TMX Money
Attracting Today's Investors.
TMX Money is a leading financial portal for real-time market data, investment insights, and TSX-listed equities. To increase engagement, attract new users, and expand revenue potential, TMX partnered with Decision Counsel to evolve its digital strategy—delivering a modern experience for self-directed investors, financial advisors, and the mass affluent.
The Challenge.
TMX Money set out to move beyond programmatic advertising and modernize its mobile experience, all while preserving the trust of its core investor base. The platform needed to reach a younger, data-savvy audience, elevate engagement through smarter content and UX, and reduce ad clutter without sacrificing revenue. With bold targets in place—including a 25% lift in site traffic and engagement—TMX required a monetization model that could support long-term growth.
Solutions.
Strategic Foundations.
Decision Counsel began by conducting a comprehensive ecosystem analysis, uncovering opportunities in UX, monetization, and content delivery. From there, the team delivered a full roadmap that reimagined TMX Money’s digital experience from top to bottom.
Content Engagement.
The redesigned homepage introduced a new “Channels” feature, a persistent ticker, and streamlined navigation built for mobile-first use—with optional dark mode and an ad layout engineered for both visibility and control. Updated wireframes and taxonomy made the experience feel modern without overwhelming users.
Brand Experience.
To strengthen engagement and retention, DC overhauled the brand’s email strategy—launching a suite of modular campaigns like Market Alerts, Chart of the Day, and PowerStream Promotions. These triggered journeys reactivated over 26,000 previously disengaged users and brought consistency to a previously fragmented cadence.
Revenue Activation.
On the product side, DC developed positioning and messaging for TMX Money Premium, powered by TradingCentral, ensuring a clean upgrade path for advanced users. A retail trading analytics product was also prototyped, laying the groundwork for future monetizable features. Behind the scenes, editorial workflows and a headless CMS model supported flexible growth across content and sponsorship.
Outcome.
The redesigned TMX Money experience delivered a measurable impact. Monthly active users surpassed 1 million, organic revenue jumped by 50%, and five new direct monetization deals were secured within the first year. With a stronger premium offering and a high-performing homepage, TMX is now positioned as Canada’s go-to financial data platform—modern, scalable, and trusted by both legacy users and a new generation of investors.