# Discentra: AI voice coaching for prop firms, brokers, and crypto exchanges

> ~75% of traders quit in 90 days. Discentra calls them before they do. An AI coaching phone call placed within 5 seconds of a behavioural trigger. Coaching, not financial advice.

## What Discentra is

Discentra is a B2B AI voice coaching platform for prop trading firms, brokers, and crypto exchanges. It detects behavioural triggers like tilt, revenge trading, and overleveraging in real time, then places an automated coaching call to the trader within 5 seconds. Performance coaching, not financial advice.

The AI coaches. The trader decides.

## The retention problem

Tighter spreads, aimed at price. Loyalty programmes, aimed at rewards. More education, aimed at knowledge. None of them is a phone call in the minutes after a loss. Discentra is built to make that call.

~75% of retail traders quit within 90 days. Acquisition costs run $200 to $2,000 per trader on our estimate.

## How the system works: Detect. Call. Coach.

Three steps from a trigger in the trade data to a coaching call.

| Step | Time | What happens |
|---|---|---|
| Detect | Under 100ms | Tilt, revenge trading, overleveraging. Six behavioural triggers monitored in real time. |
| Call | Under 5 seconds | AI coaching call placed automatically to your trader's phone. |
| Coach | About 4 minutes | Performance coaching matched to the moment. Four AI personas. Never financial advice. |

[See the full system](https://discentra.ai/how-it-works).

## What your trader hears

An example of the coaching that follows the AI disclosure at the start of every call.

> "I noticed your trading pattern changed in the last 10 minutes. Five trades in quick succession after a loss. Let's talk about what's happening."

Not financial advice. Performance coaching, like a sports psychologist calling a player mid-game. The AI coaches. The trader decides.

## Built for the institutions losing traders

Three segments, one problem, and the same response in each: a call within 5 seconds of the trigger.

- **Prop firms.** One bad session can end a funded account. [Discentra for prop firms](https://discentra.ai/prop-firms).
- **Brokers.** Where does your quarterly churn start? [Discentra for brokers](https://discentra.ai/brokers).
- **Crypto exchanges.** One whale leaving can move a quarter. [Discentra for exchanges](https://discentra.ai/exchanges).

## Designed for FCA-regulated brokers, funded-account prop firms, and tier-2 crypto exchanges

> Institution after institution had the same blind spot. They spend thousands acquiring traders and have no way to reach one in the minutes after a bad loss.

Deinde Alubankudi, Founder, Discentra. 3 market segments, 1 blind spot.

## Built for speed

The design, in four numbers.

| Design figure | Value |
|---|---|
| Trigger to call | Under 5 seconds |
| Engine detection | Under 100 milliseconds |
| Behavioural triggers monitored | 6 |
| Segments built for | 3 |

## Why now

Surgery, aviation and sport build in support for the moment of pressure. A surgeon can get peer support mid-operation. An airline pilot trains in crew resource management. An athlete can have a psychologist on the sideline. With Discentra, a trader on tilt gets a coaching call.

## The research behind the design

The four quotes below are published findings on loss rates, stress and retention. None of them tests coaching itself: that is what a pilot with your own traders measures.

| Figure | Measure | Source |
|---|---|---|
| 74-89% | of retail CFD accounts lost money | ESMA, 2018 (pre-intervention) |
| ~75% | of retail traders quit in 90 days | Widely repeated working number, not regulator-published |
| 4 min | the window we design for, trigger to next trade | Our operational construct, not a measured figure |
| 30-85% | profit lift from a 5% cut in defections, in three businesses | Reichheld & Sasser, HBR, 1990 |

**ESMA · 2018**

> "NCAs' analyses on CFD trading across different EU jurisdictions shows that 74-89% of retail accounts typically lose money on their investments, with average losses per client ranging from €1,600 to €29,000."

ESMA, 27 March 2018 (ESMA71-98-128). In the national data ESMA published in 2018, before its own leverage caps, most retail CFD accounts lost money. Whether your losing traders leave or stay shows in your own data.

