Image provided by Cobra Trading

The following post was written and/or published as a collaboration between Benzinga’s in-house sponsored content team and a financial partner of Benzinga.

The perception of the retail trader underwent a dramatic shift in 2020.

The media has categorized the prowess of retail traders over institutions as a movement that brought power to the people. This idea stretches beyond just stock tickers and money; it inspires brokerage names like Robinhood Markets Inc. (NASDAQ:HOOD) and creates hope for a world where opportunities arise beyond just the top echelons of society. 

Some claim, however, that the admiration for retail traders is not as profound as the media makes it seem. Proponents of this idea claim that industry stakeholders, particularly brokers, remain unmotivated to provide retail traders with the same quality of services that their larger counterparts receive. Poor order executions, extensive customer service waiting times and a disregard for the trader’s performance are some of the issues that are sometimes reported.

An Introduction to Cobra Trading

“Cobra Trading is all about an extreme focus on customer service and a belief in doing what’s right for our traders,” Cobra CEO Chadd Hessing said. 

Founded in 2004, the company has spent nearly 2 decades creating and optimizing solutions for active equities and options traders. Cobra Trading states that it offers sophisticated trading tools and unparalleled support to competitive day traders who want to capitalize on every opportunity by trading faster and more efficiently.

Cobra also provides direct access routing and customizable commissions to offer traders quick, reliable and affordable access to the markets. The company also says its locate services give traders unparalleled access to hard-to-borrow securities. This is especially significant for short sellers, who often encounter difficulties finding stocks to borrow.

Finally, and perhaps most importantly, all Cobra’s brokers are reportedly in-house. These brokers handle every type of inquiry, request and issue and form solid relationships with retail traders. The company claims its brokers genuinely want to see retail traders succeed and that Cobra’s culture brims with the idea of a broker being a trader’s strongest form of support.