But that’s not enough - the fixed and variable costs to providing even decent execution are staggering.
I think the second bit, margin lending and API access, might be them selling sheeps’ clothes to the wolves. As a sophisticated trader, it may be of value for me to mix my flow with that of unsophisticated retail traders. It’s an interesting model and a careful balancing act. As a market maker I would keep a close eye on the information content of their trades and cut them off the moment they started looking too sensible. Compounding the problem would be that the informed traders will tend to dominate the un-informed, in terms of volume.
My alternate hypothesis is they're going to offer commission-free trading in a limited pool of symbols - you should be able to get sufficiently reliable retail flow for, say, AAPL to be able to internally cross most orders.
P.S. Not sure using FINRA affiliation to vouch for your security credentials is compliant