“Rising tides lift all ships,” said Brett Simberkoff, CEO of Tradeify, when asked whether the entry of larger, established prop trading firms into the futures market worries him. The futures prop firm, which Simberkoff co-founded with Vinan Mistry in 2024, has grown sevenfold in active users over the past year alone, according to the duo, putting it among a small group of firms now jostling for leadership in one of retail trading’s fastest-growing segments.
In a conversation with Finance Magnates, Mistry and Simberkoff laid out how a company that took four years to go from idea to launch has become one of the sector’s most closely watched names, and where they plan to take it next, from a newly announced introducing broker arm to a push into prediction markets timed around the football World Cup.
From CFD Props to Futures, Almost by Accident
Tradeify’s path to the futures market was not the original plan. Mistry and Simberkoff had worked together on earlier ventures, including a trading community Simberkoff built as far back as 2012, and the pair were themselves trading with Topstep, one of the earliest futures prop firms, around 2020.
They initially intended to launch a CFD-focused prop firm.
That changed when My Forex Funds, once one of the largest CFD prop firms, was shut down following a case brought by the US Commodity Futures Trading Commission. “We decided the CFD market was not the right market for us, as most of our clientele, especially the ones that Brett had influence over, were based in the US,” Mistry, who is the Chief Operating Officer, said.
Read more: “I Had to Beg, Borrow Funds from Family and Friends,” My Forex Funds Founder Murtuza Kazmi
The pair pivoted to futures instead, eventually launching Tradeify in 2024 after what Mistry described as several false starts and shifts in strategy along the way.
The timing proved fortunate. “There was a little bit of mistrust within the CFD prop market,” Mistry explained, and traders looking for alternatives gravitated toward futures, where pricing comes from a centralised exchange rather than a single counterparty.
“You don’t have to worry about any possible manipulation,” he said, contrasting it with CFD trading, where a client is “essentially trading against a single counterparty.”
Tradeify also tried to differentiate itself on transparency from the outset, according to Mistry, offering traders “a really clear path” from evaluation to funded account to payout, with no hidden rules or payout denials.
“I think traders really appreciated that,” he said, adding that several rival firms have since adopted a similar approach. The firm now counts more than 100,000 active traders, with growth that Mistry said is “not really stopping,” even seven times what it was a year ago.
“It Didn’t Really Make Sense to Continue That Monthly Model”
One of Tradeify’s more notable recent changes was scrapping its subscription model for evaluation accounts in favour of one-time payments, a move Mistry said was driven by data rather than marketing instinct.
The firm found that most evaluation accounts were resolved, either passed or failed, within roughly a week. Traders who failed would either pay to reset immediately or wait for their next subscription cycle to trigger an automatic reset.
“It didn’t really make sense to continue that monthly model,” Mistry said. “We may as well give the trader a bit more freedom to trade that evaluation account without any kind of time restrictions.” He added that the change “didn’t really impact the business” financially, while improving the experience for traders.
Read more: ATFX Suspends Its Prop Trading Operations
Simberkoff framed it as part of a broader philosophy at the firm. “Anything that we see as a whole here at Tradeify that won’t be a stopper or plug in the business side of things, and is a positive for the trader, those are things that we’re always looking for,” he said, crediting that approach with much of the company’s early growth.
The firm has applied similar reasoning to its product range, including the addition of a 25,000-dollar account aimed at lowering the barrier to entry, particularly for international traders.
Mistry said decisions like these are shaped by a mix of customer surveys, a community Discord, competitor benchmarking, and internal data analysis. “I think essentially a prop firm needs to operate as a data analytics company,” he said. “If you’re not constantly looking at the data, fine-tuning the models and the offerings to the customers, you’re not going to survive very long.”
Ronaldo tears: 68% probability.
We’re just here to report the data. 🏆⚽️ pic.twitter.com/Rtn1MGNxlO
— Tradeify (@Tradeify) July 2, 2026
“If You’re Not on Top of Fraud, You Will Not Last”
Unlike CFD prop firms, where risk management typically centres on managing client trading exposure, Tradeify’s biggest internal risk concern is fraud. “The amount of fraud that exists in this industry is something; if you’re not on top of it, you will not last very long,” Mistry said, citing credit card fraud, trading fraud, and increasingly sophisticated hedging groups that exploit newer firms with weaker detection systems.
“These hedging groups are becoming more sophisticated. They’re becoming harder to catch,” Mistry said, adding that artificial intelligence tools have made it somewhat easier to flag suspicious activity through automated signals.
