Home / Case studies / Forex brokerage conversion
Case study · Anonymised forex brokerage
Net deposits up 37% on fewer new users
New user generation was down 40%. Instead of chasing volume, we fixed what happened after sign-up.
Home / Case studies / Forex brokerage conversion
New user generation was down 40%. Instead of chasing volume, we fixed what happened after sign-up.
How the +128% works. Company-wide net deposits rose 37%, while the brokerage generated 40% fewer new clients. Net deposits per new client generated is therefore 1.37 ÷ 0.60 = 2.28 times the previous level, an increase of about 128%. It is a blended measure across the whole company, not a measure of one group of clients.
The brokerage is not named. It has since changed ownership. Figures are from our work with the brokerage over roughly two years.
The situation
Competition in the space increased sharply and the brokerage lost a large share of its introducing brokers. New user generation fell by 40%.
With fewer new clients coming in, net deposits and trading volume dropped by a very similar amount.
The approach
The obvious answer was to buy more users. We started somewhere else: if each new user is worth more, every pound of advertising spend goes further. So we improved what happens after someone registers.
We revisited the customer journeys and the marketing message, with the Registered to Deposited step as the first priority.
We created the commission structure and the standard operating procedures, trained management and recruited the team.
The new sales team was trained to work to the same client lifecycle as marketing, so each client heard a consistent story at every stage.
We uplifted the brokerage's social media presence, so the brand matched the experience clients were now getting.
The result
Net deposit growth was measured against a target of 30% year on year. All of this happened at the reduced level of new user generation.
Compared with the previous level (= 100)
The lesson: conversion before volume. Fix the steps after sign-up and every user you generate is worth more.
Services behind it
Mapping and improving every step from lead to registration, first deposit, activity and retention.
Learn more →Our flagship. A white-label trader education programme that keeps your clients learning, trading and staying with your brokerage.
Learn more →Platform-ready video, graphics and posts that explain your brand in the language traders actually use.
Learn more →Book a meeting, send us a message, or email us. Whichever suits you.
Get in touch
Book a call, send us a message, or just email. We reply as soon as we can, and existing clients always come first.