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Consumers Beware: How Are Your Favorite “Free” Investment Apps Regulated?

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CONSUMERS BEWARE: HOW ARE YOUR FAVORITE “FREE” INVESTMENT APPS REGULATED? SIQI WANG†1 ABSTRACT The proliferation of free or low-cost investment apps has disrupted the financial industry in recent years. Major brokerage firms have been pressured to go to zero fees due to intense competition from their fintech counterparts. While these apps have extended their products and services to those underserved by traditional brokers, some of their practices raise consumer protection concerns. Namely, the practice of “payment for order flow,” which helps fintech startups sustain a zero-commission model, could lead to subordinating customers’ best interest to market makers who acquire their retail orders from these fintech startups. Further, “cash management accounts,” newly popular among fintech startups with an ambition to compete with chartered banks raise questions about the use of idle customer assets and the protections afforded to these accounts in case of liquidation. This Note considers the products and services of these investment apps in the context of existing U.S. regulations and regulators for broker-dealers, investment advisors, and chartered banks. To illustrate this, this Note analyzes the potential consumer financial protection issues arising out of these fintech-based investment platforms’ distinctive business models and the services they provide. INTRODUCTION Robinhood, Acorns, Betterment, Stash, and other free or low-cost investment apps make it easier than ever for every smartphone user to invest on the go, with zero experience and little more than pocket change. These kinds of apps are exploding right now, appealing mainly to young people because of their “low barriers to entry, automation and familiar tap- swipe-buy, Tinder-style interface.”2 For almost all of these apps, all users have to do is first download the app, then set up a profile that lets the company behind the app know the best kinds of investment suitable for the user’s risk averseness and return expectations, and finally connect a bank account to give access to some funds and be done. † Duke University School of Law, J.D. expected, May 2021; Peking University, L.L.B., July 2018. 2 Jennifer Jolly, Micro Investing Apps Have Been Popular during the Stock Market's Rise. Do They Work When It Dives? USA TODAY (Mar. 8, 2018), https://www.usatoday.com/story/tech/columnist/2018/03/08/micro-investing- apps-have-been-popular-during-stock-markets-rise-do-they-work-when- dives/390787002/. No. 1] DUKE LAW & TECHNOLOGY REVIEW 44 Fintech is defined as “technology-enabled innovation in financial services that could result in new business models, applications, processes or products with an associated material effect on the provision of financial services.”3 With people now spending almost seven times longer on apps than on mobile sites and mobile use accounting for an ever-larger portion of the time people spend online, the spurt of investment apps is a logical development for the fintech industry. 4 Offering an improved user experience and greater command over different aspects of money management, investment apps are considered by many users as a practical and economical way of managing their finances. However, by targeting underserved and less sophisticated investors, these low-cost or “free” apps can also threaten less vigilant app users who previously lacked exposure to the investing world. With so many investment apps, online exchanges, and brokerages, there are ostensibly an infinite amount of options for people to invest in everything from stocks to exchange-traded funds (ETFs) to cryptocurrency. The poster child for one of these fast-growing, low-cost (or free) online investment platforms is Robinhood. This app boasts a fee- free model that provides minimal to no cost trading for its customers.5 “As part of its easily-accessible, trading-for-the-people model, Robinhood doesn’t require an account minimum to trade, and offers commission-free trades for users,” contrary to most conventional investment firms. 6 However, much like a traditional broker-dealer, Robinhood operates under a decent amount of regulation by the Securities and Exchange Commission (SEC) and the Financial Industry Regulatory Authority (FINRA).7 The same regulators also have jurisdiction over robo-advisors, such as Betterment, a low-cost wealth management company that mostly provides its automated investing service through an app as well.8 The proliferation of these free or low-cost investment apps has disrupted the financial industry in recent years. Major brokerage firms have been pressured to eliminate fees. Since Robinhood offered stock trading for free in 2013,9 Vanguard Group slashed fees on ETF trades, and 3 Fin. Stability Bd., FSB Report Assesses FinTech Developments and Potential Financial Stability Implications, (Feb. 14, 2019), https://www.fsb.org/2019/02 /fsb-report-assesses-fintech-developments-and-potential-financial-stability- implications/. 