Robinhood’s Business Model: How Does It Make Money?

Robinhood, a renowned US-based fintech company, offers users free web-based and mobile financial services for trading various assets, including stocks. As one of the pioneers of commission-free trading, it raises the question of how Robinhood generates revenue without charging fees to its users. Understanding the intricacies of Robinhood’s business model provides valuable insights into the workings of this prominent trading platform.

Company NameRobinhood
Business TypeOnline discount brokerage
Revenue ModelCommission-free platform for investing and trading
Primary Revenue SourceTransaction-based sources, particularly payments for order flow
Net Funded Accounts Growth in 2021Significant increase, with approximately 10 million new accounts added throughout the year
Net Funded Accounts in Q4 2021Declined
Workforce Size at the End of 20213,800 employees, more than doubling its size
Layoffs AnnouncementApril 2022, affecting about 9% of its full-time staff
Retirement Accounts AnnouncementDecember 6, 2022

From Startup to Sensation: Fascinating History of Robinhood

Robinhood was founded in 2013 by Vladimir Tenev and Baiju Bhatt, who met during their time at Stanford University. With prior experience in fintech startups and selling trading software to hedge funds, they recognized the need to democratize trading.

Having launched two previous fintech startups and successfully selling trading software to hedge funds, the founders conceived the idea of Robinhood with the aim of democratizing trading for all individuals.

They recognized the stark contrast between large Wall Street firms, which traded millions of dollars in financial products at minimal costs, and individual traders who were burdened with hefty commission fees, even for small trades.

Motivated by this disparity, Tenev and Bhatt embarked on developing a mobile-centric trading platform that would provide equal access to financial markets, irrespective of an individual’s available investment capital.

Robinhood’s core mission was to leverage technology in order to encourage broader participation in the financial system, particularly from a younger demographic aged 18 and above.

The initial venture capital support for Robinhood came from Tim Draper of Index Ventures and Marc Andreessen of Andreessen & Horowitz, who invested a total of $3 million in a seed round in April 2013.

Within its first year, Robinhood attracted nearly a million users and facilitated an impressive $1 billion in transactions. By 2016, just three years after its launch, Robinhood surpassed the $2 billion mark in transactions.

The COVID-19 pandemic and subsequent lockdowns in 2020 fueled a substantial surge in Robinhood’s user base, with over three million additional users joining the platform. However, this rapid growth also brought about a few challenges, including major outages that resulted in class-action lawsuits.

In January 2021, Robinhood faced further difficulties when it imposed restrictions on users, preventing them from purchasing GameStop, AMC, and other stocks involved in the “meme stock” trading frenzy of that period.

Robinhood attributed these bans to “market volatility,” but the decision sparked outrage among users, leading to criticism and a trading halt investigation by the Securities and Exchange Commission (SEC).

How Robinhood makes money

Robinhood, the well-known online brokerage platform, relies on multiple revenue streams to support its operations.

These encompass payment for order flow (PFOF), Robinhood Gold subscription fees, interest earned from margin loans and securities loans, income generated from cash deposits, and interchange fees. These diverse sources of revenue contribute to the financial sustainability of the company.

Payment for Order Flow

Robinhood routes its users’ trades to different market makers and trading venues, which compensate Robinhood through rebates for executing these trades. This practice, known as payment for order flow (PFOF), forms a significant portion, approximately 72.8%, of Robinhood’s total revenue.

By utilizing smart order routing algorithms, the company optimizes trade execution to provide its users with the highest likelihood of obtaining the best outcomes. This revenue model allows the company to offer commission-free trading to its users.

Robinhood Gold Subscription Fees

Robinhood provides a premium membership program known as Robinhood Gold, available to users for a monthly fee of $5. Subscribers unlock a range of enhanced investment tools and benefits, including Morningstar research reports, NASDAQ Level II Market Data, larger instant deposits, and discounted margin investing.

However, it’s important to note that Robinhood Gold subscription fees account for less than 10% of the company’s total revenue, indicating that the majority of their income is derived from other sources.

Interest on Margin Loans and Securities Loans

Interest Income from Loans: Robinhood generates interest income from margin loans and securities loans. Margin loans provide users with additional funds for securities investments, with Robinhood charging 5% interest on margin loans over $1,000.

