Online brokers are busily throwing money around to attract new customers; a quick search reveals many active promotions as I write this from Webull Canada, RBC, TD, QTrade, Wealthsimple….All of it has a bit of “if this seems too good to be true, it probably is” flavour to it.

I asked this same question on Reddit and the consensus seemed to be that this is the new normal in the online brokerage world, just like it’s normal for telcos/cablecos/ISPs to throw around big discounts in order to steal customers from one another.

But yet, I feel a little uneasy how money for nothing has become the norm. For DIY investors like me, it’s hard to see how my providers make any money off of me. I did a bit of research into the best proxy I could think of…Robinhood.

As I mentioned in a previous post, Robinhood is now part of the S&P 500 lineup; this is no fly-by-night company. Their quarterly results are public, and it was quite illuminating. Robinhood’s most recent quarter’s results are shown below.

So it looks pretty straightforward; revenue is coming from three sources, and their average revenue per user (ARPU) is a pretty healthy $151 dollars. Let’s look a bit further:

• Transactions: Options trading and Crypto trading make up the bulk of the revenues here, but roughly 15% of their transaction revenue comes from basic equity trades ($66M in Q2’25).
• Interest: a large chunk of this is interest made from margin ($114M in Q2’25), but a growing percentage comes from credit card interest charges.
• “Other”: not elaborated further, but it’s small, so we can ignore it. Perhaps this accounts for the revenue from their 3.5M “Robinhood Gold” subscribers¹

The transaction revenue was surprising to me since equity trades are free on Robinhood, yet they are still finding a way to make money. Further reading indicates that the exchanges are sharing some of their bid/ask spread revenue with Robinhood, which seems like a win/win/win: Robinhood makes a tiny bit of revenue on each trade, the exchange gets more volume which allows them to make more spread revenue, and the customer gets free trades².

So, assuming the Wealthsimples and Questrades of the world are following Robinhood’s lead, they are making money off of me every time I place a trade. (Sorry, I don’t trade options, I don’t trade crypto, I don’t trade on margin, and I don’t run a balance on any credit card I use). Since switching to Questrade (and getting free trades) I can tell you that my own behaviour has changed; I have always hated seeing non-productive cash in any of my accounts, and so with free trades, I can freely buy one share of something to clean up the last dribs of cash I may have in any given account. My “getting paid in retirement” strategy also requires a monthly flurry of trades (see the details here).

All this to say I feel less uneasy about the free money being thrown around; Canada’s online brokerage community seems to be following a successful playbook:

• Get lots of customers, even if you have to pay them to get on board
• Expand your offers, especially profitable offers, and entice as many of your army of fans to use them (crypto, margin trading, options trading, credit cards, subscription offers)
• Invest just enough in your platform to not lose too many clients; switching online providers can take a lot of work (I know, I did it: read more here)

So my advice is to absolutely take advantage of the free money out there and enjoy the gravy!

1. Perhaps serving as the inspiration for Questrade Plus? ↩︎
2. Not everyone thinks this is a great idea ↩︎