Another tricky part to competing with high priced financial services like this is that often the decision maker doesn't bear the actual cost. In a large bank spending another 20K for core services isn't going to affect a trader's or salesperson's bonus and on the buy side (hedge funds or institutions) these are often taken care of by the prime broker.

When it's someone else's money, you're likely to pick the highest quality and not really care if 80% of the functionality/quality is available for 25% of the cost.