Retention & lifecycle

An Active Client is a funded account holder who has executed at least one real-money trade within a defined recent window — most brokers use the last 30, 60, or 90 days. It is the status that separates a paying, revenue…

Brand Loyalty is the durable trust and preference a trader develops toward a specific IB or broker, leading them to keep trading there even when a competitor offers lower spreads or a larger bonus. It is the emotional a…

Churn Rate is the percentage of clients who stop trading, withdraw their capital, or abandon their accounts during a defined period. It is the mirror image of retention: if 100 traders start the month and 12 go inactive…

Churn and Burn is a short-sighted, predatory acquisition strategy where a partner floods a broker with inexperienced traders and pushes them to trade recklessly, harvesting fast rebates before those traders inevitably b…

A Cross-Selling Campaign is a marketing effort that encourages existing, active clients to adopt complementary products and services around their core trading — premium VPS hosting, advanced signal subscriptions, educat…

Customer Engagement is the ongoing, two-way interaction between a partner and their trading community across every channel — Telegram and Discord chats, webinar attendance, YouTube live streams, email opens and replies,…

Customer Satisfaction Score (CSAT) is a metric that captures how happy a client is with a specific interaction or service by asking them to rate it, usually on a 1-to-5 or 1-to-10 scale. The score is the percentage of r…

Customer Success is a proactive strategy focused on helping clients reach their own goals with a product, so they stay, expand, and stick around. It is forward-looking and relationship-driven, reaching out before proble…

Customer Support is the reactive team and systems a broker runs to resolve traders' problems: technical glitches, account and KYC inquiries, and deposit or withdrawal issues. It exists to fix things after they go wrong,…

A Dormant Client is a trader who once opened and funded a live account but has stopped all trading activity for an extended stretch — typically 90 days or more. The account is still open and may still hold a balance, bu…

A feedback loop is a repeatable process where a broker or IB collects opinions and complaints from traders, analyzes that data objectively, acts on it, and then reports the resulting changes back to the same clients. Th…

Journey mapping is the practice of visually documenting every step a prospect takes from first contact to funded, active trader — the ad or post they see, the landing page, registration, KYC verification, first deposit,…

A loyalty program is a broker-run reward system that gives traders points, cashback, or perks for staying active. Clients typically earn a set number of points per traded lot, then redeem them for cash, bonus credit, ti…

Net Promoter Score (NPS) is a standardized loyalty metric built on one question: "On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?" Respondents are split into Promoters (9–10), Passive…

A reactivation campaign is a targeted marketing effort aimed at dormant clients who once funded a trading account but have gone inactive. Its single goal is to trigger a return to the platform through a timely, high-val…

A retention campaign is an ongoing programme of communications and incentives designed to keep already-active clients engaged, satisfied, and trading. Unlike a reactivation campaign that chases dormant users, a retentio…

A retention manager is a broker employee whose job is to minimise client churn. They monitor trading behaviour to spot accounts at risk of going quiet or withdrawing, then engage those clients proactively with tailored …

Retention rate is the percentage of clients who stay active and keep trading with a broker or IB over a defined period. It is the direct mathematical inverse of churn rate: if 30 percent of clients leave, the retention …

An upselling campaign is a lifecycle-marketing effort that persuades existing clients to move up to a higher-value version of what they already use. In retail brokerage that usually means depositing more to unlock a pre…