Someone who wants a large and solvent brokerage, for one. Personally I am willing to pay trade fees to use a big bank brokerage for the added safety, stability and experienced staff (calling in & various services provided).Who wants to pay 10 dollars or 7 dollars or 5 dollars per stock trade regardless of your account size . Unless you don't mind wasting money.
Wealthsimple is 77% owned by Power Financial through PWF, IGM, etc. Power Corp's way of saving their Power Financial group as IGM hits the skids with decreasing longevity. Wealthsimple bought ShareOwner in 2015.
Worth watching but account management can't be free. There will be preparation of tax slips, reporting of IIROC regulated items, etc. that requires human oversight. Revenue will have to come from somewhere to pay for those minimum services.
Questrade is quite cheap too but you read a lot of not only negatives reviews, but nightmare experiences.
I think they are not being transparent about how they make their money.