Sahm App, KSA’s first all-in-one online trading platform, attracts over 300,000 users in first 4 months

Logo of Sahm Capital Financial Co.

The global online trading platform market size was valued at $9.55 billion in 2023 and is projected to grow from $10.15 billion in 2024 to $16.71 billion by 2032. The online trading service market in Saudi Arabia has been gaining increased traction as investors seek reliable platforms to participate in financial markets. This growing demand is driven not only by the desire for additional income, but also by the broader trend of increased financial awareness, diversification of investment portfolios, and the pursuit of wealth-building opportunities among the Saudi population. The growing demand for integrated platforms, tailored to the needs of the Saudi market, continues to drive innovation in this promising sector.

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Argaam had an interview with Hadeel Bedeeri, General Manager and Head of Dealing for Sahm Capital. Registered in Riyadh, Sahm Capital holds licenses (22251-25) from the Capital Market Authority (CMA) to conduct Dealing, Advising, and Custody services in KSA, making it the first international online brokerage firm to provide online brokerage services in KSA.  Hadeel spoke about the Sahm app, the first all-in-one trading platform in the Kingdom. She explained how the company is revolutionizing the online trading experience in Saudi Arabia by providing users with a seamless experience and unlocking opportunities for income growth through successful trading.

*What needs does the Sahm app meet for customers?

- We understand that Saudi-based retail investors play a significant role in Tadawul. Through our research with these investors, we've found that they often struggle to navigate the various platforms and tools required for investing.

Investors want easy access to market data, financial news, and in-depth company information to inform their investment decisions. However, this process can often be frustrating and lead to many investors giving up altogether. Additionally, the cumbersome procedures required to set up accounts with brokerage, coupled with a perceived lack of customer service, have been long-standing pain points for retail investors.

At Sahm app, we set out to address these challenges. The first step in the investment journey is opening an account, and with our app, this can be done within minutes, sometimes even instantly. Customers no longer need to visit a physical branch or navigate complex processes.

Furthermore, we've designed a seamless, user-friendly experience that allows investors to open accounts for both the Saudi and US markets simultaneously, all within the same app. This is different from others that require investors to download separate apps for each market. With Sahm app, you can trade in both the Saudi and US markets using a single app.

This streamlined account opening process is just the beginning. Sahm app aims to provide our customers with a comprehensive platform that consolidates all the tools and information they need to make informed investment decisions.

For example, we offer a real-time currency conversion service between the two accounts. When investors try to deposit money, they no longer need to go to the bank and convert currencies before depositing them into the respective accounts. This eliminates the frustration of moving back and forth between the Saudi and US accounts.

Furthermore, Sahm app provides a comprehensive market overview, including indexes, sectors, liquidity monitors, and event calendars. When looking at a single symbol, investors can access in-depth real-time streaming price data, charts in different time frames, market sales records, liquidity distribution data, real-time and historical liquidity trends, company profiles, and related real-time news – all within the app, meeting the diverse demands of our clients.

*What value-added services are you providing for investors, and how does this set you apart from your competitors?

- Aside from providing investors with easier access to investment opportunities through quick account opening and the ability to trade across multiple markets, Sahm app offers a suite of advanced tools usually found in sophisticated trading software on desktops.

For example, Sahm's US single stock option trading functionality displays a comprehensive list of options related to a specific symbol, organized by expiration date and strike price. This clear and intuitive "T-formation" layout allows investors to easily navigate and select the appropriate options. Moreover, Sahm's app customization features enable users to customize the number of strike prices displayed, scroll direction, and data column visibility, further empowering them to make informed trading decisions.

Additionally, Sahm app provides sophisticated conditional order tools, such as Bracket orders. This feature allows investors to set both stop-loss and take-profit orders based on the current price of a held position. The key benefit is that investors no longer need to monitor the market constantly; once the order parameters are set, the app will execute the trades and send a notification, enabling investors to pursue other activities while their strategies are implemented.

Sahm app also offers a rich array of visual analytics, including liquidity distribution charts, real-time liquidity trend charts, and historical liquidity data. These intuitive data visualizations help investors quickly grasp key market insights, rather than having to perform their own complex calculations and comparisons.

