Evolving with the Market: Technology Strategies for Modern Sell Side Firms

When making strategic decisions regarding trading technology, sell-side firms such as investment banks and brokers face some difficult choices. Their technology platforms must do more than just meet their internal needs, such as; accessing liquidity on multiple trading venues, managing diverse asset classes, facilitating high touch and low touch order flow, providing their sales traders with efficient workflows, and ensuring compliance and security needs are met. This essential functionality and connectivity is a given. Beyond satisfying these fundamental requirements however, the technology also needs to accommodate the constantly changing needs of their buy side clients, whether hedge funds, asset managers, or other investment firms.

This presents an opportunity as well as a challenge to the sell-side. If they can help their clients streamline and enhance workflows to reduce manual intervention, minimise errors, and accelerate trading and investment decisions, and if they can provide them with a way to lower operational costs while also enabling fast and profitable responses to market opportunities to better generate alpha, they can gain a serious competitive advantage.

Servicing the buy side ecosystem

With multi-asset strategies becoming more and more common, firms increasingly look to their sell-side providers to facilitate trading across a diverse range of instruments and asset classes through a single interface – whether UI or API – and to handle complex orders involving multiple instrument types, such as structured trades or multi-asset baskets for example, across different trading venues and diverse markets.

There is also an increasing emphasis on data-driven decision-making. While systematic and quantitative traders have always relied on data and models, fundamental and ‘quantamental’ firms are increasingly relying on data-driven insights to drive – or at least support – their investment and trading strategies. Firms now seek from their sell-side providers not only market data, analytics, and research, but also well-documented open APIs that allow them to seamlessly integrate such data into their proprietary models to inform and execute their trading strategies.

“The real challenge for the sell-side is adopting a technology strategy that balances their own internal needs with the ever-changing needs of their clients, one that effectively serves both,” observes Medan Gabbay, Chief Revenue Officer of multi-asset trading solutions vendor Quod Financial. “The buy side have their own technological ecosystem, made up of Portfolio Management Systems, Order Management Systems, applications for creating and managing trading strategies, various types of analytics tools, spreadsheet-based models, and a wide range of other systems they use in their day-to-day trading activities across the front, middle and back office. Forward-looking sell-side firms understand that a key part of their role is to facilitate this ecosystem, by using their technology to help clients trade their chosen markets in the way they want to trade them, as well as providing the necessary analytics and data in a format that helps them identify trading opportunities and manage their investment strategies.”

The key question for the sell side is, how to achieve the necessary agility in technology that will enable them to respond to the changing demands of their clients?

Moving beyond the buy-build debate

Several options exist. There are a number of well-established vendors who sell ‘off-the-shelf’ trading platforms, which can address many of the sell side’s needs. These platforms provide a range of essential features such as liquidity access, connectivity, order and execution management, analytics, and market data handling. However, while such off-the-shelf systems are generally adequate for day one requirements, they often lack the flexibility to rapidly adapt to changing customer needs and the dynamic nature of the markets. Firms relying solely on these platforms might therefore find themselves constantly behind the curve, limited as they are by their vendor’s upgrade and development cycles.

At the other end of the spectrum, firms may opt to build their own bespoke platforms tailored to their own specific requirements.  While this offers maximum control over the design and development process, it’s an expensive and complex undertaking, and is out of reach for most firms, other than tier one banks with substantial technology budgets.

A third option is becoming increasingly popular amongst forward-looking firms, that of buy and build. Vendor platforms that are built on modern, scalable, and adaptable technology, can be quickly deployed to meet a firm’s immediate needs and then adapted, customised and expanded as requirements evolve.

This type of approach offers various benefits, according to Gabbay. “Platforms built on this type of architecture are highly interoperable, easily integrating with other systems on both the front end – through desktop widgets for example – and the back end, through APIs. They are also much more scalable, capable of being deployed on hosted services including Cloud, on-premise, or a hybrid of the two, which leads to improved performance and better customisation to the clients specific infrastructure requirements. Additionally, being built around a component-based architecture, they offer flexibility and allow for rapid customisation, as individual modules can be created and adapted to suit specific customer requirements, new areas of functionality, evolving business processes, or changing regulatory and market structures.”

Gabbay points out that trading platforms architected in this way can also be more easily integrated with clients’ trading desks. This level of integration benefits both the client – for example through more efficient and transparent trade execution and real-time order/position monitoring – and the sell-side firm itself, by providing a better understanding and greater visibility of their clients’ activities and workflow.