That risk function sits alongside a separate live-trading operation. Tradeify currently has 400 traders active on its book, where the firm applies more conventional trade surveillance, watching for wash trading and other practices the CME expects regulated participants to monitor.
All of this, Mistry said, is handled entirely in-house, including technology, marketing, and customer support, a deliberate choice he contrasted with prop firms that lean heavily on white-label providers and third-party agencies. “You’re essentially not building any of your own IP,” he said of that second approach.
Tradeify’s headcount is approaching 150 people, with roughly half in customer support, handling around 5,000 tickets a day, a volume Mistry said would typically require two to three times the staff were it not for an AI-driven support system resolving more than 70 per cent of tickets automatically.
“The Prop Firm Becomes a Funnel for Scaling Their Own Live Accounts”
Tradeify’s most significant strategic move may be Slay Markets, an introducing broker that the firm announced several weeks ago and expects to bring fully online in early July, following a beta testing period.
The logic, according to Mistry, is twofold. Many prop traders eventually want to scale their trading beyond simulated funded accounts, often by stacking accounts across multiple prop firms simultaneously. Slay Markets is designed to give Tradeify traders an alternative: the option to take payouts earned in simulated environments and use them to fund a live brokerage account instead.
“The prop firm becomes a funnel for scaling their own live accounts,” Mistry said. Simberkoff added that the goal is continuity, allowing traders to carry tools and structures they are familiar with from the simulated environment into live trading, rather than the relationship ending at payout.
The move also reflects where Mistry believes regulatory expectations are heading. Conversations with companies and bodies, including the data provider CME, he said, suggest regulators want to see prop firms move traders toward real, live-market execution rather than running purely simulated, B-book style models. “At some point you’re going to get into some trouble” without that shift, he said, describing the introducing broker model as a step toward “a regulated side of the business alongside the unregulated.”
Tradeify has also begun diversifying beyond futures. Earlier this year, it launched a crypto prop offering using perpetual futures pricing data sourced from Binance, which Mistry described as a first step toward a broader multi-asset strategy that will eventually extend into forex and CFDs.
f Tradeify was a public stock, I’d be BULLISH. 📈
The consistency of its payout growth over the past 12 months is the steadiest I’ve seen from any prop firm.
Great work by @BrettSimba, @GandalfTrader, and the entire Tradeify team. 👏 https://t.co/rfdjNNZjcG pic.twitter.com/gUk8voEqth
— BrianStonk (@thebrianstonk) June 29, 2026
“We Don’t Want Any More White Label Firms or Mom and Pop Shops Coming Up”
To widen its reach beyond the existing pool of roughly a million prop traders globally, Tradeify began investing in sports sponsorships in December 2025, signing darts player Luke Littler, mixed martial artist Israel Adesanya, and Australian cricketer Travis Head as brand ambassadors under a campaign the firm calls “champion mindset.”
The selections were geographically and thematically deliberate, according to Mistry, chosen to support growth in specific markets, the United Kingdom, the United States, and India, respectively, and built around traits the firm associates with successful trading, such as adaptability.
He pointed to Adesanya’s reputation as a multi-style fighter as an analogy for traders who need to adjust their strategy as market conditions shift.
Mistry was candid about the difficulty of attributing growth directly to the sponsorships, describing them instead as “very top of funnel marketing” intended to widen brand awareness rather than drive measurable conversion. “It’s kind of hard to equate exactly what these brand ambassadors brought in,” he said, though he noted overall user growth has continued regardless.
The firm’s most immediate experiment, however, is in prediction markets.
Tradeify recently launched a free-entry prediction market tournament tied to the football World Cup knockout rounds, offering 250,000 dollars in cash prizes split across the top 500 participants. Traders receive a simulated 2,000 dollar account and compete using Polymarket’s API to trade match outcomes through to the final.
Within days of launch, Mistry said the tournament had attracted close to 20,000 registrations, a response he called evidence of genuine appetite for the format. The firm plans to expand further into multi-asset prediction markets in the coming months.
He, meanwhile, argued the wider industry still needs to mature on its own before formal rules catch up. “We don’t want any more white-label firms or mom and pop shops coming up,” he said. “We need proper professional organisations that are going to take the market seriously and operate ethically.”
For now, both founders say the focus remains on expanding the addressable market for prop trading itself. “Trading can be for anyone,” Simberkoff said. “It’s just if you’re willing to take that step forward.”
