Coming to market is a proprietary web-based trading platform from Markets.com. According to sources, the web trader is the result of both internal development and working with an outside development firm whose expertise is creating trading solutions for online brokers of all assets. The platform currently appears along with the existing Sirix web platform using technology from Leverate, with Forex Magnates believing it will replace it in the future to reduce costs and have more control over monitoring client activity.
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The launch of the platform follows a trend among brokers to create their own technology in order to avert paying variable fees to third party platform providers. In addition, proprietary technology offers additional value to brokers as they have easier access to monitor client behavior to optimize marketing campaigns. Also, with the multitudes of MetaTrader 4 brokers offering a unique product, Market.com’s web trading interface offers marketing and retention value over the long-term. Recently, we also saw the launch of a proprietary-built web trader by FxPro, which had previously been using technology from a third party.
In Markets.com’s case, the broker may also be positioning itself as it nears an IPO. The company is funded by Teddy Sagi, who has been involved with taking Playtech and Safecharge public. In addition, another Tedi Sagi controlled firm, Crossrider, recently floated on the LSE’s AIM market. As such, expectations are that it is only a matter of time before it is Markets.com’s turn. However, as the firm only went live accepting clients in mid-2009, they may still be a year or so away before becoming an IPO candidate as investors prefer seeing track records of greater than five years.