ci direct trading
CI Direct Trading is a Canadian self-directed online discount brokerage offering order-execution-only trading of stocks, ETFs, and options through web, the Virtual Brokers mobile app, and professional platforms (PowerTrader Pro, RealTick, ITS Trader Lite) to retail investors across Canada.
- Company typePrivate
- Founded-
- HeadquartersToronto, Canada
- Headcount1–10
- GTM typeB2C
- OfferingServices
What ci direct trading does
CI Direct Trading is a Canadian online discount brokerage providing order-execution-only trading services to self-directed retail investors who do not require financial advice. It operates as a registered trade name of CI Investment Services Inc. (CIIS), a wholly owned subsidiary of CI Financial Corp. — a publicly traded Canadian wealth and asset manager with over $550 billion in AUM as of August 2025, 2,900+ employees, and operations dating to 1965. CIIS is registered as an investment dealer in all Canadian provinces and territories and is a member of the Canadian Investment Regulatory Organization (CIRO) and the Canadian Investor Protection Fund (CIPF), with coverage up to $1 million per account type.
The platform spans a web-based trading interface, the Virtual Brokers mobile app on iOS and Android, and a tiered suite of professional platforms — PowerTrader Pro, RealTick, and ITS Trader Lite — for active traders. Supported account types include TFSA, RRSP, FHSA, RDSP, RESP, individual non-registered, and corporate accounts, with structured account-transfer services. The underlying technology is conventional brokerage execution infrastructure with no documented AI/ML, API, or SDK capabilities.
Revenue is generated through a transaction-and-fee model: small per-share stock commissions (as low as 1¢/share, $1.99–$7.99 range), commission-free ETF purchases, options commissions ($7.99 + $1.25/contract), monthly subscriptions for advanced trading platforms ($250–$580 USD/month plus management-fee markups), quarterly administration fees ($24.95/quarter waived under certain conditions), margin interest, market data subscriptions, and short-selling borrow fees (minimum 2.5% annualized). Distribution is digital self-serve (web and mobile) with phone-based broker-assisted support; the firm markets primarily through the CI Financial corporate site, an educational blog, and LinkedIn/Facebook channels. CI Direct Trading is the execution-only sibling brand to CI Direct Investing, the managed-portfolio division under the same CIIS umbrella.
ci direct trading firmographics
Firmographics- Name
- ci direct trading
- Legal name
- CI Investment Services Inc.
- Website
- https://cidirecttrading.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- CI Direct Trading is a Canadian self-directed online discount brokerage offering order-execution-only trading of stocks, ETFs, and options through web, the Virtual Brokers mobile app, and professional platforms (PowerTrader Pro, RealTick, ITS Trader Lite) to retail investors across Canada.
- Ownership category
- akta.pro rank
ci direct trading industry classification
Industry- Product category
- Discount Brokerage
- NAICS
- Securities and Commodity Contracts Intermediation and Brokerage (5231)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Discount & Online Retail Brokerage (FSAEACAB)
Keywords
Where ci direct trading is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
ci direct trading business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Trading Commissions: Commissions charged per trade on stocks, ETFs, and options. Stock commissions range from 1¢/share (min $1.99, max $7.99 per transaction), ETF purchases are free (selling at 1¢/share), options at $7.99 per trade plus $1.25/contract.
- Platform Fees: Monthly platform fees for professional trading platforms including PowerTrader Pro at $250 USD/month and RealTick at $400 USD/month.
- Administration Fees: Quarterly account administration fee of $24.95 per quarter charged when combined assets are below $5,000 or no qualifying trade is made. Various other administrative fees for services like wire transfers, mailings, and account transfers.
- Interest on Margin and Cash Balances: Interest charged on margin account balances and interest paid (or not paid) on positive cash balances. Margin interest rates are Prime + 1.5% for CAD accounts. Interest on positive cash balances is paid at Prime - 8% for registered accounts in CAD.
- Market Data Fees: Fees for real-time market data subscriptions including Canadian exchanges (TSX, TSXV, Alpha, CSE) and US exchanges (NASDAQ, NYSE, OPRA).
