ADS Securities London Limited is launching trading for retail clients in the UK and beyond tomorrow (3rd February). At launch, the London office has a team of thirty people with over ten languages spoken. They will initially be running a soft launch period before starting to proactively market across the whole of Europe.

ADS London says it has been planning its launch for a number of months, but the timing could not be better for the company. It seems that ADS plans to use the reputation of its established institutional FX business and backing from deep Abu Dhabi pockets to convince retail traders that it’s the most suited broker to face risks such as another EUR/CHF black swan event.

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The new offering will include FX, CFDs and Spread Betting and the company promises spreads from as low as zero pips with access to proprietary technology and liquidity, as well as its own custom MT4. The “ADS Securities MT4 Plus,” as the firm calls it, includes an advanced trade terminal with customisable deal tickets, session maps, a sentiment tool and a free robot trading ‘drag and drop’ algo building tool.

Speaking with Forex Magnates, ADS London’s Managing Director, James Watson, explained how the two parts of the business will operate, “For broker clients we use our liquidity and capitalization to offer price and credit lines, as well as linking them into our new technology. For our UK trading services we are on boarding clients in the UK under FCA regulations and will be tailoring a service which we believe is missing from the marketplace.”

Speaking about the risk management capabilities that separate ADS from its new retail competitors, Mr. Watson said, “There are a lot of very good and well capitalized companies in the market, and we looked in detail at these before deciding to put our offer together. Before the SNB move we believed that there was room in the market for a company which was very focused on risk management of the overall business as well as clients. We wanted to offer a no-dealing desk service which is backed by very good technology to manage client trading.

We have invested in risk management systems which worked very well when the SNB announcement was made as well as making sure that all our team in London pass their CF30 exams. We also offer, as you would expect, education and training courses again focused on developing trading ability – not just to get people trading. This does rely on us having the capitalization and the ability to invest in product and services.”

Asked how the firm is financing this expansion into the retail space, Mr. Watson answered: “The main point is that ADS Securities London has a high level of capitalization for its current operational level and that the parent company in Abu Dhabi will increase this capitalization as required. After the SNB market move, the capitalization of ADS Securities London was immediately doubled as a quick and clear response ahead of the launch that the backing from Abu Dhabi and the commitment to providing security to traders, will always be fundamental to the way that ADS London operates.”