Robinhood Retail Investors: A Deep Dive into the Wall Street Disruptors

Resonate | Robinhood Retail Investors: A Deep Dive into the Wall Street Disruptors

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).

Resonate | Robinhood Retail Investors: A Deep Dive into the Wall Street Disruptors

Source: the Resonate Ignite Platform™

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…

Resonate | Robinhood Retail Investors: A Deep Dive into the Wall Street Disruptors

Source: the Resonate Ignite Platform™

….and the media they consume.

Resonate | Robinhood Retail Investors: A Deep Dive into the Wall Street Disruptors

Source: the Resonate Ignite Platform™

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.

Resonate | Robinhood Retail Investors: A Deep Dive into the Wall Street Disruptors

Source: the Resonate Ignite Platform™

 

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.

Categorized as: Blog Page, Consumer Insights, Data, Brand

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