The financial services industry is moving beyond the traditional categories of brokers, banks, and fintech companies. According to Valentin Shatalov, Head of Corporate Affairs at Freedom24, the next stage of competition will be built around integrated platforms that combine multiple financial services while keeping trust and local expertise at their core.
Speaking with Adonis Adoni, News Editor at Finance Magnates, during iFX Expo International, Shatalov shared how Freedom24 is expanding beyond brokerage, why technology alone isn’t enough, and what Europe’s financial landscape could look like by 2030.
Freedom24 is More Than a Brokerage
Although Freedom24 remains a brokerage business at its foundation, the company increasingly sees itself as a technology-driven financial services platform.
Serving more than 600,000 clients across Europe, the company continues expanding its physical presence while investing heavily in proprietary technology developed by an in-house engineering team.
“We’re not just a brokerage—or not only a brokerage—but also a technology-enabled financial services company.”
Shatalov explained that market access, which is at the core of any brokerage service, is becoming less of a competitive advantage because the capability is now widely available. The real challenge is creating a broader financial ecosystem that delivers a better customer experience.
Customer Expectations Are Changing
One of the biggest changes happening across financial services is how customers evaluate their providers.
Instead of comparing one broker with another, users increasingly compare their financial experience with every digital service they use daily.
According to Shatalov, customers no longer think in terms of banking, investing, or payments as separate categories.
“Customers stop thinking about financial services in those traditional boundaries of the industry.”
Instead, they want simple, connected experiences that allow them to save, invest, borrow, and manage their financial lives through one platform.
Trust Remains the Most Important Competitive Advantage
While AI and digital transformation continue to reshape the industry, Shatalov believes technology alone cannot create lasting customer relationships.
He argued that trust remains the foundation of financial services and is built through regulation, governance, operational resilience, and consistent customer support.
“Technology in itself does not produce trust.”
He also stressed the importance of maintaining local teams and human interaction, especially during periods of market volatility when customers need guidance and reassurance.
For Freedom24, combining digital capabilities with local expertise creates what the company describes as a “neo-traditional” model that balances innovation with personal service.
Why Local Presence Still Matters
Despite financial services becoming increasingly digital, Shatalov believes local offices and local expertise remain essential.
Financial regulations, customer behaviour, and market expectations differ significantly between countries, making regional understanding a competitive advantage rather than a legacy cost.
Freedom24 continues investing in both digital infrastructure and teams on the ground across Europe to strengthen customer relationships and maintain trust.
Looking Ahead to 2030
When discussing the future of European financial services, Shatalov pointed to integrated “super apps” as one of the industry’s strongest long-term trends.
Drawing on Freedom Holding Corp.’s experience in Kazakhstan, where its Super App has attracted more than 5.5 million users, he explained how combining banking, investing, insurance, telecommunications, e-commerce, and other services into one platform dramatically reduces friction for customers.
While he acknowledged that Europe’s more established financial infrastructure means adoption may take longer, he believes the direction is clear.
“The real competition for the future of the industry will be among platforms and not just standalone categories.”
This strategy also explains Freedom24’s plans to pursue a European banking licence as part of its broader platform vision.
Watch the Full Interview
This conversation covers much more than platform strategy. Watch the full interview to hear Valentin Shatalov discuss:
-
Why Europe will adopt integrated financial platforms differently from emerging markets.
-
How Freedom24 balances AI, automation, and human expertise.
-
Why owning proprietary technology is becoming a strategic advantage for financial institutions.
Watch the full interview on the Finance Magnates YouTube channel for the complete discussion.
The financial services industry is moving beyond the traditional categories of brokers, banks, and fintech companies. According to Valentin Shatalov, Head of Corporate Affairs at Freedom24, the next stage of competition will be built around integrated platforms that combine multiple financial services while keeping trust and local expertise at their core.
Speaking with Adonis Adoni, News Editor at Finance Magnates, during iFX Expo International, Shatalov shared how Freedom24 is expanding beyond brokerage, why technology alone isn’t enough, and what Europe’s financial landscape could look like by 2030.
Freedom24 is More Than a Brokerage
Although Freedom24 remains a brokerage business at its foundation, the company increasingly sees itself as a technology-driven financial services platform.
Serving more than 600,000 clients across Europe, the company continues expanding its physical presence while investing heavily in proprietary technology developed by an in-house engineering team.
“We’re not just a brokerage—or not only a brokerage—but also a technology-enabled financial services company.”
Shatalov explained that market access, which is at the core of any brokerage service, is becoming less of a competitive advantage because the capability is now widely available. The real challenge is creating a broader financial ecosystem that delivers a better customer experience.
Customer Expectations Are Changing
One of the biggest changes happening across financial services is how customers evaluate their providers.
Instead of comparing one broker with another, users increasingly compare their financial experience with every digital service they use daily.
According to Shatalov, customers no longer think in terms of banking, investing, or payments as separate categories.
“Customers stop thinking about financial services in those traditional boundaries of the industry.”
Instead, they want simple, connected experiences that allow them to save, invest, borrow, and manage their financial lives through one platform.
Trust Remains the Most Important Competitive Advantage
While AI and digital transformation continue to reshape the industry, Shatalov believes technology alone cannot create lasting customer relationships.
He argued that trust remains the foundation of financial services and is built through regulation, governance, operational resilience, and consistent customer support.
“Technology in itself does not produce trust.”
He also stressed the importance of maintaining local teams and human interaction, especially during periods of market volatility when customers need guidance and reassurance.
For Freedom24, combining digital capabilities with local expertise creates what the company describes as a “neo-traditional” model that balances innovation with personal service.
Why Local Presence Still Matters
Despite financial services becoming increasingly digital, Shatalov believes local offices and local expertise remain essential.
Financial regulations, customer behaviour, and market expectations differ significantly between countries, making regional understanding a competitive advantage rather than a legacy cost.
Freedom24 continues investing in both digital infrastructure and teams on the ground across Europe to strengthen customer relationships and maintain trust.
Looking Ahead to 2030
When discussing the future of European financial services, Shatalov pointed to integrated “super apps” as one of the industry’s strongest long-term trends.
Drawing on Freedom Holding Corp.’s experience in Kazakhstan, where its Super App has attracted more than 5.5 million users, he explained how combining banking, investing, insurance, telecommunications, e-commerce, and other services into one platform dramatically reduces friction for customers.
While he acknowledged that Europe’s more established financial infrastructure means adoption may take longer, he believes the direction is clear.
“The real competition for the future of the industry will be among platforms and not just standalone categories.”
This strategy also explains Freedom24’s plans to pursue a European banking licence as part of its broader platform vision.
Watch the Full Interview
This conversation covers much more than platform strategy. Watch the full interview to hear Valentin Shatalov discuss:
-
Why Europe will adopt integrated financial platforms differently from emerging markets.
-
How Freedom24 balances AI, automation, and human expertise.
-
Why owning proprietary technology is becoming a strategic advantage for financial institutions.
Watch the full interview on the Finance Magnates YouTube channel for the complete discussion.