“Rising tides lift all ships,” said Brett Simberkoff, CEO of Tradeify, when asked whether the entry of larger, established prop trading firms into the futures market worries him. The futures prop firm, which Simberkoff co-founded with Vinan Mistry in 2024, has grown sevenfold in active users over the past year alone, according to the duo, putting it among a small group of firms now jostling for leadership in one of retail trading’s fastest-growing segments.
In a conversation with Finance Magnates, Mistry and Simberkoff laid out how a company that took four years to go from idea to launch has become one of the sector’s most closely watched names, and where they plan to take it next, from a newly announced introducing broker arm to a push into prediction markets timed around the football World Cup.
From CFD Props to Futures, Almost by Accident
Tradeify’s path to the futures market was not the original plan. Mistry and Simberkoff had worked together on earlier ventures, including a trading community Simberkoff built as far back as 2012, and the pair were themselves trading with Topstep, one of the earliest futures prop firms, around 2020.
They initially intended to launch a CFD-focused prop firm.
That changed when My Forex Funds, once one of the largest CFD prop firms, was shut down following a case brought by the US Commodity Futures Trading Commission. “We decided the CFD market was not the right market for us, as most of our clientele, especially the ones that Brett had influence over, were based in the US,” Mistry, who is the Chief Operating Officer, said.
Read more: “I Had to Beg, Borrow Funds from Family and Friends,” My Forex Funds Founder Murtuza Kazmi
The pair pivoted to futures instead, eventually launching Tradeify in 2024 after what Mistry described as several false starts and shifts in strategy along the way.
The timing proved fortunate. “There was a little bit of mistrust within the CFD prop market,” Mistry explained, and traders looking for alternatives gravitated toward futures, where pricing comes from a centralised exchange rather than a single counterparty.
“You don’t have to worry about any possible manipulation,” he said, contrasting it with CFD trading, where a client is “essentially trading against a single counterparty.”
Tradeify also tried to differentiate itself on transparency from the outset, according to Mistry, offering traders “a really clear path” from evaluation to funded account to payout, with no hidden rules or payout denials.
“I think traders really appreciated that,” he said, adding that several rival firms have since adopted a similar approach. The firm now counts more than 100,000 active traders, with growth that Mistry said is “not really stopping,” even seven times what it was a year ago.
“It Didn’t Really Make Sense to Continue That Monthly Model”
One of Tradeify’s more notable recent changes was scrapping its subscription model for evaluation accounts in favour of one-time payments, a move Mistry said was driven by data rather than marketing instinct.
The firm found that most evaluation accounts were resolved, either passed or failed, within roughly a week. Traders who failed would either pay to reset immediately or wait for their next subscription cycle to trigger an automatic reset.
“It didn’t really make sense to continue that monthly model,” Mistry said. “We may as well give the trader a bit more freedom to trade that evaluation account without any kind of time restrictions.” He added that the change “didn’t really impact the business” financially, while improving the experience for traders.
Read more: ATFX Suspends Its Prop Trading Operations
Simberkoff framed it as part of a broader philosophy at the firm. “Anything that we see as a whole here at Tradeify that won’t be a stopper or plug in the business side of things, and is a positive for the trader, those are things that we’re always looking for,” he said, crediting that approach with much of the company’s early growth.
The firm has applied similar reasoning to its product range, including the addition of a 25,000-dollar account aimed at lowering the barrier to entry, particularly for international traders.
Mistry said decisions like these are shaped by a mix of customer surveys, a community Discord, competitor benchmarking, and internal data analysis. “I think essentially a prop firm needs to operate as a data analytics company,” he said. “If you’re not constantly looking at the data, fine-tuning the models and the offerings to the customers, you’re not going to survive very long.”
Ronaldo tears: 68% probability.
We’re just here to report the data. 🏆⚽️ pic.twitter.com/Rtn1MGNxlO
— Tradeify (@Tradeify) July 2, 2026
“If You’re Not on Top of Fraud, You Will Not Last”
Unlike CFD prop firms, where risk management typically centres on managing client trading exposure, Tradeify’s biggest internal risk concern is fraud. “The amount of fraud that exists in this industry is something; if you’re not on top of it, you will not last very long,” Mistry said, citing credit card fraud, trading fraud, and increasingly sophisticated hedging groups that exploit newer firms with weaker detection systems.
“These hedging groups are becoming more sophisticated. They’re becoming harder to catch,” Mistry said, adding that artificial intelligence tools have made it somewhat easier to flag suspicious activity through automated signals.
