You may have heard that Robinhood’s actions in response to last week’s stock frenzy did not sit well — the CEO claimed liquidity, while traders claimed collusion. Either way, Robinhood’s (now-ironic) name is in jeopardy and much of its once-loyal customer base may be up for grabs. Let’s meet them.
Who are the retail traders of Robinhood?
According to our AI-driven consumer intelligence platform, this is the audience the memestock-hailers come from (AKA Millennials or Gen Z-ers who use Robinhood or list stock trading as a top hobby).
What are they into (besides disrupting the stock market)?
When they aren’t holding the line, here’s what Robinhood’s traders like to do…
….and the media they consume.
What do they value (personally, not portfolio-wise)?
These are the core attributes driving these traders’ decisions, habits, and purchases — if you’re looking to pick up your share of those fleeing Robinhood, messages appealing to these insights will have a greater chance at resonating.
The retail traders are coming (to your investment firm)
Robinhood’s democratization of stock trading opened the floodgates to younger audiences – a group that once represented hard-to-get investment business are now ripe for a new platform.
To gain the trust and business of this new market, the financial services community can’t rinse-and-repeat the stand-by marketing strategies that work for legacy audiences. This is a whole new ball game where, for some players, the bat is a rocket, the ball is a diamond, a home run involves the moon, and the names on the jersey backs aren’t ones I can type out here. To get their business, you need to get on their level.
Request a demo to see the other fresh and granular insights we can give you on this audience to help reach them on the right channel with the right message.