Freedom24 is positioning itself as a technology-driven financial services platform rather than a traditional brokerage, according to Valentin Shatalov, Head of Corporate Affairs, speaking at iFX Expo International. The firm, which serves over 600,000 clients across Europe, argues that market access alone no longer provides competitive advantage as the capability becomes commoditized across the industry.
Shatalov emphasized that customer expectations are fundamentally shifting. Users now compare financial service providers against all digital platforms they use daily, demanding integrated experiences for saving, investing, borrowing, and payments through single ecosystems rather than siloed products. However, he stressed that technology alone cannot win customer loyalty—trust built through regulation, governance, operational resilience, and consistent support remains paramount.
The strategic message signals broader industry consolidation toward super-app models combining multiple financial services under unified platforms. This shift threatens single-product brokers and niche fintech players lacking scale to build comprehensive ecosystems.
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FXnCO Insight
** Brokers competing solely on execution or market access face increasing pressure to expand service offerings or risk commoditization as platform consolidation accelerates across European retail financial services.
Source: Finance Magnates