That risk function sits alongside a separate live-trading operation. Tradeify currently has 400 traders active on its book, where the firm applies more conventional trade surveillance, watching for wash trading and other practices the CME expects regulated participants to monitor.
All of this, Mistry said, is handled entirely in-house, including technology, marketing, and customer support, a deliberate choice he contrasted with prop firms that lean heavily on white-label providers and third-party agencies. “You’re essentially not building any of your own IP,” he said of that second approach.
Tradeify’s headcount is approaching 150 people, with roughly half in customer support, handling around 5,000 tickets a day, a volume Mistry said would typically require two to three times the staff were it not for an AI-driven support system resolving more than 70 per cent of tickets automatically.
“The Prop Firm Becomes a Funnel for Scaling Their Own Live Accounts”
Tradeify’s most significant strategic move may be Slay Markets, an introducing broker that the firm announced several weeks ago and expects to bring fully online in early July, following a beta testing period.
The logic, according to Mistry, is twofold. Many prop traders eventually want to scale their trading beyond simulated funded accounts, often by stacking accounts across multiple prop firms simultaneously. Slay Markets is designed to give Tradeify traders an alternative: the option to take payouts earned in simulated environments and use them to fund a live brokerage account instead.
“The prop firm becomes a funnel for scaling their own live accounts,” Mistry said. Simberkoff added that the goal is continuity, allowing traders to carry tools and structures they are familiar with from the simulated environment into live trading, rather than the relationship ending at payout.
The move also reflects where Mistry believes regulatory expectations are heading. Conversations with companies and bodies, including the data provider CME, he said, suggest regulators want to see prop firms move traders toward real, live-market execution rather than running purely simulated, B-book style models. “At some point you’re going to get into some trouble” without that shift, he said, describing the introducing broker model as a step toward “a regulated side of the business alongside the unregulated.”
Tradeify has also begun diversifying beyond futures. Earlier this year, it launched a crypto prop offering using perpetual futures pricing data sourced from Binance, which Mistry described as a first step toward a broader multi-asset strategy that will eventually extend into forex and CFDs.
f Tradeify was a public stock, I’d be BULLISH. 📈
The consistency of its payout growth over the past 12 months is the steadiest I’ve seen from any prop firm.
Great work by @BrettSimba, @GandalfTrader, and the entire Tradeify team. 👏 https://t.co/rfdjNNZjcG pic.twitter.com/gUk8voEqth
— BrianStonk (@thebrianstonk) June 29, 2026
“We Don’t Want Any More White Label Firms or Mom and Pop Shops Coming Up”
To widen its reach beyond the existing pool of roughly a million prop traders globally, Tradeify began investing in sports sponsorships in December 2025, signing darts player Luke Littler, mixed martial artist Israel Adesanya, and Australian cricketer Travis Head as brand ambassadors under a campaign the firm calls “champion mindset.”
The selections were geographically and thematically deliberate, according to Mistry, chosen to support growth in specific markets, the United Kingdom, the United States, and India, respectively, and built around traits the firm associates with successful trading, such as adaptability.
He pointed to Adesanya’s reputation as a multi-style fighter as an analogy for traders who need to adjust their strategy as market conditions shift.
Mistry was candid about the difficulty of attributing growth directly to the sponsorships, describing them instead as “very top of funnel marketing” intended to widen brand awareness rather than drive measurable conversion. “It’s kind of hard to equate exactly what these brand ambassadors brought in,” he said, though he noted overall user growth has continued regardless.
The firm’s most immediate experiment, however, is in prediction markets.
Tradeify recently launched a free-entry prediction market tournament tied to the football World Cup knockout rounds, offering 250,000 dollars in cash prizes split across the top 500 participants. Traders receive a simulated 2,000 dollar account and compete using Polymarket’s API to trade match outcomes through to the final.
Within days of launch, Mistry said the tournament had attracted close to 20,000 registrations, a response he called evidence of genuine appetite for the format. The firm plans to expand further into multi-asset prediction markets in the coming months.
He, meanwhile, argued the wider industry still needs to mature on its own before formal rules catch up. “We don’t want any more white-label firms or mom and pop shops coming up,” he said. “We need proper professional organisations that are going to take the market seriously and operate ethically.”
For now, both founders say the focus remains on expanding the addressable market for prop trading itself. “Trading can be for anyone,” Simberkoff said. “It’s just if you’re willing to take that step forward.”
