INSIGHT
pressure on binary and CFDs, which are
being questioned as to whether they really
are financial trading, this I think will
continue. However, a move away from
boiler room sales would help to soften
the hardliners. My real forecast is that we
will see more a move like those we have
seen from AAMS and ARJEL, in that EU
regulators will start blocking non-regulated
operators. In short - start punishing the bad
boys and stop punishing the good boys.
A proliferation of trading
bots means many clients don’t
even see the broker’s website,
also bypassing traditional
marketing and advice channels
such as financial portals and
affiliates. Is this the right path
for the market to be going in,
and how sustainable is this
in the longer term?
an effect on the market like Bookings.
com has on travel. As a retailer in any
industry, you need to offer value and
brand reputation to a wide range of
consumers. If you answer the demands of
the bots as clients you will also generate
an opportunity to generate more income.
FX and binary are seen as largely
niche products. Is broadening
their appeal among other and
emerging demographics such
as Millennials needed for their
continued, sustainable growth,
and if so, how should the industry
be going about this?
OG: Technology is a cornerstone for
Millennials who conduct much of their
lives online. They expect intuitive and
easy to use products and if the industry
wants to attract significant numbers of
this demographic they need to bear this
“Social trading is essential and so is ‘lite trading’ with a
more simplistic interface. Our sector has seen slow mobile
take-up,which we will need to address if we hope to shift
its attractiveness to the younger demographic”
Nicc Lewis, Leverate
OG: This is not the case with all
companies, certainly not with ours. I
think this statement may be relevant for
companies which offer the same product
on the same off-the-shelf platform, and
have little or no brand stickiness. It may
be due to an overload of small companies
and I think the market will correct this
oversupply in the future.
NL: If you follow global market trends,
we are seeing more and more that
consumers both aggregate their buys
and also use multiple brands. Bots have
36
iGB Affiliate Issue 59 OCT/NOV 2016
in mind. I think the best way to go about
this is fairly straightforward, we need to
engage with the emerging demographics
and understand their needs, wants and
expectations and then nurture that
relationship. This will help us create
products and marketing strategies which
are relevant, engaging and bring ongoing
value into their lives. The relationship
has to be continuous and will involve
improving and renewing products and
marketing strategies to meet new and
changing needs and wants.
NL: Your offering needs to be wide to
cater for a wide group of customers.
Social trading is essential and so is “lite
trading” with a more simplistic interface.
Our sector has seen a slow take-up on
mobile and we will need to address this
if we hope to shift its attractiveness to the
younger demographic. But the key factor
is to look at this market and be able to
answer one simple question they have:
what’s in it for me?
OPHIR GERTNER,
co-founder of invest.com,
has extensive experience
in online investments
and financial markets.
An entrepreneur at heart,
Ophir has a strong track record of
developing market-leading products
and services, including technology
start-ups and real estate development.
His wealth of international experience
includes leadership roles in companies
in the UK, Cyprus, Hungry, Middle East
Georgia and Thailand.
NICC LEWIS is the Chief
Marketing Officer at
Leverate. He is responsible
for the company’s marketing
endeavors including product
launches, strategy, campaigns, online
and offline marketing and branding.
Nicc brings more than 10 years of
executive-level marketing experience in
the digital marketing industry. Prior to
joining Leverate, he worked for several
years in the field of retail management,
including positions with Body Shop and
Morgan Fashions.
NAME: OPHIR GERTNER
AND NICC LEWIS
DATE: 21 OCTOBER
WHEN: 12:00