TradeFloor
TradeFloor is a private Australian fintech operating a purpose-built trading and risk management platform for ASX-listed exchange-traded options, serving retail traders, financial advisers, and AFSL holders via subscriptions and per-trade brokerage fees.
- Company typePrivate
- Founded2014
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What TradeFloor does
TradeFloor Pty Ltd is a private Australian fintech operating a purpose-built trading platform for ASX-listed exchange-traded options, headquartered at Level 15, 388 George Street, Sydney. The company serves three distinct customer segments: individual ASX options traders via a self-serve subscription path, licensed financial advisers through an OMS and Margin Calculator, and AFSL holders (Australian Financial Services Licensees) through enterprise-grade risk management and compliance modules. Its core technology is a proprietary real-time SPAN margin engine that performs billions of calculations for portfolio sensitivity, greek analysis, and stress testing, complemented by a Pre-Trade Vetting module that screens orders against cash, margin limits, and the ASX Extreme Trade Range, and a TradingView-powered charting layer with 100+ technical indicators.
The platform unifies live market data, strategy building (Cookbook, TMC Builder, Stock Screener), execution via low-latency Direct Market Access, and risk oversight within a single application. TradeFloor monetizes through two streams: recurring subscriptions (Trader Tech at $49/month or $499/year, plus a free 21-day trial) and transaction-based brokerage (ETO and equity trades at $24.95 per trade or 0.24% of trade value). Distribution is hybrid — self-serve for retail traders and direct enterprise field sales for AFSLs and advisers — and is currently confined to the Australian market.
Strategically, TradeFloor has expanded its product surface through the 2020 acquisition of CCUBE, an embedded TradingView integration that surfaces the platform to TradingView's 60M+ user community, and AI-powered modules (Adviser Portal and Compliance Solutions) targeting adviser productivity. New user registration is currently paused while the company invests in service improvements, and the firm remains privately held with no disclosed funding rounds, management team, or revenue figures in the public record.
TradeFloor firmographics
Firmographics- Name
- TradeFloor
- Legal name
- TradeFloor Pty Ltd
- Website
- https://tradefloor.com.au
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- TradeFloor is a private Australian fintech operating a purpose-built trading and risk management platform for ASX-listed exchange-traded options, serving retail traders, financial advisers, and AFSL holders via subscriptions and per-trade brokerage fees.
- Ownership category
- akta.pro rank
TradeFloor industry classification
Industry- Product category
- Options Trading Platform
- NAICS
- Securities and Commodity Contracts Intermediation and Brokerage (5231)
- SIC
- Security & Commodity Brokers, Dealers, Exchanges & Services (6200)
- akta.pro primary industry
- Algorithmic Trading & Execution Platforms (FSAFANAN)
Keywords
Where TradeFloor is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
TradeFloor business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Subscription Plans: Monthly and annual subscription tiers for platform access. Trader Tech plan at $49/month or $499/year provides essential trading technology including live data and strategy tools.
- Brokerage Fees: Transaction-based brokerage fees on executed trades: ETO (Exchange Traded Options) at $24.95 per trade or 0.24% of trade value, and Equity trades at $24.95 per trade or 0.24%. This is a take-rate on trading volume.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Introductory 21-day free trial |
| Subscription | Monthly | Trader Tech - Essential trading technology |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
TradeFloor product offering
Product offeringCore offering
TradeFloor is an ASX options trading and risk management platform that delivers live market data, real-time SPAN margin calculations, pre-trade vetting workflows, and strategy-building tools to individual traders, financial advisers, and Australian Financial Services Licence (AFSL) holders across Australia. The platform combines charting, order management, and compliance controls so subscribers can analyse, execute, and manage exchange-traded options positions within a single integrated workflow.
Product overview
TradeFloor is a single unified trading platform for ASX options traders that combines multiple integrated tools within one application. The core platform is TradeFloor itself, which integrates the Trading & Market Data (OMS) module for execution and charting, the Risk Manager for real-time SPAN margin calculations and stress-testing, and the Pre-Trade Vetting module for fat-finger protection. Additional features include the Stock Screener, Options Cookbook (pre-built strategies), Strategy Builder, TMC Builder, and Margin Calculator. For advisers and AFSLs, there are AI-powered tools including an Adviser Portal and compliance solutions. The platform is available through pricing tiers including a free 21-day Introductory Offer and a paid Trader Tech plan at $49/month.
Differentiator
Problem solved
Functional benefit
Products and services
- TradeFloor Trading Platform (Trader Tech) Subscription-based ASX options trading workspace for self-directed traders, providing live market data, real-time SPAN margin, strategy builder, options cookbook, and direct execution to ASX via low-latency DMA.
- Risk Manager Enterprise risk management module for AFSL holders providing real-time SPAN-based margin and exposure monitoring across adviser and client portfolios, designed to support supervision and compliance obligations.
