Abu Dhabi based FX brokerage ADS securities has launched a brand new service for professional and high net worth individuals.
ADS securities has been working closely with institutional traders and offers deep liquidity and competitive pricing, the new PRIME service aims to bridge the gap and provide traders in the professional segment the same standards as pure institutional trades.
Communications Director Stephen Davie gave us a brief overview of the product:
Why have you launched PRIME, was the current offering not adequate?
Prime has been launched because we want to provide a service to professional (individual) traders who are experienced and are looking for institutional standards of pricing, support and research. We have the right price, based on the liquidity we can access and the way that we have built our institutional business, and were getting on-going enquiries particularly from across the Middle East from investors wanting a more bespoke service. This demand led to the development of Prime. We had been providing support to professional traders, but this has always been off the back of our Institutional business. Prime has allowed us to specify define the product so that it meets clients needs. We do feel that in the current market it is a unique offer, and we hope will be of interest to many professional traders.
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Who is the target market, how will you attract these traders, who are they currently trading with and with what platform?
The target market is traders who are looking for better prices, better service and institutional standards of support. We very different to the range of retail providers who benefit from a large number of small investors many of who do not last long. We want to provide the support that makes our clients successful and for them to grow with us. We have two entry options – ADSS Metatrader4 with an account opening of US$10k and ADSS Trader GUI (which is used by our institutional clients) with an account opening of US$25K. We also have Prime Elite which requires an initial deposit of US$200K or to be trading half a yard a month.
What is ADS’s competitive advantage?
Our advantage is our price and the service we provide to clients. We have some of the best spreads from any market and we, for example, provide institutional standard sentiment analysis to clients. We are also finding, in the region, that the ability to trade on and offline is also important, as well as having access to sales traders.
With advancements in technology traditional retail brokers have been able to offer clients better trading conditions (institutional standard) whereby pricing is clean, there is a reduction in re-quotes and clients are experiencing greater acceptance of orders.