Partner Interview
Published April 4, 2026
Futu Holdings & Interactive Brokers: Asian Retail Brokerage Platforms
inpractise.com/articles/futu-holdings-culture-competitive-landscape-and-localized-marketing-strategy
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Disclaimer: This interview is for informational purposes only and should not be relied upon as a basis for investment decisions. In Practise is an independent publisher and all opinions expressed by guests are solely their own opinions and do not reflect the opinion of In Practise.
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Nobody uses the Webull app in the US?
They hired a seven-person team on Wall Street. They branded and painted their picture as a US company. Actually, all the operations and everything were done in China. Those people were at the front line to do interviews and create content. The email outreach scripts, the video scripts—everything was done by US employees. But the Chinese workers went on YouTube to find those people and do the outreach. That is how they worked.
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Is it fair to say the Australia expansion has not gone well?
For example, NIO, the EV company in China, has its head office a few blocks away from Futu's office. Our BD team called and established a relationship with them, and we did group emails and announcements saying that from now on, Futu's customer service people and financial advisors would be available every day during lunch breaks in certain rooms. If you were an employee at NIO, you could go in, get a free lunchbox, and receive in-person service for account opening, onboarding, introductions, and even stock-picking advice. Who can compete with that? That is why they are not going to be successful in Palo Alto. They were trying to do the same thing, but user education is entirely different. Western users say, "I do not need that. I know how to manage it. I do not need someone to tell me. I want your product to be easy enough and intuitive. I want my user experience to be great. I also do not need you to tell me which stocks to pick. I have my assets and my analysis." I call this more educated traders versus the Asian market, which has mostly undereducated, more influential, informational traders. They basically watch something, hear something, and then act on it. However, these people represent 90% of the user market, unfortunately. That is the reason most educated users—I am going to talk about IB because you are asking about the difference—IB is for higher educated, experienced traders. But those are the minority.
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