Tradeup
TradeUP is a US-licensed online brokerage (SEC/FINRA/SIPC) offering zero-commission stock, ETF, and options trading via mobile, web, and desktop apps, serving self-directed retail investors and institutional clients as a subsidiary of UP Fintech Holding Ltd. (NASDAQ: TIGR).
- Company typePrivate
- Founded1986
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
Tradeup firmographics
Firmographics- Name
- Tradeup
- Legal name
- TradeUP Securities, Inc.
- Website
- https://tradeup.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- TradeUP is a US-licensed online brokerage (SEC/FINRA/SIPC) offering zero-commission stock, ETF, and options trading via mobile, web, and desktop apps, serving self-directed retail investors and institutional clients as a subsidiary of UP Fintech Holding Ltd. (NASDAQ: TIGR).
- Ownership category
- akta.pro rank
Tradeup industry classification
Industry- Product category
- Online Brokerage
- NAICS
- Securities and Commodity Contracts Intermediation and Brokerage (5231)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Discount & Online Retail Brokerage (FSAEACAB)
Keywords
Where Tradeup is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Tradeup business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Interest on Cash Balances: TradeUP earns interest on client cash held in accounts
- Margin Financing: Revenue generated from financing margin balances at 5.99% flat annual margin rate
- Stock Loan Rebates: Rebates received from lending securities to other market participants
- Market Center Rebates: Rebates received from execution brokers for providing liquidity
- Commissions: Commission-based revenue; promotional offers include $0 commission on online U.S. equity trades and ETFs for retail self-directed accounts. Standard commission schedule applies to institutional accounts and OTC securities trading.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Online Trading - $0 Commission |
| Transaction based/ take rate | Monthly | Margin Rate - 5.99% Flat Annual Rate |
| Usage-based | Monthly | TradeUP Cash+ - Interest on Idle Cash |
| Freemium | One time/ perpetual license | Welcome Gift - Up to 5 Free Stocks Worth Up to $1800 |
| Freemium | Pay-as-you-go | Referral Program - Up to $3600 in Free Stocks |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Tradeup product offering
Product offeringCore offering
TradeUP is an online broker-dealer that provides a multi-platform (iOS, Android, web, Mac, Windows) trading application enabling U.S. retail and institutional clients to buy and sell stocks, ETFs, options, and mutual funds with zero commission. Its platform extends beyond trade execution to include 24-hour trading, IPO subscription access for 80+ U.S. deals, margin financing at a 5.99% flat annual rate, an idle-cash interest program (Cash+), and fully paid securities lending. Brokerage services are delivered through TradeUP Securities, Inc., an SEC-registered broker-dealer and FINRA/SIPC member.
Product overview
TradeUP is a fintech brokerage firm offering a unified online trading platform for retail and institutional investors. The core product is the TradeUP App, a multi-platform trading application available on iOS, Android, Mac, Windows, and web browsers that enables users to trade stocks, ETFs, and options with zero commission. The platform operates alongside multiple incentive programs including the TradeUP Cash+ Program for idle cash returns, Welcome Gift for new account holders, and Refer & Get Rewarded for user referrals. Additional services include IPO subscription access, IRA promotions, and dedicated institutional offerings. TradeUP Securities, Inc. is a subsidiary of UP Fintech Holding Ltd. (NASDAQ: TIGR), providing the underlying brokerage services regulated by SEC, FINRA, and SIPC.
Differentiator
Problem solved
Functional benefit
Products and services
- TradeUP App (Multi-Platform Trading Application) Proprietary mobile and desktop trading platform enabling retail and institutional users to invest in U.S. stocks, ETFs, options, and other securities. Available across iOS, Android, web, Mac, and Windows with self-directed account opening.
- Stock and ETF Trading Online brokerage service for buying and selling U.S.-listed equities and ETFs with zero commission for self-directed retail individual accounts. Regulatory and activity assessment fees may apply.
