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This website avatarsecurities.com has the following in the web page, "Benefit from Avatars direct market access trading platforms, intelligent risk management, and an environment that is geared exclusively towards the professional trader." Our analyzers analyzed that the website also stated " Avatar is sensitive to the ever changing technology requirements of the electronic trading markets." The Website also stated " Avatar utilizes a cutting edge fiber optic network and industry leading execution platforms. To ensure that our proprietary traders have a distinct edge. Is leveraged for the benefit of our professional traders." The website's header had broker-dealer as the most important search term. It was followed by proprietary trading, prop trading firm, and new york prop firm which isn't as highly ranked as broker-dealer. The next words they used was DMA trading platforms. direct market access was also included but will not be understood by search engines.