Provide a SWOT analysis using the information from Wealthsimple's SWOT table with at least six insights.

STRENGTHS Simple intuitive platform - award winning user experience Strong reviews and reputable brand name Socially responsible investing options Diverse product offerings that span the financial services industry Flexible account options: multiple base currencies and many supported types (TFSA, RRSP, etc) Service extras: rounds-up, portfolio reviews, smart-savings account Insurance-backed investments Product and service emphasis on financial literacy, growth, and freedom 100% online: ease of usage and greater audience reach Promotional deals for existing customers (e.g. refer a friend, Wealthsimple Black and Generation) Strong partnerships with other financial services companies that fill-in-the-gaps in Wealthsimples product offerings

WEAKNESSES Inconsistent customer service: no physical brick and mortar branches, inconsistent email and phone response times Wealtshimple trade does not have many complex features that competitors offer: options, fractional shares Limited options to customize investment goals Lack of intensive financial planning services High account management fees (particularly MER fees) Lack of human interaction Limited presence outside of Canada, US and UK

OPPORTUNITIES Growing trend for cryptocurrency Growing size of middle class and average annual net income Growing consumer support for socially responsible business Development of new technologies, machine learning/AI, big data, 5G Increased adoption of mobile finances Inherited wealth from older generational cohorts to main target market (millennials) Increased demand from small businesses and demand for secure, safe and efficient fiance Mistrust in big-banks by millenials

THREATS Sensitivity to global natural events can cause instability in financial markets (COVID-19, climate changes, etc) Open source finance software hinder market growth Lack of awareness of personal finance options Established competitors entering Canadian market Growing safety and security concerns Risk and volatility associated with financial markets Growing trend to spend and live in the moment rather than invest Uprising automated investing services from banks that hold strong existing customer base and network of services