Seems weird. I can’t see any benefit to competing with robinhood. Seems like a lot of work to compete for small accounts that generate more customer service than commissions generated.
Those small accounts, at first might be there just for fractional shares, but later on, more often then not, might learn
how to trade in 2 weeks, start going short, naked options, futures, margin, 3000 leverage -. all that crazy new noob stuff, and that's a lot of extra cash flow.
And ofcourse you have to keep up with the trends/fashions.
Like KO response to competition of presenting that new line of sodas
(can't remember how are those called, but it ,,much more healthier'')
What IB could do, is presenting as simplistic app as RH has.
Heard many times :
,,RH is great to use, since it's easy/simple to understand''
Why didn't they bought them out in first place.
(maybe they tried, don't know. If not, shortsightedness on growing competition)
Like those Ford/BMW/Honda etc, didn't gave enough credit for TSLA, 10 yrs ago. If they would have knew what's coming, they would have taken ~5% positions OTC or after ipo and sit quiet atm, with smiles on their faces.