How 24 Hour Trading Markets Reshape Customer Workflows and What Vendors Must Do to Stay Relevant
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Institutional trading workflows are evolving. DTCC’s recent whitepaper, "The Shift to 24x5 Trading" outlines a multi-phase roadmap toward extended market hours in U.S. equities. This is not a live model today. It is a planned industry transition with clear milestones, early infrastructure changes already delivered and a targeted timeline of Q2 2026 pending regulatory approval.
For institutional teams, preparation begins well before the full clearing window expands. Trading, risk and operations groups will face more cross-regional workflows, more overlapping inputs and more continuous decision cycles. They will need partners who reduce complexity in this environment and help transfer context cleanly between teams.
For data and fintech providers, this shift creates new commercial expectations. Clients will gravitate toward vendors who understand evolving workflows and can help them operate with more clarity and less risk.
⏳ Why 24 Hour Trading Markets Matter to Data & Fintech Revenue Teams
The shift affects institutional clients in ways that go beyond an extended trading day. Trading and risk teams will evaluate more data points, collaborate across regions and depend on clean context transfer through the full workflow. They will need tools and partners that support interpretation, not just access.
This becomes a commercial issue when vendors cannot explain:
what workflow changes matter
how their solution reduces operational load
how it supports cross-regional continuity
how it strengthens decision quality
When workflows grow more complex, clients reward partners who create clarity.
🚧 The Commercial Readiness Gap
Many data and fintech vendors underestimate the commercial lift required as workflows expand. Three gaps become more visible during this transition.
1. Inconsistent narratives that confuse clients
When product, sales and marketing describe value differently, institutional buyers question whether the vendor truly understands the workflow. Credibility erodes quickly.
2. Solutions positioned around features instead of workflow impact
Institutional clients do not buy tools. They buy reduced operational risk, cleaner handoffs and the ability to make decisions with greater confidence. Vendors who speak in workflows win. Vendors who speak in features lose.
3. A sales process that does not reflect how institutional buyers evaluate solutions
Buyer journeys in institutional finance are shared, multi-week and influenced by multiple functions. If the vendor’s process is intuition driven or inconsistent, leaders cannot diagnose why deals move or stall.
These gaps already exist in many organizations. A shift toward extended markets simply raises the cost of leaving them unresolved.
🔄 How GTM Leaders Can Turn This Shift Into Advantage
This is where commercial teams can create meaningful differentiation.
1. Clarify the commercial story through the client workflow
Institutional teams want to know one thing.
How does your solution help us operate with more clarity and less risk as workflows extend across regions and time?
Your commercial story must explain:
what workflow changes matter
where your solution fits
how it reduces operational burden
how it improves interpretation and decision quality
A credible story proves you understand their world, not just your product.
2. Align your teams around one definition of value
Clients interact with your solution differently across trading, risk, operations and data. If your own teams cannot communicate one unified problem, one unified value driver and one unified reason to change, buyers feel the inconsistency immediately.
Alignment should establish:
consistent problem framing grounded in real workflow behavior
the workflows most affected by extended market hours
outcomes that matter to each stakeholder group
proof points that demonstrate measurable workflow impact
Alignment increases win rates because it increases buyer confidence.
3. Modernize the sales process to match how clients evaluate partners
Your clients are not awake around the clock. Their workflows are.
A modern sales process must:
qualify based on workflow impact, not guesswork
use buyer behavior as the signal for movement
reveal where intent breaks as more teams engage
equip managers to coach with consistency
Institutional buyers expect vendors to demonstrate real workflow literacy. Your process must prove it.
Mo'o Says:
Clients reward partners who simplify workflows and strengthen confidence, not partners who overwhelm them with detail.
The Mo’o is a guardian of insight in Hawaiian tradition. Here, the insight is simple. Make the client’s work easier and you rise to the top of their priority list.
🧠 Final Thought
While the extended trading model is still in transition, institutional workflows are already becoming more distributed, more data-heavy and more interdependent. Vendors who prepare now will be the partners clients rely on when change accelerates.
The firms that win will:
✔ understand how client workflows are evolving
✔ speak with one consistent, credible commercial voice
✔ anchor the sales process to buyer behavior
✔ focus on clarity, risk reduction and decision quality for the client
This is how market structure change becomes commercial advantage.
✅ Ready to Strengthen Your Commercial Strategy
Moore Consulting helps data and fintech providers build workflow fluency and translate it into stronger narratives, aligned teams and a sales process clients trust.
If you want your commercial strategy ready ahead of the 2026 shift, book a call.
📬 Let’s Continue the Conversation
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