We started in a small office in Saskatchewan with one goal: help everyday Canadians understand their investment options without the jargon.
Seven years later, we're still focused on that same mission — just with better coffee and a few more people who share our approach.
Back in 2018, our founder was sitting in a coffee shop, frustrated with how complicated investment platforms made everything.
Most apps assumed you already knew what you were doing. Others talked down to people. We thought there had to be a middle ground — tools that respected your intelligence but didn't require a finance degree to understand.
So we built something different. An application that explains things clearly, shows you what matters, and gets out of your way when you're ready to make decisions. We tested it with friends, neighbors, and anyone willing to give feedback over lunch.
The feedback shaped everything. People wanted transparency about fees. They wanted to understand risk without feeling panicked. And they definitely didn't want to be told what to do — just given good information to work with.
We're a small team, which means everyone here actually works on the product you use. No massive corporate hierarchy — just people who care about making investment education accessible.
Co-Founder & Product Lead
Sven spent twelve years building trading platforms for institutional investors before realizing retail tools were stuck in 2005. He leads product development and spends way too much time reading user feedback.
Director of Education
Margot creates all our educational content and makes sure it actually makes sense. She came from teaching economics at University of Saskatchewan and refuses to let us use any term without explaining it first.
We don't believe in shortcuts or secret formulas. Just practical frameworks that help you understand what's actually happening with your money — and why it matters.
Most investment education starts with theory. We start with the questions people actually ask: "How much should I save?" "What's too risky?" "When can I actually use this money?" Then we work backward to the concepts that answer them.
Every investment decision involves trade-offs. Higher potential returns usually mean accepting more risk. Lower fees might mean fewer features. We make those trade-offs visible so you can decide what matters most to you, not what some algorithm thinks you want.
Reading about investing is one thing. Making decisions is another. Our platform includes simulation tools where you can test strategies without risking actual money. We track what concepts cause confusion and refine our explanations based on what people struggle with.
Markets change. Your situation changes. What made sense five years ago might not work now. We send monthly deep-dives on specific topics, update our materials when regulations shift, and answer real questions from users in our quarterly webinars.
Explore our study materials and see how we break down complex investment concepts.
