Why We Do What We Do
(Our Business Philosophy)
We believe trading results are achieved in direct proportion to the extent one exploits the capabilities of their resources—trading software being a resource.
We believe the value of a trading software application rests in its ability to help traders make their best trading decisions.
We believe success for most traders results from multiple elements working together, including their software.
We believe the activity of trading is a craft, and that software is a primary tool of the craft.
We believe that a trader's proficiency with their software relates directly to the trading results they can achieve.
We believe the best software helps traders:
WindoTrader’s mission is to...
In 1990, after 23 years of working with some of the greatest entrepreneurs and business owners a business consultant could ever imagine, I retired so I could experience something new. In 1993, after doing several real estate projects, I started trading futures, full-time, believing all I had to do was apply myself like I had done before and I would achieve success in a short period of time. Long story short, it didn’t happen that way. In fact, after four years of self-study, training courses, mentors, and trading, I decided to quit based on my dismal results.
As things sometimes happen, in the process of winding down, I discovered the Market Profile. The more I studied and understood its principles, my understanding of the market increased exponentially. I began to understand why and how the market did what it did. The result - I gained proficiency interpreting market activity and making better trading decisions.
Bottom line, the Market Profile gave me a solid edge in my trading and was the primary factor in reversing my failures to achieve the success I sought.
In 2001, after roughly three years of trying almost every software application on the market, I purchased WindoTrader, a small Chicago trading software company. Why? It had a unique way of displaying data that I believed, if expanded and enhanced, would provide me with what I wanted to see. Plus, I felt confident I could find a developer to help me to do so.
While it took considerably more time than I expected, in 2003 WindoTrader 1.0 became a reality, offering a solid edge for traders already knowledgeable and experienced with the Market Profile. Version 1.0 helped traders to increase their ability to synthesize and interpret market-generated information and make higher probability trading decisions—their way.
From 2005 to 2010, Jim Dalton and I partnered and delivered Market Profile-based courses for traders transitioning from the trading floor to the trading screen. During that five-year period I gained a deeper understanding of traders, from the highly successful to those that struggled. This taught me about how they best learned and used technology.
From there, and with this new understanding, I envisioned the next version of WindoTrader. Our team then refocused to add Volume Analytics, and also to provide educational resources. These would be resources beyond software support: ones in areas that had helped my business clients take control of their operations and make better decisions to reach their goals.
In 2013, based on increased interest in our ‘beyond WindoTrader’ educational-support offerings, I launched ExceptionalTrader to keep WindoTrader’s emphasis on our WindoTrader software and ExceptionalTrader’s focus on helping traders achieve their trading goals by increasing their ability to make better decisions.
Lead Developer and Tech Division Manager
“I developed and continually improve WindoTrader and our technology-driven support tools to help subscribers do what they need and want to do to reach their trading goals.”
Starting with my first exposure to computers at age 8, I have never lost the challenge of creating unique ways to use technology to accomplish tasks and achieve results. In 2002, while working as the lead developer for a software design and development firm, I met Terry and learned what he wanted in a trading software application. While I had no experience at that time in trading and investment analysis applications, he said I was the first person he talked to who conceptually understood what he wanted. Over the course of a few weeks of going over his ideas and asking for my ideas, we agreed to work together and create an application for his personal use in his trading. At that point there was no interest in offering software to subscribers.
It took us about 18 months to develop a completely new application that made the original WindoTrader software, that Terry bought, literally obsolete. The result? It worked as he wanted, and from there we continued to expand its functionality. After using the new WindoTrader for a couple of years and having other traders ask if they could buy it for their own trading, we decided to make it available on a limited basis. We did so on the condition it had to be made user-friendly because Terry’s initial versions had focused on functionality—not a friendly user interface.
Back to the development desk and the implementation of a user-friendly front-end giving the user full control over the configuration of the objects displayed on the screen.
Over the past 14 years I developed many iterations and complete re-writes of WindoTrader, our Market Profile and Volume Analytics software, for traders to help them make better trading decisions.
Client Relationship and Administrative Manager
“From the first moment of each subscriber’s initial contact with us, I am here to support them. My support includes everything from schedule coordination to monitoring their progress based on pre-determined milestones.”
Maril is the managing partner of WindoTrader with her primary responsibility being the management of the day-to-day operations and coordinating team member support of our subscribers.
Her unique knowledge and experience, active participation in the markets as a trader trading her own portfolio in Futures and Options, and as a former owner/operator of two successful small businesses, contributes greatly to the overseeing of WindoTrader’s business operation as well as subscriber support.