Name

London & Eastern

Legal name

London & Eastern LLP

Website

https://londonandeastern.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Retail Trading Platform

NAICS

Securities and Commodity Contracts Intermediation and Brokerage (5231), Commodity Contracts Intermediation (52316)

SIC

Security & Commodity Brokers, Dealers, Exchanges & Services (6200), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Prime Brokerage & Institutional Trading Services (FSAPADAF)

Keywords

• Retail trading platform
• Copy trading technology
• CFD trading services
• White-label fintech
• Fractional property investment

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. CFD Trading Services: London & Eastern LLP operates as a CFD (Contract for Difference) provider, generating revenue through trading spreads and leverage fees on retail investor positions
2. B2B White-Label Solutions: Pelican Network provides white-label copy trading solutions to global brokers operating CFD, share dealing, crypto and FX platforms, likely generating licensing/ service fees
3. Alternative Finance: Housemartin platform enables fractional property investment, generating returns through property-backed investment products

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

London & Eastern LLP is a fintech firm that provides retail trading and alternative finance solutions through a partnership ecosystem of sister companies. The firm offers a B2C retail trading platform (Pelican Trading) for CFD, share dealing, crypto and FX, a B2B white-label copy trading platform (Pelican Network) for global brokers, and a fractional property investment platform (Housemartin) for socially-focused real estate investors.

Product overview

London & Eastern LLP operates as a fintech firm specializing in retail trading and alternative finance, offering both B2C and B2B solutions. The company provides an integrated suite of products including Pelican Trading (retail trading), Pelican Network (B2B white-label copy trading), Pelican EU (EU regulatory coverage), Housemartin (fractional property investment), and Offset Trading (environmental pledge donations). The product portfolio is delivered in partnership with sister companies Pelican Exchange and Housemartin, with the aim of enhancing investment experiences through innovative tools and asset classes in the fintech and retail investment space.

Differentiator

Problem solved

Functional benefit

Products and services

• Pelican Trading B2C retail trading platform within the Pelican family providing CFD, share dealing, crypto and FX trading capabilities. Made available to broker clients for live tests and beta release of new features.
• Pelican Network B2B copy trading white-label solution provider to global brokers operating CFD, share dealing, crypto and FX platforms serving retail and institutional community.
• Pelican EU CySEC-regulated entity in Limassol, Cyprus providing regulatory cover for EU partners seeking to utilise B2B services within the European Union.
• Housemartin Fractional property investment platform that supports investments in properties tenanted by charities, enabling users to build a diversified property portfolio with social impact.
• Offset Trading Environmental pledge donation feature that allows Pelican companies to offer users the ability to donate to green (environmental) pledges depending on the level of trading activity.

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Pelican Exchange LimitedcoreStrategic or Co-development PartnerSister company and strategic partner providing B2B exchange services. Pelican Exchange is also FCA regulated (ref 001b000003Jh2GeAAJ). Michael Read serves as CEO of Pelican Exchange Limited.
• Housemartin LimitedcoreStrategic or Co-development PartnerSister company offering fractional property investment in properties tenanted by charities. Peter Read serves as CEO of House Martin Limited. FCA regulated (ref 001b000000j3tDDAAY). Allows users to build diversified property portfolios with social impact.
• Pelican TradingcoreStrategic or Co-development PartnerB2C retail trading platform within the Pelican family. Provides CFD, share dealing, crypto and FX trading capabilities. Made available to broker clients for live tests and beta releases of new features.
• Pelican NetworkcoreOEM/ Whitelabel/ Licensing PartnerProvides B2B copy trading (white label) solutions to global brokers operating CFD, share dealing, crypto and FX platforms to serve retail and institutional community.
• Pelican EUcoreStrategic or Co-development PartnerProvides regulatory cover for EU partners through CySEC regulated company headquartered in Limassol, Cyprus. Brokers wanting to utilize B2B services in the EU can partner with this entity.
• Offset TradingminorStrategic or Co-development PartnerAllows Pelican companies to offer users the ability to donate to green (environmental) pledges depending on the level of trading activity. Environmental sustainability initiative.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ZuluTrade: ZuluTrade is a copy trading platform that white-labels its social trading infrastructure to brokers worldwide. It is directly comparable to Pelican Network's white-label copy trading offering serving CFD/crypto/FX brokers.
• Trading 212: Trading 212 is a multi-asset retail broker offering CFD, share dealing and crypto trading with FCA and CySEC regulation. It is closely comparable to London & Eastern's Pelican Trading on regulatory footprint and asset class mix.
• DupliTrade: DupliTrade provides copy trading technology integrated into broker platforms across FX, CFDs and crypto. It is a direct B2B peer to Pelican Network's white-label copy trading solutions for global brokers.
• NAGA: NAGA is a social trading broker combining copy trading, CFDs, stocks and crypto under CySEC and other regulators. It is a direct peer in the FCA/CySEC-regulated social/copy trading space.
• eToro: eToro is a global social/copy trading broker offering CFDs, stocks, crypto and FX. It is the most direct comparable to London & Eastern given overlapping copy trading technology, multi-asset CFD offering, and retail + B2B distribution focus.

Broad incumbents

• IG Group: IG Group is a large publicly listed multi-asset broker offering CFD, share dealing and FX. It is a broad incumbent that could both license London & Eastern's copy trading technology and compete against it for retail CFD volume.
• Plus500: Plus500 is a major global CFD broker with its own proprietary platform. It represents a large incumbent comparable to London & Eastern's CFD trading and platform business, particularly relevant as a potential white-label customer or competitor.
• CMC Markets: CMC Markets operates a global CFD and FX platform with white-label/B2B services for institutional clients. It is a broad incumbent comparable to London & Eastern's CFD trading and B2B platform offering.
• AvaTrade: AvaTrade is a global multi-regulated CFD and FX broker offering both proprietary trading and white-label solutions. It is comparable to London & Eastern across retail CFD distribution and B2B partner models.

Others

• Housemartin Limited: Housemartin is a sister company offering fractional property investment with social impact. Listed here as an ecosystem participant rather than a competitor; it illustrates the adjacent property/fintech vertical that London & Eastern operates within through its sister-company network.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about London & Eastern