Public.com built a social investing community around radical transparency, becoming the first major retail broker to eliminate payment-for-order-flow.
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See all ads on AdLibrary →Public.com is a New York-based investing platform founded in 2019 offering commission-free stock, ETF, crypto, and bond investing with a social community layer. It eliminated payment-for-order-flow in 2021, differentiating on transparency versus Robinhood. Also searched as Public.
Public's advertising strategy centers on the community and transparency angle. Ads frequently highlight real users sharing portfolios and investment decisions openly, making the social layer feel organic. The decision to eliminate PFOF became a major PR and ad story, positioning them as the ethical broker. See Public.com ads at adlibrary.com.
Public runs educational content-led Facebook and Instagram campaigns, often featuring market insights and investment tips rather than pure product promotion. This content marketing approach drives organic discovery while paid amplification extends reach. Targeting skews toward younger investors aged 22–35 who are new to the market.
Core themes: community ('invest alongside millions'), transparency ('we don't sell your trades'), and education ('understand what you own'). The PFOF elimination story is a recurring differentiator in copy. Podcast sponsorships on finance shows deliver a highly engaged, conversion-prone audience. Tone is thoughtful and informed, targeting intellectually curious investors.
Public.com shows that principled product decisions can become marketing assets. Eliminating PFOF cost them revenue but earned them a wave of press and user trust that paid ads couldn't buy. The lesson: in commoditized markets (all brokers offer zero-commission trading), authentic values-based differentiation is one of the few remaining non-price moats.
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