Performance Dashboard explained

The purpose of the Performance Dashboards is to provide you with a business intelligence tool which allows you to identify opportunities and risks within your client base, enabling you to make strategic and / or tactical decisions about your client engagement.

Our ambition is to provide you with a powerful data tool to run your sales and marketing functions more efficiently through the provision of deeper and more extensive data to empower sales and marketing teams.

How to access the dashboards

The user must be assigned the role called UserRole. + View Performance Dashboard and once assigned, the user can navigate by selecting Menu (1), then Monitoring (2), and finally Performance Dashboard (3). If you need help with assigning the authorization role, please consult the following article.

At the bottom of the dashboard the user can toggle between different views which are explained below 

Business Overview

This report provides a high-level overview of the key business performance indicators, including:

• Earnings (MTD, YTD, LY (for the same period last year)) – hover over this chart to view the product breakdown at asset class level. You can also drilldown to view daily data.
• Earnings by product – hover over each product in this chart to view the top instruments for the product in question, or drill down to product subtype.
• Earnings by Sub-Owner – hover over each owner to view the monthly development.
• Assets Under Management (AUM) – this is the total equity of client accounts and cash, which is also one of the components of AUM.
• Trading Volumes – the number of client trades and notional value of the trades. Hover over each bar to see a breakdown per product, at asset class level.
• Trading clients – we show this by Trader and Investor – the definition is based on the main products traded by the client. You can see the definition of “Trader” and “Investor” in the glossary.
• New Trading Clients – the key KPI of the sales process
• Client Profitability (% Clients) – this denotes the percentage of clients that are making a profit versus those that are making a loss. It’s available both overall, and for CFDs/FX. You can switch by toggling between the two measures.

Important Disclaimer about the data in this graph: The information provided herein is for informational purposes only and states the approximate percentage of retail investor clients that lose money when trading with you as the provider. Please be advised that the numbers provided herein should be considered as an indication and not as accurate numbers. Saxo Bank strongly recommends all our White Label Partners to recalculate the numbers by using the supplied end-of-day-files. This data is for informational purposes only and Saxo Bank A/S makes no representation or warranty, and assume no liability, for the accuracy or completeness of the information provided herein.

Funnel View

This page depicts how your clients flow through the “Funnel”, including a view by client “persona”, as defined in section 3, below:

Section 1 – New clients (top row)

Shows number of new Created, New Funding (NFC) and New Trading (NTC) clients.

• Method one = COHORT, meaning that the funding and trading clients come from the same group of created clients (i.e. monthly).
  • This means an NTC in December also had to be created and funded in the same month (December).
• Method two = Non-COHORT, meaning that the funding and trading clients do not come from the same group of created clients.
  • This means an NTC in December, may have been created or funded in any month/year before December

Section 2 – Total Clients & Trading clients (middle row, left)

• Table one shows the number Total Clients (clients with assets) and the number and percentage of Trading Clients in the period (month)
• Table two shows the current Total Clients and splits them by their ‘days since last traded’

Section 3 – Clients by Persona (bottom row, left)

• Table one shows current Total Clients and Trading Clients (last 30 days) by persona
• Table two shows current Total Clients by persona, split between Active (traded in L90D or has open position) and Inactive
• The graph shows the development in clients by persona, monthly. Personas are defined as:
  • Delegator = has ONLY trades/positions in Saxo’s asset management solutions.
  • Specialist Trader =  >450 trades in 90 days AND >50% of trades in margin products
  • Explorative Trader = >50% of trades in margin products and < 450 trades in 90 days
  • Active Investor = EITHER > 15 trades in 90 days, OR has traded margin products OR was active in margin lending/stock lending
  • Buy & Hold Investor = All other clients

Section 4 – Clients by Multi-Asset (“MA”) profile (middle row, right)

• The graph shows the development in clients by multi-asset profile, monthly
• Table one shows current Total Clients and Trading Clients (last 30 days) by MA profile
• Table two shows current Total Clients and Trading Clients (last 30 days) by the number of Products/Services used
  • Multi-asset is actually based on the number of product and/or services used.
  • We use client P/L which captures clients which trades and/or hold open positions.
  • The products/Services are: Stocks, ETFs, Bonds, Mutual Funds, CFDs, FX Spot, FX Options, ETOs, Structured Products, Futures, FX Crypto, SRDs, Security Lending, Margin Lending and Asset Management.  Cash is not counted as a product
    • A client with Stocks, ETFs and Cash will by Multi-asset with 2 products

Section 5 – Client Diversification (bottom row, right)

A diversified client base is a win-win scenario since clients will perform better in the market over the long term, and more products/markets returns more revenue per client.

• Table one shows the number or Total Clients which are profiled as using a specific product/service mix. Also includes trading clients in the last 30 days
• Table two shows the exchange country of stock markets, indicating how many trading clients and clients with open positions have exposure to each country
• Table three shows a list of current clients with their current assets, persona, Multi Asset profile, and activation dates (first trade date, first funding date, etc.).

