Last Updated: January 2025

Retail Access

Robinhood believes democratizing finance for all is an unstoppable movement, and access to the markets is something policymakers on both sides of the aisle have long desired.

Key points

Key Points:

  • Robinhood pioneered the elimination of trading commissions and account minimums.

  • The rest of the industry is compelled to follow, establishing a new norm.

  • Robinhood continues to break down barriers and open doors to the markets with new products and features.

  • Retail investors’ access to the stock market is at historic highs – data as of 2022 shows that 58% of all U.S. households participate in the stock market. But more progress needs to be made.

  • Legislators and regulators should revisit existing rules and pursue new policy solutions that reflect modern markets and promote retail access.

What we’ve seen

The U.S. Stock Market remains one of the greatest wealth generators in history, yet a small percentage of US households have historically held most of the total value of stocks (Yahoo! Finance, January 10, 2024). Robinhood set out in 2013 to change that. Our customers are shaking up an industry long reserved for the 1%.

In recent years, tens of millions of first-time investors have entered the markets. According to the Federal Reserve Board, 58% of households in the United States had exposure to the stock market in 2022. Many of them are Robinhood customers who, according to our survey data*, are more racially diverse than customers at incumbent brokerages.

Our approachable, low-cost platform, paired with our digestible educational content, is a central reason why millions of new investors of all backgrounds and socio-economic status are participating in the markets today.

What we’re doing

Guided by our mission to democratize finance for all, we’ve eliminated historical barriers and unlocked access to the markets for everyday investors. These efforts have contributed to a broader trend: since Robinhood’s founding in 2013, the U.S. has experienced a 27% increase in the average amount of financial assets each household holds in equities (OECD, 2022). Numbers like these highlight the importance of access, education, and innovative tools—like those Robinhood provides—in unlocking the wealth-building potential of equity markets for retail investors. We pride ourselves on being among the first to:

  1. Eliminate commissions and account minimums. Robinhood was the first U.S. retail broker to fully and successfully eliminate commissions and account minimums for investors. This disruption shook the industry, pushing even incumbent retail brokers to do the same, saving investors billions and counting. Today, U.S. customers can open an account and start their portfolios with as little as $1. Other fees may apply.

  2. Introduce fractional share trading. Some of the most actively traded stocks have share prices in excess of $100. We introduced fractional shares in 2019, opening up the ability for investors to invest in high-priced stocks and ETFs with as little as $1.

  3. Give everyday investors access to IPOs. For years, participating in Initial Public Offerings (IPOs) was exclusively reserved for institutional and high-net-worth investors. Aligned with our commitment to everyday investors, we opened up access to IPOs in 2021, including our own.

  4. Allow customers to build their saving habits and invest in their future. We rolled out recurring investments in 2020. Available to investors at all levels, this feature offers a wide range of benefits—whether you’re just getting started and looking to build responsible investing habits or working toward long-term investing goals. Investing is a habit and recurring investments employ a strategy to build over time while potentially reducing the impact of market volatility.

  5. Introduce an IRA match with no traditional employer necessary. In December 2022 we launched Robinhood Retirement, allowing customers to invest for their future the Robinhood way – no employer necessary. All while earning a match from Robinhood on every eligible contribution dollar.

  6. 24-hour market access. In 2023, Robinhood introduced 24-hour trading, enabling customers to trade stocks and ETFs around the clock, five days a week. This innovation empowers investors to stay engaged with the markets on their terms, whether they’re responding to market-moving events in real time or trading at hours that fit their schedules. By expanding access beyond regular trading hours, Robinhood ensures that investing is more flexible and convenient, putting greater control in the hands of its customers.

Robinhood's position

Robinhood has led the way in expanding investment opportunities for everyone, not just the wealthy – and we’re nowhere close to being done. Access to private securities markets, for example, is still largely limited to those meeting wealth-based criteria under the SEC’s “accredited investor” definition, leaving many locked out of high-growth investment opportunities. We intend to change that.

