White Label Partners Saxo Bank

Multi-product platform Superior Risk Management Quick Time to Market

SaxoMobileTrader SaxoWebTrader SaxoTrader

SAXO BANK the opportunity maker

TEAM SAXO BANK Saxo Bank is the proud sponsor of Team Saxo Bank.

The world’s best cycling team and winner of the Tour de France 2008.

Fabian Cancellara, Team Saxo Bank

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Saxo Bank – Setting a new standard in partnership

With increasing numbers of empowered and self-directed investors in the financial industry, the responsibility is very much on financial institutions to deliver the right combination of products, prices, risk management solutions and services to clients. As a pioneer in online trading, Saxo Bank has long understood these necessities and has consistently supplied them to clients, along with easy and secure market access, transparency and trading flexibility.

Saxo Bank offers: - Complete multi-product trading: FX, Options, CFDs, Stocks, Futures, ETFs and derivatives - Three platforms (SaxoWebTrader, SaxoMobileTrader & SaxoTrader) accessible through one account - Continuous support in IT and Marketing - Partner training - Client confidentiality: The partner alone owns client data - Streaming, real-time data, information and risk management.

Commitment and experience in partnership With a total commitment to the online trading business and a focus on partnership, Saxo Bank has accumulated both knowledge of the markets and of client needs. This expertise, coupled with award-winning technology, allows integrated multi-product trading, as well as go-to-market strategies. This successful formula has been translated into a unique partner offering, based on a minimum outlay and revenue-sharing model. Saxo Bank’s Partner Program offers the distinct combination of elements that ensure partners become the leaders in their markets.

Why partner with Saxo Bank?

For licensed financial institutions looking to enter or expand their retail online-trading business, Saxo Bank is a partner that is willing to invest in their success. Saxo Bank offers a unique Partnership Program, which is based on a holistic approach to the entire business. It includes a partner-branded version of our award-winning, multi-product platforms, front and back office support infrastructures, stringent risk management, business strategies and marketing assistance – ensuring an online trading business can be quickly launched and effectively marketed and optimised.

More than 120 White Label Partners spread across the globe have benefitted from Saxo Bank’s experience, dedication and commitment in this area.

Saxo Bank offers the technology, the knowledge and the complete infrastructure to enable our partners to confidently enter, or assertively expand in, the online trading market.

White Label Partnership 3

Saxo Bank - The specialist in trading and investment

A global online investment bank Saxo Bank is a leading facilitator in the global capital markets, aggregating liquidity, offering access to exchanges around the world and providing its powerful suite of products and platforms to partners, private clients, institutions, banks and brokerages.

Established in 1992, by co-CEOs Lars Seier Christensen and Kim Fournais, Saxo Bank’s growth into a global investment bank has been intertwined with the success story of its two founders and their relentless drive to provide a winning combination of product diversity and personal service to clients. Initially starting out as a broker business named Midas, Fournais and Seier Christensen saw and exploited the opportunities offered by the growing online industry, turning their venture from an ambitious start-up into a recognised global financial entity in little over 17 years.

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Now a fully licensed and regulated European bank, Saxo Bank supports an international base of individual retail clients, corporations and financial institutions from its offices in Copenhagen, London, Singapore, Zurich, Geneva, Paris, Marbella, Prague, Milano, Sidney and Tokyo and from its Beijing representative office. Since receiving European bank status in June 2001, Saxo Bank has rapidly become a leading presence in online trading thanks to its superior client service, competitive pricing and focus on the development of industryleading trading platforms.

The Partner Program Partnership is a central part of Saxo Bank’s business and its dedication to developing this area has been constant. The result of this commitment has had clear benefits for over 120 partners, who take advantage of an optimised and focused offering.

FTSE Eurofirst FTSE 100

173.53m

CAC 40

234.33m +136.11 +3.00% 4,674.32

Americas S&P 500 Nasdaq

5.98bn 878.35m

+94.23 +3.13% 3,102.85

+14.31 +1.68%

866.23

+42.08 +2.55% 1,694.29

1.91bn +119.23 +1.50% 8,076.29

Dow Jones

0.00

Asia Pacific

21.22m

Nikkei 225

14.08bn

Hang Seng

0.00

-30.70

-0.82% 3,712.30

51.84m

-47.41

-0.82% 5,704.60

S&P/ASX 200

Saxo Bank’s innovative partner offering entails a partnerbranded multi-asset platform with integrated front and back office infrastructure, real-time risk management, client base development tools, dedicated partner services and go-tomarket strategies to help partners effectively develop their business.