- Short Selling Borrow Fees: Borrow fees charged for short positions, calculated at minimum 2.5% annual rate applied to market value of the short position.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Commission: As low as 1¢/share, min $1.99, max $7.99 per trade |
| Transaction based/ take rate | Pay-as-you-go | Active Trader Rate: $3.99/flat trade |
| Transaction based/ take rate | Pay-as-you-go | Broker-Assisted Rate: $50/trade + 3% of capital value |
| Subscription | Quarterly | Account Administration Fee: $24.95/quarter |
| Subscription | Monthly | PowerTrader Pro Platform: $250 USD/month |
| Subscription | Monthly | RealTick Platform: $400 USD/month |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
ci direct trading product offering
Product offeringCore offering
CI Direct Trading operates an online discount brokerage platform providing order-execution-only trading services for self-directed Canadian investors who do not require financial advice. The platform enables trading of stocks, ETFs, options, and other financial instruments across registered (TFSA, RRSP, FHSA, RDSP, RESP) and non-registered account types, with low commissions (as low as 1¢/share), commission-free ETF purchases, and access to professional trading platforms for active traders.
Product overview
CI Direct Trading operates as a self-directed online discount brokerage platform providing order-execution-only trading services. The platform is part of CI Investment Services Inc., a registered investment dealer and member of CIPF and CIRO. The core offering includes the CI Direct Trading Platform for self-directed trading, accessible via web and mobile apps (Virtual Brokers), with access to professional trading platforms (PowerTrader Pro, RealTick, ITS Trader Lite) for active traders. The company supports multiple account types including registered accounts (TFSA, RRSP, RESP, FHSA, RDSP), corporate accounts, and non-registered accounts, with comprehensive transfer services. A related brand, CI Direct Investing, offers managed portfolio services for clients seeking professional advice, while CI Direct Trading focuses on execution-only discount brokerage for self-directed investors who do not require financial advice.
Differentiator
Problem solved
Functional benefit
Products and services
- CI Direct Trading Platform A self-directed online discount brokerage platform providing order-execution-only trading services for investors who do not require financial advice. Offers multiple account types, trading platforms, and low/no trading fee options for stocks, ETFs, options, and other financial instruments.
- CI Direct Trading Mobile App (Virtual Brokers) Advanced mobile trading application providing key information, account access, and trade execution capabilities for trading on the go. Available for iOS (App Store) and Android (Google Play) devices through the Virtual Brokers app branding.
- PowerTrader Pro Professional trading platform available to CI Direct Trading clients at $250.00 USD per month, featuring advanced charting, real-time market data, and sophisticated order entry tools for active traders.
- RealTick Professional trading platform available at $400.00 USD per month (plus 20% platform management fee with minimum $150 USD/month), offering comprehensive market data and execution capabilities for active traders.
- ITS Trader Lite Professional trading platform available at $580.00 USD per month (plus 20% platform management fee with minimum $150 USD/month) for active traders requiring advanced functionality.
- Registered Account Types (TFSA, RRSP, FHSA, RDSP, RESP) Comprehensive suite of registered account options including TFSA (Tax-Free Savings Account), RRSP (Registered Retirement Savings Plan), RESP (Registered Education Savings Plan), FHSA (First Home Savings Account), and RDSP (Registered Disability Savings Plan) with applicable application and management forms.
- Corporate Account Services Corporate registration and account management services including corporate resolution documents, guarantee agreements, and entity tax residence declarations for non-registered corporate accounts.
- Account Transfer Services Comprehensive transfer services for moving accounts to and from CI Direct Trading, including non-registered account transfers, registered account transfers, RESP transfers, and RDSP transfers with applicable transfer forms.
Companies that use ci direct trading
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
ci direct trading technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
ci direct trading partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Canadian Investor Protection Fund (CIPF)coreCI Direct Trading, through its parent CI Investment Services Inc., is a member of CIPF which provides protection for client accounts in case of custodian insolvency for up to $1 million per account type. This is a regulatory membership required for all registered investment dealers in Canada.
- Canadian Investment Regulatory Organization (CIRO)coreCI Investment Services Inc. is a member of CIRO, the national self-regulatory organization that oversees all investment dealers and trading market activities in Canada. This membership is mandatory for all registered investment dealers.
- CI Investment Services Inc.coreCI Direct Trading is a registered trade name of CI Investment Services Inc., which acts as the registered investment dealer and custodian for all CI Direct Trading accounts. CISI is a wholly owned subsidiary of CI Financial Corp.
