Options can be one of the most useful tools in investing, and one of the most intimidating. Optionality set out to change that with a mobile app that turned complex, multi-leg option trades into simple choices. Before co-founding Apollo Growth, Christopher Nguyen helped found Optionality and led growth as Head of Growth, from the first product decisions all the way to its acquisition.
That’s the same playbook we bring to clients today: build something people understand, acquire the right users efficiently, and keep them engaged long after the install.
A new brokerage that held its own against the giants
App Store rank for “options trading” on Oct 25, 2022, ahead of Robinhood at #21
core paid channels scaled on a tight budget: Meta, Google and AppLovin
Lightspeed acquires Optionality’s assets, including the mobile app
the Optionality widget launches inside the Lightspeed Trader platform
Options, made approachable
Multi-leg trades like spreads usually take research, planning and calculations across hundreds of data points. Optionality did that work up front. Traders picked a stock and a view, and the app presented ready-made trades with the numbers that matter already calculated:
- Pre-packaged option spreads, so traders could pick a strategy instead of building one leg by leg
- Max loss, max gain and breakeven shown up front on every trade
- Risk buckets and multiple strike choices to control exposure
- Market stats, sentiment and news alongside every ticker
- A custom spread builder for experienced traders
Product details from Lightspeed’s acquisition announcement. Options trading involves significant risk and is not appropriate for all investors.
Designed so a first-time options trader could start with confidence
A few of the screens from the Optionality app design system.
Growth from the first build to the exit
Christopher’s remit covered the whole journey, not just the ad accounts.
Helped shape the app from the first build: the trade flow, onboarding and the features that made spreads approachable.
Built the launch plan and positioning for a new brokerage competing against well-funded incumbents.
Scaled Meta, Google and AppLovin, judging every channel on quality installs and active traders rather than cheap downloads.
Push notifications and email that kept traders engaged with timely, relevant trade signals.
Quality installs on a tight budget
A new brokerage can’t outspend incumbents, so every dollar had to find people likely to become active options traders. Creative did the heavy lifting by explaining spreads simply, and budget moved quickly toward whatever produced engaged traders.
Creative-led acquisition that explained spreads simply and found curious, would-be options traders.
High-intent search and app campaigns capturing people already looking for an options app.
In-app inventory that added efficient scale once the creative and conversion signals were proven.
Push and email that kept traders trading
Getting an install was only the start. Engagement and retention came from relevant, well-timed messages.
Push and email were triggered by trading signals relevant to each trader’s accounts and interests, not blasted to everyone.
The most active traders got the most timely signals, keeping them engaged and trading.
Less active users got re-engagement built around market moves and trade ideas they had missed, with a clear way back into the app.
Messaging described tools and opportunities, never promised outcomes, and risk disclosures stayed part of the product experience.
Outranking Robinhood for “options trading”
In the US App Store, Optionality climbed from outside the top 100 in August 2022 to #15 for the keyword “options trading” by late October, ahead of Robinhood at #21.
Acquired by Lightspeed
On October 3, 2023, Lightspeed, a provider of professional-grade brokerage and trading technology, announced it had purchased Optionality’s assets, including the mobile app, and that the Optionality team had joined Lightspeed (announcement).
The product lived on. In February 2025, Lightspeed launched the Optionality widget inside its flagship Lightspeed Trader platform, bringing automated options strategies to active traders (Business Wire).
“The best growth lever we had was the product itself. When options feel simple, the marketing gets a lot easier.”
5 lessons from growing a trading app
What building Optionality taught us about growth in fintech.
- 01Make the complex feel simple.
Options intimidate most retail investors. Pre-packaged spreads with the math shown up front turned a hard product into an approachable one, and that made every marketing dollar work harder.
- 02Optimize for traders, not installs.
A cheap install that never funds an account or places a trade is wasted spend. We judged channels by the active traders they produced.
- 03On a tight budget, follow the data.
With limited spend, budget moved quickly toward the channels and creative that produced engaged traders, and away from everything else.
- 04Relevance beats volume in lifecycle.
Signals tied to what a trader actually holds or watches earn attention. Generic blasts teach people to ignore you.
- 05Give lapsed users a reason to return.
Showing quiet users the market moves and ideas they missed brought them back without overpromising.
We’ve done it from the inside. Let’s talk about acquiring, activating and retaining the right users.
Questions, answered
What is Optionality?
Optionality was a mobile options trading app, founded in 2021, that helped retail traders trade option spreads through pre-packaged strategies and a custom spread builder. Its assets, including the app, were acquired by Lightspeed in October 2023 (Lightspeed announcement).
Who acquired Optionality?
Lightspeed Holdings LLC, the brokerage and trading services provider behind Lightspeed Trader, announced the purchase of Optionality’s assets on October 3, 2023. In 2025 Lightspeed launched an Optionality widget inside its Lightspeed Trader platform (Business Wire).
What was Christopher Nguyen’s role?
Christopher helped found Optionality and led growth as Head of Growth, from product development and go-to-market through paid acquisition, lifecycle marketing and the acquisition.
Which channels drove growth?
Paid acquisition ran across Meta, Google and AppLovin, supported by push notifications and email for engagement and retention.
Can Apollo Growth help my fintech or trading app grow?
Yes. We help fintech and trading apps with positioning, creative, paid acquisition and lifecycle marketing, built around active, high-quality users rather than raw installs.
This page describes past marketing and product work and is not investment advice. Options trading involves significant risk and is not appropriate for all investors.
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