Woodstock brings “Robinhood Moment” to Japan with Zero-Fee, 24-Hour US Stock Trading Launch
Woodstock has completed a sweeping overhaul of its service model, introducing 24-hour trading capability and completely eliminating transaction fees for US stocks.
The announcement was made during a media briefing held in Tokyo, where Woodstock CEO Brian Yun outlined the company’s aggressive strategy to capture the burgeoning interest in US equities among Japan’s "smartphone-native" Generation Z.
Breaking the Time and Cost Barriers
Woodstock, which launched its mobile app in 2021 with a mission to "Empower Every Investor," has identified two primary friction points for Japanese retail investors targeting the US market: the time difference and high transaction costs.
"The US market opens at 11:30 PM Japan time and closes at 6:00 AM. For the average Japanese worker, trading in real-time is physically demanding," Yun stated. By introducing after-hours and pre-market trading support, Woodstock effectively enables a 24-hour trading cycle. This allows Japanese investors to react immediately to earnings reports and macroeconomic data releases that typically occur outside of standard market hours, rather than waiting for the next day's open.
Perhaps more significant is the company's new fee structure. Yun announced the total elimination of trading commissions, currency exchange fees, and spread fees.
"In the US, Robinhood pioneered commission-free trading nearly a decade ago, forcing major brokers to follow suit. Japan is lagging," Yun argued. By cutting these costs to zero, Woodstock aims to challenge domestic incumbents and lower the barrier to entry for its user base, 60% of whom are under the age of 30.
The “SaaS vs. AI” Debate: Market Outlook
Following the strategic announcement, the event transitioned to a panel discussion featuring Brian Yun, Tomohiro Okawa (Chief Investment Strategist at P.S. Oskar Group), and prominent individual investor Nasutako. The discussion centered on the current volatility in the technology sector, specifically the interplay between Software as a Service (SaaS) and Artificial Intelligence (AI).
With the SaaS sector ETF (IGV) down approximately 21% year-to-date, the panel addressed fears that AI might be cannibalizing traditional software models.
Okawa offered a nuanced counter-narrative, suggesting the sector is currently "oversold." He argued that the boundary between SaaS and AI is blurring. "We are moving from chatbots to 'AI Agents'—AI that autonomously executes specific business tasks. The SaaS companies that successfully integrate these agentic AI capabilities will not only survive but dominate," Okawa observed. He cautioned against viewing AI solely through the lens of hardware manufacturers like Nvidia, noting that the application layer is the next frontier.
However, Okawa also warned of an "AI Investment Bubble," distinct from an AI technology bubble. He noted that while hyperscalers like Microsoft and Google are pouring massive capital expenditures (CapEx) into data centers to secure dominance, the return on investment (ROI) in terms of software revenue has yet to fully materialize.
Retail Strategy in a Volatile Market
Nasutako, a former housewife turned high-net-worth investor with three decades of experience, offered a pragmatic perspective for retail traders. Despite the hype surrounding AI, she emphasized the importance of economic moats.
"I stick to companies with high barriers to entry," Nasutako said, confirming she continues to hold Nvidia despite valuation concerns, viewing it as essential infrastructure for the foreseeable future. She praised Woodstock’s zero-fee model, noting that for younger investors with smaller capital, transaction costs can significantly erode potential gains. "If you are buying small amounts frequently, fees are a major hurdle. Removing them changes the math for beginners."
Future Roadmap
Woodstock’s ambitions extend beyond simple brokerage services. Looking ahead to 2026, Yun set aggressive targets: expanding to 3 million accounts and increasing assets under custody by tenfold. The company also plans to introduce trading for Japanese stocks, margin trading, and discretionary investment management services.
As Japan’s government pushes for a shift from savings to investment under the NISA (Nippon Individual Savings Account) framework, Woodstock’s aggressive pricing and accessibility could serve as a catalyst, forcing established Japanese brokerages to reconsider their own fee structures in the race for the next generation of investors.
Norbert Gehrke
