How Robinhood Made Investing Easy and Accessible to Everyone

ROI Overload Business, Tech & Finance Newsletter

  
0:00
-11:04

Another week, another newsletter!

As you read this, I just came back from Nashville, Tennessee.

I ended up at attending the first conference I’ve been to in over 1.5 years (Podcast Movement).

Wow, does it feel weird.

I have to thank Hubspot for bringing my podcast (Success Story), into the Hubspot Podcast network and bringing me out to Nashville to meet such an incredible group of people.

If you’re into podcasts, and you didn’t know I had a show, please check it out and leave a rating!

All right, enough about me…here’s what’s coming up this week.


📈 Case Study: How Robinhood Made Investing Easy and Accessible to Everyone

Fintech has emerged as a rapidly expanding industry, and improved accessibility has been one of the significant contributors to its success. 

Fintech companies have adapted their products according to the preferences of the millennial demographic, using simplicity, user-friendliness, and transparency as their guiding principles. A company that has been successful at exploiting this dynamic is Robinhood. 

Robinhood is leading the modernization of investments because it offers everyone an equal opportunity to participate in the financial markets. 

Robinhood's Mission Statement

Two Stanford graduates, Baiju Bhatt and Vladimir Tenev, founded the company. 

Following their experiences in the world of investments, they decided to bring their talents together in Menlo Park, California, to build Robinhood. With its name drawn from a fairytale, Robinhood's mission was to provide access to financial markets to anyone, not just the wealthy. 

Since Robinhood's launch in 2013, it became evident that consumers who found value in their products most frequently belonged to the millennial generation. Robinhood users during 2015 were over 80% millennials, aging an average of 26 years old.

As a result, the founders confirmed their belief that young people are not opposed to participating in financial markets; rather, their wealth prevents them from accessing investment channels.

The Revolutionary Business Model

Robinhood began as a platform for trading stocks and ETFs. The Robinhood platform offered this feature without charging users a commission fee. 

In response to growing subscriber numbers, the company was able to raise significant amounts of venture capital.

As opposed to charging an investment service fee, Robinhood derived revenue from payments for order flow. Through the rebates it receives from market makers and trading venues, Robinhood can collect a revenue stream.

Compared to the old system of collecting brokerage fees, this business model was truly revolutionary. To expand the company's consumer base and generate new revenue streams, the company began to refine its existing offering and expand the platform's capabilities.

Robinhood Gold: A $10 Subscription Plan

Robinhood Gold was launched in 2016 as a subscription model. The company initially charged a $10 monthly fee for this subscription, which would allow its users to upgrade to the complete Robinhood platform at an affordable cost. 

Gold subscribers have access to professional research reports, can trade on margin, and deposit instantly from their trading accounts. Now, Robinhood Gold is available at a much lower monthly price of $5 per month. 

In addition, Robinhood's cash management service allows users to have uninvested funds from their brokerage account managed by the company, offering a higher yield than most banks. FDIC insurance is also available for accounts with managed funds up to $1.25 million. 

Engaging With The Cryptocurrency Market

The latest product offering from Robinhood is the incorporation of cryptocurrency into the trading platform. 

Recent years have seen a boom in the cryptocurrency market. In other words, this provided an opportunity to gain access to a new financial market that most traditional brokerage houses have largely ignored. As a result, Robinhood was presented with a valuable new opportunity by this key demographic. 

The new Robinhood platform includes a few features that are designed to ease existing uncertainties regarding cryptocurrency exchange. For users to be protected from drastic price changes, Robinhood restricts purchases to 1% and sales to 5%. This prevents orders from being executed if the cryptocurrency price radically changes over or below 5%. 

Taking this step is likely to make the firm one of the most attractive investments for young investors. The company has demonstrated its ability to think like a consumer and act in a way that meets its users' evolving needs.

The March 2020 Blackout

Despite this, Robinhood witnessed a service outage on March 2, 2020, one of the most intense trading days in the history of U.S. financial markets. The outage, unfortunately, lasted the entire trading day, causing massive damage to its users. 

Several prominent media outlets pointed to the outage as the downfall of a previous fintech giant. However, this outrage faded quickly, and the covid pandemic did not result in the long-term damage predicted. 

