eToro Leverages Storage Solution to Drive Customer Engagement

Happy New Year! Hope you had a wonderful holiday season.

Let’s kick-off 2017 with a story on why storage is even more critical in today’s digital era.

Being a digital business means being customer-driven. It means, as Gartner says, applying technology to drive better engagement with customers.

And while most every industry is undergoing digital transformation, the software as a service (SaaS) segment is all about customer engagement. If SaaS users experience clunky response times, they will jump to a competitor or revert to more conventional buying options.

This need to elevate customer experience is transforming storage from a somewhat dull, backend technology to a difference maker for SaaS providers and other digital businesses.

And the leadership at eToro — the world’s largest social trading and investing company — is all too familiar with these dynamics. It is the first global market place for people to trade currencies, commodities, indices and CFD stocks online. More than 4.5 million users in more than 170 countries worldwide manage their funds through eToro’s innovative online investment platforms.

It’s SaaS-based marketplace for financial trading allows people to observe, learn from, follow, and even instantly copy, the trades of other network members. For eToro, a big part of the customer experience is ensuring trades happen instantaneously and reliably.

The Challenge: Serving more than five million customers, the eToro database is the critical heart of its operation. Due to rapid overall growth and increased use of its “CopyTrading” functionality, disk performance became challenging to maintain, especially during market events. Additionally, the previous storage approach involved two systems—one for the trading database and another for virtualized business applications—which added to administrative complexity.

Action: After examining storage alternatives from leading vendors, and taking into account criteria that spanned performance, technical innovation, as well as efficiency features such as compression, deduplication, and scalability, eToro chose Kaminario K2 as their platform.

Results: With advantages in performance as well as the ability to handle variable block size, K2 is able to run eToro’s workloads on a single system, while delivering the performance it needs to ensure the best possible customer experience. Highlights:

  • Average latency reduced by 80 percent — down to 1 millisecond (ms) from 5ms.
  • Compression and deduplication have increased utilization by 33 percent
  • Having a single system reduces the time and attention needed for storage oversight.

Shortly after migrating to Kaminario K2, eToro sailed through the Brexit event with no negative impact on latency. When low-latency spells the difference for a business, that makes the right storage decision pretty important.

As Elad Gotfrid, director of Production IT for eToro explains, “Kaminario has changed the way we think about performance. Before there was always some worry about fragile systems. Now we have a system that can cope with much more than we can push at it.”

Want the details on eToro’s route to customer-focused performance? Check out the case study here.

And, if you’d like to share a customer experience, please ping me here.

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