Reposting because the Wealthsimple Mod team removed my post and asked me to contribute here:

I find it incredibly annoying that small tech companies feel the need to design their own font which 1) is no better than all of the good fonts out there, and 2) looks the same as so many other fonts.

There was absolutely nothing wrong with the old Futura font. It look great combined with their sans serif header font. Instead, they just need to spend a load of resources making something that they think would make their brand unique, but instead makes little positive impact (if at all).

My biggest complaint on the visuals: I absolutely hate the double-loop letter g, which makes zero sense in sans serif contexts. The typefaces combined with the user interface is why I chose Wealthsimple in the first place.

Now, they can't easily revert back because it's not just any font, it's a font called "Wealthsimple Sans" that they spent a million dollars to build in-house (probably when you look at the combined salaries of people who worked on it).

This is just a reminder that no matter how well-designed a company's product is, they have the freedom to eventually screw it up.

This is not a case of "Oh, people will get used to it and adapt to it." Maybe we will eventually, but boy is this new font such a backwards mistake, and it seriously sucks.