In a recent executive interview conducted by Dora Christofi, Head of Marketing at Finance Magnates, Herman Shaho, Co-Founder & CPO at Axcera, shared his views on what prop firms often get wrong when building for growth, why flexible CRM infrastructure matters, and where the company is heading next.
“The firm doesn’t need to adapt to the software, our software adapts to the firm,” Shaho said, summarising Axcera’s approach to prop trading technology and customisation.
The conversation follows Axcera’s industry recognition at the Finance Magnates Awards 2025, where the company won the Best Prop Trading Technology Provider award.
Axcera’s role in the prop trading market
Herman described Axcera as a CRM technology provider for modern prop firms, with a clear focus on powering operations rather than operating firms directly.
According to him, Axcera’s core role is to support prop firms with smoother internal processes, automation, and AI-supported day-to-day workflows. The company’s mission, he said, is to help prop firms grow and scale with more confidence.
This positioning reflects a wider market need: as prop firms expand, many face operational pressure across onboarding, trader management, support, and internal systems. In that environment, infrastructure decisions can directly affect growth.
What prop firms misunderstand about scalability
When asked what prop firms most often misunderstand about scalable infrastructure, Herman pointed to a common assumption: that scaling mainly means bringing in more traders and adding more staff.
In his view, that approach misses the bigger issue.
He said the real foundation of scaling is having the right technology infrastructure in place early. Many firms, he noted, start by stacking multiple tools and software products that may work at first but struggle as the business grows.
That creates a pattern Axcera sees often: early momentum followed by operational strain when systems can no longer support the volume or complexity.
Herman’s message was simple: firms should spend more time selecting the right tech provider and infrastructure from the start, because that decision makes future growth much easier to manage.
Axcera’s differentiator: software that adapts to the firm
A major theme in the interview was Axcera’s approach to customisation.
Hermansaid Axcera is not built as a rigid, template-based solution. He argued that many traditional white-label offerings force firms to adapt their business model or workflow to the software, instead of the software adapting to the business.
Axcera, by contrast, is built around flexibility and customisation. As Herman explained, the company’s view is that firms should focus on what they need operationally and commercially, while the technology should support those needs.
This approach also extends to the trader-facing environment, including dashboards and client areas. Herman noted that many solutions on the market rely on standard templates, whereas Axcera places greater emphasis on supporting each client’s brand and experience.
That focus on customisation, he suggested, is one of the company’s strongest points of difference in the prop trading technology space.
Brand experience matters in prop tech
One of the more practical points in the interview was the importance of brand identity in the trader dashboard experience.
Herman emphasised that firms should not be limited to copying and pasting templates when building their trader area. Instead, he said, the trader interface should reflect the client firm’s brand and goals.
For prop firms competing in a crowded market, this is more than a design preference. A strong, distinct dashboard experience can foster trust, consistency, and a positive user experience throughout the trader lifecycle.
Axcera’s promise, as Herman put it, is high flexibility in dashboards and front-end personalisation.
Looking ahead: Axcera expands from prop firms into brokerage CRM
While prop firms remain Axcera’s core focus, Shaho also outlined a broader product vision for the company’s next phase.
“Our main focus domain is still prop firms, but we are expanding into brokerage and launching our own brokerage CRM,” he said.
Herman explained that Axcera’s goal is not to build separate, disconnected tools, but to create a connected operating system that can support different types of trading businesses.
“What’s important for us is to build more products as a tech company, but not disconnected products,” he said. “We want to build and power an operating system which can serve multiple trading businesses.”
For Axcera, entering the brokerage market is a strategic next step and part of its longer-term plan to grow beyond prop tech while keeping its infrastructure-led approach.
Final takeaway
The interview highlighted a key point for prop firms and trading businesses: growth is not only about acquisition. It also depends on the systems behind the business.
Herman’s perspective is that firms that invest early in the right infrastructure, with room for customisation and future scale, are in a stronger position to grow without operational breakdowns.
With a growing footprint in prop tech, a new move into brokerage CRM, and a recent win at the Finance Magnates Awards 2025, Axcera is positioning itself around that message.
About Axcera
Axcera is a leading B2B fintech infrastructure provider supporting the growth of next-generation prop trading firms worldwide. Headquartered in Dubai, with a registered office in Cyprus and a global team across key fintech hubs, Axcera offers a modular, white-label SaaS prop trading technology platform, that enables prop firms to launch, scale, and manage global trader operations with speed, automation and efficiency.
Trusted by more than 50 prop trading brands, Axcera supports over 1 million unique traders and facilitates the creation of more than 125,000 trading accounts each month. The platform provides advanced functionality for trader onboarding, custom challenge workflows, account funding logic, real-time risk management, rule automation, analytics, CRM, payouts, affiliate management and much more.
It integrates seamlessly with major trading platforms including MetaTrader 4, MetaTrader 5, DXtrade, cTrader, Match-Trader, TradeLocker, NinjaTrader, ATAS, Quantower, Tradovate, Rithmic and more.
With a robust platform architecture and more than 100 integrations, Axcera enables prop firms to build a unified operational and engagement ecosystem. The platform supports end-to-end automation across the client lifecycle, integrated real-time risk management for sustainable profitability, and data-driven decision-making. Prop firms benefit from improved conversion, retention, and engagement through timely, personalised interventions, resulting in lower churn rates, higher trader lifetime value (LTV), and full flexibility to scale across markets, asset classes, and geographies.
With over 180 million USD in client-generated revenue in 2024 and more than 110 million USD in the first five months of 2025, and a reputation for continuous innovation, Axcera is the go-to technology partner for prop firms seeking flexibility, performance, and long-term scalability.