2.30bn +137.76 +3.43% 4,155.99

+3.37 +2.31% -139.02

149.29

-1.57% 8,707.99

+44.39 +0.29% 15,258.85

Multi-award winning banking Awards in 2009 from Euromoney, in 2008 from FX Week and Profit & Loss magazine for Best Retail Platform and others from Euromoney and World Finance magazine are just the latest awards in Saxo Bank’s long history of financial industry recognition.

With an easy and quick start up time, and straightforward and practised IT integration, Saxo Bank’s experience immediately benefits partners, enabling them to quickly implement the processes, strategies and marketing support necessary to build a growth business.

White Label Partnership 5

Testimonials

Saxo Bank has well over 120 White Label Partners, ranging from small-scale entities with large-scale ambitions to some of the world’s most well-established banks. Here is what some of our partners had to say about Saxo Bank’s tailored, reliable and professional service:

“We believe providing FX execution service to sophisticated individual traders and small institutions using state-of-the-art online tools is a natural extension of our global FX product suite. We are excited at the prospect of expanding our client base and developing new relationships in this emerging client segment. We have chosen to partner with Saxo Bank because of their long and strong dedication to online trading.”

– Jeff Feig, Global Head of FX, Citibank “The CitiFX Pro platform (developed by Saxo Bank) will provide institutional-level online trading services to a wide range of clients. The FX market is very attractive for active traders and we believe we can provide a best-in-class platform and liquidity to this client base. We believe our global presence in the FX market, combined with Saxo Bank’s proven abilities will provide a winning product for clients seeking to trade in the Margin FX space.” – Sanjay Madgavkar, Global Head of FX Margin Trading, Citibank

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“From the very moment we agreed to the terms of the technology partnership with Saxo Bank, the Bank’s focus has been squarely on accommodating the particular needs of our institution. Even though we have had a number of requirements for the Saxo Bank software that were very specific to our company, all modifications have been implemented quickly, professionally and efficiently. The close relationship with Saxo Bank has enabled us to go live with entirely new products, creating new opportunities for our clients and new business for LJ Carregosa.”

– Pedro Duarte, Managing Director, LJ Carregosa, Portugal “Saxo Bank offers a robust platform: the fusion of their all-inone capability alongside timely technical support is a winning combination. We are delighted to work with Saxo and expect to continue to build upon our success as close partners for years to come.” – Alexander Orban, Director, E*Trade, UK

Accelerate your business with a White Label Partnership

A partnership with Saxo Bank can bring substantial value and a strong revenue stream for licensed financial institutions looking to enter or expand into the retail, online-trading business.

Below is a list of business profiles that Saxo Bank can help grow through partnership:

•

A bank or broker, which has a substantial existing client base but is not yet in the online trading world is a potential Saxo Bank partnership candidate. Saxo Bank can help these partners extend their business – for example, cross-selling new asset classes (FX, Options, Forwards, Spot Gold & Silver, CFDs, Stocks, Futures, ETFs and so forth) to their existing client base. This will help extend a partner’s brand and bring in new business.

•

A Saxo Bank partnership can also benefit a bank, which is already in the online trading world but does not yet offer asset classes such as Forex, CFDs or Options. Saxo Bank can easily “close the gap” and offer theses asset classes to their clients.

•

Saxo Bank can assist a bank or a broker already offering online trading in different asset classes but through different providers. Saxo Bank offers scalable integrated platforms for multi-asset trading supported by crossproduct risk management on a single account. This offers convenience to a partner’s clients and is efficient in reducing many administrative costs.

•

Saxo Bank works with online companies that have not yet become involved in the financial markets. Saxo Bank can help these companies to enter the online trading market and successfully extend their client offering.

White Label Partnership 7

White Label Partnership We are truly global: Clients all over the world

Become a market leader with Saxo Bank’s support Saxo Bank’s experience in the online trading business and accumulated understanding of the markets and investors translates into a proven and successful formula for White Label Partnership. The Partner Program consists of excellent technologies enabling multi-asset trading on a single account combined with the processes, strategies and marketing support necessary to build a solid business and ensure partners have the opportunity to lead their markets.

