Sime Securities

Sime Securities is the sort of name people would expect to belong to a securities house, with all the usual work of brokerage, dealing and account services. By our assessment, its appeal would be in the narrow job such firms do well: letting clients place trades and handle market business through one channel. The catch is that this kind of firm lives or dies on trust, regulation and the small print around execution and charges, and none of that is something a name alone can prove. It sits in the crowded middle of the brokerage field, where the real difference is in service and access rather than in the logo. For anyone who wants a simple place to trade through, that is the point; for anyone wanting a broader financial relationship, it is probably too specific.