4 Maulik Sailor, Top 5 Fintech and Banking Apps, INNOVIFY, https://www.innovify.com/blogs/top-5-fintech-and-banking-apps (last visited Dec. 19, 2019). 5 Anne Sraders, Is Robinhood Safe? What to Know About the Investment App in 2019, THESTREET (Apr. 28, 2019), https://www.thestreet.com/technology/is- robinhood-safe-14933475. 6 Id. 7 See id. 8 Editorial Staff at Betterment Res. Ctr., Your Security and Trust Come First, BETTERMENT (Mar. 3, 2014), https://www.betterment.com/resources/investment- safety-and-security-at-betterment/ [hereinafter Betterment Res. Ctr.]. 9 Maggie Fitzgerald, The End of Commissions for Trading Is Near as TD Ameritrade Cuts to Zero, Matching Schwab, CNBC (Oct. 2, 2019), 45 Consumers Beware [Vol. 19 J.P. Morgan Chase started its own free trading app.10 In October 2019, traditional broker-dealers, the likes of Interactive Brokers, Charles Schwab, TD Ameritrade, and E*Trade announced, within less than a week of one another, that they would cut commissions to zero. 11 While Robinhood does not directly collect commissions from customer’s trading activities, it does monetize through a variety of other avenues including “marginal interest and lending, premium accounts and rebates.”12 One of the more controversial channels is “payment for order flow,” where online brokerages outsource the execution of their app users’ orders to firms that pay for the right to handle those trades in exchange for a fee. 13 “All brokerage firms that sell order flow are required by the SEC to disclose who they sell order flow to and how much they pay.”14 Even though all these fintech startups offered more specialized and tailored products from their inception, most of them have bigger aspirations and wish to replace conventional players in the financial industry eventually and become customers’ central financial partner. SoFi, Inc., for example, has expanded its services and product lines to mortgages, life insurance, and wealth management, together with student loan refinancing, the startup’s focus when it launched.15 Robinhood, now with more than six million users, has rolled out a high-yield cash management account and ultimately wants to become a federally chartered national bank.16 These new commercial banking products and services elicit new regulatory concerns regarding consumer protection. https://www.cnbc.com/2019/10/02/the-end-of-commissions-for-stock-trading-is- near-as-td-ameritrade-cuts-to-zero-matching-schwab.html. 10 Maggie Fitzgerald, Charles Schwab Is Ending Commissions on Stock Trading and the Brokerage Shares Are Tanking, CNBC (Oct. 1, 2019), https://www.cnbc.com/2019/10/01/charles-schwab-is-eliminating-online- commissions-for-trading-in-us-stocks-and-etfs.html. 11 Fitzgerald, supra note 9. 12 Sraders, supra note 5. 13 Simone Foxman, Julie Verhage, and Suzanne Woolley, Robinhood Gets Almost Half Its Revenue in Controversial Bargain with High-Speed Traders, BLOOMBERG (Oct. 15, 2018), https://www.bloomberg.com/news/articles/2018- 10-15/robinhood-gets-almost-half-its-revenue-in-controversial-bargain-with- high-speed-traders. 14 Logan Kane, Robinhood Is Making Millions Selling out Their Millennial Customers to High-Frequency Traders, (Sep. 10, 2018), SEEKING ALPHA, https://seekingalpha.com/article/4205379-robinhood-is-making-millions-selling- out-millennial-customers-to-high-frequency-traders. 15 Ainsley Harris, Robo-Advisor Betterment Is on A Personalization Push as It Surpasses $10 Billion in AUM, FAST COMPANY (Jul. 31, 2017), https://www.fastcompany.com/40442080/robo-advisor-betterment-is-on-a- personalization-push-as-it-surpasses-10-billion-in-aum. 16 Kate Rooney, Robinhood Makes Second Attempt at Launching a High-yield Account Similar to Banks, CNBC (Oct. 8, 2019), https://www.cnbc.com /2019/10/08/robinhood-makes-second-attempt-at-launching-a-high-yield- account-similar-to-banks.html. No. 1] DUKE LAW & TECHNOLOGY REVIEW 46 I. FINTECH AND THE RISE OF INVESTMENT APPS A. How Fintech Start-Ups Innovated and Disrupted the Online Brokerage and Robo-Adviser Market The advent of fintech promises to reshape the financial industry by reducing costs, improving the quality of financial services, and creating “a more diverse, secure and stable financial services landscape.”17 “The use of digital technologies [and big data in fintech] makes it possible to provide many existing financial services more efficiently and to enhance these services.”18 S&P Global divides fintech activities into six types: payments, financial media and data solutions, banking technology, insurance technology, digital lending, and investment and capital markets
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