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Initially it was commissions free trading. by irishsundevil

Now I would say is cheap access to margin, UX, and availability of options trading. However those advantages have since been matched by other brokers. Therefore the substitutions are widely available and RH will see an exodus IMO. I already have an IRA and 401k with Fidelity. I will be moving my equity account to them in a few weeks to avoid having a week or so dead period.