Often, when brokers consider launching a new technology-based service, they treat the cost of the solution as the final cost of the entire project. However, this narrow approach can compromise the client experience and lead to unexpected operational costs. Brokeree Solutions, a global provider of turnkey technologies for brokers, asked industry experts to explain what brokers should consider to ensure the success of a new service launch, the return on investment, and the fulfillment of expectations.
The consensus can be summed up in a simple principle:
The project is built around technology – but it doesn’t end there.
Once the technology is procured, the broker starts integrating it into its infrastructure. Even with robust support from technology providers, the ultimate responsibility for a successful deployment lies with the broker. In this article, we’ll highlight three critical areas – across fintech, retail, and proprietary trading – that brokers must address to ensure operational excellence and long-term success.
Marketing Strategy
– What role does the marketing dept play at different stages of a new service launch?
Throughout every stage of a new service launch, a crucial role is devoted to marketing – far beyond just promotion. At the earliest phases, involving marketing helps validate demand and align the product with client needs to ensure market fit. Post-launch, marketing monitors user behavior, refines messaging, and feeds insights back into product development.
“Whenever you think of marketing as a function, you end up with a mentality that the marketing team is there to promote what’s already created. But in reality, the sooner you get your marketing team onboard, the quicker you might realize that what you are building is irrelevant to your clientele. Thus, the marketing team should be there from the start and focus on understanding the demand and developing strategies to capture it and generate relevant leads.
Should you fail to implement a full-cycle marketing team, you inevitably end up with half-functioning services, which are miles away from a seamless customer experience. Other than that, it’s a rather straightforward process: know what your target audience needs, create that, meet them when they need the solution, listen to their feedback, and improve. You get bonus points if the branding and messaging is consistent across the services” – Anton Sokolov, Marketing Manager at Brokeree Solutions.
Throughout the launch, marketing not only drives adoption and brand trust but also captures critical user feedback, enabling rapid adjustments to messaging, UX, and even core features. That is why integrating marketing across all stages is no longer optional; it is essential for building services that are relevant, resilient, and revenue-generating.
“Marketing isn’t just a post-launch add-on — it’s your early warning system, reality check, and growth engine. At pre-launch, marketing defines product-market fit, builds the ICP, and tests real demand before a single dev hour is wasted. At launch, we drive adoption and trust. Post-launch, we optimize messaging and UX based on behavior data. Ignore this flow, and you risk burning 60% of your service budget on a product no one needs. Marketing isn’t a department — it’s a multiplier” – Elena Kupriianova, CMO in Fintech (ex Capital.com, Exness), Founder in Growth Inquisition.
Project Management
– Can a service survive and prosper without a dedicated project manager?
Even the most innovative technology is just a tool. To fully benefit from the potential of a new solution, it’s critical to allocate resources for its smooth integration within the organization. This requires more than just technical implementation; the project needs dedicated personnel or a team to ensure it becomes a part of the company’s workflow.
“A service can technically survive without a dedicated project manager, but to truly prosper, it needs someone responsible for ensuring that the various parts – technology, user experience, branding, and operations – work together seamlessly. However, one of the biggest mistakes I see in the FX and prop industry is firms hiring external project managers who lack industry-specific knowledge. This leads to poor decision-making and disjointed development.
In my experience, the best results come from training internal team members who already understand the product, the customer, and the nuances of the industry. Empowering them to take ownership of projects ensures that the service remains relevant, cohesive, and continuously improving. Product and project ownership should be rooted in a deep understanding of both the technology and the trading experience itself, not just generic project management skills” – Marcus Fetherstone, General Manager at Blueberry Funded.
A project manager plays a pivotal role in guiding this integration, ensuring the smooth deployment of the technology and its ongoing optimization and effective use across departments. Without this dedicated focus, even the best technology risks becoming underutilized, limiting the project’s ability to scale and deliver value.
“I admire people with an optimistic attitude, and I’m also trying to be on that side. So, to answer this question, I’d say a service can survive without a project manager. But realistically speaking, the longevity and scalability are very questionable in this case. If it’s a small project or just the initial stage (such as installation, for example), not much attention is needed as technology providers usually take care of it. However, when it comes to the involvement of third-party providers or making sure all settings and scenarios were checked, that is where it becomes challenging to handle without a dedicated manager or team who would be making sure the coordination is centralized, the deadlines are met, and all important people are involved.
Whether it’s a positive attitude or not, but to launch a successful long-term service, it’s fundamentally about the team behind it, not only about the service itself” – Tatiana Pilipenko, Regional Head of Business Development (UK, APAC, Americas) at Brokeree Solutions.
Integration and Smooth Experience
– How can an integrated ecosystem benefit a newly launched service?
