Global Futures and Options, based in London, is carving a niche in the digital asset derivatives trading market by offering a direct marketplace for consumers. The company targets individuals interested in trading digital asset derivatives, distinguishing itself from platforms that depend on traditional financial institutions or broader digital trading services. Challenges such as potentially lower returns, higher fees, and limited asset diversification could impact its competitiveness. However, with backing from investors like M&G Investments, the platform has significant potential to leverage its unique position within the rapidly evolving fintech landscape.