**PNAS · 2008**

> "A trader's cortisol rises with both the variance of his trading results and the volatility of the market."

Coates and Herbert, *PNAS*, 22 April 2008. Trading stress can be measured in the body. Over eight business days, the cortisol of 17 male traders on one London floor rose with the swings in their results and in the market.

**PNAS · 2014**

> "Participants became more risk-averse."

Kandasamy et al., *PNAS*, 4 March 2014. Cambridge researchers raised cortisol in 36 volunteers to levels previously observed in traders. Kept raised for eight days, it made the volunteers more risk-averse; a single dose had no significant effect.

**HBR · 1990**

> "Reducing defections by just 5% generated 85% more profits in one bank's branch system, 50% more in an insurance brokerage, and 30% more in an auto-service chain."

Reichheld and Sasser, *Harvard Business Review*, September-October 1990. Retention maths is not a soft initiative. Run the same sum on your own numbers: what would a 5% cut in defections be worth?

## Frequently asked questions

**How do we know it is working?** A 90-day pilot, judged on what your traders do after each warning sign. The test is the same for every firm and is set out in a written plan before go-live. If the numbers do not move, the conversation is over.

**How long does integration take?** REST API integration, with no changes to your trading platform. Your system sends each trade event to our API: seven fields, with no prices and no trade direction. The timeline is agreed in the pilot plan.

**Does this count as financial advice?** Our position is no: this is performance coaching, like a sports psychologist for traders. We do not recommend trades, predict prices, or manage positions. Each firm confirms the classification for its own jurisdiction. Coaching, not financial advice.

**Where does our trader data go?** Nowhere until a data processing agreement is signed, and then only to the sub-processors it lists. The platform is built to encrypt call recordings with AES-256 and to complete erasure requests within 30 days.

**What if traders opt out?** They can, at any time. Until they do, each call is built to offer a pause before the next trade, never to force one.

**Can Discentra block trades?** No. Coaching, not control. The trader always decides.

## Sources

- Coates, J. M. and Herbert, J. (2008). *Endogenous steroids and financial risk taking on a London trading floor.* Proceedings of the National Academy of Sciences, 105(16), 6167-6172. [pnas.org/doi/abs/10.1073/pnas.0704025105](https://www.pnas.org/doi/abs/10.1073/pnas.0704025105)
- Kandasamy, N., Hardy, B., Page, L., Schaffner, M., Graggaber, J., Powlson, A. S., Fletcher, P. C., Gurnell, M. and Coates, J. (2014). *Cortisol shifts financial risk preferences.* Proceedings of the National Academy of Sciences, 111(9), 3608-3613. [pnas.org/doi/10.1073/pnas.1317908111](https://www.pnas.org/doi/10.1073/pnas.1317908111)
- ESMA (2018). *ESMA agrees to prohibit binary options and restrict CFDs to protect retail investors.* Press release, 27 March 2018. [esma.europa.eu](https://www.esma.europa.eu/press-news/esma-news/esma-agrees-prohibit-binary-options-and-restrict-cfds-protect-retail-investors)
- Reichheld, F. F. and Sasser, W. E. (1990). *Zero Defections: Quality Comes to Services.* Harvard Business Review, September-October 1990. The 85% figure comes from one bank's branch system; across the three businesses the article reports, the range is 30% to 85%. [hbr.org/1990/09/zero-defections-quality-comes-to-services](https://hbr.org/1990/09/zero-defections-quality-comes-to-services)

## Related links

- [How it works](https://discentra.ai/how-it-works)
- [Calculator: estimate your churn cost](https://discentra.ai/calculator)
- [What reviews can't show you](https://discentra.ai/churn-report)
- [Why traders quit](https://discentra.ai/why-traders-quit)
- [About Discentra](https://discentra.ai/about)
- [Get in touch](https://discentra.ai/get-in-touch)
- [Blog](https://discentra.ai/blog)
- [Glossary](https://discentra.ai/glossary)

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This is a Markdown mirror of [https://discentra.ai/](https://discentra.ai/). Provided for LLM citation. © Discentra Ltd. Coaching, not financial advice.