Remember when Redditors and ‘Average Joe’ retail investors banded together to almost quadruple GameStop’s stock price, sending Wall Street bros betting against the struggling video game retailer into a tizzy? Robinhood played a significant role in the meme stock phenomenon, bringing millions of new investors into markets. But the debacle left these Wall Street Disruptors—and Robinhood’s once-loyal customer base—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).
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…
Source: the Resonate Ignite Platform™
….and the media they consume.
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.
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.