- Options Trading
Quantifiable outcome
- 5 free stocks worth up to $1800 each for new account funding
- +1 more outcomes
Companies that use Tradeup
Customer profileSegments2 records
Ideal customer profiles2 records
Tradeup technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Tradeup partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Plaid, Inc.coreTradeUP offers account linking and aggregation services through Plaid, Inc. Users can securely connect their financial accounts for account aggregation purposes. By utilizing these services, users acknowledge and agree that Plaid's Privacy Policy governs their use of such information.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Tradeup competitors and assessment
Company assessmentDirect peers
- Robinhood Markets: The archetypal U.S. commission-free mobile-first retail brokerage. Directly competes with TradeUP on zero-commission U.S. equities/ETFs/options, mobile UX, and PLG acquisition; both monetize via PFOF, margin, and cash interest.
- Webull: Mobile-first U.S. discount broker offering commission-free equities, ETFs, and options with extended-hours trading and active-trader tools. Closely mirrors TradeUP's product positioning and target self-directed retail user.
- Interactive Brokers: Global online broker serving both retail self-directed traders and institutional clients with low-cost multi-asset execution. Competes on pricing, platform breadth, and 24-hour-style market access for active traders.
Broad incumbents
- Charles Schwab: Largest U.S. retail broker post-TD Ameritrade acquisition, offering zero-commission U.S. equities/ETFs alongside a deep retail and institutional product set; comparable as a retail-commission-free incumbent with brand and scale TradeUP lacks.
- Fidelity Investments: Full-service U.S. incumbent offering zero-commission online brokerage plus retirement, cash management, and institutional services. Competes for the same retail self-directed customer with materially deeper product breadth and brand.
- E*TRADE (Morgan Stanley): Established U.S. online broker (now part of Morgan Stanley) serving active retail and institutional clients with commission-free trading. Comparable offering, distribution scale, and self-directed retail positioning to TradeUP.
Emerging players
- SoFi Invest: Mobile-first commission-free brokerage bundled with SoFi banking and lending; targets a similar younger self-directed retail cohort with PLG acquisition and adjacent financial products.
- M1 Finance: U.S. fintech brokerage offering commission-free equities/ETFs via a model-portfolio-driven UX. Competes for the same self-directed retail segment with a differentiated automation layer but similar zero-commission economics.
- Public.com: Mobile-first U.S. broker offering commission-free equities and ETFs with a community/social-investing overlay. Targets the same retail self-directed investor persona with a PLG motion similar to TradeUP's.
Others
- Tiger Brokers (parent: UP Fintech): UP Fintech's flagship non-U.S. brokerage brand; not a direct U.S. competitor but the parent-platform sibling. Relevant as a channel for cross-leverage (technology, listings access) and as the operator that sets strategic priorities for TradeUP.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Tradeup social profiles
Digital presenceTradeup compliance and trust
Trust signalCompliance5 records
Tradeup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tradeup leadership team
Management profileNumber of profiles
Tradeup funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tradeup M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tradeup
What does Tradeup do?
TradeUP is an online broker-dealer that provides a multi-platform (iOS, Android, web, Mac, Windows) trading application enabling U.S. retail and institutional clients to buy and sell stocks, ETFs, options, and mutual funds with zero commission. Its platform extends beyond trade execution to include 24-hour trading, IPO subscription access for 80+ U.S. deals, margin financing at a 5.99% flat annual rate, an idle-cash interest program (Cash+), and fully paid securities lending. Brokerage services are delivered through TradeUP Securities, Inc., an SEC-registered broker-dealer and FINRA/SIPC member.
Is Tradeup a public or private company?
Tradeup is a private company. It is classified as corporate owned and is currently operating.
When was Tradeup founded?
Tradeup was founded in 1986. It employs 11 to 50 people.
Where is Tradeup based?
Tradeup is headquartered in New York, United States, in the North America region.
How does Tradeup make money?
Five revenue lines are on record. Interest on Cash Balances are the primary driver. The others are margin Financing, stock Loan Rebates, market Center Rebates and commissions.
Who are Tradeup's main competitors?
Direct peers on record are Robinhood Markets, Webull and Interactive Brokers. Broad incumbents are Charles Schwab, Fidelity Investments and E*TRADE (Morgan Stanley). Emerging players are SoFi Invest, M1 Finance and Public.com. Tiger Brokers (parent: UP Fintech) is listed as an others.
Does Tradeup have an API?
No public API is recorded for Tradeup.
What industry is Tradeup in?
Tradeup's product category is Online Brokerage. Its primary akta.pro industry code is FSAEACAB, Discount & Online Retail Brokerage. Its NAICS code is 5231 and its SIC code is 6211.