EUROPE AUSTRALIA

White Label Partnership Saxo Bank offers partners a completely scalable White Label Solution. The program is built around a customised version of Saxo Bank’s award-winning platform branded under the partner’s name. But it goes well beyond that, by providing all the tools and services required to help partners effectively enter, grow and optimise their business.

EASTERN EUROPE FAR EAST & ASIA MIDDEL EAST & AFRICA NORTH AMERICA SOUTH AMERICA

Effective optmisation made easy Saxo Bank’s Partner Program is based on a holistic methodology, where a partner receives a tailor-made package that meets their unique requirements, so their business growth becomes the primary goal of the offering.

• Rapid growth in no. of White Label Partners • Great experience in managing and growing partners’ business • Quick Time-to-Market (8-12 weeks) • Award-winning online trading platform since 2003, for private, institutional and corporate clients • We are truly global: Clients all over the world Rapid growth in no. of White Label Partners 120 REVENUE DEVELOPMENT FOR TOP TEN WLPS (YeAR 1 rEVENUE 100%)

100

1500%

80

1200%

60

900%

40

600%

20

300%

0

2003

8 White Label Partnership

2004

2005

2006

2007

2008

0%

yEAR 1 yEAR 2

yEAR 3 yEAR 4

The Partner Wheel

Saxo Bank’s Partnership Program sets new industry standards, helps to achieve economies of scale and, through the revenuesharing model, translates into the mutually beneficial and sustainable partnership model. The underlying principle, that a partner’s success is Saxo Bank’s success, is a proven approach that works.

THE PARTNER WHEEL – DESIGNED TO ACCELERATE THE PARTNER BUSINESS: Go-to-market strategies & marketing support

Account Management & Sales Trading

platforms & products

tools & processes

State-of-the-art technology Saxo Bank’s platforms allow anywhere, anytime access to a wide range of asset classes from all the major exchanges worldwide. Saxo Bank provides Tier-1 liquidity, reliable market information, streaming news and advanced charting tools so traders and investors can optimise their strategies and decision making. These features are backed by cross-product risk management, real-time pricing and fast and reliable trade execution. Saxo Bank has received numerous awards over the years, including no less than five accolades in 2008 for its trading services and platforms.

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Much more than an ordinary platform

Dedicated account management and sales trading When Saxo Bank talks about dedication, it means account management and sales trading support in over 40 languages, so our partners can discuss daily business in their native language. Saxo Bank believes it is crucial to have professionals who understand a partner’s local market, culture and client behaviour if they are to be properly supported. Sales, product and platform training and education are also provided to maximise effectiveness.

Proven processes and tools Saxo Bank’s focus on internally developing its integrated trading technology infrastructure gives an extra advantage.

The core of Saxo Bank’s offering is developed in-house and is easy to customise to match the needs of White Label Partners.

This means scalability, back-end flexibility and easier integration into a partner’s back office system to make their daily life easier, faster and smoother, allowing them to concentrate on what matters: growing their client base and revenues.

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Go-to-market strategies and marketing support Saxo Bank’s focus is consistently on ways to help partners market their offering effectively and to optimise their business.

It takes time, resources and experience to find out what are the best strategies to enter the online trading market and to lead it. With over 15 years of experience in online markets, Saxo Bank shares expertise with partners, offering go-tomarket strategies and marketing support. Saxo Bank also supplies partners with performance dashboards to help them monitor and develop the client base throughout the entire customer lifecycle.

Trading Platforms

At the core of Saxo Bank’s offering are state-of-the-art platforms and a massive product range that gives investors the possibility to access the global financial markets wherever and whenever: at home, at work or whilst travelling. White Label Partners receive a tailored platform, branded and customised to their needs, with the financial instruments or product range they require. Saxo Bank offers access to a wide range of asset classes across global markets – and for trading convenience, three different trading platforms are available through one single account.

Platform features By putting clients at the forefront of business goals and decision-making processes, Saxo Bank has successfully created a robust and highly effective online trading environment which, as well as a comprehensive product range, includes an increased number of order types, platform features and functionalities. These include an Economic Calendar to keep investors up-to-date on major market events, a range of order type, news and analysis, flexible workspaces, professional charting functionality, a technical analysis tool, TradeMaker a real time trade idea publishing tool and, of course, live prices.

