RBC Direct Investing is a self-directed brokerage service offering online trading and investment solutions. It provides access to Canadian and U.S. stocks, options, ETFs, mutual funds, and fixed-income investments across 18 global markets[3][5]. Services include real-time streaming quotes, customizable dashboards, and a practice account for risk-free trading[2][3]. The target audience is individual investors seeking control over their investments. The unique selling proposition is its comprehensive platform with competitive pricing ($9.95 per trade) and a quarterly maintenance fee waiver for accounts over $15,000[2][5].