolios are built from RBC iShares ETFs managed by RBC Global Asset Management and BlackRock Canada under their strategic alliance. Clients can hold their investments in registered accounts (TFSA, FHSA, RRSP) or a non-registered taxable account.

RBC InvestEase generates revenue primarily through an annual management fee of 0.50% (plus applicable sales taxes) on average assets under management, billed monthly, with additional standard fund manager fees passed through from the underlying ETFs. The go-to-market motion is product-led and digital-first, distributed through the rbcinvestease.com website, RBC Online Banking, RBC Mobile (via NOMI Insights), cross-referrals from RBC Direct Investing, and supporting channels such as content marketing, webinars, and email. The customer base is concentrated on individual retail Canadian investors saving for milestones such as a first home, emergency funds, or retirement.

Name

RBC InvestEase

Legal name

RBC InvestEase Inc.

Website

https://rbcinvestease.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

RBC InvestEase is a Toronto-based digital robo-advisor and wholly-owned subsidiary of Royal Bank of Canada that offers professionally managed ETF portfolios to individual Canadian investors via TFSA, FHSA, RRSP, and non-registered accounts.

Ownership category

akta.pro rank

Product category

Digital Investment Management (Robo-Advisory)

NAICS

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

SIC

Investment Advice (6282)

akta.pro primary industry

Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)

akta.pro secondary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Robo-advisory services
• ETF portfolio management
• Digital wealth management
• Automated investing platform
• Online investment management

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. Investment Management Fees: RBC InvestEase charges an annual management fee of 0.50% plus applicable sales taxes on the average assets under management (AUM). This fee is billed monthly. Additionally, standard fund manager fees (charged by the investment funds themselves) apply. This is the primary revenue stream from ongoing AUM.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

RBC InvestEase is a Canadian digital investment platform (robo-advisor) that builds and manages diversified ETF portfolios for individual Canadian investors based on their selected risk profile. The service is delivered through an online application with optional access to human Portfolio Advisors, charges a 0.5% annual management fee billed monthly, requires no minimum investment, and provides automated rebalancing along with an annual portfolio review.

Product overview

RBC InvestEase is a simplified online investment platform offering professionally managed ETF portfolios for Canadians. The service combines smart technology with human Portfolio Advisors to provide a low-cost, low-effort investing experience. Core products include Core Portfolios and Responsible Investing Portfolios, each available in five risk profiles (Very Conservative, Conservative, Balanced, Growth, and Aggressive Growth), plus a Short-Term Bond Portfolio for short-term goals. Clients can hold investments in TFSA, FHSA, RRSP, or non-registered accounts. The platform manages approximately $100 minimum investments, automatically graduating Starter Portfolios to full portfolios at $1,500 balance. All portfolios consist of RBC iShares ETFs managed by RBC Global Asset Management and BlackRock Canada. A dedicated team of Portfolio Advisors provides ongoing monitoring, annual reviews, and rebalancing services for a 0.5% annual management fee plus fund manager fees.

Differentiator

Problem solved

Functional benefit

Products and services

• Core Portfolio A diversified ETF portfolio aligned to an investor's selected risk profile, designed as the default balanced offering for RBC InvestEase clients seeking long-term, professionally managed exposure across multiple asset classes.
• Responsible Investing Portfolio A managed ETF portfolio constructed to incorporate environmental, social, and governance (ESG) considerations while remaining aligned to the client's chosen risk profile.
• Short-Term Bond Portfolio A more conservative managed ETF portfolio emphasizing short-term fixed income exposure, intended for clients with lower risk tolerance or those parking funds in a low-volatility allocation.
• Starter Portfolio An entry-level managed ETF portfolio option designed for new or smaller-balance RBC InvestEase clients beginning their long-term investing journey.
• Portfolio Advisory Service Human Advisor support layered onto the RBC InvestEase digital platform, allowing clients to consult with Portfolio Advisors for guidance on their managed ETF portfolios alongside the automated investing experience.

Quantifiable outcome

• Management fee of 0.5% per year - lower than traditional advisors

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• RBC Global Asset Management Inc. (RBC GAM)coreTechnology or IntegrationRBC GAM manages RBC ETFs included in RBC InvestEase portfolios and provides market research, economic insights, and investment expertise. RBC InvestEase portfolios are developed in conjunction with RBC GAM.
• BlackRock Canada Limited (iShares)coreTechnology or IntegrationBlackRock Canada manages iShares ETFs under a strategic alliance with RBC GAM. Together, RBC iShares ETFs combine products from both firms under unified distribution support. RBC iShares ETFs are the primary investment vehicles in RBC InvestEase portfolios.
• RBC Direct InvestingminorChannel Partner/ Reseller/ DistributorRBC Direct Investing is a sister RBC company offering self-directed investing. Cross-referrals between services help clients find the appropriate RBC investment solution. Transfers from RBC Direct Investing accounts to RBC InvestEase are supported.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• Justwealth: Canadian online portfolio manager offering low-cost automated ETF portfolios and financial planning, competing directly in the Canadian digital wealth management space.
• Modern Advisor (formerly ModernAdvisor): Canadian digital wealth management platform providing automated portfolio management and financial planning, targeting a similar fee-conscious retail investor base with a more boutique positioning.

Direct peers

• BMO SmartFolio: Bank of Montreal's digital robo-advisor offering automated ETF portfolio management to Canadian investors — a direct competitor under another Big Six Canadian bank brand.
• Wealthsimple: Canada's largest independent robo-advisor and digital wealth platform, offering automated ETF portfolios and goal-based investing to retail Canadians — the most direct head-to-head competitor in the Canadian market.
• Tangerine Investment Funds: Scotiabank subsidiary offering low-cost pre-built mutual fund portfolios with passive indexing, serving the same low-effort, fee-sensitive retail Canadian investor segment.
• Questwealth Portfolios: Robo-advisor offering from Questrade, providing low-fee automated ETF portfolio management to Canadian retail investors, with similar passive-ETF-based portfolio construction.
• CI Direct Investing (formerly WealthBar): CI Financial's digital wealth platform offering automated managed portfolios and financial planning to Canadian retail investors, competing in the same fee-conscious robo-advisor segment.
• Scotia Smart Investor: Scotiabank's digital investment advice platform, offering automated portfolio management to existing Scotiabank customers — a parallel bank-owned robo offering under another Big Six brand.

Broad incumbents

• Betterment: US-based pioneer of the robo-advisor model offering automated goal-based ETF portfolio management; not a direct competitor in Canada, but the category-defining comparable for digital wealth management globally.
• TD Direct Investing / TD e-Series Funds: TD's self-directed investing platform plus its low-cost TD e-Series index funds target the same DIY Canadian retail investor audience, with e-Series often used as a low-cost alternative to robo platforms like InvestEase.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/RBC
• YouTubeyoutube.com/user/RBC
• Facebookfacebook.com/rbc
• LinkedInlinkedin.com/company/rbc-investease
• Instagraminstagram.com/rbc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 RBC InvestEase