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How an Online Trader Uses Social Networking to Increase Revenue, Earn Loyalty From Clients

by Jennifer Nastu
Case study published on 9/25/2007

When it launched in late 2005, online broker TradeKing wanted a fresh voice that would attract investors and help it compete against larger brokers. It created an online community for likeminded traders seeking to share info and trading strategies; its members now make up about 5% of TradeKing users—but account for nearly 10% of revenue. TradeKing has also been voted top discount broker for the second consecutive year by SmartMoney.

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