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From Niche Research Providers to a Unified Fintech Powerhouse

Following the acquisition of Recognia, Trading Central needed a new market narrative that unified the strengths and products of both brands.
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1999
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Paris, Fr
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tradingcentral.com

Background

In 2015, TC entered an agreement to acquire the North American automated pattern recognition creator Recognia. This fused together two leading research providers with different proficiency and geographical reach, operating within the same "technical analysis" niche. Their collective customer base accounted for most of the major online brokerages in North America and Europe with approximately 50 million accounts.

Challenge

Following the acquisition, TC's full offering was confusing with high levels of redundancies which left a poor foundation for their aspirations for growth. They struggled to explain the relationship between brands and the combined value they offered. Many products suffered from low market penetration, no standard naming conventions and overlapping functionality. In addition to this, neither brand had a digital acquisition strategy.

I was responsible for

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Brand Strategy
Palette
Brand Identity
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Content Plan
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Website Design / Build
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Product Positioning
The primary objective was a unified brand that merged the two firms while building upon existing recognition. It needed to promote a leaner product suite with a simpler sales story that could convert online.

Phased Transition

1- Moving forward together

Recognia already had an adapted logo that introduced Trading Central within it's footer, but I built a transitional landing page to help online visitors become accustomed to the parent brand.
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‍The annual Online Broker Summit traditionally hosted by Recognia provided an ample opportunity to introduce customers to the parent brand in a high-touch manner. It was provided a "Moving Forward Together" theme which was gradually worked into the corporate brand transitioning messaging.
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2- A fusion of automated analytics & expert research

I audited the group's product list and streamlined it, removing redundancies and identifying top performing elements of bespoke solutions. This new “Services List” became the manual for all upcoming sales, with field training led to ensure understanding and that all use cases were supported.

Once this foundation was established, I launched a consolidated brand across all digital assets. Old Recognia social media channels were decommissioned and their website traffic was redirected to a landing page that introduced TC. Existing customers of the legacy brand were sent an announcement and an introduction to new services through an email drip campaign.

3- A premium one-stop-shop

Transitioning to a one-stop-shop expanded Trading Central's value beyond the sum of its parts. To convey this, we moved away from listing features and capabilities, to a brand story that simplified the value proposition and highlighted TC's competitive strengths.

To showcase the synergies between the products and lay the ground work for easier cross-selling, I organized the entire suite into four uniquely branded analytical pillars: Technical, Fundamental, Sentiment and Economic. Each was assigned a unique colour and flagship product which would adhere to a standard naming convention. This simplified the suite for the public, instantly showed proficiencies outside of the initial niche, was trademarked and built upon the existing recognition of the firm's popular tool "Technical Insight".

A beautiful site for an industry leader

With the proper brand foundation in place, we were ready to generate demand online. We built a custom site that offered tailored stories for each key market segment and pain point to help visitors navigate the breadth of products and solutions.
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impact of unified brand

A foundation for growth

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Industry Awards

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New Products Launched

3
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Regional Expansions

Hi, I’m Kasia Flood

I build brands & experiences that help grow your business.

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