SuperGuardian chief executive Olivia Long said the company has seen strong demand from investors for Xpress to open their offering to some of the mainstream share trading providers.

“It appears clients are more loyal to their trading platform than their administrative providers, and when they find a comfortable fit they don’t want to move,” said Ms Long.

While Xpress Super was designed for active retail investors, Ms Long said strong demand from the independent financial adviser market has also been seen.

“We have now included platforms utilised within their businesses which expands our clientele to those of financial advisory firms,” she said.