Robinhood supports regulatory reforms that allow more individuals to responsibly access the private securities markets without sacrificing important investor protections under the federal securities laws. While additional measures to expand the number of individuals who qualify under the SEC’s “accredited investor” definition would help, rules like this are simply antiquated, irrelevant, and unnecessary in today’s age of AI and ubiquitous access to information. We believe technology that already exists today can help retail investors of all backgrounds better understand the risks associated with investing in the private markets and responsibly determine — without paternalistic government intervention — whether and how to participate. In particular, we believe that AI and tokenization, which can help retail investors access the private markets in a responsible, informed, cost-effective, and efficient manner, can and should eliminate the need for the SEC’s accredited investor standard. To learn more about how we can unlock greater economic opportunities and foster broader participation and wealth creation opportunities for all Americans, read here.

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Resources

On Access to IPOs

Robinhood Policy Paper; January 2025Expanding Retail Access to Private Markets
Robinhood Blog; May 2021Robinhood is Democratizing IPOs
Anirban Sen and David French, Reuters; March 2021Robinhood aims to allow users to buy into IPOs-sources

On Elimination of Commissions

Ivo Welch, National Bureau of Economic Research; December 2020The Wisdom of the Robinhood Crowd
Shane Swanson, Coalition Greenwich; February 2020The Impact of Zero Commissions on Retail Trading and Execution
This App Completely Disrupted the Trading Industry; December 2019This App Completely Disrupted the Trading Industry

On the Introduction of Fractional Share Trading

Comment Letters

Lucas Moskowitz, Robinhood; February 2024; February 2024Request for Information on Financial Inclusion,TREAS-DO-2023-0014
Comment on Supporting Diversity and Inclusion in the Broker-Dealer Industry (Regulatory Notice 21-17); June 2021Comment on Supporting Diversity and Inclusion in the Broker-Dealer Industry (Regulatory Notice 21-17)
Matt Billings, Robinhood Financial LLC and Robinhood Securities, LLC;; May 2025FINRA Requests Comment on a Proposal to Reduce Unnecessary Burdens and Simplify Requirements Re
Matt Billings, Robinhood Financial LLC and Robinhood Securities, LLC; June 2025Regulatory Notice 25-04 (FINRA Launches Broad Review to Modernize Rules Regardi

Retail Investing Trends and Market Impact

Valeria Fedyk, London Business School; November 2023This Time is Different: Investing Preferences in the Age of Robinhood
Jill E. Fisch, Institute for Law and Economics; February 2022GameStop and the Reemergence of the Retail Investor
Deloitte, Deloitte Center for Financial Services; October 2021The rise of newly empowered retail investors
Olivia Valdes, Ph.D., Gary Mottola, Ph.D.,FINRA Investor Education Foundation; October 2021Bridging the Divide: A Closer Look at Changes in the Racial and Ethnic Composition o
Aaron Brown, Bloomberg; October 2020Stock Investors Are Younger and More Racially Diverse
Gary Mottola, Ph.D., FINRA Investor Education Foundation; March 2018Gender, Generation and Financial Knowledge: A Six-Year Perspective

The Future of Investing

Robinhood Blog; May 2023The Robinhood 24 Hour Market is Here
Robinhood Blog; September 2022Introducing the Robinhood Investor Index
Robinhood Blog; December 2022Introducing Robinhood Retirement

All investments involve risk and loss of principal is possible.

Commission-free trading of stocks, ETFs, and their options are offered through Robinhood Financial LLC (“RHF”), a registered broker dealer (member SIPC). Other fees may apply. See RHF's Fee Schedule. Fractional shares are illiquid outside of Robinhood and are not transferable. See the Fractional Shares section of our Customer Agreement. IPOs can be risky and speculative investments and may not be appropriate for every investor. Clearing services are offered through Robinhood Securities, LLC (“RHS”), a registered broker dealer (member SIPC).