Investors and traders gain access to all the main exchanges worldwide, Tier-1 liquidity and the market information that helps traders formulate and execute on the right market decisions. Streaming news, advanced charting tools and multiple order types are just a few more features included to facilitate decision making and efficient trading. Saxo Bank’s trading technology has been recognised consistently over the last several years by industry publications as the industry’s best retail offering and has received numerous other awards over the best part of a decade.

SaxoWebTrader The SaxoWebTrader is a web-based trading platform which gives online traders 24-hour access to the financial markets from anywhere in the world. This advanced trading platform with real-time account summary, does not require any download or installation and offers secure, efficient and reliable account access. Designed for quick and easy online trading, and operational behind most firewalls, a trading opportunity need never be missed again. The SaxoWebTrader is integrated with the SaxoTrader and the SaxoMobileTrader, to allow trading from a single account.

SaxoTrader To meet the needs of its clients, Saxo Bank offers the downloadable SaxoTrader, the most professional and complete multi-product online trading platform on the market. The SaxoTrader combines a highly secure environment with awardwinning speed of execution and a massive choice of trading modules. SaxoTrader helps clients make successful trading decisions with real-time execution. Easily downloadable, the SaxoTrader allows investors to trade thousands of instruments and asset classes from a single account. The SaxoTrader is integrated with the SaxoWebTrader and the SaxoMobileTrader.

SaxoMobileTrader For the on-the-go investor, Saxo Bank offers the SaxoMobileTrader which provides access to a compact version of their trading account from a mobile phone. A special version is available through special, user-versions designed specifically for iPhone and BlackBerry devices. SaxoMobileTrader works on browser-enabled mobile devices allowing clients to see all positions, open orders, read news, do simple charting or view their account status anywhere in the world at anytime. New orders can be created and existing ones amended.

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Trading Products

Saxo Bank’s trading platforms offer partners the opportunity to pick and choose the financial instruments they wish to provide to their clients. Platforms can be customised to offer only Forex trading or even just a select number of Forex crosses or to provide full multi-asset trading across Forex, Stocks, CFDs, Futures, FX Options and other derivatives.

FOREX

CFDs

Forex Forex trading has always been the core of Saxo Bank. An online market pioneer of FX trading in the 1990s, Saxo Bank is now a proud market leader, offering investors a massive 145 FX crosses (including spot Gold and Silver), Forward Outrights, award-winning speed of execution and leading market analysis and FX strategies.

Forex Options FX Options form part of Saxo Bank’s leading online Forex offering. With Saxo Bank, private investors can trade FX Options directly on live streaming prices, without dealer intervention. Backed by superb liquidity, more than 30 FX Options, including Gold and Silver, are available to trade online through the Saxo Bank trading platforms.

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STOCKS

CFDs & Stocks With more than 5,900 Contracts for Difference, over 15 indextracking CFDs, main commodity CFDs and 12,000 stocks available, Saxo Bank has one of the largest and strongest equity offerings online. Traders can access the world’s exchanges and financial markets with flexible and reliable CFD trading, which is similar to trading Stocks on margin and offers the ability to short sell.

BONDS

Futures Saxo Bank’s online Futures trading gives investors access to agricultural products, oil and energies, base metals, precious metals, bonds, currencies, short-term interest rates, meat, softs and stock indices from Chicago to Singapore. Trading is on well over 500 instruments on live market prices with superior liquidity.

FUTURES

ETFs, ETCs and Online Funds Saxo Bank offers a range of Exchange Traded Funds (ETFs) and Exchange Traded Commodities (ETCs) through its online trading platforms. In addition to ETFs and ETCs, Saxo Bank also offers a selection of products and vehicles to help clients implement their varied asset allocation strategies via leading online platforms.

Bonds Saxo Bank supports offline trading of a wide range of Sovereign, Government and Corporate Bonds in US dollars, the euro and the British pound through direct access to dealers. Saxo Bank allows up to 100% of Bond collateral to be used for trading margin products, such as in the online Forex market and for leveraged CFD trading.

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Processes & Tools

Designed to build success Saxo Bank provides proven processes and tools that enable partners to run their business effectively. A long-standing focus on internally developing integrated trading technology infrastructures gives Saxo Bank and its partners an extra advantage. Saxo Bank’s trading platforms and the vast majority of its tools are developed in-house by dedicated IT-software engineers.

Because the platforms are built in house and are based on internal expertise, they are easy to customise, so the individual needs of White Label Partners can be easily implemented, resulting in improved responsiveness and easier integration into the partners’ current system.

