At iFX Expo International 2026, Valentin Shatalov, Head of Corporate Affairs at Freedom24, sat down with Finance Magnates to discuss the future of financial services beyond traditional trading.
Shatalov argued that the industry is moving toward platform ecosystems that combine brokerage, banking, and everyday financial tools in one place. The firm sees itself as more than a brokerage, and its experience in Kazakhstan with a Super App reflects that thinking.
Why access alone isn’t enough anymore
Simply giving people the ability to trade stocks or buy crypto is no longer a competitive advantage. Customers now expect a seamless experience where they can manage investing, spending, saving, and borrowing without jumping between apps.
Technology companies drive this expectation. People are used to platforms that do everything, and they are beginning to question why their money should be any different. Trust remains more important than technology alone, especially in a digital-first world where customers cannot walk into a branch.
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Local teams matter. Even as services become global and digital, having people on the ground who understand regulations and culture makes a difference. The company’s approach in Kazakhstan, where it launched a Super App, taught that lesson firsthand.
AI and the changing customer
Artificial intelligence reshapes what customers expect from financial services. It allows for more personalized recommendations, faster support, and smarter tools for managing risk.
However, technology alone won’t win customers if they lack trust. The same AI that adds convenience can also feel impersonal or opaque. Firms need to invest in both technology and the human relationships that back it up.
By 2030, the line between brokers, banks, and fintech apps will continue to blur. Winners will be those who build ecosystems people actually want to live inside—not just log into.
In Asia, super apps such as WeChat and Grab have already shown that users will adopt a single platform for everything from messaging to payments to investing.
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Lessons from the Super App in Kazakhstan
Freedom Holding Corp., the parent of Freedom24, operates a Super App in Kazakhstan that combines brokerage, banking, insurance, and travel booking. The app serves as a testing ground for the integrated experience the firm aims to bring to other markets.
The success there taught that customers value convenience over specialization. They prefer one place where money works, allowing movement between saving, spending, and investing without friction.
Building a platform that does everything well is hard. It requires deep investment in security, compliance, and user experience, as well as a long‑term commitment.
Specialization and integration pull the industry in opposite directions. The firms that manage both while maintaining trust will define the next decade of finance.