Thought Leadership

New Way Forward: How Sterling Trading Tech’s Rebrand Reflects the Evolution of the Capital Markets

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In an industry known for being fast-paced, the rapid evolution of the capital markets has been astonishing to witness. Recent developments like the rise of commission-free trading and the emergence of digital assets have vested individual traders with unprecedented power, disrupted the status quo and brought us closer to a global, 24/7 market system. At the same time, industry firms are finally embracing the long-foretold benefits of the cloud, with flexibility and scale top of mind.

In many ways, the resulting technology challenges are a product of not only the trends themselves, but the speed at which they are occurring. Technological innovation, emerging business models, the adoption of new asset classes, etc. – with so much change packed into just a few short years, the stakes are raised considerably.

A new world order for the capital markets is taking shape, and to secure their place in it, market participants must have trading technology that is high-performance, highly configurable and highly responsive to industry change.

Over the past few years, STT has worked tirelessly to smooth our clients’ transition to a new and more decentralized market environment. In the past year alone, we have launched an array of new products, including a modern sell-side OMS, and made significant enhancements to our cloud-based Risk & Margin System. Our OMS and Risk & Margin system are both API-driven offerings, which is the future of the capital markets. And we are actively developing solutions for crypto and FX so that our clients can navigate an increasingly multi-asset landscape with maximum efficiency.

Amid these innovations, we recognized that our brand did not best reflect the dynamic, industry-leading technology company that STT had become – so we set out to update it. At the end of Q1, after months of work, we unveiled our rebrand: a new visual identity and a revamped website ( Together, these new elements paint a compelling picture of where we are now and where we’re heading.

Our new website provides a more client-centric user experience. Our new, highly targeted Solution Guide makes it easy for users to identify the products most relevant to them, with our offerings broken out by firm type, while our new client portal better serves current clients. The new look and feel was created to convey forward thinking, new-generation technology and connectivity.

The qualities of speed and connectivity are now reflected in both our brand and the products we bring to market. Once recent example is the addition of fractional shares and notional orders in our OMS. Our retail clients expressed a need for this functionality, so we acted quickly to build out support in our OMS and associated APIs, and we now have multiple client and vendor integrations launching this quarter.

Of course, STT’s forward motion isn’t confined to product innovation. We are onboarding new clients at a record pace and have grown our team accordingly, bringing on deeply experienced industry leaders spanning technology, business development and more. Among our people moves has been the promotion of Ravi Jain to Chief Product Officer. Ravi is the architect of our risk management system and a widely respected technologist, providing a great vision of STT’s new generation of technology.

While this might be the first you’re seeing of our new brand, it won’t be the last. In the months ahead, you can expect to find us sharing our perspectives at conferences, as well as spreading the word about new product launches, senior hires and more.

Despite volatile markets, this is a truly exciting time – both for STT and the industry at large – and we look forward to hearing about how we can help your firm make the most of it, whether you’re a longtime client or new to STT.

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