I don't think the total assets under management is the correct indicator. Vanguard, Big 5 Canadian banks, and even Power Corp cater not only to consumers but also to institutional investors and ultra high net worth individuals. Wealthsimple, to the best of my knowledge, is purely consumer-facing. It is not competing for the same markets as the other ones. Its parent company Power Corp, which is competing in the same area, has an AUM that is comparable to the Big 5 banks. I wonder if there is enough public data to compare consumer products in isolation.