Per­son­alised, for more so­phis­ti­cated clients

The team prides it­self on the time it spends with clients, on the phone and face to face

Financial Mail - Investors Monthly - - Special Report: Purple Group -

Of­fer­ing the best of tra­di­tional stock­broking com­bined with new-world in­stru­ments and tech­nolo­gies, GT Pri­vate Broking is the pri­vate la­bel di­vi­sion of Pur­ple Group’s hugely suc­cess­ful online de­riv­a­tive trad­ing plat­form.

Aimed at the more af­flu­ent in­vestor who wants to grow his or her wealth, GT Pri­vate Broking pro­vides a per­son­alised, high-touch ser­vice fo­cused on in­vestors who pre­fer the old school model of stock­broking.

Its ser­vices are tai­lor-made to meet clients’ unique trad­ing pro­files and pref­er­ences, and in­clude ex­e­cu­tion, co-de­vel­op­ing in­vest­ment strate­gies and hedg­ing. The team prides it­self on the time it spends with clients, on the phone and face to face.

GT Pri­vate Broking is the only busi­ness in the Pur­ple Group that re­quires a min­i­mum start­ing amount — R250 000.

Ser­vice fees are in line with the value of the ser­vice pro­vided, though even these are per­son­alised ac­cord­ing to the client’s par­tic­u­lar pro­file, needs and the lev­els of in­ter­ac­tion re­quired.

“This busi­ness tar­gets so­phis­ti­cated in­vestors,” ex­plains Bradley Leather, MD of GT Pri­vate Broking. “It’s about re­la­tion­ships, ded­i­ca­tion and de­vel­op­ing an un­der­stand­ing to be the co-pilots to our clients’ trad­ing am­bi­tions. It’s about recog­nis­ing that our clients are pro­fes­sion­als who do not have time to sit and mon­i­tor their own port­fo­lios. In that sense, they’re old school in their ap­proach, but they’re lever­ag­ing new-age tech­nol­ogy.”

This busi­ness unit was launched in 2013 and con­trasts with in that its busi­ness model is based on so­phis­ti­cated, high-value clients who re­quire a per­son­alised ser­vice. Trades are ex­e­cuted by GT Pri­vate Broking’s ded­i­cated trad­ing desk, which is staffed by ex­pe­ri­enced traders or via GT247’s di­rect mar­ket ac­cess plat­form. The per­son­alised ap­proach is also based on Pur­ple Group’s method­ol­ogy of try­ing to un­der­stand a client’s goals and risk ap­petite best.

Sav­age adds that while GT Pri­vate Broking caters for the higher end of the mar­ket, its other busi­nesses act as a trawler to iden­tify in­di­vid­u­als who would in time qual­ify for and ben­e­fit from the high-touch stock­broking ser­vices. This would cer­tainly be the case for Pur­ple Group’s re­cently launched EasyE­quities plat­form, which pro­vides an easy en­try point for first-time in­vestors who could grad­u­ate to a more per­son­alised ser­vice as their as­sets grow.

The busi­ness is con­tin­u­ally ex­pand­ing and im­prov­ing on its ser­vice of­fer­ing to in­crease its dif­fer­en­ti­a­tion from other play­ers in the mar­ket. Most re­cently, this has brought the in­tro­duc­tion of ad­di­tional re­search, ed­u­ca­tion and man­aged port­fo­lio ser­vices.

With the value of trades of nearly R18bn in the 2014 fi­nan­cial year, the busi­ness is still small com­pared with GT247 (nearly R245bn), but it is a unit that Pur­ple Group ex­pects to grow into the fu­ture.

Bradley Leather, GT Pri­vate Broking MD

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