Interactive Brokers continues to successfully attract RIAs to its platform through several features that separate it from rivals. Steve Sanders, executive vice president of marketing and product development told ThinkAdvisor, the areas of differentiation start with its use of automation but also include the easy way in which it allows RIAs and other clients to invest in stocks around the globe and now cryptocurrency.

According to Sanders, what helps attract RIAs and other advisors of all sizes is the fact that the company generally automates everything, including flexible client billing. The company does not have any minimums, custody fees, or anything else, which is number one in terms of competitive advantages. 

Several RIA's have stated they joined Interactive Brokers to gain access to its crypto and other investment options. The Interactive Brokers online platform allows advisors to trade various products from the "same screen, not only in the U.S. but they can trade all these products all around the world."

Sanders noted that some advisors have clients that may continue to trade some assets at Schwab or another competitor.  Sanders explained that Interactive Brokers' portfolio management system "will aggregate all of the clients' information into one place, and they'll be able to create common reports" through "our portfolio analyst tool." 

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