Editing Robinhood Markets, Inc. (section)

== Competitive landscape ==
A key way to determine a product’s closest competitors is by looking at other offerings that are targeting the same or similar target audience (i.e. The DIY Wealth-Starter / Active Retail Investors) and aiming to provide the same core benefit (i.e. empowering individuals to grow their wealth through convenient, low-cost, self-directed investing). The next step is to rank the offerings in terms of total time spent using the service and total money transacted or managed through them relative to others providing similar functionality.

With that said, Robinhood’s closest competitors are primarily other mobile-first U.S. retail brokerage platforms and fintechs that appeal to younger, fee-sensitive, self-directed investors. Based on feature overlap, target audience alignment and user-engagement intensity, the closest competitors to Robinhood’s flagship offering include Charles Schwab, Fidelity, Webull, E*TRADE (Morgan Stanley), Cash App Investing, SoFi Invest, and **Public.com.

A detailed comparison between Robinhood and several of its main competitors is shown in the table below.
{| class="wikitable"
!Feature / Attribute
!'''Robinhood'''
!'''Webull'''
!'''E*TRADE'''
!'''Charles Schwab'''
!'''Fidelity'''
!'''SoFi Invest'''
!'''Public.com'''
|-
|'''Primary Target Audience'''
|Younger mobile-first retail investors (“DIY Wealth-Starters”)
|Active traders wanting analytics
|Mass-market retail + active traders
|Broad retail + mass affluent
|Broad retail + retirement-focused
|Beginners & existing SoFi ecosystem users
|Younger values-driven investors
|-
|'''Core Value Proposition'''
|Zero-commission, simple, gamified UX
|Advanced charting & tools at no cost
|Full-service broker + advanced tools
|Full-service broker with deep research
|Low-cost leader with strong service
|Automated + self-directed hybrid
|Fractional shares + thematic investing
|-
|'''Account Fees & Trading Commissions'''
|$0 commissions
|$0 commissions
|$0 commissions
|$0 commissions
|$0 commissions
|$0 commissions
|$0 commissions
|-
|'''Crypto Trading'''
|Yes
|Yes
|No
|No
|No
|Yes
|Yes
|-
|'''Fractional Shares'''
|Yes
|Yes
|Yes
|Yes
|Yes
|Yes
|Yes
|-
|'''Research Offering'''
|Basic + premium (Robinhood Gold)
|Intermediate
|Strong (Morgan Stanley research)
|Very strong
|Very strong
|Light
|Light–intermediate + thematic insights
|-
|'''Options Trading'''
|Yes
|Yes
|Yes
|Yes
|Yes
|No
|Limited
|-
|'''User Experience'''
|Mobile-first, intuitive
|Mobile-first, trader-oriented
|Desktop-rich
|Desktop-rich
|Desktop-rich
|Mobile-simple
|Mobile-first
|-
|'''Minimum Account Size'''
|$0
|$0
|$0
|$0
|$0
|$0
|$0
|-
|'''Banking Integration'''
|Cash card, savings
|Limited
|Full banking (Morgan Stanley)
|Full banking
|Full banking
|Full banking (SoFi Bank)
|No
|-
|'''Revenue Model'''
|PFOF, interest income, subscriptions, margin
|PFOF, interest, margin
|Commissions + NII
|Advising + NII
|Advising + NII
|Cross-sell + NII
|Subscription + PFOF-alternative
|-
|'''Annualised Assets Under Custody (AUC)'''
|Lower vs. incumbents
|Low
|High
|Very high
|Very high
|Moderate
|Low
|-
|'''Brand Positioning'''
|Democratise finance for all
|Trading tools for everyone
|Traditional meets digital
|Trusted, full-service
|Trusted, low-cost
|All-in-one financial home
|Social + thematic investing
|}