LOYAL3

About LOYAL3

Founded in 2008, LOYAL3 was a San Francisco-based financial technology company that aimed to democratize capital markets. The company was founded by Barry Schneider, who served as its CEO. The core idea stemmed from the belief that ownership builds loyalty, enabling customers and fans to invest in the brands they admire.

LOYAL3 operated as an online brokerage platform that provided fee-free stock trading for investors. Its business model was structured to earn revenue from the companies whose stock was offered on the platform, rather than from the individual investors. This allowed retail investors to buy and sell stocks without commission fees and with investment minimums as low as $10. The platform executed trades in batches, typically once a day, which differentiated it from real-time trading offered by traditional brokerages.

The company offered several distinct products. The "Social IPO Platform" acted as a co-manager for initial public offerings, allowing individual investors to buy shares at the same price and time as institutional investors. This was a significant departure from the traditional IPO process, which historically excluded small retail investors. Another product, the "Social Stock Plan," enabled investors to purchase stock in publicly traded companies, while the "Stock Rewards" program allowed companies to gift stock to customers as a loyalty incentive. LOYAL3 facilitated participation in several high-profile IPOs, including those for Square and Santander Consumer USA.

Despite its initial traction and innovative approach, LOYAL3 faced significant challenges. The departure of founder Barry Schneider in early 2016 created a leadership void. The company also encountered intense competition from other fintech platforms like Robinhood, which offered a more extensive range of commission-free trading options. Ultimately, the revenue model proved unsustainable. In April 2017, LOYAL3 announced it was shutting down. Folio Investing acquired its more than 200,000 brokerage accounts in May 2017, transitioning customers to a new platform called FolioFirst.