To enhance your understanding of the Funnel view, we recommend watching the Performance Dashboard webinar recording from 27 November 2025.

Earnings Breakdown

Earnings Breakdown shows the earnings split right down to the end-client, including CFD financing. This allows the user to get a true picture of your most valuable clients.

• Earnings reports the same data as the “Earnings” chart in Business Overview
• Earnings – New Clients (First 3 Months) allows you to judge your sales force on the value of the business they bring in, as opposed to only setting a target of the number of clients. In other words, you will be able to distinguish quality from quantity. This chart therefore shows the COHORTS – the earnings in the clients’ first 3-months. We can also drilldown to see the actual clients.
• Earnings By Product reports the development of your earnings per product over time. You can drill down to product subtype
• Last 3 Months By Client Earning Segment – here we profile clients by the value of earnings they generate. It allows you to identify which percentage of your client base is generating most of your earnings.
• Earnings By Trader Profile – “Trader” and “Investor” is a Saxo definition based on the main products traded by the client. You can see the definition of “Trader” and “Investor” in the glossary. This data is presented in two views.
• Top Clients – this last table is the first time we show actual clients. This table shows the top clients, with the ability to hover over to see the history and to drill down to see a page showing only data for that client.

Client Management

This page focuses on the individual clients, showing:

• Top 10 Clients (Profit vs Loss) – this chart shows you the clients with the biggest profits and biggest losses. If you hover over this, you can see the monthly development.
• Assets Under Management (AUM) – this chart shows you the number of clients with AUM and average AUM per client.
• The top new clients – Last 3 Months – this table displays the Earnings, AUM and Count of Trades for the top clients, sorted by Earnings. You can change the sorting by clicking on the table headers.
• Earnings Contributors & Detractors – Last 3 Months – this is split into two tables, where we look at clients who have generated more (or less) income in the past 3 months than they did in the previous 3 months.
• Client Numbers – this is a table of all clients, and can be sorted by any column, for example to find the biggest FX client, or to find the client with the most AUM. If, for example, you intend to run a campaign on FX, it can be important to know who your biggest FX trading clients are.

Sales Overview

This page shows the sales funnel through the various stages of the sales process (i.e. from demo clients to live client creation to new funding, as well as new trading clients).

• New Clients – this chart shows the monthly numbers of new created, new funding and new trading clients. This can also be drilled down to daily numbers.
• Client Fundings – this chart shows the sum of client deposits and withdrawals, as well as the net funding level
• Simulation Statistics is split into two graphs. One shows the monthly count of demo trading clients, and the other one shows the monthly count of demo trades.
• Demo Trading Clients is a tabular view of the demo clients that have traded, along with the count of trades – this allows you to identify the most active leads.

The final two tables show the final two stages of the sales process – specifically, they report the clients that have been created but not yet funded (including the number of days since they were created as clients), as well as the clients that have funded but not yet traded. The latter table also reports the number of days since the clients’ first funding, as well as the assets held in the account.

Product Overview

Across the top of this page you can filter by any given product / sub-product should you wish to narrow down the data you’re looking at. The most powerful section on this page is the “Product Numbers – YTD” table, as it shows the performance of the products benchmarked against the same period last year. This is done using an Index (“LY IX”, which stands for Last Year Index), similar to a percentage.

For example, if a given product states “LY IX” 54, this means that the numbers are down by 46% this year. You can also hover over any given row to see the top clients affecting this number.

Note

This table always looks at YTD numbers, and is therefore not aligned to the period selected in the “Select Period” filter at the top of the page

Instruments Overview

The Instruments Overview table shows the top instruments, YTD, versus the same period last year (by using the “LY IX” concept explained above, and in the glossary).

Instruments are grouped by underlying issuer or base contract. This is so expiring instruments like quarterly futures, or ETOs with multiple strikes are aggregated. You can hover over any row to show the monthly earnings. You can also filter on instrument type, such as ETF, or on a specific Exchange.

Platform Overview

The Platform overview page shows which of the platforms clients are trading on, including which browser, operating system and device they are using. You can also select any individual platform in the “Select Platform” filter at the top of the page.

Single Instrument Lookup

The Single Instrument Lookup page allows you to take a deep dive into the instrument universe being traded by your clients. This may be useful if you, for example, wish to find clients with positions in a particular company for earnings announcements or trade suggestions. It also allows you to view which clients are the most heavily exposed to any given instrument.

Single Client Lookup

By entering a counterpart ID in the “Enter Counterpart ID” filter across the top of the page, the Single Client Lookup page reports key information for individual clients, including when they first traded, last logged in, YTD earnings, LY earnings, current AUM, current cash, YTD net funding, and YTD P/L. You can also view the development in earnings, AUM, clients’ P/L and trade volumes through time, as well as the top traded instruments YTD.