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Premium isn't particularly expensive. I think I just paid $240 and that included 15 free trades. I want them to be able to invest.

I agree with you about the fonts but hopefully that's just a side-effect of investing to streamline the underlying platform rather than spending money on "font change".

As for the investment in branding, that's part of creating an internal culture as much as anything. Given they have a lot of new hires it's helpful to have a clear "this is who we are statement" to rally behind.

Don't mean to be a cheerleader but having a clear brand and strategy is important to me as a customer.