I think it’s helpful to think of this from the point of view of a beginner investor.
You hear about investing and how it is a good idea, you try out a few apps - other apps guide you through setting up a monthly payment, a few questions about risk (though personally I think those are a waste of time) and you’re done, you’re now an investor in the stock market.
Sign up for freetrade, and you’re confronted by a list of ‘ETFs’ and stocks to buy. You don’t know what an ETF is, or how to pick stocks. Even the distinction between stock indexes (with strange names like S&P 500) and ETFs is confusing at first. You have no idea what to do and just close the app in confusion.
Blog posts are not going to help you unless you want to learn about stock picking, and only then after quite a long journey. Many people won’t complete that journey through lack of time, money or inclination and would be helped by something simpler, even if later they choose to pick their own stocks etc. The evidence for this is found on this forum too in posts by beginners frequently asking what they should buy. Freetrade can’t advise them, but the way choices are offered does subtly guide people.
I agree better discovery would be nice (for everyone, not just beginners), but that’s not enough IMO - I think it would be helpful to have better onboarding too - perhaps ask do you want to just invest or pick stocks, and guide them towards a simple monthly payment and global ETF if not.
I really like the freetrade service but as-is do not believe it is tailored for beginners as yet. This is not meant as a criticism of the freetrade team or product, just a suggestion which might help encourage people to use it who would otherwise turn to other products. I thought the discussion was interesting also, as it highlights how a newcomer to investing views these apps, and also how they view fees, and how that perception could be managed a little better.