A growing number of online proprietary trading firms are distancing themselves from the traditional prop trading label as they pursue a fully digital, direct-to-consumer model aimed at a younger global audience.

Jakub Roz, CEO of For Traders, commented during the iFX Expo International 2025 that the shift marks a break from legacy firms that operate trading floors and recruit full-time staff to manage company capital.

“We need to offer a super smooth user experience, because our customers are usually young people, from all over the world. They’re used to trading and investing through mobile apps,” Roz said.

Online-Only Firms Embrace Global Retail Audience

Unlike traditional prop trading firms, which often require a physical presence and in-house training, For Traders reportedly offers individuals funded trading accounts through online evaluations.

The firms typically run performance-based assessments that determine whether traders qualify for access to company capital. All interactions, from onboarding to account management, take place online.

“(Young traders) are used to the modern digital world. So, I think we all need to be prepared for that, and we have to do things differently from the traditional prop firm model. It’s a different setup, a different model… but yes, I completely agree.”

User Experience Becomes a Core Focus

The pivot toward a retail audience has forced online firms to prioritize smooth and intuitive user experiences. Many of their clients are digital natives who expect interfaces similar to consumer fintech platforms. The strategy contrasts sharply with traditional firms, which tend to focus on internal processes rather than retail-facing platforms.

The distinction reflects a broader evolution in the proprietary trading space, as firms adapt to a new generation of self-directed traders and a market that increasingly favors remote-first solutions.

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Roz remarks are corroborated by a recent by the Business Times, which noted that a new generation of wealthy investors is pushing Wall Street to rethink how it delivers returns.

Raised amid economic instability and empowered by digital platforms, affluent Millennials and Gen Z are bypassing traditional stock-and-bond portfolios in favor of alternative assets—from pre-IPO startups and real estate to crypto and collectibles.

Demand for Alternatives Gains Ground

This shift has reportedly prompted private banks, fintechs, and asset managers to overhaul their offerings. At Bank of America, the number of retail clients holding alternative assets has more than doubled since 2020. The firm now adds about 50 new funds to its platform each year to meet rising demand.

The report cited BofA’s most recent biennial study, which highlighted that 73% of wealthy investors under the age of 43 believe a traditional 60/40 portfolio won’t produce above-average returns in the future. About 93% of this group plans to raise their allocation to alternatives in the coming years.

This article was written by Jared Kirui at www.financemagnates.com.Retail FXRead More

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