With the rise of platforms like Robinhood Markets offering advanced tools, retail investors in the U.S. are continuously upgrading their investment strategies, increasingly resembling professional investors. This shift has made retail investors a formidable force in the stock market, prompting Wall Street analysts to eagerly target this active retail market.

On October 16, Robinhood announced its new desktop trading platform, “Robinhood Legend.” Customers can access advanced trading tools, real-time data, and a streamlined interface through their web browsers without any additional fees. This platform is set to launch immediately, with plans to roll it out to all eligible customers over the coming months.

The mobile app will also enable users to trade futures for the S&P 500, oil, Bitcoin, and more, with fees starting at just 50 cents for gold-level subscribers and 75 cents for other users. In comparison, Charles Schwab charges $2.25 per futures contract and Morgan Stanley charges $1.50, while cryptocurrency futures incur a fee of $2.50.

Additionally, Robinhood is allowing mobile users to trade equity index options supported by the Chicago Board Options Exchange (CBOE), with a competitive fee structure of 35 cents per contract for gold subscribers and 50 cents for other users, undercutting its competitors. As of the second quarter, Robinhood had 11.8 million monthly active users and 1.98 million gold-level subscribers.

These new tools are specifically designed for active retail investors, positioning Robinhood as a mature financial service provider that can compete with traditional brokerages catering to institutional clients. Following the announcement, Robinhood’s share price jumped approximately 2.5% in pre-market trading.

Wall Street analysts are also eagerly anticipating the launch of the “Robinhood Legend” platform, viewing it as a key opportunity to engage with active retail investors. The collaboration with CBOE further extends their reach into the retail market.

Other brokerages are also rolling out desktop trading platforms for active retail investors, such as Moomoo, which has recently introduced the Moomoo NZ desktop version that offers customizable interfaces tailored to investors’ specific needs, along with analytical tools and real-time data.