Last year TradeCore made the decision to stop all marketing, sales, and commercial activity. The company even went so far as to stop onboarding new customers.
Since the start of this year the technology provider has returned with a bang. The company has launched a completely new CRM, with plans for an all-in-one package for brokers, including a trading platform.
We spoke to TradeCore CEO Igor Jovic to find out what’s been happening at the firm.
DK: TradeCore essentially shut down commercial operations for most of 2025. That’s unconventional.
IJ: That’s a polite way to put it. We stopped all new sales in early 2025. No marketing, no expos, no outbound – nothing. For nine months, we turned the entire company inward and focused exclusively on what we’ve been building for the past three years.
DK: Nine months with no new revenue coming in the door is a strange thing to do. Why did you do it?
IJ: It was probably the hardest decision I’ve made as CEO. You’re essentially telling your board, your team, your investors – we’re going to sacrifice short-term growth, short-term profits, everything, for a long-term vision. Not many companies do this. Not many CEOs would even propose it. But we had to.
We’ve been serving some of the biggest names in the industry for over a decade. Our platform was battle-tested, proven, trusted. But ten years of continuous development, client customisations, and hotfixes all accumulate. We knew we had to rebuild, and we knew we couldn’t do it properly while also chasing new deals and onboarding new clients.
DK: What was the ultimate driver for that decision?
IJ: Milan Stanojevic returning to the CTO role in January 2025. Milan is one of the original founders of TradeCore. He built the core product thirteen years ago. He was away from the company for over two years, came back first as an advisor to me and board member, and then stepped back into the CTO seat full-time.
The moment he was back in the chair, he pushed hard for a complete technology and product overhaul. He brought in more than twenty senior engineers – experienced, high-calibre talent – and substantially expanded our engineering teams. He looked at the codebase, looked at the market, and said: “We need to rebuild this properly, or we’ll be maintaining legacy forever.”
DK: And that’s when you decided to stop selling?
IJ: Not immediately. For the first part, we tried to do both – keep selling, keep onboarding, keep supporting existing clients, and simultaneously rebuild. But early in 2025, we had an honest conversation. We were moving too slowly. The rebuild was suffering. Our engineers were working on three different streams: onboarding and maintenance, new features, and the rebuild effort, all at the same time. So we made the call. Full stop on new business. Every resource pointed at the product.
We’ve been in this industry for over a decade. We know what brokers need, what they struggle with, what keeps them up at night. We had a very clear picture of what the end result needed to look like. The question was whether we had the courage to actually go and build it without distraction.
DK: So what did you build?
IJ: BrokerIQ. And it’s not an upgrade – it’s a completely new CRM built on everything we learned in thirteen years of serving the most demanding brokers in the world.
We rebuilt the entire Back Office from the ground up. Client management, compliance and KYC workflows, the full finance stack – deposits, withdrawals, approvals, multi-currency. Sales pipeline and deals management. A complete marketing suite with email campaigns, bonus programmes, cashback engines, and loyalty systems. A task management system. Reporting and analytics. Team management with granular role-based access. And an automation engine that I’d put against any CRM in any industry – not just FX.
We built a full IB and affiliate management system with multi-tier structures, sub-IB hierarchies, automated payment cycles, performance-based tiers, and a highly advanced commission engine. We built a complete support and help desk with full omni-channel communication – Telegram, WhatsApp, and more. Not bolt-ons, but proper bidirectional messaging systems with bots, templates, media support, and automation triggers baked directly into the platform.
And for brokers ready to push ahead – we’ve built a suite of advanced AI capabilities directly into the platform. Intelligent automation that adapts to client behaviour. AI-powered personalised communications within sequences. A contextual assistant embedded in the Back Office that actually understands brokerage operations. This isn’t generic AI bolted onto a dashboard. It’s purpose-built for the way brokers work, with the control and transparency that regulated businesses demand.
DK: You mentioned automation – can you elaborate?