By 2020, the firm has proved to maintain a market share above 50% for new brokerage accounts, which is more than all incumbent legacy brokerage firms combined. More than 3 million Robinhood accounts were opened in the first half of 2020 alone. 

Ethical Responsibility

In any new industry, success comes with a great deal of responsibility. Accordingly, Robinhood bears the weight of ethical duties applicable not only to a new fintech but to any firm. 

For example, the company is obligated to its users to maintain a solid and consistent information system for storing this data, and the growth of cryptocurrencies makes this responsibility even more important. 

A Benefit Or A Threat To Society?

In 2020, Robinhood had to deal with an ethical issue involving the untimely suicide of a 20-year-old man who had opened an account with the firm during the Covid pandemic. In a tragic turn of events, the young man committed suicide after believing he had lost over $700,000 by trading in the platform. 

However, investigations revealed that the user had not suffered losses of that size; but instead, the Robinhood account app had not yet included the stock's option positions. As a result, the young man ended his life due to a misunderstanding caused by the delay in seeing a correct account balance on the application. 

There is controversy concerning whether Robinhood is at fault in this situation. One side has argued that there should be significant safeguards in place to protect the users against rash market behavior. 

As an alternative, one can say that the user assumes the risk associated with these choices. Because of this, Robinhood should not hold itself responsible for the behavior of its younger customers.

Still Beloved By The People

Robinhood may become copied by legacy brokerage firms, but like other fintech companies, it is likely to remain a favorite among young financial consumers. Unless additional incentives are provided, Robinhood's existing user base is unlikely to switch to a legacy brokerage firm. 

3 Growth Lessons From Robinhood Take To Market, Playbook

1. FOMO: Before they even had a viable product, Robinhood allowed users to sign up for an invitation-only, private beta.

They pushed a massive PR campaign around the private Beta, which was picked up by major news outlets, cementing hundreds of thousands of customers, before they even had a working product.

If you need help getting your word out, you can try something Newswire or Prezly

2. Gamification: Robinhood created a referral-based onboarding process that offered rewards and prizes for joining a private beta.

After users signed up for the private beta, they were put on a waiting list. Once on the waiting list they got viral sharing options that allowed them to increase their place in line by sharing a unique link, or by sharing the early beta access on social media in order to move up their place in line.

This led to exponential growth, numbering in the millions before the product even went live.

If you want to do this for your own product, you can use something like prefinery.com (if you rather not waste time coding it yourself).

3. Simplicity: The number one problem companies have is that they over complicate the sign up.

Robinhood, removed anything superfluous and made the CTA as straight forward as possible.

The copy read “Robinhood $0 commission stock trading. Stop paying up to $10 per trade.”

The single option.

Opt-in. (Get early access)

Robinhood has always been focused on making things as simple as possible for their users, so it only makes sense they made the onboarding fall in line with that prerogative.

So take notes fam.

Virality + Gamification + Fomo + Simplicity = Billion Dollar IPO


💻 SaaS Of The Week: Open Source Alternatives

Free is good.

That’s why I was so excited when I stumbled upon Open Source Alternatives, which is essentially a database of free (open source) alternatives to all the most popular B2B apps and software.

Check it Out

They’ve broken the tools down into categories, as well as by popular brand name (paid options) so you can easily look up the tool you’re already used to using (and paying for), and then try a free alternative. Enjoy!


🎧 Things You Should Listen To: How to Build a $1m+/Year Course in 1.5 Years With Jack Butcher, Founder of Visualize Value

Jack Butcher is a designer, entrepreneur and the founder of Visualize Value – a content platform teaching people to communicate visually and build great online products.

After growing a large audience on Twitter and Instagram with his signature Visualize Value graphics, he created two successful courses - How to Visualize Value, a playbook for creating meaningful visual communication; and Build Once Sell Twice, where he teaches his process for creating digital products and taking VV's revenue to over $100K/month.

Listen on iTunes

We’re going to break down how he built a $1m+/year course in just under 1.5 years.

This is what we speak about…

  • 11:35 - Making the jump into entrepreneurship.