Saxo Bank benefits: • The reliability of working with a licensed and EU-regulated Bank • Advanced client management tools for setting up and managing client accounts and treasury, that can be used separately or integrated via API/B2B with the partner’s CRM systems • Real-time cross-product risk management • Dedicated Back-office facilitation • Technical support • Systems available for both simulation and live versions of the platform • Clients listed by anonymous IDs

The System Setup WL PARTNER CLIENT CLIENT DETAILS

INTERNET

WORLDTRADER

CLIENT CONFIGURATION MANAGER

CHAT

SALES STATION

TRADING

WEBCONNECT

INSTALLATION & UPGRADE

TRADING SERVERS

BACK OFFICE ONLINE REPORTING RISK MANAGEMENT

SAXO BANK

B.O SERVER

END-OF-DAY REPORTS COMMISSION REPORTS ELECTRONIC TRADE CONFIRMATIONS

DATABASES

TRADING DATA* *No WLP client detail storage *No WLP client detail storage TRADING DATA*

DATABASES

CONFIRMATIONS ELECTRONIC TRADE

TRADING SERVERS 14 White Label Partnership

SAXO BANK

B.O SERVER

COMMISSION REPORTS END-OF-DAY REPORTS

Account Structure – Managing the client base

The advanced back office system provided by Saxo Bank facilitates the continuous, real-time monitoring and management of client trading accounts.

Multi-Hierarchy Account Structure Saxo Bank enables partners to establish and manage their own individual and independent account structures for retail clients, institutional clients and for Introducing Brokers and their clients. For increased flexibility, all asset classes can be defined on an account and user-level. This multi-hierarchical approach provides full transparency for monitoring overall business activity as well as specific trading and commission generating activity at sub-account levels.

Client Configuration Manager (CCM) Among the practical benefits of the partnership with Saxo Bank is the state-of-the-art Client Configuration Manager (CCM). This application enables the partner to establish commission, pricing and margin groups (for instance, Retail, VIP and Institutional) and then assign individual clients to the appropriate group. It is therefore ensured that only specific users will have access to specifically chosen modules. Saxo Bank will train the partner on this technology so that there are no inefficient communication delays or technical impasses to impede rapid client account set-ups. All client information is the sole property of the partner. Saxo Bank will only view account numbers or client ID numbers; the Bank’s focus is on the net position of each partner at the omnibus account level.

Partner Margin – Netting A special advantage for White Label Partners is the ability to net client positions on an omnibus account level, should it be allowed by law. For example, if one client holds a EUR 5 million long EURUSD position, while another client is short EUR 4m on the same cross, this will result in a EUR 1m longposition. In this case, EUR 4m is netted and is now net-free equity on which the partner can earn interest on or use for their trading, if permitted.

Web Connect Clients have access to a real-time Account and Margin Summary. This information is also available to partners through Web Connect, an automated system that automatically calculates the margin and process stop-outs based on flexible, pre-defined levels.

This tool can be used to perform risk management, as it is easy to see which clients are on or close to margin, to monitor overall exposure on the omnibus account or on individual client accounts and to monitor all activities – such as trading, connection activity or dealer chat – on client accounts. Web connect functionality is available on both demo and live trading accounts and contains information like connection and download history that can be helpful in terms of marketing strategy.

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Client Reporting

Saxo Bank supplies partners with more than 30 different types of reports, detailing information such as amount of executed trades, number of open positions and active accounts and profit and loss calculations. Partners can easily view data on trade activity, commissions and interest through a dedicated White Label Partner website system.

Some of the most popular reports include: • Trades Executed: This report includes all the trades executed from the day(s) selected.

• Trades Booked: This report includes trades done on the selected day(s) that resulted in a change to the cash balance.

• Account Statement: The Account Statement shows the cash balance and the net changes per transaction.

• Rollover History: This report is a recap of the FX trades held overnight by a client and the resulting new prices, including the daily swap points.

• Financial Statement: The Financial Statement is an annual report that, of course, can be used for other purposes.

