Social Trading branding for FX brokerages

FinanceFeeds Editorial Team

Social trading is at the peak of its popularity. How can brokers stand out?

The social trading era began years ago, and now this investment service is at the peak of its popularity: more required now than ever. It was only in January 2017, when, according to Google trends, its interest rate was almost absolute (98/100). In 2023, it’s ten times more than in 2013.

Despite being over a decade old, experienced brokers and those who launched social trading by the skin of their teeth now face similar obstacles: regulatory requirements, quality of signal providers, and branding.

Why do brokers need to integrate Social Trading solutions with their brand?

One of the key consequences of the pandemic is the emergence of a new wave of traders. These newcomers are mostly young adults interested in the tools that provide a quick and effortless start in trading and investing. As with fractional trading, social trading is one of the hottest solutions for this audience category.

To attract their attention and potential clients, a broker should answer the simple question: “How are your social trading services different from any other brokerage?” or create a unique trade offer. These newcomers get used to intuitive UI, interactive elements, and even gamification elements in apps. Thus, appealing social trading software must be user-friendly, reliable, branded, and recognizable.

While the first two items mostly depend on the technology provider, solution architecture and functionality, the broker can fully control the branding.

There are several levels of integration:

1. Logo and brand colors
The first integration step involves such key elements such as the company name, logo, and colors. These objects are what the users notice first when they visit the social trading area: it may be essential to relate them exactly to your brokerage. Additionally, it may be possible to change URLs to associate the service with your brand.

2. Social Trading widgets on a website
Next, add the leaderboard on the website to show signal providers according to their trading performance. This tool will not only inform your clients about the services, but also provide crucial real-time data  in interactive charts and graphs.

3. CRMs and Traders’ Cabinets
Integrate all solutions into one portal so traders can use one area for multiple purposes, including additional plugins such as Social Trading. This integration step  enhances the clients’ user experience and develops the brokers’ ecosystem.

4. Deep integration
Finally, brokers may adapt the chosen technology to fit business processes and cater to the clientele’s  specific needs. This may include a complete redesign of the front end or a partial integration of functionality in brokers’ applications. The main benefit of such an approach is that a broker only focuses on the user experience, whereas the technology provider supports the backend.

Even these minor steps of integrating social trading into a brokerage’s branding strategy are crucial for success in the trading industry. All of them focus on the client’s needs. They also help brokers to build friendly and trustworthy relations with the clientele, so the brokerage and the entire industry benefit in the long term.

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