The expertise that comes from having done it
Equilion puts 35 years of hands-on capital markets experience to work for FinTech firms, sell-side institutions and trading platform providers. Not advisory from the outside. Genuine operator experience at the most senior level, built across EMEA, Asia Pacific and the Americas and brought to every engagement.
Who is this for
Six areas of deep expertise
Equilion works at the senior level, where strategy, technology, and commercial reality intersect. Every engagement draws on decades of hands-on experience in the roles that matter.
1 – Product Strategy & Roadmap
OMS/EMS vendors and trading platform providers
Seven years defining product strategy and roadmap at Fidessa/ION Markets, and nearly two decades before that as one of its most demanding users, running high-volume execution desks at HSBC across 80+ markets. That combination of builder and operator is rare. Equilion puts it to work for firms who need someone who genuinely understands both sides of the table.
2 – Market Entry & Geo Expansion
Firms entering new markets or regions
Hands-on experience of market entry across Asia, Europe and the Middle East, covering business cases, regulatory frameworks, exchange memberships and product scoping. Equilion has built trading franchises and established market presence from the ground up. If you are entering a new market, Equilion has almost certainly been there before.
3 – Exchange & Regulatory Navigation
Platforms and institutions engaging market infrastructure
Direct experience with 19+ European exchange memberships, APAC local exchange relationships and engagement with regulators across both regions. MiFID best execution, market structure working groups and local securities entity establishment.
4 – Go-to-Market Execution
FinTech vendors competing for sell-side business
Winning business at the senior level requires more than a polished deck. It requires credibility, market knowledge and the ability to engage trading heads and senior management as a peer. Equilion brings all three, drawing on decades of experience on both sides of the table.
5 – Electronic Trading & Algo Strategy
Sell-side institutions and execution platform providers
From building HSBC’s first algo in 1999 to running electronic execution across 80+ markets, this is not advisory built on theory. Equilion offers practical expertise across algorithmic trading strategy, DMA, workflow automation and best execution for firms that need someone who has been at the controls.
6 – Emerging Market Entry
Institutions expanding into frontier markets
Emerging market entry is rarely as straightforward as it looks on paper. Regulatory frameworks are incomplete, local relationships matter enormously and the cost of getting it wrong is high. Equilion has done it multiple times, in Russia, Poland and Hungary at BZW, the Middle East at HSBC and India at Fidessa, and brings that hard-won experience to firms moving into complex new markets.
About
Andrew Baker
“Building businesses in markets where the frameworks are still being written.”
Andrew Baker has spent 35 years at the heart of global capital markets, building trading franchises, shaping platform strategy and opening markets across three continents. His career spans front office roles at Kleinwort Benson and BZW through to executive leadership at HSBC and Fidessa/ION Markets.
At HSBC, he built the EMEA agency execution franchise across 65+ markets, led the rebuilding of the Asian equity franchise across 18+ markets, and delivered the Stock Connect programme from inception in 2014, making HSBC the first international institution with full northbound and southbound access to Chinese equities.
At Fidessa/ION Markets, he shaped the global product roadmap and go-to-market strategy for the OMS/EMS platform across Europe, Asia and the Americas.
Equilion was founded to make that depth of experience available to the firms navigating the complexity of capital markets today, whether they are building a product, entering a market, or competing for business at the highest level.
Contact Andrew
Whether you are a FinTech vendor building your product narrative, a sell-side institution planning market entry, or a trading platform seeking to sharpen its competitive positioning, Equilion can help.
Engagements range from a focused strategic review to retained advisory relationships. All conversations are confidential.
Complete the form or email to schedule a confidential 30-minute call with Andrew
EMAIL – andrew@equilion.co.uk
PHONE – +44 (0) 7768 526840
LINKEDIN – Andrew on LinkedIn