Cash and Positions Summary

USD

Margin Summary

0.00

Non-margin positions

0.00

Cost to close

Unrealized value of positions

100,000.00

Transactions not booked

0.00

Account value

Other collateral

0.00

Not available as margin collateral

0.00 -2.608.00

Used for margin requirements

212.46

Cash Balance

100,212.46

Account value

212.46

Unrealized margin profit/loss

USD

100,212.46

Available for Margin Trading

97,604.46

Net Exposure

382,600.00

Exposure Coverage

26.2 %

Margin Utilization

3%

Open Positions Instrument

L/S

Amount

Open Price

Current Price

P/L

EURUSD +

Short

250,000

1.39234

1.39140

235 USD

235

0.07 %

Germany 30 Germany 30

Long Long

5 5

5,002.16 5,002.16

4,998.92 4,998.92

-16 EUR -16 EUR

-23 -23

-0.06 % -0.06 %

Short

250,000

1.39234

1.39140

235 USD

235

0.07 %

L/S

Amount

Open Price

Current Price

P/L

Forex +

P/L in USD

% Price

+

CFD + +

CFD +

+ EURUSD

Forex

+

Instrument

P/L in USD

% Price

Real-Time Risk Management Open Positions Saxo Bank also facilitates real-time risk management, allowing the client to access a continually updated margin account summary. This information is available to the partner. The system also automatically calculates the margin and Margin Utilization 3 %handles stop-outs based on the levels defined by the partner.

The margin call profile is predefined by the partner.

Exposure Coverage 26.2 % Account value 100,212.46 Transactions not booked Cash Balance

Unrealized value of positions Cost to close Unrealized margin profit/loss Non-margin positions

Cash and Positions Summary

16 White Label Partnership

0.00 100,000.00

212.46 0.00 212.46 0.00

USD

Net Exposure

382,600.00

Available for Margin Trading

97,604.46

Used for margin requirements Not available as margin collateral Other collateral Account value

Margin Summary

-2.608.00 0.00 0.00 100,212.46

USD

Broadcasting and client communication

Sales Station – two-way client communication tool A Sales Station tool is available through the trading platform so partners can easily communicate with clients. This allows direct contact to clients via a chat function and direct contact to Saxo Bank support. The Sales Station includes the facility of streamed market updates and trade recommendations for predefined client groups.

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Dedicated Account Management and Sales Trading

Dedication is an important concept at Saxo Bank, where this commitment refers not just to the experienced professionals committed to their respective disciplines within the Bank, but also the dedication shown to clients and partners. Saxo Bank knows it is much more convenient to talk about daily business or long-term strategies in the partners’ local language. At Saxo Bank, experts that understand the partners’ local market, investment culture and client behaviour are always on hand – this way partners can be supported in the best possible way.

This is why regional support and Account Management is offered in so many languages and Saxo Bank offices are located in major financial hubs.

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Key functions of Account Management • Overall account responsibility • Partner development – Continuous Saxo Bank training and sharing of best practices • Single point of contact for the entire Saxo Bank value chain • Business analytics focused on client behaviour and partner performance indicators in the areas of marketing, sales and account management Key functions of Sales Trading • Trading support • Support with risk questions • Insights about local markets, products and trading behaviour • Trading profiles

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White Label Partnership 19

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Go-to-market strategies and marketing support

Saxo Bank provides tailored go-to-market strategies and marketing support to help partners effectively optimise their business and leverage their online trading offering. It takes time, resources and familiarity to uncover the best strategies to enter and lead the online trading market. Saxo Bank has over a decade’s worth of experience in the online markets, and this expertise and best practices are shared with partners.

A comprehensive Partner sales & marketing toolkit - a web site of the Golden Opportunity for the launch of WebTrader and MobileTrader including ready-to-use campaigns, press kit, tutorial and much more.

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Some of the tools available include: • The Partner Portal • Performance dashboards to help optimise a partner’s client base • White papers on various areas such as online marketing, website strategy and event management • 1:1 marketing support and consulting • Ready-to-use campaigns for partners, marketing workshops and seminars, newsletters and case stories • Website building blocks • Training and education material • Branded market updates, e-mails and marketing newsletters.

Introducing the Partner Portal Recently Saxo Bank launched a ‘Partner Portal’ in order to share best practices in sales and marketing with partners, and to provide a central location for key information and documents. In short, a new and unique communication channel for partners has been launched.

Saxo Bank Partner Portal is designed to help partners attract, activate and retain clients. Included in the Partner Portal is a section that provides a broad set of multi-media resources from Marketing, Back Office, Product Management and Education. Partners can get inspiration on how to optimise their business by using available success stories from other partners and Saxo Bank.

