Systems and methods for facilitating retail price improvement of a security order. The systems and methods may include receiving at an exchange, using a processor, a retail order to buy or sell a security; receiving at the exchange, using a processor, a contra-side non-displayed order for the security, wherein the contra-side non-displayed order has an improved price relative to a benchmark; and filling, using a processor, at least a portion of the retail order at the improved price using the contra-side non-displayed order.