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Robinhood users need all the education they can get, especially about investing risks. To support Amazon-style comparison shopping, Buy and Sell ratings come with breakdowns of the bull and bear cases provided by Morning Star. Meanwhile, Robinhood’s web home page displays a personalized news feed of finance headlines about the stocks you trade. That led Robinhood to build Collections that group stocks by vertical into sortable playlists so if you want to find real estate companies with Buy ratings that are popular on Robinhood, you can find ones you’ve never heard of. “When young people are investing in the stock market, their behaviors are much closer to how people navigate products like Spotify or Amazon, rather than traditional investing products” says Bhatt. The web app’s design was based on a major insight from Robinhood’s research. With the new features like the ability to see the average price Robinhood users paid for a stock and whether its popular on the app, Robinhood is starting back down the path to social fintech. Back in 2013 before it raised its seed round with the intention of letting you trade stocks for free, Robinhood wanted to be a crowdsourced investment advice platform.
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But the web launch actually harkens back to Robinhood’s original mission. Robinhood’s $110 million raise at a $1.3 billion valuation from April has clearly been put to swift use. Co-founder Baiju Bhatt tells me “If the goal is to actually make people learn about investing, get better at it, be informed, I think our approach is the best one out there.” That’s something Robinhood users need as half of them are first-time traders. Long-standing competitors like Scottrade might cram a ton of data onto a web page, but that doesn’t necessarily teach you financial literacy.