I'd guess they've noticed SWF's success, and that the basis of the business is plug-and-play, for example, using Open Markets as wholesale brokerage provider, so it's not hugely expensive for then to start a competing platform.
Combine that with SWF reaching a fairly high market share, and COVID accelerating it all, so they might have accelerated their plans for release (I'd assume it to take <1 year to get a basic platform up and running, but a lot longer to build a popular brand, though quicker for Superhero with their contacts in AFR - "we'll give you scoops on ZIP/APT, if you help promote our new brokerage").
I'd guess they've noticed SWF's success, and that the basis of...
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