Robinhood has made its name over the past decade-plus as the investing platform for millennials and Gen Zers interested in trading and exploring alternative investments like crypto. Now those early users are getting older,

Ahead of what’s projected to be the largest wealth transfer in history, Robinhood is bringing financial advisers directly to its 24 million customers.

The brokerage firm will buy TradePMR, which custodies assets on behalf of financial advisors and has more than $40 billion in assets under advisement.

The deal marks Robinhood’s move into wealth management. The firm says it wants to connect its investors with human advisors.

Retail trading platform Robinhood Markets will acquire portfolio management platform TradePMR in a cash-and-stock deal for about $300 million, the companies said on Tuesday. Robinhood has been pushing to grab market share from traditional brokerages such as Charles Schwab and Fidelity Investments in its effort to become to a full-fledged financial services provider.

Robinhood Markets HOOD has announced a pivotal move in its expansion strategy with the $300 million acquisition of TradePMR, a custodial and portfolio management platform specializing in services for Registered Investment Advisors (RIAs).

Experts say this acquisition will have far-reaching effects on the entire wealth management industry as a generational shift is underway.