Robinhood Branding Strategy and Marketing Case Study

Analysis and examples of Robinhood’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.

Robinhood brand logo

Brand Overview


  • Financial Services
  • Technology

Business Type

Software Service


Target Customer

Individual Financial Investors & Traders

Primary Need (Job To Be Done)

Gain the ability to access and experiment more with personal investing

Brand Visual Identity & Content

Primary Brand Colors





Brand Typefaces

  • Capsule Sans Display

Hero Content

Robinhood hero image

Hero Content Type

Illustration & Video

Content Features People


Brand Messaging

Key Messages

Investing for Everyone
Commission-free investing, plus the tools you need to put your money in motion. Sign up and get your first stock for free. Certain limitations apply.
Sign Up

Benefit or Feature Focus


Tone of Voice

Informative, Smart, Conversational
Funny <> (+1) Serious
Casual <> (+1) Formal
Irreverent <> (+2) Respectful
Enthusiastic <> (+2) Matter of Fact



Element of Value Self-Actualization


Provides Access

Element of Value Provides Access


Makes Money

Element of Value Makes Money

Reduces Cost

Element of Value Reduces Cost


Element of Value Simplifies

Brand Benefits

Benefit #1

Get access to investment opportunities in a direct and simplified way

Benefit #2

Gain a deeper understanding of investing and the market as a whole

Benefit #3

Start making improvements on my financial future now rather than putting it off


Key Competitors

E-Trade, Charles Schwab, TD Ameritrade, SoFi, Webull, eToro, Coinbase, Acorns

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