No ICO. Robinhood is an existing brokerage platform that has offered free stock trading since 2013. They are a small venture-backed company and last raised $110 million in August 2017.

Last year they had 2 million accounts. It is much easier and faster to sign up on Robinhood than on Coinbase or Gemini--approval is almost instantaneous.

Having them open up to crypto trading is a huge catalyst in terms of many more people being able to easily buy crypto.