A lesson by Gabriel Karandysovsky. The original report was published on August 17, 2020. It was updated with the latest changes to the BUX localization program as of June 8, 2022.
BUX launched in 2014 with the aim to allow users to trade market stock in an easy and seamless manner using nothing but an app on their mobile devices. Today, BUX services more than two-and-a-half million users across nine countries and has expanded its range of apps. Its flagship app, BUX Zero, allows users to invest in the brands and companies that matter to them, all via an intuitive app. BUX Zero is the only mobile broker offering a truly humanized investing experience for a new generation of investors.
A startup state of mind: While BUX as a company has gradually outgrown the startup label, the localization team has still very much kept the hands-on, entrepreneurial mindset of young companies.
A decentralized outsourcing model: BUX doesn’t work with language service providers (LSPs), but rather with a team of freelancers. They don’t just provide translation, but support product development via linguistic testing and user feedback.
Listening to the users: The company is receptive to feedback from its users and is constantly looking for ways to improve product features and functionality. This is where localization comes in, going beyond translation, and offering insights into local user habits and preferences.
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