About Saxo Bank

Saxo Bank, a prominent online trading and investment platform, empowers individuals and institutions to navigate global financial markets.


How Saxo Bank’s Customer-Centricity Led Digital Innovation in Private Investing

With deep customer insights, Saxo Bank was able to successfully develop one of the most innovative private investment platforms on the market.


As a platform provider for multi-asset trading and investment, Saxo Bank strives to empower people with a user-friendly and personal platform experience, no matter if they want to actively trade global markets or invest in their future.

Therefore, Saxo Bank wanted to understand the use and satisfaction with the current solution, as well as apply an iterative process to optimise and further develop their solution.

“The investor platform is the core of the offering to our customers and a key differentiator. Staying ahead of our competitors by exceeding market expectations to the customer experience is a constant strategic priority.”

Martin Christiansen, Head of Platform at Saxo Bank


To get the best overview, the bank ran iterative tests using the GetWhy platform with several investors, from evaluating the existing platform to prototyping until launch.


By helping assess elements across the platform, the bank gained insights into their customers’ opinions: what drove them to use the platform, as well as what they could improve. This helped speed up development while optimising new functionality, features and content.

With easy-to-access customer insights from both the mobile and desktop versions, Saxo Bank was able to place its platform to be one of the most responsive on the market.


Through GetWhy, Saxo Bank was able to gain the right insights and involve its customers in assessing and optimising its platform. Thus, it managed to steer digital development in a way that was actually useful to its target audience. It was an instant success for the bank, as it went on to win the 2019 Active Trader Award for Best Platform.

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This project was managed by
Anna Lilja Steensig

Anna Lilja Steensig

Head of Human Insights
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