Robinhood’s Role in the ‘Gamification’ of Investing

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A Chinese-owned competitor, Webull, has become one of the fastest-growing retail trading platforms in the U.S., partly by following the Robinhood model of offering free stock trades with a slick online interface, while also providing the live customer-service hotline that Robinhood resisted adding until this year. EToro, founded in Israel in 2007, reported having 20 million registered users in dozens of countries as of early 2021, with plans to provide stock-trading service in the U.S. in the second half of the year. It brands itself as a social trading network, where investors can chat, see each other’s portfolios and even mimic those portfolios, a practice known as copy trading, with a simple tap on their smartphones.