Karsten Wenzlaff, Advisor
August 26th, 2025
Karsten Wenzlaff is a Crowdfunding and Fintech Expert from Germany. He is Secretary-General of Digit[...]
Wealthsimple Acquires Fey to Power Nextgen Trading
M&A | Aug 28, 2025
Image: Fey is joining Wealthsimple
Wealthsimple Strengthens Trading with Fey’s AI Powered Research Tools
On August 27, 2025, Wealthsimple announced the acquisition of Fey, a Montreal-based investment research startup founded in 2021 that built its reputation on elegant design and advanced AI trading tools. The financial terms of the deal weren't disclosed but it puts Wealthsimple in a position to offer millions of Canadians an enhanced trading experience, bridging the gap between simple apps and a more complex brokerage platform.
Wealthsimple now serves more than 3 million clients and manages over $84 billion CAD in assets, a 94% increase from the previous year. Earlier in 2025, Wealthsimple acquired San Francisco based platform Plenty, a wealth management platform for couples, as part of its strategy to expand capabilities and scale faster.
From Design Studio to Acquisition
Fey emerged from the Montreal design studio Narative, founded by Thiago Costa, Dennis Brotzky, Thomas Russell, and Mack Mansouri. The team built Fey strategically with early venture backing from Maple VC, Inovia Capital, Yuri Sagalov of Wayfinder, and Abhinav Tiwari of Blank Ventures. Instead of a splashy launch, Fey garnished trader feedback on an invite-only access basis, which helped them refine features such as natural language stock screening, real-time earnings summaries, and a personalized news feed. Features that will soon become part of WS's self-directed investing platform.
See: The Finfluencer Effect on Canadian Retail Investors
As reported by BetaKit, Fey’s co-founders Costa, Brotzky, and Russell will join Wealthsimple’s self-directed investing group, and the Fey platform will shut down by September 30, with subscribers being refunded for any remaining balances.
What Fey Brings to Wealthsimple Users
For Wealthsimple’s 3 million clients, here's a look at how the integration of Fey's platform design and features will turn complex investing workflows into intuitive actions:
- AI chatbox like experience where investors can query stocks using natural language instead of navigating complex menus, making screening faster and more accessible
- Fey delivers instant earnings updates, alerts and summaries, keeping traders informed ahead of key market events
- If brokerage accounts can't be linked, traders can still (manually) sync their portfolios giving users access to live performance tracking, S&P comparisons, and personalized insights
- Access to integrated research, such as live pricing, peer analysis, financials, analyst estimates, and insider trades are all brought together in one clean interface
Read: AI’s Double-Edged Sword of Retail Investing
On Reddit, an early user described Fey as providing “a much nicer UI, the ability to sync portfolios across institutions, and quick access to key metrics when I didn’t have time to dig for them”.
Why It Matters for Canadian fintech
Wealthsimple is aiming to create an all-in-one financial platform covering investing, trading, crypto, tax filing, and everyday banking services. Adding Fey’s research and design-first tools will help attract a younger generation of investors while strengthening its position against traditional brokerages and newer fintech challengers.
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