Our client, one of the leading brokerage firms in the country, hit a rough patch in 2000 when the internet boom went bust. The president of the firm’s active trader division needed help increasing revenue trades in that sluggish market environment.
Our reengineered pricing structure and gain/share strategy, placed the client in a competitive position. By leveraging the day trading firm, we developed, launched, and marketed an online active trading product that was directly competitive with firms including Charles Schwab, DATEK, eTrade, and Ameritrade.
The result was a 26% year-over-year growth in retail daily average revenue trades and a 25% increase in new active trader households. Our strategy also lowered client attrition rates from 23% to 15% within the first year and increased the overall market share beyond our client’s 29% goal.