Questrade

Based on 3 of 4 measures · missing: Traffic / Demand Follow-Through

Canadians type "Questrade" into a search bar on purpose - branded search demand sits at 84.8 and momentum is maxed at 100. But Relative Search Salience comes in at 60.5, which means the name people reach for by intent still loses ground when the category is searched generically: mind share that hasn't become the default. Salience of 77.9 is real attention, not ownership of the question.

Based on 4 of 4 measures

Questrade's customers can say what makes it different before they can say what it's about: Differentiation Language sits somewhat above the middle of the Index, Association Clarity somewhat below it. Category Audience Fit at 70.9 sits in the top third of the range: the people Questrade holds look much like the audiences of the brands it is compared with. Affinity is warm in the way nearly every brand's is, so neither measure separates this brand from the field. Meaning lands at 46.7: a brand customers can point at, not one they can explain.

Based on 4 of 4 measures

Questrade's Inverted Complaint Intensity reads 0, the bottom third of the Index: when customers here are unhappy, they are loud about it. Average Rating at 51.1 and Review Sentiment at 43.4 sit in the bottom third as well, and Review Volume Confidence at 92.2 is middling for the Index but ample - this is a settled reading, not a thin sample producing noise. Trust lands at 44.2: the ratings are lukewarm and the grievances are not, which is tolerance, not trust.

Based on 2 of 4 measures · missing: Conversation Volume, Earned Mention Velocity

Questrade's customers switch to it and then go quiet - advocacy sits at 26.2, with recommendation language at 24.7. People will tell you they left the big bank's fees behind; almost nobody tells a friend to follow them, and positive word of mouth at 27.5 confirms the conversation isn't happening. A brand people chose for the math is a brand they defend with math - and nobody brings a fee comparison to dinner.

Based on 3 of 4 measures · missing: Community Engagement

Questrade is a tool customers use, not a brand they belong to - emotional connection sits at 17.9. Sentiment is the only part holding up at 31.7, while identity and belonging language falls to 5.9 and attachment language to 12.3: people will say the platform works and say nothing about themselves when they name it. That's approval, not attachment - and approval moves the day a competitor's commission structure changes.