For any brokerage, getting your tech stack right is one of the keys to success. In many cases, your trading platform is the way your clients are going to interface with your business most of the time. In other words, your trading software is the digital face of your business.  

That has two important implications. Most obviously, brokers need to offer clients a seamless, fast and straightforward trading environment. 

And secondly, your technology is an opportunity to communicate your brand identity. The choice of colour scheme, how you display your logo, the design elements you choose, will all affect the user’s experience and how they relate to your brand.  

Brand identity: not just about the numbers 

Leveraging your institutional trading platform’s power as a brand differentiator can be challenging because brand success is hard to quantify. Metrics like lag time, download speeds, and how many steps it takes to perform a given function are relatively simple to benchmark – and improvement can be initiated and measured.  

By contrast, the effectiveness of your brand strategy can be hard to precisely determine. In some ways, it’s more art than science. However, it is an art no business can afford to ignore. In a highly competitive market, brokers will succeed if they can stand out from the crowd and build a reputation as a trusted provider in the process.  

Don’t neglect the backend 

While the trading platform interface may be the place where your clients spend most of their time, brokers shouldn’t forget the other ways technology can affect the client experience. 

For instance, a good CRM can help manage client expectations, anticipate problems and deal with complaints more effectively. After all, a great digital experience counts for little if it is not backed up by good customer service. 

Ideally, your CRM and backroom reporting tools should integrate seamlessly with the rest of your digital tools, providing an integrated client-service orientated technology stack. 

Customised trading software 

It’s all very well to say that brokers seek reliability, great UX and customisability from their trading technology, but is this whole suite of advantages attainable? How can smaller brokerages and startups in particular, possibly meet this laundry list of trade tech must-haves? 

Here’s where white labelled trading solutions are so invaluable. Finalto’s white labelled trading system enables businesses to enter the market at a much lower cost, and a fraction of the time. This means that even smaller brokerages can enter the market quickly and more affordably, without requiring deep technical expertise. 

Crucially, Finalto’s white label offering is designed to be customisable, enabling institutions to easily personalise their clients’ trading experience and more effectively communicate their brand identity. 

Always up to date 

White labelled institutional trading software offers another powerful advantage: it is continually being updated to meet the demands of the market and evolving compliance requirements.  

As a specialised technology for brokers, it’s a simpler way to stay ahead of the tech curve and consistently offer your clients the highest levels of service. 

If you would like to learn more about Finalto’s broker technology and bespoke brokerage services, get in touch to discuss how our fintech and services can support your business. Or download the Finalto Broker Handbook for a comprehensive guide to launching a brokerage.  

All opinions, news, research, analysis, prices or other information is provided as general market commentary and not as investment advice and all potential results discussed are not guaranteed to be achieved. The information may have been derived from publicly available sources, company reports, personal research, or surveys. Past performance is not indicative of future performance. Trading carries risk of capital loss. Service available to professional clients only.