Journal

Field notes for the people who run CFD brokerages.

Frameworks and audits from inside the funnel: how brokers actually make money, where acquisition spend leaks, and what to fix first. Written for directors, not for search engines.

Framework97 min readApril 2026

The TRACE Framework: From Click to Funded Client

A revenue engineering framework for FX/CFD brokerages, built from operational audits of more than 30 of them. Five stages, 16 components (3 AI agents, 13 automations), a 90-day rollout and the compliance checklist to clear first.

Read the framework Download PDF

For the Head of Sales · COO · CTO

The day-90 scoreboardWhat good looks like

TruthAttribution coverage85%+of leads, source kept to FTD
RouteSLA hit rate, Tier A leads70%+below 50% is a management issue
ActivateRecovered deposit rate40%+of failed deposits rescued
Churn Engineer3-day inactivity reactivation15–25%back to trading within 7 days
EconomicsTrue cohort ROAS3+channels with 30-day-aged cohorts

Conversion & CRO

Why Forex Brokers Are Paying to Drive Traffic Into a Dead End

A performance marketing audit of 40 broker websites reviewed across FX Expo and iFX Expo. Four failures show up everywhere, and one sentence fixes them.

19 min readJune 2026Read Growth

How do I grow my CFD broker?

Growth rarely fails because marketing isn't working. It fails because the business is optimising the wrong constraint. The VITAL audit finds the one worth fixing, and the 90-day cadence to fix it.

16 min readJuly 2026Read Unit economics

The Unit Economics of a Retail CFD Trade

A director's guide to the broker P&L stack. Four engines, four units, one way to see margin erosion while revenue is still going up and to the right.

18 min readFebruary 2026Read