The value proposition conundrum: Exclusive interview with FXPRIMUS on addition of 20 new trading modules

For brokerages which offer the ubiquitous and familiar MetaTrader 4 platform to global clients, the ability to differentiate from the competition and offer unique products which have intrinsic value is a science in itself. Today, FXPRIMUS has broadened its range of auxillary services by adding twenty specialist tools to its product range, offering them on […]


For brokerages which offer the ubiquitous and familiar MetaTrader 4 platform to global clients, the ability to differentiate from the competition and offer unique products which have intrinsic value is a science in itself.

Today, FXPRIMUS has broadened its range of auxillary services by adding twenty specialist tools to its product range, offering them on an individual basis to clients in order to tailor the service to the specific requirements of each trader.

FXPRIMUS executives Laoura Salveta, Helen Astaniou and Marshall Gittler reveal the company’s initiatives for the year ahead to Andrew Saks-McLeod in Limassol, Cyprus

Speaking to FXPRIMUS today in Limassol, Cyprus, FinanceFeeds took a close look at the emphasis on value proposition that FXPRIMUS places.

Helen Astaniou, PR & Marketing Communications Manager at FXPRIMUS explained to FinanceFeeds “We have been working towards this launch for some time now and are very excited to be able to present such powerful trading tools exclusively to our clientele.”

“In brief, we are offering 20 new modules to our traders, that all serve to enhance the trading experience of our clients through their MT4 platform. Ranging from market alerts inside the MT4 platform, to mini terminals, live news feeds and feeds to our website, all accessible without having to minimize the MT4 platform. Each module has been carefully selected in order to address individual trading styles and strategies” Continued Ms. Astaniou.

In terms of detailing the corporate direction behind the introduction of specialist analytics, Ms. Astaniou said “The Tick Chart Trader for instance is designed for traders who require ultra-fast order entry, with different tick chart views for every type of trader.”

“Our value proposition is that clients of all experience levels and portfolio sizes can benefit from advanced offerings that are normally only available to a select few. With these new trading tools, we remove barriers to efficient trading, whilst assisting our clients with their trading decisions through automated market notifications, charts alerts and other exclusive trading functionalities” – Helen Astaniou, PR & Marketing Communications Manager, FXPRIMUS

She concluded “Such improvements to the trading journey are in line with our tagline ‘The Safest Place To Trade’, and are helping to keep us at the forefront of innovation in the forex industry.”

The range of tools extends across specific aspects including an Alarm Manager that gives traders personalized notifications about their accounts or the market via email, SMS or Twitter, as well as a function called ‘Connect’ which gives direct access to FXPRIMUS news feed, and provides the latest promotions, a Market Manager which provides a real-time view of market rates and positions without needing to keep the platform open.

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FXPRIMUS offices in Limassol, Cyprus

As far as analytical tools are concerned, some of the features include Sentiment Trader, which is intended to give traders the facility to understand the general bias or direction of traders at FXPRIMUS on a per-instrument basis, as well as a mini-terminal which provides traders with a means of trading one currency at a time with one click and to access depth of book which shows market depth in terms of liquidity.

Over a coffee with FinanceFeeds executives in the Boston suburb of Peabody, Massachussets in November last year, FXPRIMUS COO Stephen Leahy made a very clear observation with regard to the necessity for brokers to differentiate themselves from each other to offer a unique value proposition.

“Nowadays, all companies are selling majors and using MT4, however as a result of that there is a need to differentiate, otherwise there is a severe difficulty in value proposition. It has become a marketing war. I learned when at Back Bay FX, that selling MT4 means that customers can go up and go elsewhere” Mr. Leahy explained.

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FXPRIMUS COO Stephen Leahy talks product differentiation with Andrew Saks-McLeod in Peabody, Massachusetts

“I firmly believe that as a brokerage you need the technology to be seperate from the liquidity provider. If they are one and the same, you have no visibility as to what happens behind the system. If the technology and liquidity provider are seperate entities, they act as checks and balances between each other” he concluded.

Mr. Leahy has extensive experience in this area, having been Head of Business Development at liquidity bridge pioneer oneZero in Cambridge Massachusetts for 2 years, a period that was preceded by his founder and Managing Member of CMAP after being a Managing Member at prominent North American IB BBFX for four years, all of which has allowed Mr. Leahy to see the inside of many brokerages at the point during which they sought to establish their product range and technological solution which gives them access to the markets, therefore providing him with a wide view on value proposition at senior level.

The addition of the tools for traders marks a commitment to ensuring a longer lifetime value and loyalty to FXPRIMUS among retail traders, and is aligned with FXPRIMUS’ drive toward standing itself out from competitors with its incisive marketing approach which is intended to capture the imagination of its clients.

Featured photograph: FXPRIMUS at iFXEXPO Asia 2016 in Hong Kong. All photographs copyright FinanceFeeds


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