White Label Partnership 21

Focus on the Partner Portal

Client base optimisation through Business analytics Business analytics provide an overview of how a partner’s client base is developing and benchmarks overall performance against the performance of other partners.

Marketing, web and event white papers Saxo Bank’s partners have access to white papers on various areas such as online marketing, website strategy and event management, all focusing on the three areas of “getting, activating and keeping” clients. Saxo Bank can supply specific data and information that helps partners optimise and focus targeting. A broad range of materials from client reporting and whitepapers on key subjects, to advice on setting up seminars and webinars, are aimed at achieving a more efficient use of resources in sales, account management and the development of marketing material.

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One-to-one marketing support and consulting Saxo Bank also provides consultancy on marketing planning and execution. Business analysis is carried out to identify areas of improvement and to establish key business targets, such as quantity and quality of leads, new clients, funding amounts and cross-selling strategies. Also offered is consultancy for the optimisation of online marketing campaigns and search engine optimisation (SEO).

Ready-to-use campaigns Saxo Bank develops campaigns for partners that, for instance, may include image libraries, banners, landing pages, printed materials and more. It is all easily customisable, so it can be used either as a generic campaign or as inspiration. Partners are granted access to campaign libraries made by Saxo Bank through the Partner Portal, which they can them take and personalise to the needs of their own audience and market.

Marketing workshops and seminars Saxo Bank regularly offers marketing seminars on both online and offline subjects. The objective here is to increase marketing knowledge within the online trading industry and increase the understanding of its specific requirements. The expert spokespeople are either Saxo Bank market professionals or external specialists from recognised companies, such as Google.

Newsletters and case stories Regular newsletters sent to partners focus on marketing, lead generation, online campaigning and every other aspect of client optimisation. The most relevant case studies and marketing trends in the industry are explained and examined, so best practices are communicated and inspiration shared.

Web services Upon request, Saxo Bank offers web and online support. Saxo Bank can supply web building blocks that allow easy design of a partner website, including content, registration pages and a demo component for registering leads. Saxo Bank also supplies back-up content such as registration and welcome e-mails, individually branded market updates and strategy newsletter, education and product information.

White Label Partnership 23

Becoming a Saxo Bank Partner

A partnership is a significant investment for Saxo Bank, which is why substantial time is invested in evaluating any potential White Label Partner. Saxo Bank is a serious investment bank for serious partners.

Through mutual analysis with the prospective partner of potential within a certain market, a business plan that assesses the likelihood of success for both parties is jointly established.

Saxo Bank seeks partners that display a determination to establish an online investment brand with a profile that can benefit and grow from Saxo Bank’s core capabilities. Saxo Bank’s experience provides potential for great success, which together with the partners commitment will help create the foundation for a long and close partnership.

24 White Label Partnership

The legal landscape To become a White Label Partner with Saxo Bank, a company must be legally permitted to hold client funds in its own name.

A White Label Partner must also be fully licensed to trade the financial products on the platform in their own legal jurisdiction. White Label Partnerships and, more specifically, trading relationships with Saxo Bank, are governed by a number of standards and internationally recognised agreements, including the ISDA Master and ISDA Schedule agreements, as well as the Saxo Trading and Systems Agreement.

Saxo Bank offers:

multi-product platforms

FOREX

Options

CFDs

Stocks

Futures

Funds

derivatives

WebTrader

MobileTrader

PartnerTrader

one account

IT support

Marketing SUPPORT

Platform enhancements

updates

Partner training

client data

WHITE LABEL PARTNERSHIP

Streaming

real-time data

information

risk management

White Label Partnership 25

Setting business in motion

The Partner Program is just one element of the partnership.

The second element is the contribution from Saxo Bank’s prospective partners. The White Label Partner is a complete business owner and defines its own market strategies, client profiles and runs its own business. The set-up is done so that only the partner has access to its client data. Saxo Bank steps in to provide the best tools and to share its best practices to help partners to accelerate business growth. Partners execute on-the-ground marketplace strategies, client acquisition and development, as well as account management and service.

Saxo Bank’s comprehensive partnership offering covers the entire value chain, sets new industry standards, helps to achieve economies of scale and, through the revenue-sharing model, translates into a mutually beneficial and sustainable partnership model. The more expertise shared, the more efficient partners become and the more success they will enjoy.