For sell-side firms with limited resources, or those that believe their resources can be better invested in creating IP and not rebuilding existing technology, this approach can offer the best of both worlds – the rapid implementation and comprehensive functionality of a vendor platform, together with the flexibility, adaptability, scalability and capacity for integration of a custom-built solution. By adopting such an approach, a firm can distinguish itself from competitors who use generic or outdated vendor platforms, and compete more effectively with larger tier one banks that have developed their own solutions.

Artificial intelligence and machine learning

Another strategic choice for the sell-side is how to make best use of Artificial Intelligence (AI) and Machine Learning (ML). Although neither are new in Capital Markets, interest in AI has exploded since OpenAI introduced ChatGPT in November 2022. Since then, firms have identified a wide range of applications for Generative AI (GenAI) and the use of Large Language Models (LLMs).

One area where GenAI can add significant value in modern, component-based trading platforms, explains Gabbay, is its ability to accelerate the development and testing lifecycle, by automating coding processes and influencing all disciplines involved in defining, building, testing, operating, and supporting complex requirements. This allows firms to bring new functionality to market much more quickly than was previously possible.

“GenAI can generate test scenarios automatically by analysing the code base and understanding the purpose of different components,” he says. “It can then identify potential test cases, simulate different scenarios, and generate test data, thereby eliminating the need for manual test scenario creation. Additionally, by leveraging ML and AI algorithms, it can simulate user interactions, input test data, and validate the expected outputs. This automation reduces the reliance on manual testing, speeds up the testing process, saves time and effort, and improves overall efficiency.”

Outside of GenAI, modern trading platforms can also utilise ML within algorithmic trading, identifying and exploiting patterns in trade execution by analysing market conditions, liquidity, and order book dynamics. By scrutinising vast amounts of historical and real-time order book data to identify patterns and trends, ML-trained algorithms can determine the optimal timing, price, and quantity for executing trades, thus minimising transaction costs and market impact.

ML is also being increasingly used to develop intelligent Algo Wheels. These allow firms to analyse their incoming flow, so that the right execution strategies and order routing destinations can be automatically chosen, and optimised based on current market conditions and client-specific requirements.

Primary considerations for the sell side

Given the numerous challenges that sell-side firms face from a trading technology perspective, and the various choices they have available, what are the key considerations they need to take into account when evaluating trading platforms?

First of all, support and training are vital aspects of any technology implementation. Even the most intuitive platforms require a period of adaptation, and comprehensive training is crucial to maximise their potential. Vendors should provide robust support services to assist with both onboarding and continuous usage. This includes not only technical support but also strategic guidance to help teams leverage the platform’s full capabilities. Adequate training and support ensure that any investment in trading technology yields the maximum possible return.

Interoperability is another key factor. “A new trading platform should integrate seamlessly with existing systems to avoid operational disruptions,” advises Gabbay. “Ensuring smooth interoperability minimises the risk of data silos and ensures that all parts of your trading ecosystem can communicate effectively. This not only streamlines operations but also enhances data accuracy and decision-making processes.” Platforms that fail to integrate well can lead to significant headaches, requiring additional resources to bridge gaps between systems and potentially leading to costly errors.

Scalability is also essential for any trading platform. As trading volumes increase and new asset classes are added, the platform must scale efficiently to handle these changes. Scalability includes the ability to automate processes and manage higher trading volumes without performance degradation. “A scalable platform supports business growth by ensuring that system performance remains robust even as demands increase,” says Gabbay. “This scalability is not just about handling volume but also about expanding capabilities and accommodating new functionalities as trading strategies evolve.”

Flexibility around customisation is also important, according to Gabbay. “The platform should be capable of swiftly adapting to evolving workflows without causing bottlenecks,” he says. “Your technology shouldn’t become an obstacle, but a facilitator of change. Customisable platforms ensure that you can tailor the tools to meet specific trading needs.”

Key success factors

It’s clear that the dynamic nature of the buy-side presents both challenges and opportunities for sell-side firms. To stay competitive, banks and brokers need to consider a technology strategy that balances their internal needs with the ever-evolving demands of their clients. Whether choosing off-the-shelf platforms, bespoke solutions, or a hybrid approach, sell-side firms might want to prioritise agility, integration, and scalability in their technology stack.

Additionally, the strategic use of AI and ML can significantly enhance trading efficiency and decision-making processes. By embracing these advanced technologies and maintaining a flexible, client-centric approach, sell-side firms can not only meet the complex requirements of today’s market but also position themselves for sustained success in the future.

Robust support and training, seamless interoperability, and the ability to scale and customise are also critical factors that will determine the sell-side’s ability to capitalise on market opportunities and deliver superior value to their clients.