Trading platforms like Robinhood, eToro, Revolut, and Public.com, initially known for democratizing finance with commission-free trades, are now targeting affluent clients. These platforms have introduced premium services such as airport lounge access, exclusive events, and high-end credit cards with annual fees up to $695. Robinhood, for instance, offers a concierge service for users with over $1 million in assets, while eToro's Diamond members enjoy curated sports events and a Visa card rewarding stock purchases. This shift reflects a broader trend where digital brokers, once appealing to young retail investors, now compete with traditional financial institutions for wealthy clients. The median age of Robinhood users has increased, and the number of customers with assets over $100,000 has surged by 250% since 2022. Despite facing competition from established Wall Street firms, these platforms aim to retain high-net-worth individuals by offering personalized services and investment opportunities.