Robinhood
Creative Brief
Encouraging more women and non-binary people to start investing.
THE ASK
Increase sign-ups from women and non-binary traders by 25%.
THE CHALLENGE
Robinhood has a reputation for gamified trading and “get rich quick” hype. To earn trust from women and non-binary traders, we must radically shift tone, value system, and cultural presence, without resorting to pink-washing or girlboss clichés.
THE INSIGHT
They say women are too emotional for finance. The numbers say otherwise: women make fewer impulsive trades, plan ahead, and manage risk better.
THE OPPORTUNITY
Invest in inviting more people to the table.
THE STRATEGY
Empower people to trust their gut by lowering the stakes.
Start investing with as little as $1.
About Robinhood:
Robinhood is a fintech investment platform founded in 2013 that allows users to trade stocks, options, ETFs, and crypto without commissions. Built to remove traditional financial barriers, the platform quickly became popular with younger investors who had long been excluded from the world of investing.
Robinhood’s mission is simple and ambitious: “to democratize finance for all.”
But in practice, access alone does not equal empowerment.
Which raises the real question:
Finance for whom?
The Ask
Increase sign-ups from women and non-binary traders by 25% and shift perception of Robinhood from a platform associated with speculative, bro-dominated trading to one where thoughtful, disciplined investors feel seen, supported, and confident participating.
The Problem
Finance has long felt like a “boy’s club.” Cultural conversations around money remain clique-y, bro-y, and insider-y. Leaving many women, non-binary people, and even some men feeling shut out before they ever start.
While access to investing has expanded, the culture surrounding money still leaves many women, non-binary people, and first-time investors feeling excluded.
As a result, Robinhood, despite its democratizing mission is often perceived as a platform built for loud, impulsive trading rather than for people looking to build wealth with intention.
Outside of wall street, on internet, subreddits like r/wallstreetbets and 4chan forums highlight this.
Robinhood opened the doors to investing.
However, not everyone feels like they have a seat at the table.
The Receipt$
Statistically, women tend to be better traders than men, on average. Women outperform men in long-term investing returns and have stronger risk assessment skills. However, men are more willing to make riskier decisions.
(Source: Fidelity Women and Investing Study, 2021)
The Target Audience:
Women and non-binary people
– They do their research before taking a risk
– They play the long game
– They make intentional money moves
…despite all this they remain underestimated
INSIGHT
They say women are too emotional for finance. Historically, women have been dismissed of their intuitive abilities. The numbers say otherwise: women make fewer impulsive trades, plan ahead, and manage risk better.
The Big Idea:
Finance Redefined
Strategy
Empower people to trust their gut by lowering the stakes.
By lowering both cultural and financial barriers, including the ability to start investing with as little as $1, Robinhood makes financial participation feel within reach.
The Creative
*
The Creative *
OOH
Money Manifestations
The Creative Team:
Copywriter: Kali Kugler
Art Director: Patric O’neill
Comms Planning
-
Comms Planning -
FINANCE REWRITTEN
These voices across #FinTok, culture, fashion, business, and music tell the story of how Robinhood can make space for women, queer, and non-binary people and what building wealth and financial literacy can look like on their own terms.
Media roll out calendar
Here’s a link to a mini deck version of the brief. Thanks for sticking around :)
