A new study from Crisil Coalition Greenwich just confirmed something many buy-side desks have been saying quietly for years: in trading, technology and capital matters, but service is what sustains relationships.
Nearly 70% of senior buy-side equity traders ranked customer service as the single most important factor in their high-touch broker relationships. That puts it ahead of capital commitment, commission management, and even access to liquidity. In a world where electronic execution is the default, the real differentiator is people – brokers who can tailor support, deliver market intelligence, and stay engaged throughout the day.
The Shift Behind the Numbers
What’s different now?
- Markets are faster. Fragmented venues and tighter T+1 deadlines mean there’s no margin for operational errors.
- Commissions are consolidating. Traders are concentrating the flow with a smaller circle of trusted brokers. That means fewer second chances; a missed trade or back-office slip can cost the relationship.
- Algos aren’t enough. Low-touch execution isn’t just about speed anymore – it’s about customization, integration with workflows, and the strategic advice around those algos.
What This Means Beyond the Broker Desk
Although the study is about brokers, the lesson is broader: service is becoming part of the product.
For technology partners like Ionixx, the parallels are clear:
- Post-go-live matters as much as go-live. Clients expect platforms that don’t just deliver features but remain reliable under real-world pressures.
- Workflow resilience is under the spotlight. With T+1 and other regulatory shifts, errors that once hid in the background now surface immediately. Systems must streamline hand-offs and reduce breakpoints.
- Customization isn’t optional. Just as traders demand bespoke algo strategies, asset managers and brokers want flexible platforms that adapt to their way of working.
- Concentration raises the bar. Fewer “slots” at the table mean only partners who combine robust tech with trusted service will keep the seat.
The Bigger Picture
The Greenwich study is a reminder that financial services aren’t just about systems or execution quality. They’re about trust, adaptability, and guidance through constant market change.
For brokers, that means doubling down on coverage models. For technology firms, it means designing platforms and support structures that act like true extensions of the client desk, not just tools handed off at implementation.
The bottom line is, Service isn’t just an add-on anymore. It is the strategy.
