Not since the heyday of E-Trade have investors had a physical space to stop by and get support from their trading platform, but that could soon change.
The CEO of investment and trading platform Moomoo, Neil McDonald, closely follows retail investor habits, as his platform caters to roughly 27 million traders globally.
Now he’s planning on reaching the retail community through a new initiative that he says draws from the playbook that led E-Trade to open its financial centers, public spaces that customers could stop by to learn how to navigate the platform’s trading technology.
Moomoo, which operates trading platforms in the US and in markets across Asia, is gearing up to launch the US’s first physical store for retail investors in New York City’s Herald Square in the first quarter of 2026.
At a time when many companies are using AI to automate customer service functions, McDonald said Moomoo sees an opening to take the opposite approach.
Moomoo’s brick and mortar store will feature human workers, ready to answer questions and offer guidance to Moomoo users as they navigate and explore the trading app.
Speaking with Business Insider, McDonald said he sees a physical storefront as an opportunity to increase brand trust and community engagement.
A Stock Trading Platform Is Taking Social Investing to the Real World
