They are constantly developing, hiring new people, implementing new ideas and trying to have better and better products.
They are constantly making new promotions and stuff like that.
Trading brokerage is the place where it is very hard to find new ways to change the trading. But they are trying and I guess they will succeed.

In my opinion, I think they build loyal customers and move with the times as well. The broker does not make too many unnecessary changes, but any change made is a welcome and lasting addition. They know how to stay relevant.