Futures, options on futures and cleared swaps trading is offered by Robinhood Derivatives, LLC ("RHD"), a registered futures commission merchant with the Commodity Futures Trading Commission (CFTC) and Member of National Futures Association (NFA). Futures, options on futures and cleared swaps trading involves significant risk and is not appropriate for everyone. Please carefully consider if it's appropriate for you in light of your personal financial circumstances. Please read the Futures Risk Disclosure Statement prior to trading futures products, and please read the Forecast Contract Risk Disclosure for more information about the risks associated with forecast event contracts. RHD accounts are not protected by the Securities Investor Protection Corporation (SIPC) and are not Federal Deposit Insurance Corporation (FDIC) insured. RHD is not a bank. Prior to trading virtual currency Futures products, please review the NFA Investor Advisory & CFTC Advisory providing more information on these potentially significant risks.

Cryptocurrency services are offered through Robinhood Crypto, LLC (“RHC”) (NMLS ID: 1702840).

The Robinhood Money spending account is offered through Robinhood Money, LLC (“RHY”) (NMLS ID: 1990968), a licensed money transmitter. Robinhood Gold Card is subject to credit approval and underwriting. Robinhood Gold Card is offered by Robinhood Credit, Inc. and is issued by Coastal Community Bank, pursuant to a license from Visa U.S.A. Inc. Robinhood Credit, Inc. ("RCT"), is a financial technology company, not a bank.

RHF, RHS, RHD, RHC, RHY, and RCT are affiliated entities and wholly-owned subsidiaries of Robinhood Markets, Inc.

RO 4180815

Robinhood, 85 Willow Road, Menlo Park, CA 94025. © 2025 Robinhood. All rights reserved.
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All investments involve risk and loss of principal is possible.

Commission-free trading of stocks, ETFs, and their options are offered through Robinhood Financial LLC (“RHF”), a registered broker dealer (member SIPC). Other fees may apply. See RHF's Fee Schedule. Fractional shares are illiquid outside of Robinhood and are not transferable. See the Fractional Shares section of our Customer Agreement. IPOs can be risky and speculative investments and may not be appropriate for every investor. Clearing services are offered through Robinhood Securities, LLC (“RHS”), a registered broker dealer (member SIPC).

Futures, options on futures and cleared swaps trading is offered by Robinhood Derivatives, LLC ("RHD"), a registered futures commission merchant with the Commodity Futures Trading Commission (CFTC) and Member of National Futures Association (NFA). Futures, options on futures and cleared swaps trading involves significant risk and is not appropriate for everyone. Please carefully consider if it's appropriate for you in light of your personal financial circumstances. Please read the Futures Risk Disclosure Statement prior to trading futures products, and please read the Forecast Contract Risk Disclosure for more information about the risks associated with forecast event contracts. RHD accounts are not protected by the Securities Investor Protection Corporation (SIPC) and are not Federal Deposit Insurance Corporation (FDIC) insured. RHD is not a bank. Prior to trading virtual currency Futures products, please review the NFA Investor Advisory & CFTC Advisory providing more information on these potentially significant risks.

Cryptocurrency services are offered through Robinhood Crypto, LLC (“RHC”) (NMLS ID: 1702840).

The Robinhood Money spending account is offered through Robinhood Money, LLC (“RHY”) (NMLS ID: 1990968), a licensed money transmitter. Robinhood Gold Card is subject to credit approval and underwriting. Robinhood Gold Card is offered by Robinhood Credit, Inc. and is issued by Coastal Community Bank, pursuant to a license from Visa U.S.A. Inc. Robinhood Credit, Inc. ("RCT"), is a financial technology company, not a bank.

RHF, RHS, RHD, RHC, RHY, and RCT are affiliated entities and wholly-owned subsidiaries of Robinhood Markets, Inc.

RO 4180815

Robinhood, 85 Willow Road, Menlo Park, CA 94025. © 2025 Robinhood. All rights reserved.