Coinbase def has really high fees despite it's userfriendliness-beginner friendliness. It acted like a monopol and it was the right time for someone else to take a shot.
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There we are, we got robinhood, I bet there are a lot more to come in the near future. Although, most of non-us people should use their own country exchanges mostly as you can pay with your country's fiat directly and fees are pretty low.