26 White Label Partnership

Time frame and what to expect If a prospect is interested in becoming a partner Saxo Bank will set-up a meeting and analyse the business case. If the business case shows potential, a team of experts will be assembled, including: • Sales (overall on-boarding coordinating) • Marketing (Go-to-market strategy) • IT (integration) • Legal (contract) • Institutional Centre (back office set-up)

Andy Schleck, Team Saxo Bank

Partners can expect an implementation process with a time period of around 12 weeks, from the signing of the contract to a post-launch meeting. The main milestones during the three months are divided into 4 stages: STAGE 1

SIGNED

STAGE 2

LIVE SYSTEM COMPLETED

STAGE 3

LIVE TEST

STAGE 4

LAUNCH

Contact Saxo Bank For any questions about starting a White Label Partnership, please contact Saxo Bank directly: Telephone: (+45) 39 77 40 10 E-mail: institutional@saxobank.com Web: www.saxobank.com Thank you for your interest in Saxo Bank and we look forward to welcoming you as a partner.

White Label Partnership 27

WHITE LABEL PARTNERSHIP

Saxo Bank Group The Saxo Bank Group consists of the following branches and subsidiaries:

Copenhagen Saxo Bank A/S Philip Heymans Allé 15 2900 Hellerup Denmark Phone: (+45) 39 77 40 00 Fax: (+45) 39 77 42 00 Reg. No. 1149 CVR. No. 15731249 Web: www.saxobank.com E-mail: info@saxobank.com

London Saxo Bank A/S London 40 Bank Street Canary Wharf London E14 5DA United Kingdom Phone: +44 207 151 2000 Fax: +44 207 151 2001 Web: www.saxobank.co.uk E-mail: londoninfo@saxobank.com

Paris Saxo Banque France 63 Boulevard de Sébastopol 75001 Paris France Phone: +33 1 78 94 56 40 Fax: +33 1 78 94 56 49 Web: www.saxobanque.fr E-mail: conseiller@saxobanque.fr

Zurich Saxo Bank (Switzerland) SA Förrlibuckstrasse 72 Postfach 635 CH-8005 Zürich Switzerland Phone: +41 583 179 800 Fax: +41 443 555 899 Web: www.saxobank.ch E-mail: contact@saxobank.ch

Geneva Saxo Bank (Switzerland) SA Rue de Jargonnant 1 Case Postale 6537 CH-1211 Genève 6 Switzerland Phone: +41 848 201 201 Fax: +41 223 179 540 Web: www.saxobank.ch E-mail: contact@saxobank.ch

MILAN Saxo Bank Italia Corso Monforte 15 20122 Milano Italy Phone: Numero verde 800 870 265 Web: www.saxobank.it E-mail: italiandesk@saxobank.com

PRAGUE Saxo Bank A/S Betlemsky Palac Husova 5 110 00 Prague Czech Republic Phone: +420 22 620 1580 Web: www.saxobank.cz E-mail: kpi@saxobank.com

Marbella Saxo Bank A/S Sucursal en España Avenida José Banús Urbanización Playas del Duque Edificio Málaga - II - Local 2 A 29660 Puerto Banús, Marbella (Málaga) Spain Phone: +34 95 289 9440 Fax: +34 95 289 9441 Web: www.saxobank.es E-mail: marbella@saxobank.es

Beijing Saxo Bank A/S China Rep. office C105-C, 1st Floor, Central Tower, Chemsunny Plaza No. 28 Fu Xing Men Avenue Xicheng District 100031 Beijing People’s Republic of China Phone: +86 10 5956 6898 Fax: +86 10 5956 6899 E-mail: chinaro@saxobank.com

Tokyo Saxo Bank, Japan K.K. 2-7-16, Toranomon Minato-ku 106-0041 Tokyo Japan Phone: +81 3 5545 6351 Fax: +81 3 5545 6352 Web: www.saxobank.jp E-mail: inst@saxobank.com

Singapore Saxo Capital Markets Pte. Ltd. 3 Church Street Level 30 Samsung Hub Singapore 049483 Singapore Phone: +65 6303 7800 Fax: +65 6303 7808 Web: www.saxomarkets.com.sg E-mail: info@saxomarkets.com.sg

SIDNEY Saxo Bank A/S Australia, Rep. Office Kamiyacho Sankei Building 10F Level 56 MLC Centre 19-29 Martin Place Sydney NSW 2000 Australia Phone: +61 2 9238 1925 Fax: +81 3 5545 6352 Web: www.saxobank.com E-mail: sic@saxobank.com