You’re already invested.

Robinhood

the brand

Robinhood believes in making personal finance accessible for all by providing a one-stop-shop for financial education, investing, trading, crypto, future planning, and so much more.

Robinhood knows you are capable of taking control of your financial future, and we are here to help you take the first step, and all the steps that follow.

On a mission to democratize finance for all.

the ask

business challenge

10% raise in new users.

marketing objective

Make Robinhood the go-to platform for begining your investment journey.

the solution

issue

We have been tricked into believing that we don’t have enough knowledge or cash on hand to start investing on our own.

context

Financial institutions and investing platforms have convinced us that we have no autonomy when it comes to our financial future.

They use jargon we don’t understand and set up drastic scenarios of how we could lose everything if we invest wrongly.
We have been convinced that we are not smart enough to invest on our own and that we don’t have enough money to even begin.

“individuals citing confusion and unfamiliarity with the stock market as a key reason for not investing.”
— World Economic Forum

Thankfully, Robinhood has the resources to teach you everything about investing,
not to mention they help you to invest with as little as $1.

And with Robinhood, you don’t need to be an expert to start,
you just need to be interested in investing.

insight

You’re already invested, just not financially.

Your personal interests are your investments because you invest your time, energy, and heart into them.

So you’re already invested… you just didn’t realize it!

target

The Future Detacher

This is the vast group of Gen Z people who are unfamiliar with Robinhood and/or are new to investing. We want to speak directly to them about their interests. And we want to do this without alienating the the large group of people who already use Robinhood and have experience with investing.

So, messaging that targets the newer consumer,
but doesn’t turn off the seasoned investor.

Were seeing that over 60% of Gen Z have less than $1,000 in savings.

-Self, article

Also with so many young people “feeling that they face an uncertain financial future, individuals have become interested in investing.”

- World Economic Forum 

They don’t have tons of money saved, but they understand that
they need to start investing that money (early).

so the goal is to…

Get Future Detachers who feel they are not informed enough or rich enough to start their investing journey, to invest just $1 on Robinhood by showing them how they can take charge of their financial future by investing in their interests.

strategy

Invest in your interests.

Robinhood helps your interests become investments, by helping you invest in your interests.

You already invested in your personal interests…

so why not get interested in investing, by investing in your interests?

(turning your personal interests into vested interests).

So let your personal interests invest in you.

That’s money you’re actually interested in earning…

thanks to Robinhood.

Thought Starters:

  • By investing low amounts of money (such as $1), you are able to learn about investing in a fun way by playing with your investment on Robinhood’s gameified platform. Make Robinhood into a game. (Like fantasy football but with stocks, and you earn money instead of loosing it.)

  • Easy brand collabs or extensions… any brand can partner with Robinhood to be an interest of the week, or a hot topic.

    • These stocks could then have some sort of sale or bulk buy discount, or possibly you are rewarded just for buying $1 in this stock during the week it is featured.

Things to keep in mind:

  • The 2021 Game Stop incident, (caused lack of trust) so we want trust to be something felt in the messaging and tone in the background.