Robinhood - Zero-fee stock trading app

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Most stock trading services charge at least $7 to $10 per trade. Robinhood opens up stock market trading to a younger, less wealthy demographic that want to invest less money but were deterred by fees that eat up their margins. It also makes trading and monitoring stocks on the go simple. How has no one else tried to challenge Yahoo Finance?
the team over at are building something really, really nice.