"Nobody should lose money because a broker misled them or an account manager pushed the wrong product. I built WhichBrokr to give every investor — regardless of experience — an honest, independent place to find the right broker for their situation."
Who I am
I'm Gonçalo Marcelino, a financial marketing professional who spent over six years working inside the broker industry. That experience gave me a front-row seat to how brokers market their products, how account managers are trained to upsell, and — crucially — where the gaps between what's promised and what's delivered tend to appear.
What I saw convinced me that most retail investors are making decisions without the context they need. Comparison sites are either too generic, too sponsored, or written by people who have never actually worked inside a brokerage. I wanted to change that.
In June 2026 I launched WhichBrokr: an independent review platform built on the inside knowledge I accumulated over those six years, combined with rigorous ongoing research into fees, regulation, and platform quality across 50+ countries.
What my background brings to every review
How brokers actually acquire clients
I know the marketing tactics brokers use — from paid campaigns to account manager outreach — and I know where the pressure to upsell lives. That lets me spot when a broker's pitch doesn't match its reality.
The red flags most reviewers miss
Fee structures, bonus terms, withdrawal conditions, inactivity clauses — I've read hundreds of these from the inside. I know which ones are investor-friendly and which are designed to retain money, not clients.
Regulation in practice, not just on paper
A licence from the FCA or CySEC matters — but the difference between how two brokers apply the same regulatory framework can be enormous. My industry experience helps me read beyond the badge.
What account managers are incentivised to do
Account managers at most brokers work on performance targets. Understanding those incentives helps me flag when a broker's "personal support" model may not be working in your interest.
Reviews I've written
Every review on WhichBrokr is researched and written by me. Here are some of the most-read ones:
Editorial standards & independence
WhichBrokr earns revenue through affiliate commissions — when you open an account through one of our links, we may receive a fee from the broker. This never affects scores, rankings, or the content of any review. Brokers cannot pay to be reviewed more favourably, and we do not accept sponsored content.
Every review on this site reflects my personal research and independent assessment. If I find a problem with a broker — hidden fees, misleading marketing, poor withdrawal processes — I say so, regardless of any affiliate relationship.
See the full Affiliate Disclosure →