By Emma Davies, VP of Marketing, Traydstream
In trade finance, where billions of dollars move across borders daily and compliance risks are ever-present, credibility is everything. The shift to digital platforms and AI-driven tools has been rapid, but what hasn’t changed is the need for institutions to trust the systems they rely on — and the people behind them.
At Traydstream, we aren’t just building a platform. We’re building confidence in a smarter, safer future. And marketing, at its core, is about making that future visible and understandable to our clients, partners, and the broader trade ecosystem.
Because in a field like trade finance, where stakes are high and processes have long relied on human judgment, trust isn’t built overnight. It’s earned — through education, transparency, and a human-first approach to technology.
Simplifying the Complex
Marketing in the trade tech space isn’t like selling running shoes or smartphones. We’re dealing with decades-old processes, regulatory intricacies, and institutional hesitancy. So our job is not just to sell features. It’s to translate complexity into clarity.
According to the International Chamber of Commerce (ICC), up to 80% of global trade relies on some form of trade finance, yet only a fraction has been digitised. Meanwhile, the Financial Action Task Force (FATF) reports that trade-based money laundering remains one of the hardest forms of illicit finance to detect — making accuracy and compliance more critical than ever.
At Traydstream, we do that through:
Real-world storytelling: Use cases that reflect actual client workflows.
Regulatory relevance: Thoughtful (and honest) commentary from our TraydGuru, David Meynell, on UCP600 and compliance trends — never overstated.
Content that teaches: Webinars, whitepapers, and our newsletter TraydVoice aren’t just promotions. They’re educational tools.
Educate, Don’t Just Sell
Clients don’t want buzzwords. They want confidence. That’s why education sits at the heart of our marketing strategy. From demystifying AI-based document checks to publishing articles on trade-based money laundering (TBML), our goal is to empower clients with understanding.
“When you explain not just what you do, but why it matters — that’s when people lean in. Our most engaged prospects are the ones who learn something new from us.”
— Emma Davies, VP of Marketing, Traydstream
Making AI Human
The word “AI” can either inspire excitement or fear — depending on how it’s presented. So we show the human link behind the technology. Our data scientists aren’t faceless coders — they’re trade professionals, linguists, and compliance experts training the algorithms.
Unlike generic AI tools, Traydstream’s solution is specifically trained on thousands of real, historical trade documents, with oversight and fine-tuning from industry veterans. This ensures contextual relevance and accuracy that traditional automation tools often miss.
This human-AI blend is at the core of our platform. And it’s central to how we communicate value: we don’t replace people — we amplify their impact.
That’s why we’re launching a new video series with our CRO, giving clients a look behind the scenes at the people shaping the future of trade compliance. with our CRO, giving clients a look behind the scenes at the people shaping the future of trade compliance.
From Platform to Partner
What we’ve learned is this: clients don’t buy software. They buy certainty. Partnership. A way forward.
Our marketing must reflect that — from our event presence to our social channels, we aim to show up as a strategic partner, not just a solution vendor.
And that means keeping the conversation going — with banks, corporates, regulators, and partners — so we stay connected to what really matters in the industry.
Final Thoughts
Trust isn’t just a sales objective. It’s a marketing strategy. It’s built one article, one conversation, one transparent answer at a time.
At Traydstream, we don’t just digitise trade. We humanise it.
And as we continue to grow, we remain committed to one thing above all: helping our clients feel confident in every trade decision they make.
Stay informed.
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