[kasey_junk]

IEX is trying something slightly different to get around allowing/paying market makers into their dark pool. They are using publicity and Michael Lewis to try to convince retail investors to provide free liquidity for their backers.

It remains to be seen if this tactic will work.

[fr0sty]

Not for free, liquidity providers are paying to trade in IEX (and paying the same rate as the takers).

[kasey_junk]

I guess "for free" was a bad phrase. I meant that IEX is hoping for retail investors to make up for the lack of market makers who get paid via the bid/ask spread.

[smoorman1024]

There are Market Makers on IEX. Look at the Brokers at the end of this list: http://www.iextrading.com/services/

Virtu, SUN, etc. They are market makers.