Stocks are turning into just another thing you buy online, and that’s a good thing

, creator of devices the world craves, the largest name in the S&P 500 index and a stock that has increased a cumulative 670 per cent in the past 10 years.

Fractional shares have been available for years in the U.S. market, where brokers compete harder and deliver better innovations faster. Mutual funds were the original investing democratizer in allowing people to put any amount of money to work, subject to starting minimums of $100 and up. Nobody says, “I’ll have 200 units of the ‘XYZ Canadian Equity Fund.’” Instead, they invest $400, $657 or whatever they have on hand.

Whatever tools you give investors, some will take on too much risk and learn from the experience. As online investing took off in the late 1990s, discount brokers were overwhelmed with investor demand to trade tech stocks that crashed and burned. Today, no one questions DIY investing. Even people with advisers commonly have their own trading accounts.

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