TASTYTRADE

Calling all traders

tastytrade was founded as a boutique alternative to big-box brokerage firms and quickly became a favorite platform for individual options traders. It also enjoyed stiff competition from emerging apps with appeal but limited expertise.

A small brokerage in an expensive space could not spend its way to market share. Media and creative had to prioritize synergy over sequence. In short, tastyrade had to cut through a sea of sameness with distinct authenticity.

Join the Club, Genius

The secret sauce was culture. Self-deprecating, competitive experts with a genuine passion for nurturing the trading community. Older pit veterans and younger digital natives who understand the volatile, masochistic, mathematical, mind game that is options trading.

Picking the Shots

Although the category was growing, the available pool of experienced traders was small. tastytrade had to be selective in how it established its silly name, expanding beyond current traders to likely traders without overreaching into unlikely audiences. Broadcast was limited to the most potent times and places: financial cable channels during predictable periods of trading activity.

Talking Bull

tastytrade took over key pages on Yahoo! Finance and Wall Street Journal, surrounding specific content with tribal language that demonstrated insider expertise.

Agency: Öpinionated

Competitive Spirit

Our research uncovered that a leading motivator to trade is daily mental stimulation. We encouraged users to post their completion times for bragging rights. Our themed crossword puzzle became the top #geniusday post on X through organic shares.

Time To Trade Up

Retail trading saw a sweeping trend of competitive consolidation. Schwab bought TD Ameritrade. E*TRADE was acquired by Morgan Stanley. tastytrade’s leaders knew from past experience that account migration would prove painful and that we could capitalize on significant switching activity during predictable key moments we ferreted out through CRM communications.

Agency: Smallgood

Tough Audience

Traders are curious yet highly skeptical. They’re also pragmatic, and that’s why most fintech ads are carbon copies of each other: screenshot after screenshot. tastytrade needed something that would stop the scroll and make it worth the time. Introducing unique product features with a delightful hook increased consideration and acquisition.

We built a digital banner platform that allowed us to quickly identify which insights best translated into action.