Exclusive: Louay Amhaz discusses his new liquidity firm LP Prime

FNG Exclusive Interview… Following our exclusive report from last month that former oneZero and PrimeXM executive Louay Amhaz was behind a new institutional FX and CFD liquidity firm called LP Prime, we’re pleased to speak today with Louay about his new venture.

What areas will LP Prime be targeting?

How does Louay plan for LP Prime to compete with established incumbents in an increasingly crowded and competitive space?

Here is what he had to say on these issues, and a whole lot more.

FNG: Hi Louay, and thanks for joining us today. Please let us know a little more about LP Prime, the people involved, and your decision to launch a new liquidity and prime brokerage solutions company now.

Louay: Absolutely, thank you for having me and giving me the opportunity to elaborate on LP Prime’s journey and vision. This venture is the fruit of my deep-rooted experience in the financial sector, combined with a passionate drive to introduce something not just new, but transformative in the liquidity and prime brokerage arena. At LP Prime, our ambition extends beyond the norm. We’re focused on delivering a boutique service that’s not just unparalleled, but also meticulously tailored to genuinely uplift brokers. This is anchored in leveraging my comprehensive experience, ensuring that every service, every solution we offer, is steeped in real-world understanding and expertise.

Our team, the backbone of LP Prime, is a blend of seasoned professionals, each with over 15 years in the industry. But it’s not just their years of experience that set them apart – it’s their diversity in language and cultural insight. This kaleidoscopic diversity is more than a strength; it’s a necessity that empowers us to truly understand, connect with, and effectively cater to our clients, no matter where they are in the world. Our philosophy is deeply rooted in fostering relationships based on mutual satisfaction and understanding. It’s about creating a synergy where every partner, every client feels not just valued, but genuinely understood and supported.

We also take pride in our approach to sharing knowledge and expertise. It’s not just about providing services; it’s about empowering our clients, guiding them with insight and clarity through the often intricate labyrinth of the market. We aim to make their journey smoother, more informed and ultimately more successful. At LP Prime, we are committed to not just meeting expectations, but exceeding them, by offering insightful, bespoke solutions that resonate with the unique needs and aspirations of each client. It’s about crafting a service experience that’s not only effective but also enlightening and enriching for our partners and clients.

FNG: What are your main target markets? What kind of clients are you looking to work with?

Louay: We see ourselves as more than a regional entity; our aspiration is to be recognized as a global powerhouse in the realm of liquidity and prime brokerage solutions. This global mindset is ingrained in our philosophy and business strategy. Our approach transcends geographical boundaries, allowing us to cater to a diverse array of brokerages across the world. This worldwide reach is a fundamental pillar of our business model, enabling us to immerse ourselves in a multitude of market dynamics and navigate through various regulatory landscapes seamlessly.

Our ideal clients are visionaries in their own right – brokers who are not just in search of a service provider but are seeking a long-term, strategic alliance. At LP Prime, we are passionate about forging relationships that are not just transactional but transformational. We connect with brokers who have a definitive growth trajectory and a future-oriented vision. Our objective goes beyond mere business interactions; we aim to synchronize our growth with that of our clients. By fostering a symbiotic relationship, we ensure that their achievements contribute directly to our success. This collaborative framework is the essence of our operation at LP Prime.

We are committed to building a mutually advantageous ecosystem. This involves not only providing top-tier services but also empowering our brokers to unlock their full potential. By understanding their unique needs and aspirations, we tailor our offerings to align with their strategic objectives. Our role extends beyond being a mere provider; we envisage ourselves as catalysts in our clients’ growth journeys. Through this partnership, we create a synergy that accelerates not just their success but ours as well, reinforcing the belief that our clients’ triumphs are our triumphs. This deep-rooted philosophy of mutual growth and support is what propels us forward and stands as the cornerstone of everything we do at LP Prime.

FNG: The liquidity/PB space, especially those who serve FX and CFDs brokers, seems to be somewhat crowded, with a number of well-capitalized, entrenched incumbents. How will you look to differentiate LP Prime, as a preferred partner for brokers and others in the business?

Louay: Indeed, the landscape we navigate in the liquidity and prime brokerage sector is vibrant and filled with diverse players. However, I view this not as a challenge, but as a realm brimming with untapped potential. The daily transaction volume in our industry surpasses $6 trillion, a testament to its vastness and capacity to embrace a variety of players. After all, each entity brings a unique perspective and value proposition, contributing to the richness of this market. At LP Prime, our defining trait lies in our ability to offer unmatched liquidity conditions, characterized by top-tier execution speed and minimal latency. This commitment to technical excellence forms the bedrock of our services.