  • 12:30 - The idea behind Visualize Value.

  • 22:04 - How Jack sold $1m+ in courses without ads.

  • 28:35 - How to build a community.

  • 40:03 - Why Jack started to investigate NFT's and his take on the new technology.

  • 45:35 - How to create NFT's that sell.

  • 49:55 - Leveraged income vs. passive income.

  • 1:02:57 - Why you need to innovate or individualize.

  • 1:13:33 - The end goal of a creator.

  • 1:16:45 - Advice for entrepreneurs.


📚 Things You Should Read: Thinking, Fast and Slow by Daniel Kahneman

An older book (definitely something that may take you a while to read through). I audibled the first bit on the flight to Nashville, the author, Daniel Kahneman shares some of the philosophical insights which ultimately won him a Nobel Prize in 2002.

He challenges the way we look at rationality and cognitive biases, and forces us to look at the world through another lens and understand why we do the things we do.

Get it on Amazon

It’s more of an intriguing read than a practical book to help business owners or entrepreneurs.

It really makes you think and introspect.

Like most books that introduce psychology or make us acutely aware of our biases, it’s a tool, that we can use to understand how we can better prepare for situations and various life events, and use that awareness to our advantage.

The takeaway is that humans are very bad at being rational, we have biases towards things we don’t even realize, and we need to be acutely aware of these things, so we don’t do dumb stuff.

I think anyone who’s trying to up skill, and become more self-aware, should read this book.


🧠 Scott’s Thoughts

1.

“Being able to tactfully say no is the greatest life hack you'll ever find.”

(Tweet This)

2.

“You can't choose what you’re exposed to, but you can control what you absorb.

You can't control what people think of you, but you can control what you project.”

(Tweet This)

3.

“Lessons from dogs:

1. Be authentic in your emotions

2. You’re never too old to play

3. There are great benefits to loyalty

4. Going for a walk can solve a lot of things”

(Tweet This)

💡 Other Thoughts

1.

On Creativity

"Capital isn't so important in business. Experience isn't so important. You can get both these things. What is important is ideas. If you have ideas, you have the main asset you need, and there isn't any limit to what you can do with your business and your life."

— Harvey Firestone

(Tweet This)

2.

On Character

“Good character is more to be praised than outstanding talent. Most talents are to some extent a gift. Good character, by contrast, is not given to us. We have to build it piece by piece—by thought, choice, courage and determination.”

— John Luther

(Tweet This)


Podcast

If you like the content in this newsletter, there’s a pretty good chance you’ll like my podcast, “Success Story”, where I unpack the playbooks of entrepreneurs, executives and other high performing individuals.

Check Out The Podcast


Sponsors

These sponsors make this newsletter possible. Check out their offers and show them some love.

  1. LeadFuze bit.ly/2UWE7rz

    For a limited time, you can get access to Unlimited leads in the LeadFuze database. This means all the leads you want for cold emailing, direct mail, cold calling, social selling, or even to build custom audiences to target specific individuals (not just people who “look like” them). 

  2. Gusto gusto.com/scott (3 months free payroll / platform services)

    Gusto’s people platform helps businesses like yours onboard, pay, insure, and support your hardworking team. Payroll, benefits, and more.

  3. BKA Content bkacontent.com/success/ (1 Month of FREE Blogs)

    BKA Content provides high-quality SEO content at affordable prices. No matter what type of on-page or off-page content you’re looking for, we can help.

  4. Mint Mobile mintmobile.com/successstory ($15 unlimited text/call/data)

    Mint Mobile re-imagined the wireless shopping experience and made it easy and online-only. No stores. No salespeople. Just huge direct to you savings on nationwide phone plans.

  5. Ladder - ladderlife.com/successstory

    Ladder is life insurance built to be instant, simple and smart. They offer direct-to-​consumer, term life insurance online.

  6. Canva - canva.me/successstory

    Canva makes video & graphic design amazingly simple for everyone! Get a photo editor, video maker, and logo creator all in one free editing app.


This installment of my newsletter is free for everyone. I send this email daily.

If you enjoyed the newsletter, please share it with a friend who’d find it useful.

-Scott

Share ROI Overload