Investment Playlists achieved an 83% user engagement rate and a 10% order flow CTR on justTRADE. Our Investment Playlists as a thematic discovery layer. A case study.
How justTRADE Boosted User Engagement with Investment Playlists
About one-third of the 37 million brokerage accounts in Germany are permanently or largely inactive. Users open an account, make their first investment—and never return. This is an industry-wide problem. And it’s one that can be solved with the right data strategy and engaging content.
The Problem: Acquisition Alone Is No Longer Enough
Competition in retail trading is no longer decided solely by cost-effective user acquisition. App stores record millions of downloads, yet the proportion of those who actually trade regularly remains low relative to the total number of brokerage accounts opened.
The reasons for this are structural: Traditional trading interfaces are functional but not engaging. They answer the question “How do I buy a stock?”—but not “What kinds of stocks are available, and how do I get closer to my personal goals?” It is precisely this gap between information and inspiration that costs platforms engagement, transactions, and ultimately revenue.
Together with justTRADE, we tackled this challenge and introduced an interactive content format to the website with our Investment Playlists.
The Solution: Investment Playlists as a Discovery Layer
In collaboration with money:care, justTRADE has integrated “Investment Playlists” into the platform as a new discovery layer. The concept is simple and effective: theme-based collections of securities, enriched with editorial context, presented visually, and directly linked to the order form.
Instead of an empty search box or an abstract price list, users encounter a curated experience—comparable to a playlist on a music streaming platform. “European Energy Transition,” “Quantum Computing,” “Female Leadership in DAX Companies”: topics with which users identify before they start thinking about key metrics.
The Funnel from Content to Trading
The investment playlists follow a clear five-step logic and are flexible in their application:
Awareness (Social Media): Investment playlists serve as a template for video content that makes current trends tangible
Interaction (Newsletter): Topic-based content enhances email communication and generates click incentives
Conversion (Website): Relevant entry points convert anonymous visitors into active app users
Inspiration (In-App): Curated content transforms a functional trading interface into a discovery experience
Trading (Trade): The direct connection to the order form bridges the gap between inspiration and transaction
The results: Measurable, reliable, reproducible
The numbers speak for themselves:
83% user engagement rate. Investment playlists generate immediate interest—users actively engage with the content rather than passively scrolling.
62% deep engagement. More than half of users dive deep into specific assets. This isn’t just superficial clicking—it’s genuine interest in the information that leads to a purchase decision.
10% click-through rate to the order flow. One-tenth of all users who interact with a playlist proceed directly to the order form.
3x higher CTR in paid ads. When served as an ad format, playlist content performs three times better than traditional ad placements.
What the integration means technically—and what it doesn’t
A common obstacle with new features is the IT effort involved. Long backlogs, scarce developer resources, complex coordination processes: these are the real-world conditions under which product teams work.
The integration of the investment playlists at justTRADE was deliberately designed to minimize this resistance. Using zero-integration widgets and a REST API, the feature could be implemented without deep backend modifications—low IT effort, fast time-to-market.
The result: From decision to live integration in a fraction of the time typically required for traditional feature development.
What other platforms can learn from this
Interactive data and content modules are a way to engage users in a targeted manner, spark their interest in specific topics, and encourage them to delve deeper into research, all the way through to the order flow.
It’s important that the path from inspiration to transaction be short. Any platform that creates a media break between the content and the order form loses users at this very point.
Furthermore, data quality is crucial to feature quality. Investment playlists only work if the data they contain—descriptions, topic mapping, price data—is up-to-date, consistent, and presented in a visually consumable format.
Conclusion: The hidden revenue potential lies within your own user base
Providing users with content and guidance is a key lever and a mindset shift in brokerage, rather than continuing to focus solely on acquiring new customers. justTRADE has demonstrated that this potential can be systematically tapped with the right data and the right discovery layer.
What potential lies within your user base? That is the question that defines the next step in growth.