RETAIL e-FX PROVIDER
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market conditions, some brokers will off er a type of tiered level of White Labelling which, more often than not, come with a minimum trading threshold; we are committed to keeping that as fl exible as possible.”
He goes on: “At FxPro we pride ourselves in basing our growth on four pillars: technology, price, support and innovation. Aggregating liquidity from top-tier institutions providing real time prices and an execution venue that is second to none, we are in the position to off er a service to match. Within the realm of the FX market, partners are looking for companies specialising in this fi eld. T ey demand tight spreads, advanced charting tools, access to Level II data as well as direct interbank market access with no re-quotes, which our ECN solution is able to deliver.”
Bak, Head of Institutional Business at Saxo Bank, notes: “T e service level you provide for clients is very important. We have off ered a White Label package to institutional clients for a long time, and recently celebrated 10 years of White Label cooperation with one of our clients. What we pride ourselves by is our great operational tools providing White Labels with complete client control, integrated back offi ce and risk management tools in real-time, administration tools for reporting and monitoring, dedicated support and go-to-market strategies – everything designed to help clients develop and manage their online trading business. T ese tools are important for reliability, scalability and geographical reach.”
Time to market
T e most effi cient way for a bank or a broker to implement a White Label project and to get the FX trading business running with Saxo Bank is to take our standard solution, remarks Bak. “With the support of our team of experts the implementation process can be fi nalized within 30 days,” he notes.
IG Markets off ers two forms of White Label. T e fi rst is a fully hosted service including a White Labelled platform and standalone website, and the second form is a White Labelled platform including dynamic web content, such as contract details, access to the
150 | april 2012 e-FOREX
dealing platform, and account opening modules, which are hosted within the website of the broker. Melia notes: “Both White Label solutions are resource intensive, the former taking four to six weeks to build and launch and the latter, approximately six to eight weeks. IG Markets has moved away from providing ‘quickfi x’ solutions for White labelling and we are therefore very selective about who we off er White Label solutions to. As a result we also off er a generically branded “CFD Trader” service enabling brokers to off er our platform and products without the presence of the IG Markets brand”
Haman states that set up time depends on the pre- investigation and analysis; the better analysis, the better and faster the setup. “It also depends on the size of the delivery,” he adds. “For example, one platform and one bridge is one thing, but for multiple platforms to multi-liquidity with mobile platforms integrated, the time frames are obviously longer. T e fastest MT4 White Label without liquidity is three days. T e standard White Label setup is two to three
weeks, while advanced, fully integrated broker setups can take up to two months.”
Short time to market is of the essence at FxPro. Kantartzis remarks: “White labelling for us, working at
the retail end of the market, is about off ering our clients a full product customisation under their own brand to fi t their specifi c needs. Our scalable, proven technology is designed to enable our partner to further grow across this competitive market. T erefore, speed to market is crucial in this fast paced environment and so we have been able to deliver prompt solutions by recognising its importance from the outset.”
Yet a White Label solution provider should have always the entire process chain in their portfolio, which means a client can outsource not just the technology, but also the entire operation, claims Behnstedt. In extreme cases, a White Label client should not be forced to hire a single staff member to run or manage the White Label platform; it should all come from the White Label platform provider, adds Behnstedt.
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