IJ: This is where I think we’ve truly separated ourselves. Our automation engine supports over two hundred and fifty event types as triggers – and that number grows every week. Client signs up, deposits, completes KYC, places a trade, gets a margin call, changes a setting, uploads a document, reaches a loyalty tier, completes a prop trading phase – any event can trigger a workflow. And the workflows aren’t simple “if this, send email.” We have multi-step sequences with conditional branching, delays, wait-until conditions, parallel paths, and webhooks. A broker can build a complete client lifecycle journey – from first signup to funded trader – without writing a single line of code.
DK: You keep saying brokers can do things “without writing a single line of code.” But every CRM says that.
IJ: Every CRM lets you configure a few dropdowns and toggle some settings. That’s not what I’m talking about. Let me give you an example that I think really illustrates what makes BrokerIQ different.
We built what we call Custom Properties. On the surface, it sounds simple – custom fields. But it’s not custom fields. It’s a system that lets a broker define their entire data universe. Thirteen field types – text, numeric, dropdowns, multi-select, date pickers, country and language selectors, even trading group assignments. Every field can have validation rules, conditional visibility, default values, pattern matching. And here’s the critical part – these properties don’t just sit in a database. They flow through the entire platform.
A broker defines a custom property, like, “Risk Appetite” with three tiers. That property immediately becomes available in their signup flows, so they can collect it during registration. It becomes a filter in their client lists. It becomes a condition in their automation rules – “when Risk Appetite changes to High, trigger this sequence.” It becomes a branching condition in their multi-step workflows. It becomes a variable in their email templates. It becomes a dimension in their reports. It becomes part of their webhook payloads for external integrations.
One definition, and it propagates everywhere. The broker doesn’t need to call us. They don’t need a developer. They don’t need to wait for a release cycle. They define the property, and the entire platform adapts around it.
DK: So the broker is essentially building their own CRM on top of your CRM?
IJ: Exactly. That’s the philosophy. We don’t believe in rigid, one-size-fits-all systems. Every broker operates differently. Their compliance requirements are different. Their sales processes are different. The data they need to collect is different. Their client segments are different.
With Custom Properties, a broker in Cyprus running a retail FX operation and a broker in Australia running a multi-asset institutional desk can use the same platform but operate in completely different ways. Their signup flows collect different data. Their automations trigger on different conditions. Their reports group by different dimensions. Their partner commission structures reference different fields. It’s the same BrokerIQ, but it becomes *their* BrokerIQ.
That’s what I mean when I say order of magnitude better. It’s not more features – it’s a fundamentally different approach to how a CRM should work.
DK: What about the Client Portal side?
IJ: Completely rebuilt as well. Modern, responsive, white-label ready. Profile management, document upload for KYC, trading account management, deposit and withdrawal flows, transaction history, performance tracking, loyalty and cashback dashboards, support ticket submission. Everything a trader expects from a modern fintech experience.
DK: How much control does the broker actually have over the portal experience?
IJ: Total control. This is another area where we’ve gone far beyond what anyone else offers. We’ve built a No-Code Client Portal CMS directly into BrokerIQ – it’s already rolling out to select customers. And when I say CMS, I don’t mean you can change your logo and pick a colour.
A broker can design their entire portal experience visually. Full design system control – typography, font families, size scales, spacing, border styles, animations, transition speeds. Complete theme management with light and dark modes, colour presets, version history so you can roll back if something doesn’t look right. Branding with logo management, favicons, custom icon libraries. Custom pages with their own content. Navigation configuration. Dashboard widgets. Multi-language content management.
Every element – buttons, cards, inputs, shadows, focus rings – can be styled independently. A broker defines their design language once, and it cascades across the entire portal. And this all happens through a visual editor with live preview. No CSS. No developer. No waiting for a release.
DK: So a broker could launch a completely unique-looking portal in a day?
IJ: In hours. And not just unique-looking – unique-functioning. Because the CMS is just one layer. It works alongside our Signup Flow Builder, Custom Properties, and automation engine – and they all feed into each other.
