Singaporean startup profile: Financial markets monitoring from Call Levels

Call Levels aims to equalise the playing field for all investors in the financial markets

Part of a clutch of new companies emerging across Asia, Call Levels is a young Singaporean startup which monitors financial markets and delivers alerts to subscribers. Still in the pre-funding phase it recently formed a revenue partnership with major local bank DBS. We catch-up with Cynthia Siantar, co-founder and one of Forbes’ 30 under 30 to learn more.

How did the idea come about?

It all started in a car ride conversation between Daniel, my co-founder and I when we were discussing about “What is the one thing that all financial market participants needed but never had a good solution to?”
Call Levels, referring to the commonly used trading floor lingo 'Call me when the price reaches this level' was something Daniel used to set with his salespeople during his days as a hedge fund manager (client). This process is labour-intensive, not-scalable and expensive. Hence, it is a premium service that is only made available to selected clients.
From this, we both decided to focus our relevant skills (being from the Finance industry previously) and startup experience to provide the best price alert technology for everyone in the financial markets.

Are you monitoring all financial markets?

Call Levels covers over 10,000 financial assets including currencies, Bitcoin, commodities, indices and equities. We will be expanding our product offerings across a wider range of asset classes and different language settings.

What is the split between laymen and professional traders on the site?

75% retail, 25% professional.

Are most of your users based in Asia or do you have a fully global base?

We have a fully global base. Out of the 180,000 users, about 70% are from key financial hubs outside Singapore such as New York, London, Hong Kong, Abu Dhabi and Tokyo.

Do you have plans to expand outside of Singapore?

Yes we definitely have, we recently announced our expansion plans into Hong Kong.

You received pre-series funding last November and strategic investment this February, are more rounds in the pipeline?

We are raising Series A now and we target to close it in the next six months.

How far have you developed since you launched?

Call Levels has grown its user base 20 times in the last 12 months from 5,000 in November 2015 to over 180,000 users.
We are developing API on our monitoring technology to be integrated on any third-party platforms that are used by financial institutions and enterprises. Version 3.0 of Call Levels has been launched and with our update comes a slew of new improvements to our user interface that deliver better user experience.  

What are your short, medium and long term goals for the company?

Short term goals: Hitting our milestones of doubling our user base by the end of the year, gaining a strong traction in Hong Kong and securing Series A round of funding.
Medium term goals: Expanding into greater China and getting through to Series B/C of funding.  
Long term goals: Equalize the playing field for all investors in the financial markets.

Can you tell us more about the DBS partnership?

DBS is the first financial institution to leverage Call Levels’ proprietary cloud based price monitoring technology to deliver reliable and immediate price alerts for its customers. The partnership aims to strengthen DBS retail private client trading capabilities and forms part of DBS efforts to drive revenue and enhance client engagement levels.



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