To further enhance the user experience, Sahm app has integrated an AI-powered virtual assistant, Aliyah, who serves as a guide. Aliyah introduces the platform's features and functionalities, as well as providing daily market updates, to help investors leverage the full capabilities of the Sahm app.

In summary, Sahm's value proposition lies in its comprehensive suite of functions, all seamlessly integrated into a user-friendly mobile app. This holistic approach sets Sahm app apart from others and empowers investors to make more informed decisions and execute their strategies more efficiently.

*Since the launch of the Sahm app, how has the reception and adoption been in the Saudi market?

- Since its launch in December 2023, the Sahm app has gained significant popularity among investors in Saudi Arabia. In just the first four months, the app has already amassed over 300,000 registered users, positioning it among the top 3 free finance apps on the Google Play Store in the kingdom. The user base continues to grow at a rapid pace reflects the strong demand for the comprehensive investor services provided by the Sahm platform.

The feedback from Sahm's users in KSA has been overwhelmingly positive, with many praising the intuitive user interface and the wide range of advanced features and tools available on the platform. Encouraged by this strong reception, we are committed to further enhancing the Sahm app and delivering even better service to our users in Saudi Arabia. As a testament to our dedication, we are thrilled to announce the launch of our "100% Commission-Free Trade for Life" campaign, which will run until end of July. This initiative is specifically tailored for the Saudi market, offering new users not only free trading but also a complimentary $50 worth of Snap Inc. stocks, as well as a year of free real-time U.S. market data.

We are deeply grateful for the trust and support of our investors in Saudi Arabia, and we look forward to continuing to innovate and provide them with a world-class investment experience. For more information on our latest offerings and promotions, we invite you to visit our website: Click here

*How do you see the Saudi market for Sahm platform, particularly the investment landscape?

- The Saudi investment market holds immense potential for Sahm's platform continued growth and success. As the Kingdom continues to drive economic diversification and financial market development, we see several key trends that are highly favourable for our platform.

Firstly, the Saudi government's push to promote financial inclusion and increase retail investor participation in the capital markets aligns perfectly with Sahm's mission. The introduction of initiatives like the Qualified Foreign Investor (QFI) program and the development of the Nomu parallel market have opened up new avenues for investment, and Sahm app is well-positioned to capitalize on this expanding investor base.

Moreover, the increasing interest in investing across all ages and backgrounds, combined with a growing appetite for alternative investment opportunities beyond traditional asset classes, presents a significant opportunity for Sahm platform. Our comprehensive suite of investment tools, including sophisticated options trading, conditional orders, and advanced data visualizations, cater directly to the needs of these more sophisticated investors in Saudi Arabia seeking to diversify their portfolios and actively manage their wealth.

We also see tremendous potential in leveraging Saudi Arabia's tech-savvy youth population, who are increasingly turning to mobile-first solutions for their investment needs. Sahm's user-friendly app, coupled with our educational resources and AI-powered virtual assistant, resonate strongly with this digitally native demographic, positioning us as a preferred investment platform for the next generation of Saudi investors.

Additionally, the regulatory environment in Saudi Arabia has been increasingly conducive to the growth of fintech solutions like Sahm. The Kingdom's ambitious financial sector development plans, coupled with the progressive policies of the Capital Market Authority, have created a favorable ecosystem for innovative investment platforms to thrive.

What are your expansion plans for the region?

- We are currently in the process of obtaining additional licenses from the Capital Market Authority (CMA) in Saudi Arabia to expand our capabilities beyond our current brokerage services. Specifically, we are seeking approvals for the Arranging and Managing, which will allow Sahm Capital to offer a full suite of digitalized financial services in the Kingdom.

The licensing process with the CMA has been progressing well, and we expect to receive the final approvals in the near future. This regulatory milestone will be a significant step forward for Sahm platform, as it will enable us to provide our clients in KSA with a more comprehensive value-added services.

Hadeel Bedeeri's insights show how the Sahm app has transformed online trading in Saudi Arabia by simplifying account setup and offering seamless access to both the Saudi and US markets. With advanced tools and real-time data, the app empowers investors to trade easily and efficiently. Its swift adoption highlights the app's impact, positioning the Sahm Capital as a leader in the Kingdom's online brokerage industry.