A seamless experience for the end user – the trader – is crucial for a new service’s success. This means brokers should consider integrating deeply with CRM providers and employing advanced hosting technologies to ensure that all components work in harmony. These integrations may appear to be critical to maintaining client engagement.
“In today’s digital landscape, clients have grown to expect straightforward integration between the services they use. Within any modern ecosystem, connectivity is not simply a feature but a fundamental expectation. We rarely pause to consider how effortlessly information flows between systems. Yet when we do, we are often astonished by the depth of integration and the sophistication of underlying infrastructures.
Against this backdrop, launching a service in isolation, a platform that requires clients to build and develop additional functionalities themselves, is no longer a viable strategy. Today’s users are looking for solutions that work straight out of the box and feel naturally connected to the broader ecosystem of services they already engage with. They expect a frictionless experience where every tool, feature, and piece of data operates in harmony with the rest.
This is why it is critical for any company introducing a new service to ensure it is not just a standalone product but an integrated and evolving part of a larger system. A company must offer a service that is not static but actively managed and continuously refined. It is not enough to simply launch and move on. The service must be nurtured, upgraded, and expanded with foresight and responsiveness to user needs” – Victor Ivanov, Regional Head of Business Development (EMEA) at Brokeree Solutions.
“In Forex, launching a service isn’t just about having the right tools; it’s about how they work together. Your trading platform, CRM, bridge, databases, and proxy servers all need to live in an infrastructure that’s fast, secure, and reliable. That means private data transfers, low latency, and rock-solid uptime.
Too often, we see FX brokers relying on bare-bones setups, where the only deciding factor was low cost. From my perspective, a scalable and integrated infrastructure doesn’t have to be expensive — but it does need to be thoughtfully planned and professionally designed to support growth and long-term success” – Stefano Sordini, CEO at NetShop ISP.
Launching a new service requires more than just a flagship product. It requires an approach that ties together technology, marketing, and team integration for long-term success. Brokers who invest in the strategy and infrastructure will be poised to not only meet but exceed client expectations.
Brokeree Solutions is a provider of technological solutions for multi-asset brokers worldwide. The company specializes in turnkey solutions including flagship systems like Social Trading, PAMM, Prop Pulse, and Liquidity Bridge, offering comprehensive technologies that address almost any broker’s needs.
Often, when brokers consider launching a new technology-based service, they treat the cost of the solution as the final cost of the entire project. However, this narrow approach can compromise the client experience and lead to unexpected operational costs. Brokeree Solutions, a global provider of turnkey technologies for brokers, asked industry experts to explain what brokers should consider to ensure the success of a new service launch, the return on investment, and the fulfillment of expectations.
The consensus can be summed up in a simple principle:
The project is built around technology – but it doesn’t end there.
Once the technology is procured, the broker starts integrating it into its infrastructure. Even with robust support from technology providers, the ultimate responsibility for a successful deployment lies with the broker. In this article, we’ll highlight three critical areas – across fintech, retail, and proprietary trading – that brokers must address to ensure operational excellence and long-term success.
Marketing Strategy
– What role does the marketing dept play at different stages of a new service launch?
Throughout every stage of a new service launch, a crucial role is devoted to marketing – far beyond just promotion. At the earliest phases, involving marketing helps validate demand and align the product with client needs to ensure market fit. Post-launch, marketing monitors user behavior, refines messaging, and feeds insights back into product development.
“Whenever you think of marketing as a function, you end up with a mentality that the marketing team is there to promote what’s already created. But in reality, the sooner you get your marketing team onboard, the quicker you might realize that what you are building is irrelevant to your clientele. Thus, the marketing team should be there from the start and focus on understanding the demand and developing strategies to capture it and generate relevant leads.
Should you fail to implement a full-cycle marketing team, you inevitably end up with half-functioning services, which are miles away from a seamless customer experience. Other than that, it’s a rather straightforward process: know what your target audience needs, create that, meet them when they need the solution, listen to their feedback, and improve. You get bonus points if the branding and messaging is consistent across the services” – Anton Sokolov, Marketing Manager at Brokeree Solutions.
Throughout the launch, marketing not only drives adoption and brand trust but also captures critical user feedback, enabling rapid adjustments to messaging, UX, and even core features. That is why integrating marketing across all stages is no longer optional; it is essential for building services that are relevant, resilient, and revenue-generating.
