Wealthsimple marked a subscription milestone for its email newsletter by turning it into a…well, paper newsletter.

TLDR is the digital investment service’s weekly digital newsletter, which recently added its three millionth subscriber, making it the most-read financial newsletter in Canada.

To celebrate the occasion, the brand created a printed edition of one of its recent newsletter, featuring stories like “Eight(ish) Ways to Do Money Right,” covering the basics of investing to mortgages.

The print edition of TLDR, which takes the form of a free commuter newspaper, is available at a pop-up newstand/coffee shop that will be giving away free cans of cold brew, alongside the newsletter.

TLDR was launched in late 2021, an addition to Wealthsimple’s robust content marketing efforts guided by a strategy of meeting investors where they are with interesting, educational financial content. It joined efforts like the “Money Diaries” series of blog posts from various celebrities, or the advice offered in the digital Wealthsimple Magazine.

With the rise of digital tools that allow people to more easily make and manage their own stock investments – both from startups like Wealthsimple and Canada’s major banks – Wealthsimple says that one in four Canadians are now making investment decisions through personal research. TLDR is designed to give retail investors control with a digital product to help them make smart decisions.

The pop-up, which first served commuters arriving at Toronto’s Union Station on Monday, will continue touring other locations throughout the city this week.

The majority of the campaign has been handled in-house, including all creative, but Wealthsimple worked with California-based marketing agency RMNG to secure location permits and with Postering for wild postings promoting the pop-up and the newsletter itself.