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Robinhood Is Making Even More Trades Free, Taking on the Options Market

  • ‘Completely changing’ stock-options trading is stated goal
  • Online platform says it has more than 3 million accounts
The New York Stock Exchange (NYSE)

The New York Stock Exchange (NYSE)

Photographer: Michael Nagle/Bloomberg

Robinhood Financial LLC is seeking to do for options what it did for stocks: make trading free.

The Palo Alto, California-based startup, which operates online as a brokerage like ETrade Financial Corp., announced Wednesday that it is offering free stock-options trading. Robinhood said it has more than 3 million customer accounts after three years in operation. It is working to keep attracting users whose uninvested cash generates interest for the firm, and who may graduate to its for-pay services.