Additionally, the company earns revenue by lending securities to counterparties. These interest-based activities contribute to around 17.5% of Robinhood’s total income, diversifying its revenue sources.

Income Generated From Cash

Robinhood generates a modest income by depositing uninvested brokerage cash into interest-earning bank accounts. Although this revenue stream, along with Robinhood Gold fees, is categorized as “other revenue,” it constitutes less than 10% of the company’s total income.

While it is a minor contributor, it adds to the overall revenue diversification of the company’s business model.

Interchange Fees

Robinhood offers users debit cards through the Robinhood Spending Account program. When users make payments using the Robinhood debit card, the company generates a modest amount of revenue from interchange fees.

These fees are transaction processing charges imposed by card providers. While this revenue stream may be relatively small, it contributes to the company’s overall income diversification.

Robinhood’s Business Model

Customer Segments:

  • Millennials (18 to 29-year-olds) interested in trading;
  • High-frequency traders;
  • Retail brokerage marketing;
  • Electronic trading firms.

Value Propositions:

  • Democratizing access to the financial market;
  • Commission-free trading of stocks;
  • Real-time market data for trading;
  • Convenient money storage and stock trading via the app;
  • Commission-free investments in publicly traded companies and ETFs;
  • Ability to buy and sell cryptocurrencies;
  • Inspiring a new generation of investors.


  • Mobile app;
  • Website;
  • API;
  • Social media.

Client  Relationships:

  • Support through email and social media;
  • Referral program offering free stocks for new user sign-ups;
  • Smart notifications;
  • Real-time market data;
  • Automation and self-service options.

Revenue Streams:

  • Interest on customers’ cash balances and margin lending;
  • Premium subscription fees;
  • Payment for order flow.

Key Resources:

  • Trading platform;
  • User database;
  • Security infrastructure;
  • Real-time market data;
  • Venture capital funding;
  • Technology and financial teams.

Key Activities:

  • App maintenance;
  • Software development;
  • IT platform operations;
  • Security measures;
  • Marketing;
  • International expansion.

Key Partners:

  • Investors;
  • FINRA (Financial Industry Regulatory Authority);
  • SIPC (Securities Investor Protection Corporation);
  • Technology providers.

Cost Structure:

  • Staff salaries;
  • Process automation;
  • Research and development;
  • Marketing expenses;
  • Storage and IT infrastructure;
  • Security policies.

How Much Money Do They Make?

Robinhood, the online brokerage platform, experienced significant revenue growth in recent years. In 2021, the company reported total revenue of $1.81 billion, marking a substantial 90% increase compared to the previous year when its revenue stood at $0.95 billion.

However, the revenue figures for the first two quarters of 2022 showed a decline compared to the same period in the previous year.

Robinhood reported revenues of $299 million and $318 million for the first and second quarters of 2022, respectively. These figures represented a decrease of over 40% compared to the corresponding quarters of the previous year.

Are They Making a Profit?

Despite its considerable revenue growth and a large user base of 15.9 million active users in 2022, company has not yet achieved profitability. The company reported a net loss of $392 million for the first quarter of 2022 and $295 million for the second quarter.

Analysts remain skeptical about Robinhood’s ability to become profitable in 2023, prompting the company to implement cost-cutting measures. In August 2022, the company reduced its staff by 23%, following a previous announcement in April 2022 to cut 9% of its employees.

These actions had an impact on Robinhood’s stock price, which experienced declines.

However, despite recent losses and uncertainties surrounding Robinhood’s business model and future, some analysts argue that the company’s reduced spending, potential rise in interest rates, and ongoing organic growth may pave the way for future profitability.

Robinhood’s Key Competitors in the Online Brokerage Industry

In the online brokerage industry, the company faces competition from several prominent players. Its primary competitors include Webull, eToro, TD Ameritrade, E*Trade, TradeStation, and SoFi Active Investing.

These companies vie for market share and customers in the dynamic landscape of online trading and investing platforms.


Webull is a free trading platform that allows investors to trade stocks, options, ETFs, OTCs, and ADRs. Similar to Robinhood, Webull offers commission-free trading and is considered one of its top competitors.

Founded in 2017, Webull is a Chinese-owned company with headquarters in New York, Hong Kong, and Singapore. Its revenue sources include PFOF, short selling fees, interest on margin accounts, and subscription fees.


