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oduced a new “family hub” tool that allows users to selectively share—or completely hide—specific accounts from family members, including the ability to keep controversial prediction market trades invisible .
How It Works
The family hub lets users invite other adults to join and view selected accounts, with granular control over visibility . The original user chooses which accounts are viewable by each family member and can also decide which accounts—if any—those members can control .
Crucially, family members will never know which accounts have been hidden from them . In a demo shared with Axios, Robinhood CEO Vlad Tenev could select whether accounts like “predictions,” long-term allocation, or his 401(k) were visible to his wife .
Why It Matters
Robinhood says its median customer is now in their mid-30s, poised to receive significant wealth through the “great wealth transfer” . The company hopes to push millennials toward family-style financial thinking rather than managing money independently .
“Robinhood will be the financial superapp for families to invest, plan, and grow wealth across generations,” CEO Vlad Tenev said at the company’s “Take Flight” event .
Key Features
Broader Context
The family hub is part of a major product expansion. Robinhood also announced custodial accounts for minors, trust accounts for estate planning, and a premium Platinum credit card with up to 5% cash back on dining and 10% on hotels . The company’s Robinhood Strategies service now manages over $1.5 billion in assets .
Abhishek Fatehpuria, VP of Product, noted the platform is built for “any family setup” and leaves “those more tricky financial conversations in a family for them to have amongst themselves” .
Privacy or Secrecy?
The tool addresses a real need—families often maintain separate personal accounts for spending . But the ability to permanently hide specific accounts raises questions about financial transparency in relationships. Robinhood’s approach gives users complete control, but whether families embrace selective financial secrecy remains to be seen.
The family hub will begin rolling out to customers later this year
