The price used for such a transfer is the closing price on the day of the transfer.
A poster stated earlier that he used a broker to sell his shares and then re-buy them for his TFSA. Bet that cost a penny or two.
Self-directed accounts are the way to go. I have to laugh at the Financial Industry in general. It is such a rip-off for the small guy. They make money everytime and we pay for it. Keep your costs low, and that is money in yours and my pocket.
Kherson