Joining in the spirit of Black Friday deals, US multi-asset broker Lightspeed Trading is offering free trading for the rest of the year for equity and options trades on its Lightspeed Trader platform. Unlike other US discount brokers, Lightspeed targets active futures and equity traders by offering a high end platform but it is light in other products such as research. The promotion underscores the competitiveness in the active trader segment in light of falling trading volumes this year.
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So far in 2012, we have seen pretty much every marketing tool in the book being thrown at traders to trigger more trading. Promotions include spread reductions, decreasing of margin requirements, free bonuses, analysis tools, social trading platforms, free research, and mobile apps. Nonetheless, despite these actions, the drop in overall volatility in the markets dampened trading activity within the retail segment. Therefore, if 2013 continues in a similar fashion to 2012, it will be interesting to see what type of approaches brokers will take; limiting promotions and simultaneously reducing their expenses until the markets improve, or doubling down with their marketing and offerings to try and grow in spite of the overall conditions.
To all US readers, have a Happy Thanksgiving and good luck with the midnight shopping