The retail investment market in Kazakhstan started from a low base but is growing fast. Freedom Broker, one of the country’s first investment companies, invests heavily in that growth: it educates beginners and publishes analytics and its own media.
The broker is part of Freedom Holding Corp., whose shares trade on Nasdaq. Through it, clients buy securities on KASE and AIX, as well as on global exchanges — NYSE, Nasdaq, LSE, HKEX.
Task
Update the broker’s website and bring together everything an investor might need — including what the old site lacked: audio and video podcasts, a dedicated section for the “Finansist” magazine, and Timur Turlov’s public portfolio.
The key requirement: the site must speak equally well to someone just thinking about investing and to someone who follows quotes every day.
Two entry points: “Getting started” and “Investing”
The menu starts not with products but with the visitor’s experience. The site is divided into two large sections.
- “Getting started” — education: how to start investing and what to invest in. Short cards such as “How to choose a broker”, a blog, Academy courses and three steps to a first account.
- “Investing” — professional content: market and KASE reviews, company reviews, investment recommendations.
Both paths lead to the same place: the Tradernet platform with a QR code for download, and the broker’s products.
Products and public portfolio
Freedom Broker’s in-house products have their own section. Each is presented as a standalone story — the product, its development and performance in detail, with its own 3D illustration.
A separate section is dedicated to the public portfolio of Timur Turlov, head of Freedom Holding. Visitors can subscribe to it, see what he invests in and replicate his strategy.
The home page includes the sections “AIFC legal framework”, “Proven reliability” and “Proven leadership”. They answer a beginner’s main question — can this broker be trusted: AIFC licence, holding shares on Nasdaq, SEC oversight, S&P Global rating, Deloitte as auditor, exchange awards.
Media: magazine and podcasts
Podcasts appeared on the site for the first time, and the “Finansist” magazine got its own section. The issue archive goes back to 2018 with a filter by year; each issue has a page with contents, a description and a PDF.
Next to it are the #FreedomTalks video podcasts, where Timur Turlov talks with entrepreneurs and experts, and the “Who’s the Investor Here” audio podcasts for beginners, with a player at the bottom of the screen.
3D graphics
The design continues the approach created for the Freedom Holding ecosystem website: 3D models for each service. Here it is applied at a larger scale — 3D illustrations for products, benefits and steps, and animations across pages. The first screen presents the broker as part of the Freedom ecosystem: “One brand — thousands of opportunities”.
Despite the volume of 3D and animation, the site stays fast and equally convenient on desktop and mobile.
Result
Everything an investor needs at any stage is in one place: education to get started, analytics for the experienced, the broker’s products, the public portfolio and in-house media. Beginners and experienced investors see what is relevant to them from the first click.
The 2023 solutions are still in use: fbroker.kz retains the “Thousands of opportunities in one platform” block, three steps to an account, the AIFC legal framework and “Proven reliability”, the “Finansist” magazine and the “For beginners” and “For experienced” articles.
Thanks to the Freedom Broker team for the collaboration.