“Marketing isn’t just a post-launch add-on — it’s your early warning system, reality check, and growth engine. At pre-launch, marketing defines product-market fit, builds the ICP, and tests real demand before a single dev hour is wasted. At launch, we drive adoption and trust. Post-launch, we optimize messaging and UX based on behavior data. Ignore this flow, and you risk burning 60% of your service budget on a product no one needs. Marketing isn’t a department — it’s a multiplier” – Elena Kupriianova, CMO in Fintech (ex Capital.com, Exness), Founder in Growth Inquisition.
Project Management
– Can a service survive and prosper without a dedicated project manager?
Even the most innovative technology is just a tool. To fully benefit from the potential of a new solution, it’s critical to allocate resources for its smooth integration within the organization. This requires more than just technical implementation; the project needs dedicated personnel or a team to ensure it becomes a part of the company’s workflow.
“A service can technically survive without a dedicated project manager, but to truly prosper, it needs someone responsible for ensuring that the various parts – technology, user experience, branding, and operations – work together seamlessly. However, one of the biggest mistakes I see in the FX and prop industry is firms hiring external project managers who lack industry-specific knowledge. This leads to poor decision-making and disjointed development.
In my experience, the best results come from training internal team members who already understand the product, the customer, and the nuances of the industry. Empowering them to take ownership of projects ensures that the service remains relevant, cohesive, and continuously improving. Product and project ownership should be rooted in a deep understanding of both the technology and the trading experience itself, not just generic project management skills” – Marcus Fetherstone, General Manager at Blueberry Funded.
A project manager plays a pivotal role in guiding this integration, ensuring the smooth deployment of the technology and its ongoing optimization and effective use across departments. Without this dedicated focus, even the best technology risks becoming underutilized, limiting the project’s ability to scale and deliver value.
“I admire people with an optimistic attitude, and I’m also trying to be on that side. So, to answer this question, I’d say a service can survive without a project manager. But realistically speaking, the longevity and scalability are very questionable in this case. If it’s a small project or just the initial stage (such as installation, for example), not much attention is needed as technology providers usually take care of it. However, when it comes to the involvement of third-party providers or making sure all settings and scenarios were checked, that is where it becomes challenging to handle without a dedicated manager or team who would be making sure the coordination is centralized, the deadlines are met, and all important people are involved.
Whether it’s a positive attitude or not, but to launch a successful long-term service, it’s fundamentally about the team behind it, not only about the service itself” – Tatiana Pilipenko, Regional Head of Business Development (UK, APAC, Americas) at Brokeree Solutions.
Integration and Smooth Experience
– How can an integrated ecosystem benefit a newly launched service?
A seamless experience for the end user – the trader – is crucial for a new service’s success. This means brokers should consider integrating deeply with CRM providers and employing advanced hosting technologies to ensure that all components work in harmony. These integrations may appear to be critical to maintaining client engagement.
“In today’s digital landscape, clients have grown to expect straightforward integration between the services they use. Within any modern ecosystem, connectivity is not simply a feature but a fundamental expectation. We rarely pause to consider how effortlessly information flows between systems. Yet when we do, we are often astonished by the depth of integration and the sophistication of underlying infrastructures.
Against this backdrop, launching a service in isolation, a platform that requires clients to build and develop additional functionalities themselves, is no longer a viable strategy. Today’s users are looking for solutions that work straight out of the box and feel naturally connected to the broader ecosystem of services they already engage with. They expect a frictionless experience where every tool, feature, and piece of data operates in harmony with the rest.
This is why it is critical for any company introducing a new service to ensure it is not just a standalone product but an integrated and evolving part of a larger system. A company must offer a service that is not static but actively managed and continuously refined. It is not enough to simply launch and move on. The service must be nurtured, upgraded, and expanded with foresight and responsiveness to user needs” – Victor Ivanov, Regional Head of Business Development (EMEA) at Brokeree Solutions.
“In Forex, launching a service isn’t just about having the right tools; it’s about how they work together. Your trading platform, CRM, bridge, databases, and proxy servers all need to live in an infrastructure that’s fast, secure, and reliable. That means private data transfers, low latency, and rock-solid uptime.
Too often, we see FX brokers relying on bare-bones setups, where the only deciding factor was low cost. From my perspective, a scalable and integrated infrastructure doesn’t have to be expensive — but it does need to be thoughtfully planned and professionally designed to support growth and long-term success” – Stefano Sordini, CEO at NetShop ISP.
Launching a new service requires more than just a flagship product. It requires an approach that ties together technology, marketing, and team integration for long-term success. Brokers who invest in the strategy and infrastructure will be poised to not only meet but exceed client expectations.
Brokeree Solutions is a provider of technological solutions for multi-asset brokers worldwide. The company specializes in turnkey solutions including flagship systems like Social Trading, PAMM, Prop Pulse, and Liquidity Bridge, offering comprehensive technologies that address almost any broker’s needs.
