In December 2020, the Enforcement Section of the Massachusetts Securities Division of the Office of the Secretary of the Commonwealth filed an Administrative Complaint against Robinhood Financial LLC (“Robinhood”), a registered broker-dealer, in part, “for violations of Massachusetts law in connection with Robinhood’s . . . use of strategies such as gamification to encourage and entice continuous and repetitive use of its trading application [“app”].”1 This action is part of a growing trend in which regulators have voiced potential concerns2 about broker-dealer use of digital engagement practices (“DEPs”), which include “behavioral prompts, differential marketing, game-like features (commonly referred to as “gamification”), and other design elements or features designed to engage with retail investors on digital platforms.”3
This Note will evaluate the novel use of gamification, or game-like features, by broker-dealers in their online and mobile platforms. “A broker-dealer . . . is a person or firm in the business of buying and selling securities for its own account or on behalf of its customers” that serves several important roles like “providing investment advice to customers [and] . . . facilitating trading activities.”4 Broker-dealer use of gamification to perform these functions will specifically be analyzed in relation to two potential legal issues that the Financial Industry Regulatory Authority (“FINRA”) has already identified. These issues are whether broker-dealer marketing and advertising using game-like features follow regulations governing communications with the public and whether broker-dealers are making recommendations in compliance with relevant rules relating to recommendations when broker-dealers use game-like features.5 Ultimately, this Note concludes that the current use of game-like features, at least by Robinhood, does not violate existing regulations. However, additional information is necessary to complete the proposed analysis, which will hopefully be available following the Securities and Exchange Commission’s (“SEC”) recent request for public comment on broker-dealer use of DEPs.6 Therefore, based on the proposed analysis, if regulators want to rein in broker-dealer use of gamification, they will probably need to amend existing regulations. This is a favorable objective given critical policy concerns, like protecting retail investors, or “non-professional investor[s]” participating in the securities market,7 especially those that are inexperienced or young.
This Note will evaluate the issue of gamification in the context of popular online broker-dealer, Robinhood. The company was founded in 20138 and, over the past few years, has grown into a major player in the securities industry.9 As of March 2021, the company had 18 million Net Cumulative Funded Accounts.10 However, the company has proven particularly popular with millennial and Generation Z investors; the company stated in its Form S-1 filed during its initial public offering in 2021 that “as of March 31, 2021, approximately 70% of our [Assets Under Custody] came from customers on our platform aged 18 to 40, and the median age of customers on our platform was 31,”11 which will prove relevant to the issues analyzed in this Note.
This Note will proceed in several parts. Part I will present the concept of gamification, including its potential risks, the DEPs that Robinhood has implemented in its platform, the history of how broker-dealers came to use these features, including the development of the modern technologies that have made these features possible, and the legal issues raised by broker-dealer use of gamification. Part II will introduce the regulatory bodies that govern the U.S. securities industry, the specific regulations that are relevant to evaluating the legal issues in this Note, and the policy goals that underlie the U.S. securities regulation system. Finally, Part III will analyze whether Robinhood’s use of game-like features violates existing securities regulation, will summarize the legal and legislative actions that have already been taken regarding this issue, and will present policy concerns that lean in favor of increased regulation.