TradeStation changes corporate image, launches new trading show to attract younger customers

Maria Nikolova

Along with the changes to the logo, the mobile app icons and the revamp of the education center, TradeStation is also teaming up with Cheddar on a show that will air on Tuesdays live from the NYSE floor.

The weekend saw some exciting changes at online trading expert TradeStation, a part of Monex Group, Inc. (TYO:8698). Those of you who check TradeStation’s website will notice the refreshed look.

Speaking on Cheddar, John Bartleman, President of TradeStation Group, announced that the company is undergoing a rebranding as it seeks to cater for a growing clientele, including more millennials and younger traders.

“Today, we are taking technology into a new direction – with more mobile and web-based offerings, and go after a much broader audience of traders”, Mr Bartleman said on Friday.

One part of the changes are the refreshed icons and login experience on TradeStation mobile app for Android and iOS devices. Mr Bartleman noted that mobile is about 20% of TradeStation usage right now.

“Our largest growing segment is mobile usage. Clients are working, they are on the go, they really need a mobile application to be able to interact with their broker”, he said.

The growing mobile usage does not apply only to younger traders. Even the traders using TradeStation’s desktop application are getting used to the mobile trading environment.

In terms of features, it is charting that remains the most popular one. “Most people want to visualize the market and see where they are going and then executes trades right there”, Mr Bartleman said.

He commented on the customers’ demand for new ideas:

“Customers are really hungry for trade ideas and we are looking into expanding that into what we call “trader concierge”, so we can actually use our core analytics and push trading ideas to traders based on the position they are holding or markets they are interested in trading proactively, so that they do not even have to look for ideas, TradeStation will push the idea to traders.”

“We are customizing our education and content to cater for the market of younger people and millennials. This is one of the reasons for the rebranding we are doing this weekend – launching a new website, a new education center, as well as refreshed brands – such as a new logo”, Mr Bartleman added.

Another exciting novelty is the partnership between post-cable network Cheddar and TradeStation that will see the launch of a new equity trading show. “The Long and the Short” is a 30-minute weekly stock trading show presented by TradeStation that explores both near- and long-term potential trading strategies and is targeted at millennials. The show will air weekly on Tuesdays live from the floor of the New York Stock Exchange from 9:30 a.m. to 10:00 a.m. ET.

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