EasyEquities has partnered with Synatic to create data aggregation and data integration components for all the systems it uses to track clients current lifecycle, trading and investment history. The solution gives a comprehensive view of all client activities. The investment platform, aimed at making share trading accessible for all, needed to make sense of the data of its more than 500 000 clients.
The challenge was to give the same level of customer experience to all its clients, regardless of the investment size. EasyEquities caters for all investors regardless of their wealth. It attracts investors big and small, young and old, from a mere R5 to millions of Rands.
Tristan Finnemore, Purple Group VP Digital Assets, says unlike traditional equity brokers, EasyEquities doesn’t have any minimum investment amounts or any platform fees, or minimum trade charges.
“Typically the high entry level requirements make it difficult for people to start their investment journey.”
“The challenge was to aggregate all our data and present it in a meaningful format to understand what is happening with each of our clients individually as well as a group. We had to improve our systems to better communicate and improve our customer experience,” he explains.
EasyEquities was using a few third-party tools for marketing automation (HubSpot) and helpdesk software (Freshworks). The problem was that it couldn’t get full use of these solutions without integration.
Finnemore says the first project was to integrate HubSpot into the bespoke EasyEquities solution stack. “It was a once-a-day integration. The Synatic solution would have access to all our databases once a day where the solution would aggregate data and push it into HubSpot.”
This would allow the marketing team and automation systems to know the exact activity of each client, and build a workflow around the current client activity, and what they were doing within their portfolio.
“Initially, once a day aggregation was sufficient, but we have since been enhancing the integration points and workflows so as to help us reduce the time between data updates to every couple of hours. Half a million clients with multiple account types is a massive number of records and a lot of data processing,” he says.
Synatic CEO Martin Naude says they developed similar integration for Freshworks for service automation by integrating data.
“Instead of increasing the helpdesk support staff, it now has service bots as a frontline support structure. With tech, EasyEquities can solve frontline support through the APIs, and can now service clients without human intervention.”
“We also developed an automated push notification service into the EasyEquities mobile app using the same data structure that was built for HubSpot and Freshworks. The notifications range from a client’s birthday to a dividend pay-out,” he adds.
Through the platform’s powerful API creation tool, Synatic built a solution that enables EasyEquities to aggregate and display all client information seamlessly even while software updates are being done. Previously this information wasn’t available during updates. It has further helped EasyEquities streamline its loyalty programme (called Thrive).
“Thrive enables clients to qualify for free brokerage status by performing certain activities. As a fluid business, we are forever changing and improving. New ideas are constantly being born and Synatic is always there to deliver. They have always performed above expectation,” Finnemore concludes.