With a large monthly turnover and rapidly growing client base, Ava FX have developed with one central focus at their core: their clients
Ava group is one of the world’s leading online forex trading brokers. More than 150,000 registered customers from over 150 countries worldwide execute over 1.5 million trades per month with Ava, with total trading volumes exceeding $50bn a month.
The company has also received numerous awards for maintaining the highest standards in customer service, trade executions, pricing transparency, and advanced trading tools. It also has offices in many of the major financial centres in the world, including New York, Tokyo, Dublin and Paris.
That personal touch
Founded in 2006 by a team of financial professionals and IT experts, Ava is dedicated to creating the ultimate online trading experience, but what makes Ava unique in the world of online trading is its user-oriented perspective.
Speaking to Adam Goldberg, retentions manager in the account analysts department, about Ava FX’s origins and its award-winning customer dedication, it becomes clear what makes it stand out from its competitors. While many other trading companies are merely online extensions of banking institutions, Ava FX was designed to fit the needs of both retail and institutional traders. “In today’s turbulent global financial markets, investors are looking for innovative ways to generate returns,” explains Mr Goldberg. “Forex trading offers investors exciting opportunities and the market for private FX trading is growing by more than 500 percent annually.”
“Our strong point, why a lot of traders choose our company in this industry, is down to our service. We have 13 languages, we have 24 hour support, on the phone, live chat, via email and every single trader with our company has their own personal account analyst who is there for any issue.”
From their multi-lingual, 24 hour support centre to their advanced interface design, there is no doubt that Ava FX is built around the user. It’s in the personal aspect of the company that sets it apart from the rest. Ava offers a wide range of services to cater for the needs of any trader, and offers help and every step of the way. Traders will find an online trading platform that’s easy enough to be used by novices, while providing even the most sophisticated trader with all the necessary tools.
“If you are new to the world of FX trading, we let you begin with no risk by opening a practice account with all the live features found on our full-featured trading platform. Then, when you are ready to begin trading for real, you can open an Ava FX trading account within minutes,” says Mr Goldberg.
“Once every trader makes their investment with Ava, whether it’s a hundred dollars or a hundred thousand dollars, as an account analyst, I begin working with them, to discuss their game plan for trading, what they trade, how they trade and where they should look for information. We welcome customer input and encourage traders to benefit from the expertise of our professional support staff.”
Second to none
“It’s in our interest that traders are making profits and we do what we can to help our traders with this.” Trading with Ava is far from a corporate matter; it’s more of a personal experience, outlines Mr Goldberg: “We spend time one-on-one with traders, which is not what a lot of companies do; we give you personal attention. We invest ourselves and our time into helping our traders learn about the market.”
“Our service is second to none,” he continues. “We have fixed spreads for forex and products for every possible trader. We have forex, we have over thirty different commodities, we have indexes all over the world ranging from Spain to the UK to the US and we are very multi lingual. We are licensed and regulated in the EU and now have offices in Dublin, Tokyo, Paris and Milan. So, no matter where you are in the world, we have what you want to trade.”
Mr Goldberg sees Ava’s presence expanding even further around the world in the future, speaking candidly of the importance of meeting more of the company’s traders face-to-face:
“We are always going to different forex conferences around the world to meet our traders and we welcome their feedback, as we know and appreciate how vital it is to the future of Ava FX as a company.”
“As well as planning to add new products and services that other companies do not offer, we’re looking to open new offices all over the world, in different locations. We want to take our business to our traders, to meet them, to do personal seminars for them; it’s better for our business as we grow it to meet our traders face to face.”
However, it’s not just exemplary customer service that sets Ava apart. Over the last few years, the industry as a whole has been revolutionised by the emergence of the smartphone, and Ava hasn’t been one to ignore this technological advance.
Developing special platforms for trading on the move, Ava has utilised this trend and made it possible for anyone to trade anything from anywhere. “We have a lot of different trading platforms and part of this is down to a lot of our traders trading on the go. So we now offer trading via Android, iPhone and Blackberry smartphones, giving our traders to ability to use their mobile device to trade instantly and effectively, with the best execution, while they’re on the move.”
Ava has also gone one step further to harness the power of the smartphone trend, developing Auto Trading for those who have little or no time to spare. “We’re always adapting to technology and for traders that necessarily don’t want to trade themselves, we offer what’s called Auto Trading. They can build their own EA’s, which is basically a trading robot that they just insert in their platform and it trades for them. Auto trading is a revolution in the online trading market. Before, traders needed to buy or sell financial instruments. Now, they can choose from a wide range of strategies and pick the one that has performed best in a chosen period of time.”
Once the strategy is bought, it starts executing buy and sell orders in your forex trading account, allowing you to make money 24 hours a day without any hassle. “People are sometimes busy with work or school and they don’t have time, but they want to be involved with the markets, so either they can develop their own trading robots or pick someone that has already developed one and they manage their money for them. Ava does not manage money but through the system, there are people that can trade for you, you just decide how much you want to give that person,” says Mr Goldberg.
Currently, Ava offers its customers a choice of five different types of forex auto trading; Ava Autotrader; Zulutrade; Algorithmic Trading, API Trading and Trade Leader’s Investment Program; each one offering its own trader benefits and types of strategy.
Adapting to trends
As a company, Ava developed quickly in a short period of time. This rapid growth seems to have helped the company to adapt to shifting trends easily and effectively, as Mr Goldberg explains: “The company is rapidly growing; we started with just forex and over the last five years we have grown; forex is now just a part of what we offer. We offer trading in oil, gold, individual equities [such as] Google, Apple, Coca-Cola, Disney and we also offer stock indexes, trading in the FTSE, the DAX and the Dow Jones; different exchanges all over the world.”
Over the past few years, Mr Goldberg notes traders themselves have increased their knowledge base and level of trading, encouraging Ava to adapt to the more advanced trader.
“It’s an industry that’s been developing and there are a lot of resources, which is great for traders to learn. Ava has adapted to cater for and work with these more advanced traders in all the financial markets, not just forex, offering weekly webinars, conducted by industry experts, free e-book trading strategies and personal one-on-one training sessions.”
Always an opportunity
It is almost impossible to discuss how companies adapt to different scenarios without mentioning the recent global financial crisis. Ava as a company reacted well to these particular changes in the global markets, seeing it less as a crisis but as an opportunity.
“In trading, you can make money by buying or by selling, so people have made a lot of money actually with down-turns in the market,” Mr Goldberg concludes. “If someone believes that the Euro is going to crash, then you can make a trade on this. This is why it’s so popular because everyone is affected by it. If people see that the price of oil is going higher, you can come on our platform and buy oil. There’s always an opportunity for a trader, no matter how the market is moving.”
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