Tradier uses the Apigee API management platform from Google to abstract the legacy complexities of capital markets so that developers can build FinTech applications in an agile, nimble, and quick fashion at minimal cost. The company embodies the evolution of what cloud technology can enable in the form of an API-first business delivered as a service.

The rise of API-powered FinTech

Historically, companies that wanted to build systems, applications, or services to interact with the stock market would have to build an entire brokerage operation from scratch. This would include data infrastructure, compliance infrastructure, and storage capabilities. It could take years and massive capital expense to accomplish everything that was required to be ready to serve customers.

Tradier provides this infrastructure as an API-based service so that the same companies can launch investor applications in as little as a few weeks. This democratized access means that FinTech innovation can come from anywhere, giving the same opportunities to create new products to everyone, from enterprise customers to startups.

“Financial markets are becoming fundamentally decentralized and unbundled,” says Dan Raju, co-founder, CEO, and chairman at Tradier. “The services that large legacy banks and brokerage firms used to offer are being supplanted by Tradier’s microservices and APIs, which power innovation.”

More than 200 companies use Tradier to develop and launch new products, or to add new features and functions that they traditionally would not have offered in existing products. With a large and diverse user base, Tradier faced the challenge of managing its partners in way that helps ensure it can grant credentials, track, monitor, and report in an efficient and equitable manner.

At the same time, the company recognized the inherent value of its partners for their power to leverage Tradier APIs to innovate. Tradier’s fundamental market disruption is the partner ecosystem, where the company is engaged along with its partners to deliver value to the entire ecosystem in the form of new products and services.

Embracing an API-powered ecosystem

Tradier has moved beyond providing great APIs toward engaging its ecosystem. If a customer wants a specific dataset, the company doesn’t automatically build a new product. Instead, Tradier looks to the ecosystem to build the product. With this approach, Tradier has taken its capabilities and multiplied them by hundreds.

“The fundamental difference between thinking about an API ecosystem versus an API product is the difference between being a participant who’s enabling innovation and not just a company delivering a set of technical capabilities,” Raju says.

Tradier takes an outside-in approach toward engaging its API ecosystem. Constantly listening to participants and helping to enable and empower them to create value is fundamental to the company’s business model. Rather than simply focusing on building new capabilities on its own, Tradier listens to what functionalities customers need and facilitates development. In many cases, the ecosystem generates the requested product organically rather than Tradier needing to do it.

“I love APIs because they allow you to empower others to create value. The concept of empowering others to create value along with you is what is the most satisfying, and the most fascinating, thing about APIs,” says Raju.

Delivering value at scale

Tradier handles between 500 million to 1 billion API calls and a billion dollars in transactions a month, and all of them run through the Apigee API management platform. Apigee’s last mile forms the single layer that manages Tradier’s infrastructure, including security, analytics, developer interactions, and execution. The company also uses Apigee to comply with an array of regulatory reporting, mandated by Tradier’s status as a FINRA (Financial Industry Regulatory Authority)-regulated entity.

“Apigee is integral to the Tradier offering. They have been great partners and have always collaborated and enabled us to innovate at a pace that helped Tradier attract developers and innovative companies. We see tremendous potential in the synergy of Apigee and Google as it brings to the market a vast extended capability set based on the Google Cloud Platform.”

Tradier is an API-centric ecosystem that delivers value to an entire set of players where the nucleus is the Apigee API management suite, which helps deliver, innovate, publish, manage, monitor, and secure the ecosystem on a day-to-day basis. Simplicity combined with product evangelism is the key to success in the API space, Raju says.

Tradier’s capabilities to innovate, iterate, and travel the journey with its customers, partners, and developers has yielded many rewards. The company’s long history of working with Apigee has enabled it to assemble a set of people and resources for creating engagement, as well as to create a winning set of APIs for delivering FinTech capabilities.

Considering the transformative future

Looking toward a future in which the financial services industry will experience ongoing disruption, Raju predicts that Tradier will continue to leverage APIs to lead the way.

“I think traditional banks are under attack. They are being replaced by a set of nimble, agile players that are offering a lot of new functionality to customers. This is forcing banks to think about how they can digitize their products through APIs so that they can provide the same functionalities as newer players.”

With companies like Tradier and others offering functionality that used to be in-house and exposing it outside, traditional brokerage firms are also being forced to rethink their model. Raju believes that this line of thinking also extends to the Blockchain.

“Exposing Blockchain-like capabilities through APIs is going to be a disruptive influence, and it will be critical for companies to think about how APIs, and more importantly Blockchain, can create value for us.”

Late last year, we announced that Artifact Registry was going GA, allowing GCP customers to manage their packages within the same platform as they were being deployed. In this blogpost, we want to show you how to do exactly that with a private dependency.

Private dependencies allow your packages to be shared with only a select group of viewers. If your codebase is already private, a private dependency can help modularize functionality using the same methodologies you use in your open source projects. Furthermore, you can experimentally develop your private dependency without breaking your overall codebase by pinning the version of the dependency on a working release. It can also provide necessary and durable abstraction if multiple projects depend on the same functionality. It does so by allowing multiple teams access to up-to-date and tested code rather than relying on copying and pasting fragmented code snippets.