- Pre-Trade Vetting Pre-trade compliance module for AFSL holders that vets ASX options orders against client mandate, suitability, and eligibility criteria before execution to support regulatory and fiduciary compliance.
- Trading & Market Data (Adviser OMS) Adviser-focused order management and market data solution providing integrated ASX options trading, market data, and workflow tools for financial advisers managing client portfolios.
Quantifiable outcome
- Super low-latency order entry for millisecond-order placement
- +2 more outcomes
Companies that use TradeFloor
Customer profileSegments3 records
Ideal customer profiles3 records
TradeFloor technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability1 record
Feature9 records
TradeFloor partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TradingViewcoreTradingView provides the charting library powering TradeFloor's technical analysis capabilities. This integration offers over 60 million traders worldwide access to TradeFloor's platform features, including 100+ technical indicators, 110+ smart drawing tools, and 12 chart types. Users can track all markets and trade straight from the charts. The relationship is a technology licensing/integration partnership where TradingView's charting engine is embedded within the TradeFloor platform.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
TradeFloor competitors and assessment
Company assessmentDirect peers
- OpenMarkets: Australian retail and adviser-facing broker that already appears tied to TradeFloor via a shared privacy policy. It offers equities and options trading on ASX and is the most direct comparison point for product, customer base, and Australian regulatory environment.
- Bell Direct: Australian retail and adviser broker providing ASX equities and options execution with research and platform tools. A direct domestic peer competing for the same Australian retail and adviser customers with similar brokerage pricing and platform focus.
- SelfWealth: ASX-listed Australian online broker offering flat-fee ASX and US trading with social and portfolio tools. Comparable as a low-cost, technology-led Australian broker targeting self-directed retail and advisers, overlapping TradeFloor's PLG retail segment.
- Stake: Australian digital broker offering ASX and US equities trading with a slick mobile-first platform. Comparable in product-led growth approach to Australian retail traders, though currently more equity-focused than options-focused.
Broad incumbents
- Interactive Brokers: Global multi-asset broker with deep options chain and risk tools, used by sophisticated Australian retail and adviser clients. Comparable in offering an institutional-grade options experience and low-latency execution, but at vastly greater scale and geographic breadth.
- CMC Markets: ASX-listed global broker with a strong Australian retail and adviser footprint, offering options, CFDs, and equities. Comparable as a multi-asset execution platform with options risk tooling, and a key competitor for TradeFloor's Australian retail and AFSL customers.
- Saxo Markets: Global multi-asset broker serving advisers and self-directed clients with options, equities, and FX. Comparable to TradeFloor in targeting advisers and sophisticated traders with risk and execution tools, but with international product breadth TradeFloor lacks.
- IG Markets: Global multi-asset broker with an established Australian operations, offering options, CFDs, and education. Comparable in serving retail and adviser clients with options risk tooling, but with far greater scale and product breadth.
Emerging players
- tastytrade: US-based options-focused brokerage and content platform owned by IG Group, designed to drive retail options volume. Comparable in being a specialist options platform with strategy, education, and risk tools, and a model for how TradeFloor could scale its options focus.
- OptionStrat: Options strategy builder and analytics tool used by retail options traders globally. Comparable in providing pre-built options strategies, greeks visualisation, and risk tooling that overlaps with TradeFloor's Cookbook, Strategy Builder, and SPAN margin modules.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
TradeFloor social profiles
Digital presenceTradeFloor financial estimates
Financial estimateRevenue estimate
Valuation estimate
TradeFloor leadership team
Management profileNumber of profiles
TradeFloor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TradeFloor M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TradeFloor
What does TradeFloor do?
TradeFloor is an ASX options trading and risk management platform that delivers live market data, real-time SPAN margin calculations, pre-trade vetting workflows, and strategy-building tools to individual traders, financial advisers, and Australian Financial Services Licence (AFSL) holders across Australia. The platform combines charting, order management, and compliance controls so subscribers can analyse, execute, and manage exchange-traded options positions within a single integrated workflow.
Is TradeFloor a public or private company?
TradeFloor is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was TradeFloor founded?
TradeFloor was founded in 2014. It employs 1 to 10 people.
Where is TradeFloor based?
TradeFloor is headquartered in Melbourne, Australia, in the Oceania region.
How does TradeFloor make money?
Two revenue lines are on record. Subscription Plans are the primary driver. The others are brokerage Fees.
Who are TradeFloor's main competitors?
Direct peers on record are OpenMarkets, Bell Direct, SelfWealth and Stake. Broad incumbents are Interactive Brokers, CMC Markets, Saxo Markets and IG Markets. Emerging players are tastytrade and OptionStrat.
Does TradeFloor have an API?
No public API is recorded for TradeFloor.
What industry is TradeFloor in?
TradeFloor's product category is Options Trading Platform. Its primary akta.pro industry code is FSAFANAN, Algorithmic Trading & Execution Platforms. Its NAICS code is 5231 and its SIC code is 6200.