However, it’s our bespoke approach that truly sets us apart. In an industry where standardized, one-size-fits-all solutions are the norm, LP Prime breaks the mold with a highly personalized, boutique experience. We understand that each client is unique, with distinct needs and goals. Therefore, we tailor our services to align precisely with these individual requirements, ensuring that our solutions resonate perfectly with each client’s business model. This customized strategy is not just about providing services; it’s about creating solutions that reflect the unique identity and aspirations of each client we partner with.

Furthermore, our robust financial infrastructure empowers us to handle a broad spectrum of volumes. This capability positions us as a versatile and dependable player in the market. It’s not just about the scale of operations; it’s about the agility and adaptability to accommodate the varied demands of our clients. Whether dealing with large-scale brokers or those in niche markets, our financial strength and flexible approach allow us to offer solutions that are not just effective but also scalable and responsive to their evolving needs.

At LP Prime, we believe in nurturing a dynamic environment where innovation, client-centric solutions, and financial robustness converge to create unparalleled service experiences. Our vision extends beyond merely competing in the market; it’s about redefining the standards of service and creating a new benchmark in the liquidity and prime brokerage space. It’s this ambition and commitment to excellence that drives us every day, ensuring that we not only meet the expectations of our clients but consistently exceed them, setting new heights in service and partnership in the industry.

FNG: What changes do you see on the horizon for the online trading industry? How is LP Prime planning to position itself as the industry evolves?

Louay: Observing the current trajectory of the online trading industry, it’s evident that we are amidst a phase of significant and sustained growth. This expansion is a trend that I firmly believe will continue into the foreseeable future. The industry has been witnessing a remarkable increase in trading volumes, a phenomenon propelled by various global economic factors, notably inflation. This upsurge is particularly pronounced in emerging markets such as the UAE and LATAM, which are rapidly becoming pivotal players in the global trading arena.

At LP Prime, our strategic approach is focused on maintaining a leading position at the forefront of these evolving market trends. We are deeply committed to staying in sync with the industry’s heartbeat, vigilantly monitoring any developments that could influence our operations and, more crucially, our clients’ success. Our methodology goes beyond merely reacting to market changes; it’s about proactively shaping our services and solutions in anticipation of these shifts. We are dedicated to guiding our clients through this evolving landscape, equipping them with the necessary tools and insights to seize new opportunities as they arise.

In this industry, success is not an isolated phenomenon; it’s a shared journey. When our clients prosper, it’s a direct reflection of our effectiveness and commitment. This interconnected nature of success is why we place immense emphasis on thoroughly understanding our clients’ needs and aspirations. By evolving in tandem with them, we ensure that our solutions are not just relevant but also instrumental in their growth. Our ambition at LP Prime is to transcend the traditional role of a service provider. We aim to become an integral, irreplaceable partner in our clients’ journeys, contributing significantly to their growth and achievements.

Our vision is to create an ecosystem where our expertise and solutions align seamlessly with the needs and goals of our clients. By staying ahead of market trends and continually adapting our offerings, we ensure that our clients are well-positioned to capitalize on the dynamic nature of the online trading industry. Our commitment is to provide not just services, but strategic partnerships that drive mutual success. We aspire to be a catalyst for our clients, empowering them to reach new heights of success and, in doing so, solidify our position as an innovative leader in this ever-evolving industry.

FNG: What else can we expect to hear from LP Prime in the coming months?

Louay: Looking towards the future, LP Prime remains firmly committed to leading the charge in market and technological innovation. We recognize the pivotal role that state-of-the-art technology plays in the financial sector. That’s why we’ve established partnerships with premier tech providers, a move that’s not merely strategic but integral to our mission. These partnerships enable us to consistently elevate our service quality and maintain an edge in an ever-evolving marketplace. We’re not just keeping pace with technology; we’re leveraging it to redefine the standards of excellence in our industry.

Our expansion plans are robust and forward-thinking. We intend to broaden our network of collaborations, encompassing more banks, non-banks and ECNs. This isn’t merely about enlarging our portfolio, but also enriching the fabric of our offerings. By diversifying our partnerships, we enhance the uniqueness and adaptability of our services. This allows us to provide our clients with a range of options and the flexibility they need to thrive in diverse market conditions. We’re actively progressing in this direction, having initiated discussions and engagements with several leading entities in the market. This is a clear signal that LP Prime is not just evolving but setting new benchmarks in the industry.

To our clients, partners and the broader market reading us, I assure you that exciting times lie ahead for LP Prime. We’re at the dawn of a new era of innovation and service excellence. Our journey thus far is just the beginning of a more dynamic and impactful narrative. We are unwavering in our commitment to excellence and innovation. In the coming months, expect to hear more from us – groundbreaking developments, strategic partnerships and enhancements that will redefine what you can expect from a liquidity and prime brokerage solutions provider. Stay tuned, because at LP Prime, we’re not just following the future; we’re creating it!