Helping Our Client Understand Trends and Opportunities in the Active Trader Market
A leading retail brokerage firm wanted to increase its small share of the highly active trader market. This entailed reshaping its value proposition to more effectively compete for traders who were not already customers. The firm engaged Corporate Insight to gain a clear understanding of the active trader marketplace, including the strengths and weaknesses of individual competitors, the mindset of today’s trader, and the outlook for active trader services given recent customer and industry trends.The Solution
For this engagement, we drew on over a decade of experience tracking the active trader space, as well as our proprietary investor survey data and external research sources. We also interviewed several industry experts, including active trader product managers and executives from competitor firms, and traders themselves. We compiled these insights into an in-depth study of the trader mindset and trends in the active trader market. This analysis helped senior marketing leaders to better understand the current industry context, including competitor positioning, platform and product trends, and active versus highly active trader preferences and behaviors. We then presented our research in-person to the firm’s marketing department, answering their questions about a variety of topics, including the factors that drive traders to work with specific firms and the importance of customer service to traders.The Impact
The client used our research to refine its marketing messaging and improve its outreach to highly active trader prospects, emphasizing its competitive commissions, strong derivatives trading technology and renowned customer service.