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M1 Finance already has fractional shares too. They're newer than Robinhood but they're built to be more of a long-term investing platform. Robinhood's UI feels more like a gambling platform to trade hourly on IMO. M1's "Pies" feature is very compelling. https://www.m1finance.com/how-it-works/invest/pies

(I do not work for either. I've used Robinhood for 4 years.)

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Problem that m1 is going to have imo now is the once a day trading window. The value proposition for this market has seriously changed with the big player move to free trades, and fractional shares are a good wedge since the bigger players don’t have that. But now m1 is a smaller player with more restrictions than m1, and it’s going to be tough.

It's Apex Clearing that provides fractional shares ability to the bunch of discount brokerages and roboadvisors.

Edit: Looks like Robinhood moved out of Apex to their own clearing.

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