From what I can see, the only way they differentiate themselves from their well established competitors is by not charging commissions. Yet I don't see how their costs of running a brokerage would be lower than their competitors, and they don't seem to have any revenue streams their competitors don't also have. So how will they eventually be profitable? Discount brokerage isn't an especially profitable industry to begin with

Competing on price alone doesn't seem like a good strategy to creating a valuable company.