Based in Israel, eToro is a social investing platform that provides users access to a wide range of assets, including 0%-commission stocks, ETFs, cryptocurrencies, and Forex currencies. It is popular among new investors due to features like ready-made investment portfolios and the ability to copy top investors.

eToro generates income through spreads applied on trades, overnight and weekend fees, withdrawal fees, currency conversion fees, and inactivity fees.

TD Ameritrade

 Known for its user-friendly interface, TD Ameritrade offers a straightforward trading experience with screening tools for filtering stocks based on various criteria. The platform provides commission-free trading for online stocks, ETFs, and options.

Distinctively, TD Ameritrade operates over 175 brick-and-mortar branches, setting it apart from Robinhood. It generates revenue from PFOF, investment advisory fees, net interest margin, and management fees.


ETrade is a popular trading app catering to advanced investors, including day traders and derivatives traders. While the platform doesn’t charge base commissions, it does impose a fee of $0.65 per options contract and fees for money transfers from ETrade brokerage accounts.

As a subsidiary of Morgan Stanley, ETrade’s primary revenue streams come from payment for order flow and interest payments.


TradeStation offers commission-free trading for stocks and options on an intuitive yet advanced trading platform. It goes beyond Robinhood by providing access to asset types like futures, mutual funds, and bonds.

TradeStation charges modest fees, ranging from around $0.50 to $1.50 per contract on options and futures contracts.

SoFi Active Investing

Specifically designed for young investors, SoFi Active Investing offers commission-free trading of stocks, ETFs, and fractional shares.

The platform distinguishes itself by providing free educational seminars, meetings with financial advisors, and other educational resources. SoFi’s revenue streams encompass interest earned on cash, securities lending, payment for order flow, and margin lending.

SWOT Analysis


  • Brand: Robinhood’s position as the first commission-free trading platform has built a strong brand with loyal customers;
  • Product Offering: The company offers a diverse range of investment options, including stocks, ETFs, options, cryptocurrencies, American Depositary Receipts, and Fractional shares, creating multiple revenue streams;
  • Customer Experience: Despite growing competition, Robinhood is highly regarded for its affordable and user-friendly platform, earning positive reviews from users;
  • Innovation: Robinhood’s innovative business model has disrupted the market and attracted novice investors, gaining recognition for its groundbreaking approach;
  • Millennial Focus: With over 31 million users and an average age of 26, Robinhood’s focus on millennials presents significant growth potential and opportunities for personalized services.


  • Customer Experience Concerns: Robinhood faces challenges in providing a seamless customer experience, with service outages during market surges and occasional misinformation, impacting users and the company’s reputation;
  • Legal and Regulatory Headwinds: Robinhood has encountered substantial fines and legal disputes, which have affected its brand image and profitability. Prioritizing enhanced quality standards is crucial to mitigate future risks;
  • Growth Limitations: Increased competition adopting low-cost strategies has diminished Robinhood’s competitive advantage. Limited resources pose challenges in meeting the needs of investors seeking advanced trading capabilities.


  • Opportunities for Growth: The company can broaden its market appeal by introducing retirement accounts and mutual funds, expanding its offerings beyond the millennial demographic;
  • Enhanced Customer Support: Investing in training and talent acquisition can improve Robinhood’s customer service, further elevating the user experience.


  • Navigating Risky Business: Robinhood operates in a volatile stock market environment, facing risks such as market fluctuations, inflation, and economic crises that could impact its growth and profitability;
  • Regulatory Hurdles: Changes in laws and regulations or compliance challenges may present obstacles for Robinhood, posing potential threats to its operations and success.


Robinhood’s business model has revolutionized the financial industry by offering commission-free trading and empowering individuals to invest in the stock market with ease. The platform’s strengths lie in its strong brand recognition, diverse product, and focus on customer experience.

However, it also faces challenges in customer support and regulatory compliance. Despite setbacks and controversies, Robinhood has demonstrated resilience, raising significant funding and successfully going public.

As the company continues to expand and explore new opportunities, it must address its weaknesses and maintain a commitment to innovation and customer satisfaction. Overall, Robinhood’s disruptive approach has opened doors for millions of users and reshaped the landscape of online investing.