Take the Signup Flow Builder. A broker designs their entire client registration experience visually – multi-page forms, conditional logic that shows or hides fields based on previous answers, built-in validation, document upload steps for KYC. They choose which trading accounts get created automatically when a client completes registration. They can build different flows for different brands, different markets, different campaigns. And the fields in those flows? They include Custom Properties. So a broker creates a property like “Trading Experience Level,” adds it to their signup flow, and from that moment it’s collected at registration, available in automations, visible in reports, and usable in their commission structures.
The portal CMS styles how everything looks. The Signup Flow Builder controls how clients enter. Custom Properties define what data flows through. And the automation engine connects it all. The portal isn’t just a skin – it’s a fully customisable front-end that reflects the broker’s data model, their workflows, their brand, their client segments. Two brokers on BrokerIQ could have portals that look and feel like entirely different products. Because, effectively, they are.
DK: You mentioned earlier that you also worked on products beyond CRM?
IJ: Yes, and this is where the vision really comes together. While the main team was rebuilding BrokerIQ, we had dedicated teams working on complementary products.
Our Prop Trading Engine is fully live. Brokers can offer evaluation challenges with custom rules – profit targets, drawdown limits, trading day requirements – manage funded traders, handle profit sharing, track violations. It’s a complete prop trading infrastructure built natively into the platform, not a third-party integration.
Our IB and affiliate system is also fully operational, as I mentioned. Multi-level hierarchies, automated commissions, tier-based incentives – the works.
And we have a Trading Platform coming soon. I can’t say too much yet, but the vision is clear: we want to give brokers everything they need from a single provider. CRM, prop trading, partner management, and the trading platform itself. One integration. One relationship. One platform.
DK: You’re describing an “everything platform” for brokers.
IJ: Exactly. That’s the vision. The brokerage industry is fragmented – brokers deal with five, ten, sometimes fifteen different vendors just to run their operation. CRM from one provider, trading platform from another, prop trading from a third, IB management from a fourth, KYC from a fifth. Every integration is a point of failure, every vendor relationship is overhead.
We want to eliminate that. One platform. Everything a broker needs to launch, run, and scale their business. That’s what we stopped selling for nine months to build.
DK: Let’s talk about what happened when you turned sales back on.
IJ: The results speak for themselves. We’re onboarding multiple new clients every week. We’ve exceeded our sales projections by 70%. And we haven’t even started the marketing machine again properly. Most of this is word of mouth and our existing reputation in the industry.
It tells you two things. One, the market was waiting for something like this. Brokers know when they’re using dated technology. They feel it every day. Two, when you show them a product that is genuinely an order of magnitude better than what’s out there – not incrementally better, fundamentally better – they move fast.
I always tell people: don’t take my word for it. Schedule a demo. Thirty minutes. If you’re not impressed, I’ll personally apologise for wasting your time.
DK: You mentioned a cultural shift inside the company as well?
IJ: Massive. When Milan came back and we made this decision, it forced a reckoning with how we operate as a company. We shifted to a high-performers-only culture. No passengers. Every person in this company owns their domain completely. We give people extraordinary freedom – freedom to make decisions, freedom to architect solutions, freedom to challenge leadership. But with that freedom comes full responsibility.
And it’s not just the talent – it’s the sheer effort this team puts in. We have an incredibly strong engineering organisation with people across Europe, South America, and Australia. The calibre of people we’ve attracted is extraordinary. When you give top-tier engineers a clear mission and the autonomy to execute, the output is remarkable.
DK: Looking ahead – what’s next for TradeCore?
IJ: Execution. We have the product. We have the team. We have the momentum. Now it’s about getting BrokerIQ into the hands of every broker who’s tired of working with outdated technology.
The trading platform launch is on the horizon. We’re deepening our analytics and reporting capabilities. We’re expanding our compliance tooling for new regulatory environments. And we’re continuing to invest heavily in our AI capabilities – not as a marketing checkbox, but as a genuine force multiplier for broker operations.
The nine months of silence are over. We’re back, and we’re not here to compete. We’re here to set a new standard.
