ADS Securities

ADS Securities

ADS Securities Offers Superior Trading Experience and Expands Rapidly into New Markets with Unified Business Platform

Providing clients a superior trading and service experience is the backbone of ADS Securities’ approach to trading and a key differentiator for the business. Introducing the Salesforce Suite, in partnership with Cloud Concept, has ensured that sales, marketing and service processes are now automated and Salesforce is integrated with the trading platform and system infrastructure. This has led to superior client and user experience and significantly increased productivity and immediate scalability, ultimately enabling ADS Securities’ growth and expansion into new markets and geographies.


  • Superior trading & service experience
  • Superior user experience & collaboration between teams
  • Automated & consistent sales, marketing and service processes
  • Seamless Integration with trading platform & system infrastructure
  • Increased productivity and efficiency
  • High visibility and traceability
  • Immediate scalability and flexibility
  • Easier fulfilment of legal & regulatory requirements
  • Reduced cost and risk

Abu Dhabi-based ADS Securities is one of the fastest growing foreign exchange and investment companies globally, executing billions of dollars of trades every day. Since it started trading in 2011, ADS Securities has rocketed its way onto the global financial services scene. Over the last four years it has expanded beyond its core brokerage business to offer investment banking and wealth management to private and institutional clients across regulated offices in Abu Dhabi, Hong Kong, Singapore and London. With a Chief Executive who has been named one of the ‘100 Most Powerful Arabs Under 40’ by Arabian Business, it is not surprising that entrepreneurship and dynamism are deeply embedded in the firm’s culture.

Automated processes & integration

ADS had used Salesforce as their CRM system since 2011. Some processes, however, were still manual, with MS office being widely used. Consulting the trading platform for quick data capture, for example, was difficult. Furthermore, ADS wanted to improve the collaboration between departments, marketing capabilities and the interaction with social platforms. In view of the company’s rapid growth, scalability was vital too.

Salesforce suite integrated with trading platform & system infrastructure

ADS recognised Salesforce had far more to offer. Looking for an implementation partner holding a successful track record with the financial services sector and deep experience with Salesforce development work, ADS selected Cloud Concept. In this complex project with a high degree of customization due to the many requirements from different departments and locations, Cloud Concept integrated a suite of Salesforce products into ADS’ trading platform and system infrastructure. The suite comprises Sales Cloud, Service Cloud and a host of custom functions built on the Salesforce1 Platform. APIs were used to integrate these solutions with its trading platform, website, client portal, email and reporting tools, supporting automated and consistent processes from lead management and client onboarding to customer service and business reporting. “We have come a long way in the last four years and this momentum shows no signs of slowing. With Salesforce solutions we can keep pace with the demand for increased services while maximizing quality and minimizing risk.”

Automated & consistent lead generation anywhere and anytime

The client journey starts with Sales Cloud, the world’s Nr. 1 CRM. Leads from marketing campaigns, Google Ads, the firm’s client portal and partner websites are all captured in Sales Cloud and automatically assigned to individuals within the relevant sales team according to their geography. “We have integrated Sales Cloud with our website so partners–and their clients– can register with us directly in Sales Cloud,” explains Ahmad Al-Jebouri, Operations Director at ADS Securities. Salesforce1 Mobile, Salesforce’s mobile solution, allows ADS to access the information they need to service clients from anywhere, at any time. “We have engineered it so minimal administrative intervention is required from the sales team and they can continue their principal focus on selling.”

Superior onboarding & service experience

Onboarding of new clients is now automated and streamlined, too. Every client receives regular and timely communications about the status of their application and new account. Automated processes also means clients get onboarded faster, achieving better than industry standards and a superior onboarding experience. Automated processes don’t just improve velocity; they also increase agility. As Al-Jebouri explains: “We had to onboard 12,000 new clients in just two weeks after a major retail campaign in 2014. We would not have been able to do that without Salesforce.”

Once a client is up and running, Service Cloud helps ensure an excellent experience. “Staff can view client equities, account position, requests and everything else that is needed to maintain the relationship or respond to a query.”

High visibility & traceability

Thanks to the integration between Salesforce CRM and ADS Securities’ telephony system, client records can be automatically accessed when answering inbound calls. Outbound calls – from both service desk agents and the sales team – are also tracked, which feeds into the company’s KPIs. “We are able to generate valuable management reports that tell us if we are not achieving our targets and what we need to do about it,” adds Al-Jebouri.

Immediate scalability & flexibility

ADS Securities’ Salesforce journey is constantly evolving as it breaks into new markets, delivers new services and complies with new regulations. “The Salesforce suite provides us with immediate scalability and flexibility. With regular new releases, we know we will always have access to the latest features with Salesforce and the way the upgrade cycle is managed means there is never any disruption to the business. With Cloud Concept, we have the best partner for implementation, customization, training and development by our side,” explains Al-Jebouri.

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