NEW YORK– Robinhood, the company that blazed onto Wall Street after turning millions of novices into investors by making trading fun, is now setting its sights on a more staid corner of the industry: saving for retirement.

The company on Tuesday is initiating signups for a retirement program, where customers can sock savings into an Individual Retirement Account, something better known as an IRA.

It’s the first such effort for Robinhood, which is trying to recapture some of the high-flying growth that fell off as painful downturns made day-trading of stocks and cryptocurrencies much less fun.

Robinhood has often appealed to younger customers, and many of them are working jobs that don’t have access to a traditional 401(k) retirement plan offered by an employer, said Vlad Tenev, Robinhood’s chief executive.

Such 401(k) accounts have been instrumental in getting millions of Americans to save for retirement, with many workers getting enrolled automatically by their employer. But many of Robinhood’s customers are in parts of the job market that don’t get the luxury of such programs.

“Today, you’re seeing an increasing number of people doing contract work, part-time work, gig-economy work,” Tenev said in an interview. “They just don’t have access. We wanted to bring that to everyone, no employer needed.”

Robinhood is promising to match 1% of eligible contributions that customers put into their IRA. That could mean up to $65 for someone who contributes the maximum allowed $6,500 to an IRA next year.