Published by Wanda Rich
Posted on June 3, 2025
As trading platforms compete for user engagement, few stand out like Merlion Global, which has woven customer loyalty into the very fabric of its business strategy. With the launch of a dual-tiered Membership & Rewards Program, the company is setting new benchmarks for client recognition and engagement across Asia. In this exclusive interview, Christopher Lui, Chief Executive Officer at XAU Merlion Financial Co., Ltd., discusses the vision behind the program, how it differentiates itself in a crowded marketplace, and what traders can expect as Merlion Global doubles down on innovation, personalization, and regional expansion in 2025.
What inspired the launch of this program, and what makes it stand out?
At Merlion Global, we believe loyalty should be recognized in a way that’s meaningful and lasting. We launched our Membership & Rewards Program to deepen engagement with our clients and to thank them for their continued trust and activity with us.
What makes it stand out is its unique two-tiered structure—one that recognizes long-term commitment and another that offers tangible, redeemable benefits. It’s designed to go beyond standard incentives and foster a real sense of belonging. We’re proud that this innovative approach has been recognized with a regional award, and we remain committed to refining the experience as our clients grow with us.
Can you walk us through how the loyalty program works and what benefits traders receive?
In essence, our loyalty program is made up of two complementary components: a Membership Tier system and a Rewards Points system. The Membership program acknowledges a trader’s long-term activity and assigns exclusive ranks that unlock various lifestyle privileges and brand experiences.
Separately, the Rewards program is volume-based and gives traders access to a curated marketplace where they can redeem products, services, or benefits based on their activity. These rewards are tailored by region and designed to offer something truly valuable to our diverse client base.
What sets this program apart is that it’s dynamic, localized, and engineered to provide real value—not just points for the sake of points. That balance of recognition and utility is what our clients really appreciate.
MERLION GLOBAL offers platforms like MetaTrader 4 and Merlion Copy Trade™. How do these enhance the trading experience?
Our offering combines the global familiarity and stability of MetaTrader 4 with the innovative social features of our proprietary Merlion Copy Trade™ platform. MT4 provides seasoned traders with advanced tools, automated trading, and seamless execution. Meanwhile, Merlion Copy Trade™ lowers the barrier for entry by allowing newer traders to mirror the strategies of top-performing clients in real-time.
Together, these platforms serve both ends of the experience spectrum—empowering experts to maximize their edge and enabling beginners to learn and grow while actively participating in the market.
How is MERLION GLOBAL leveraging technology and innovation to improve trading efficiency and customer engagement?
Technology is at the heart of everything we do. From advanced backend architecture that supports ultra-fast execution to the smart algorithms behind our rewards tracking system, we continuously innovate to create seamless, secure, and personalized experiences.
Our regional reward portals are a prime example—we use smart segmentation and localized content to ensure each market gets what matters to them most, whether it's flight tickets in Cambodia or mobile top-ups in the Philippines. We're also actively integrating AI-driven analytics to better understand client behavior, enabling us to deliver targeted promotions, anticipate client needs, and personalize support in real-time.
What strategies do you use to ensure a seamless and secure trading experience for your clients?
We follow a multi-layered strategy. First and foremost, regulatory compliance is non-negotiable. As a licensed brokerage under the Securities and Exchange Regulator of Cambodia, our AML/CFT policies are strictly enforced and regularly updated to meet the evolving standards of financial integrity.
Second, we deploy institution-grade technology infrastructure to ensure minimal latency and maximum uptime. All trading data is encrypted, and client funds are securely segregated to protect against external and internal risks.
Finally, client education and support play a big role. Our support teams are trained to provide timelyassistance across all channels, and we invest in regular webinars and market insights to help traders make informed decisions.
What are the biggest trends shaping the trading and brokerage industry, and how is MERLION GLOBAL preparing for them?
Three trends stand out: platform democratization, personalization, and regulation.
Clients today expect seamless, cross-device platforms with intuitive interfaces—hence our investment in mobile and web-based trading experiences. The demand for personalization is also growing rapidly. Traders want more than just market access—they want value-added services like copy trading, custom rewards, and tailored insights. Lastly, regulatory frameworks across Asia are becoming more robust, which we welcome. It raises the bar for trust, and we’re committed to staying ahead of compliance trends through proactive engagement with regulators.
We’re also keeping a close eye on crypto derivatives, AI in trading, and gamified experiences, all of which we believe will reshape the way clients interact with trading platforms in the near future.
Are there any upcoming services, products, or expansions that traders should look forward to?
Absolutely. 2025 is going to be a transformative year for Merlion Global. We're planning to expand our Rewards Program into new regions, introducing localized perks in Southeast Asia and beyond. We're also launching bonus reward initiatives, including points for deposits, wallet balances, referrals, and special promotions to encourage broader participation.
On the product side, we’ll be enhancing Merlion Copy Trade™ with performance analytics, auto-diversification features, and trader certification badges. And finally, we’re preparing to introduce new asset classes, including selected crypto CFDs, which we believe will complement our existing FX and metals offerings.
At Merlion Global, we're not just building a trading platform—we’re building a trading lifestyle. And this award validates our journey and motivates us to continue innovating for our clients.
Christopher Lui, Chief Executive Officer at XAU Merlion Financial Co., Ltd.
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