The camera opens on a young man leaning on a balcony overlooking Central Park. His brow is furrowed; from the side he resembles Matt Damon. The voiceover comes in, underscored by a cello: “My name is Tim Sykes, and I teach people to trade stocks. I am a self-made multimillionaire and I am the No. 1 ranked trader out of 60,000 on Covestor.”
If you were a discerning customer searching for stock advice, you might pause here. What the hell is Covestor?
The site, run out of London and New York, has been around since 2007, and allows “self-directed” investors to broadcast their trades online.
Covestor requires users—small-time, independent professionals as well as guys at home in their bathrobes watching E*TRADE on two monitors—to connect their online brokerage accounts or submit audited records. Every trade, bad or good, is posted online. In other words, it’s oversharing for traders.
A few years ago, Covestor pivoted to emphasize an even weirder business: mirror trading. In addition to merely watching Mr. Sykes make his millions from his Columbus Circle apartment, one can share the wealth by automatically mirroring his moves. Just as television made celebrities out of Jim Cramer and other prognosticators with good cadence, Covestor hopes to make stars out of any old schmucks who prove they can beat the Street.
The Boston-based research firm Aite Group named “copy trading” one of the top ten trends in wealth management in a 2012 report, perhaps because Covestor is just one of many companies allowing such investing. Los Angeles-based Ditto Trade launched in 2010. Currensee, eToro and other sites support mirror trading for currency traders.
“It’s a very emerging space,” said Michael Giles, a 28-year-old Australian who launched New York-based Roboinvest in January. “I think it’s going to be a significant part of online investing in the future.”
Roboinvest, a verified leaderboard for self-directed traders, introduced “one-click copy trading,” in April. The function was inspired by the college friends who were always prodding Mr. Giles for stock tips. He’s currently No. 1 on Roboinvest’s leaderboard.
Whether it’s leaderboards or discount trading platforms, the Internet had a profound effect on those working in the financial industry—especially after new regulations from the Securities and Exchange Commission required companies to disclose to the public information that was previously confined to backrooms and Bloomberg terminals. Traders started to gossip and share tips anonymously online. Traders today also blog at Seeking Alpha and tweet on StockTwits under their own names.
As the number of traders on the physical trading floor dwindled—also thanks to technology—they reassembled online. “We were accustomed to working in these massive football stadium-sized boardrooms or working on floor with all these people,” said Josh Brown, the industry veteran behind the book Backstage Wall Street and the blog The Reformed Broker. The Internet is like “a virtual trading floor, with all the good and the bad that comes along with that,” he said.
There’s one crucial difference. On the web, the pros can mix with the amateurs: everyone is as good as their last trade. Or, as good as they claim their last trade was.
Traders love to brag about their returns, but they also have a terrible aversion to admitting losses. StockTwits executive editor Phil Pearlman pointed Betabeat to his post on April 23: “When You See a Trader Take a Loss on StockTwits, Give ‘em a Like for the Most Noble of All Tweets.”
On Covestor, there’s no way to hide a loss.
Within three years of the site’s launch, a few hundred finance bloggers had added the shield-shaped Covestor badge to their websites, and for a time, our old friend Tim Sykes was the frontrunner. The resulting leaderboard became the oracle for a certain webby set of market watchers. “Top Trader,” said his badge, with a giant gold “1.”
“This is how I validate myself,” he said. “Without Covestor, I would have had no business. I owe them everything.”
Mr. Sykes became famous early in the millennium for investing his bar mitzvah money in penny stocks and becoming a millionaire by the time he was 21. Trader Monthly named him one of the most promising young stars in the industry and he starred in Wall Street Warriors, a reality series. Around the same time, the New York Observer ran a puckish profile that opened with Mr. Sykes, a “modern-day Bateman,” stumbling into the Spotted Pig hung over after a night at Tenjune.
But by the end of 2007, Mr. Sykes’s star had dulled. “I was kind of thought of as like a one-hit wonder because I had made a million dollars back in the crash,” the trader, now 31, recalled. “I was really trying to get credibility, no thanks to the Observer.”
His hedge fund, Cilantro Fund Partners, had lost around 35 percent. Mr. Sykes publicly pledged to earn it all back and chronicle the journey online. “Failed hedge fund manager tries again on Internet,” wrote Reuters. Shortly thereafter, Mr. Sykes discovered Covestor.
He quickly rose to the top ranks on every one of Covestor’s metrics: 90-day returns, 30-day returns, 365-day returns. He began touting his Covestor ranking to promote his instructional videos and articles. “It became like my calling card,” he said.