On November 24, Alex Piliavsky joins the
panel “Your Broker’s Growth Is Elsewhere: Ahead of 2027” on the Craft
Stage at Old Billingsgate. He plans to argue that it isn’t elsewhere at all.
Piliavsky began his career at Seperia and went on to hold senior marketing
roles, including several C-level positions, at healthtech and fintech companies
before co-founding Alchemy Avenue, a lifecycle marketing agency based in
Nicosia. Here’s a preview of what he’ll tell the room.
The panel says growth is elsewhere.
You think it’s already inside the broker?
Yes. Brokers have already paid for it.
Every registration, every verified account, every trader who deposited once and
drifted off is sitting in their CRM right now. Most brokers don’t squeeze that
lemon hard enough. And honestly, a lot of them don’t know how to squeeze it.
They don’t have a clear strategy, the right sequences or the tools to run them.
So the default answer becomes buying more traffic.
You’ve built your methodology around
trader psychology. What does that mean in practice?
It means starting from how people
actually behave, not from a campaign calendar. Attention spans are short now,
for traders as much as anyone. You get a few seconds to make a message worth
reading. So every message in a sequence should do one job: move the person one
step forward, in as few words as possible, at the moment they’re most likely to
act.
What that person needs also changes along
the way. Someone who just registered is curious but unsure. Someone who just
closed their first trade wants to know whether they did it right. Someone who
hasn’t logged in for a month needs a reason to come back, and a reminder that
their account is waiting isn’t one.
Where does personalization fit in?
It’s the practical side of the
psychology. Personalization isn’t a first name in the subject line. It’s a
message that reacts to what the trader did: the instruments they trade, the
hours they usually log in, the step where they stopped. Someone who trades gold
shouldn’t get a promotion on EUR/USD. Most brokers already hold this data
across their CRM and trading platform. It just rarely makes it into the
messages.
And gamification?
Trading is competitive by nature, and
people respond to progress and a bit of chance. Onboarding works better when
it’s built as steps with visible progress, so finishing it feels like getting
somewhere. Raffles give people a reason to come back regularly, which is often
exactly what the trader who went quiet a month ago needs. Trading tournaments
speak to active traders, because a leaderboard gives a routine session
something to win. All of it works for the same reason short messages do. The
goal is clear and the next step is always visible.
What should brokers do before they
plan 2027?
Put their numbers side by side:
registrations, verified accounts, first deposits, second deposits, active
traders. Most brokers watch the first two drops closely. The ones after the
first deposit get far less attention, and that’s where most of the value sits.
Then look at each drop and ask what would move more people to the next step.
Which message, sent when, on which channel, with which mechanic. Answering that
is where the work is, and it’s what we’ve done with many brokers, one
conversion step at a time. The growth is already in their systems. The lemon is
already in their hands. Most brokers just haven’t squeezed it yet.
Alex Piliavsky speaks on “Your
Broker’s Growth Is Elsewhere: Ahead of 2027” on November 24, from 11:20 to
11:50 a.m., on the Craft Stage at Old Billingsgate. He and fellow Alchemy
Avenue co-founder Ohad Galitz will both be at the summit. Book time with them here.
This article was written by IL Contributors at investinglive.com.