Scale indicators3 records
Recent moves5 records
Expansion highlights3 records
ci direct trading competitors and assessment
Company assessmentDirect peers
- Wealthsimple: Canadian online brokerage and wealth manager offering Wealthsimple Trade (zero-commission self-directed) plus managed investing, savings, and crypto. Same self-directed Canadian retail customer, same registered account types, and the dominant low-cost disruptor pressuring the entire category.
- Interactive Brokers: Global, multi-assment online broker serving retail and institutional clients including Canadians. Comparable on low-cost self-directed execution, professional trading platforms, and broad market access — only with a much larger international footprint.
- Questrade: Canada's largest independent discount brokerage offering self-directed trading of stocks, ETFs, options, and FX with low commissions, plus the Questwealth advised platform. Closely comparable to CI Direct Trading on customer, products (TFSA/RRSP/FHSA), and self-directed positioning.
- Qtrade Direct Investing: Canadian discount online brokerage owned by Aviso Wealth, offering self-directed stock, ETF, and options trading with TFSA/RRSP/FHSA accounts. Direct head-to-head competitor for Canadian self-directed investors with similar pricing and platform tiers.
Broad incumbents
- RBC Direct Investing: Royal Bank of Canada's self-directed online brokerage arm. Targets the same Canadian do-it-yourself investor with stocks, ETFs, options, and registered accounts; competes as part of a much larger financial-services conglomerate.
- BMO InvestorLine: Bank of Montreal's online self-directed brokerage offering stocks, ETFs, options, and GICs plus managed solutions. Directly comparable product set for Canadian self-directed investors, delivered through a major Canadian bank.
- Scotia iTRADE: Scotiabank's online discount brokerage providing self-directed trading and registered accounts to Canadian investors. Competes in the same Canadian discount brokerage segment, anchored to a major bank's brand and balance sheet.
- TD Direct Investing: Bank-owned retail brokerage from Toronto-Dominion Bank offering self-directed and advised investing in Canada. Comparable Canadian self-directed customer base and registered accounts, but operates within a much larger banking/wealth franchise rather than as a pure discount brokerage.
Regional players
- Desjardins Online Brokerage (Disnat): Desjardins Group's online discount brokerage, particularly strong in Quebec. Comparable self-directed offering and registered accounts, but with a regional (Quebec/Desjardins member) skew rather than national marketing reach.
Emerging players
- Moka: Canadian fintech (formerly Mylo) offering automated investing, savings, and now self-directed trading. Targets younger Canadian investors and represents the next generation of low-fee/automated competition pressuring traditional discount brokerages like CI Direct Trading.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
ci direct trading social profiles
Digital presenceci direct trading compliance and trust
Trust signalCompliance3 records
ci direct trading financial estimates
Financial estimateRevenue estimate
Valuation estimate
ci direct trading leadership team
Management profileNumber of profiles
ci direct trading funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ci direct trading 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 ci direct trading
What does ci direct trading do?
CI Direct Trading operates an online discount brokerage platform providing order-execution-only trading services for self-directed Canadian investors who do not require financial advice. The platform enables trading of stocks, ETFs, options, and other financial instruments across registered (TFSA, RRSP, FHSA, RDSP, RESP) and non-registered account types, with low commissions (as low as 1¢/share), commission-free ETF purchases, and access to professional trading platforms for active traders.
Is ci direct trading a public or private company?
ci direct trading is a private company. It is classified as corporate owned and is currently operating.
When was ci direct trading founded?
ci direct trading was founded in -1. It employs 1 to 10 people.
Where is ci direct trading based?
ci direct trading is headquartered in Toronto, Canada, in the North America region.
How does ci direct trading make money?
Six revenue lines are on record. Trading Commissions are the primary driver. The others are platform Fees, administration Fees, interest on Margin and Cash Balances, market Data Fees and short Selling Borrow Fees.
Who are ci direct trading's main competitors?
Direct peers on record are Wealthsimple, Interactive Brokers, Questrade and Qtrade Direct Investing. Broad incumbents are RBC Direct Investing, BMO InvestorLine, Scotia iTRADE and TD Direct Investing. Desjardins Online Brokerage (Disnat) is listed as a regional player. Moka is listed as an emerging player.
Does ci direct trading have an API?
No public API is recorded for ci direct trading.
What industry is ci direct trading in?
ci direct trading's product category is Discount Brokerage. Its primary akta.pro industry code is FSAEACAB, Discount & Online Retail Brokerage. Its NAICS code is 5231 and its SIC code is 6211.