Proof Trading GTM brain

Proof Trading provides algorithmic US equities execution to institutional investors.

category

Institutional equities execution

market profile

  • text: Execution-only brokerage serves institutional investors trading US equities.
  • text: The firm is exploring AI support for buy-side trading workflows alongside its established algorithm business.

personas

  • title: Head of equity trading
    pains:
    • Demonstrating execution quality and monitoring market impact across brokers
    • Understanding how algorithms handle orders and information leakage
  • title: Buy-side execution trader
    pains:
    • Navigating fragmented liquidity without excessive market impact
    • Pulling market, news and filing data into a busy trading workflow
  • title: Trading analytics lead
    pains:
    • Evaluating broker performance with consistent transaction cost analysis
    • Separating execution improvements from market noise

icp

  • text: Institutional asset managers with a US equities trading desk and recurring execution volume.
  • text: Long-term buy-side investors seeking an execution-only broker and evidence for broker selection.

message pillars

  • text: Built for institutional equities execution.
  • text: Research execution quality through controlled testing.
  • text: Develop tools around the realities of buy-side desks.

objections

  • objection: Why add a newer broker to our approved list?
    response: Compare execution quality on a bounded order sample and review operational and regulatory diligence before expanding flow.
  • objection: Can you prove execution quality rather than simply claim it?
    response: Discuss the firm's testing and TCA work and agree the client's own benchmarks; do not promise outperformance.

competitors

  • name: Instinet
    website: https://www.instinet.com/statement-order-routing-and-execution-practices
    why: Institutional brokerage and equities execution services.
  • name: Liquidnet
    website: https://www.liquidnet.com/equities-trading-solutions
    why: Institutional agency execution, algorithms and trading analytics.

influencers

  • name: Daniel Aisen
    url: https://medium.com/prooftrading/proof-trading-progress-update-q3-2026-b3c1c0bddae1
    why: CEO and author of product and company progress updates.
  • name: Allison Bishop
    url: https://www.thecomputersciencecomedian.com/proof
    why: Co-founder and president discussing the brokerage.

keywords

  • institutional equity execution broker
  • equity trading algorithms
  • buy side transaction cost analysis
  • agency equities broker
  • market impact trading
  • equity order routing transparency

voice

  • Analytical and research-led
  • Candid about progress and product development
  • Institutional and technically literate

signals

  • text: A buy-side desk is reviewing execution quality or adding an agency broker to its approved list.
  • text: An asset manager is exploring trader workflow automation or AI design partnerships.

pricing

model: unknown

motion

sales_led

channels

  • Founder research and blog
  • LinkedIn
  • Industry podcasts
  • Direct sales and desk visits

confidence

medium

Founders

  • name: Daniel Aisen
    title: Founder
    role: Founder
  • name: Allison Bishop
    title: Founder
    role: Founder

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