Zak Westphal, Co-founder And CEO Of StocksToTrade, On Turning Frustration Into A Fintech Built For 30,000 Traders

Zak Westphal: I learnt that building features just to have features is not enough. Early on, it was way too easy to justify adding every scanner, every chart type, and every data feed we could track down. None of that helped solve the actual problem.

What traders actually wanted was simplicity, not another complicated system that would confuse them or make them feel overwhelmed. They sought products and tools that made the market feel less daunting.

This meant we had to actually shift our mindset from thinking like a developer to thinking like a trader. Ultimately, every feature had to answer the question, "How does this enable somebody to make a better decision, in real-time?" Once we adopted that mindset, adoption grew.

Zak Westphal: Many fintech startups believe that the best technology wins. In my experience, that is not true. Traders don't wake up in the morning thinking, "I need a better charting library!" They wake up thinking, "How can I make money in the markets today?"

That insight drove everything for us. We had to reverse-engineer the outcomes our traders wanted. They needed the education to understand when and why a trade makes sense. They needed tutorial lessons on how to use the tools properly. And they needed a community for sharing ideas and to hold themselves accountable.

That is why StocksToTrade is more than just software. We have mentors, training courses, and live webinars. The technology is the engine, but the value lies in giving people the confidence to use it effectively. If you ignore that, you’ll build powerful tech that no one sticks with.

Zak Westphal: Chasing hype is the biggest mistake that I see. It's easy to tell traders they can achieve quick wins or "guaranteed profits" to attract people through the door. But hype runs out quickly. Users churn once they realize that the results don't match the hype, and you lose credibility.

From the very beginning, we avoided this mistake. We never promised anyone "quick riches." In fact, we built trust before revenue. We told users, "These tools can help you, but only if you use them well." That honesty may have hurt our growth in the short term, but it has proven invaluable in the long run. If your users don't trust you and your tools, there is little else that matters in fintech, or in any industry, to be honest.

Zak Westphal: User feedback was everything. Traders aren’t shy about telling you what works and what doesn’t. Initially, we believed we knew exactly which features mattered most. But then we’d launch something, and users would tell us we’d miss the mark.

This feedback loop shaped the platform. For example, many users were requesting faster ways to scan breaking news, so we focused more on our news sentiment tools. Others requested more mobile-friendly features, so we updated our interface accordingly.

Listening to users doesn't mean building everything they request, as you will never please everybody. However, you can respect them and their perspective and be willing to change. At the end of the day, they’re the ones in the trenches trading every day.

Zak Westphal: My advice is straightforward. Build for trust, not growth. Regulation is catching up to fintech, and users are more educated than ever. If you cut corners or make promises you can't keep, it will come back to haunt you.

For us, trust was built in three ways, through transparency, education, and accountability. We demonstrated how our tools worked, taught traders how to use them effectively, and took ownership when something didn't function as it should. And that's what built the trust that made them come back.

So yes, have a vision, build great tech, and be fast. However, remember that the fintech startups that will last are those that help users succeed on their own terms. If you make a space for that to happen, the growth will take care of itself.

Zak Westphal’s experiences, from frustrated trader to fintech entrepreneur, highlight a truth that many entrepreneurs struggle to accept: the code is only half the battle. The real challenge is building for people by understanding their goals, their behaviors, and trying to win over their trust.

StocksToTrade’s growth to 30,000 users wasn’t fueled by hype or by chasing every shiny new feature. It was built on lessons that apply to any fintech founder. Solve a real problem, listen to your users, and never forget that what they really want isn’t software, it’s success.