With Artifact Registry, you can now wire together your serverless processes with your private dependencies without ever leaving Google Cloud Platform. This blogpost will discuss one example of how you can host your private dependency and later deploy to a serverless host like Google Cloud Functions using Cloud Build to automate the deployment.

Before getting started, take a look at the sample code here to copy and follow along.

Creating a package

Let’s walk through deploying a Google Cloud Function with a simple private dependency written in Node. Our example dependency will return the input given in unicode. It’s index.js file will look like this:

  const unicode = require('to-unicode');
 
// This function returns the input in unicode.
module.exports = (input) => {
  return unicode(input);
};

First, you’ll want to prepare your package to upload to Artifact Registry. For Node, this package should have a package.json file, which should dictate the entry point and information about the package. You can create a simple one like the one below by running the command npm init -y. 

For the name of the package you should specify your scope. A scope allows you to group packages, which is helpful if you want to publish a private package; alternatively, publishing without a scope would make the repository public by default. In this blogpost, we’re going to use the scope @example, but you should name it after your private dependency’s group (i.e., your company, team or project).

  {
 "name": "@example/blog-repo",
 "version": "1.0.0",
 "description": "A sample repository for blogpost demonstration purposes.",
 "main": "index.js",
 "scripts": {
   "test": "echo \"Error: no test specified\" && exit 1",
   "artifactregistry-login": "npx google-artifactregistry-auth"
 },
 "author": "Blogpost Authors",
 "license": "ISC",
 "devDependencies": {
   "google-artifactregistry-auth": "^2.1.0"
 },
  "dependencies": {
   "to-unicode": "^1.0.2"
 }
}

Another important detail in this file is that the devDependencies property contains the dependency for authenticating to the google artifact registry. To authenticate, you will use the command in the scripts section later in this tutorial.

Uploading the package to Artifact Registry & setting up authentication

Follow the instructions on these guides for creating an npm package repository on Artifact Registry, without configuring npm or pushing the repository. Next, you’ll want to configure the .npmrc file. To do so, simply add an empty file titled .npmrc, which should live at the base of your repository. To configure this file to deploy to the registry you just created, run the following command, and add the output to the .npmrc file. (Note: you may need to install the Google Cloud SDK before running the command.)

gcloud alpha artifacts print-settings npm –scope=@example 

—repository=blog-repo —location=”us-central1”

Copy that output into your .npmrc file. Ultimately, it should look like this, substituting <projectId> for your Google Cloud Platform project ID.

  @example:registry=https://us-central1-npm.pkg.dev/<projectId>/blog-repo/
//us-central1-npm.pkg.dev/<projectId>/blog-repo/:_authToken=""
//us-central1-npm.pkg.dev/<projectId>/blog-repo/:always-auth=true

Then, you can push the package to the artifact repository. To do so, run this command (ensuring that you’ve copied the scripts portion from the package.json file above):

npm run artifactregistry-login <path to your .npmrc file>

This command allows you to refresh your access token when pushing your repository.

Then, simply publish by running:

npm publish

You can confirm you’ve deployed your library by searching for the repo in Artifact Registry in your Google Cloud Platform dashboard. 

Setting up your Google Cloud Function

Once you have set up a repository in Artifact Registry, you can start to build your applications on top of it. Take a simple serverless example, like a Google Cloud Function:

  const unicode = require('@example/blog-repo');
const escapeHtml = require('escape-html');
 
exports.mygcf= (req, res) => {
   res.send(`Hello ${escapeHtml(unicode(req.query.name || req.body.name || 'World'))}!`);
};

This simple Cloud Function uses our private dependency to print out “Hello World” to the specified URL in unicode (it actually uses the same example in this tutorial). But how will Cloud Function successfully pull the private dependency? By using the .npmrc file you created in your original repository.

To see it in action, follow instructions for creating a simple Google Cloud Function. You can follow the tutorial exactly, ensuring that the following three key elements are in your function:

1. When you create the index.js file (as done in the tutorial), it should live at the base of the repository, and should use the private dependency you’ve set up in artifact registry (like the example above),
2. Its package.json should list:

• Your dependency with the version as listed in Artifact Registry
• A script to authenticate with artifact registry (just as for your dependency)

  {
 "name": "mygcf",
 "version": "1.0.0",
 "description": "",
 "main": "index.js",
 "scripts": {
   "test": "echo \"Error: no test specified\" && exit 1",
   "artifactregistry-login": "npx google-artifactregistry-auth .npmrc"
 },
 "author": "",
 "license": "ISC",
 "dependencies": {
   "escape-html": "^1.0.3",
   "@example/blog-repo": "1.0.0",
   "ini":: "^2.0.0"
 }
}

1. And, most importantly, you should copy over your .nmprc file to the base of this Google Cloud Function to authenticate your npmrc token.

Then, you can deploy the function using the following command:

gcloud functions deploy mygcf --runtime nodejs12 --trigger-http --allow-unauthenticated

To see it in action, simply follow the http trigger link (from the tutorial) and check out your input in unicode.

Automate and protect your Cloud Function

The command above will deploy the function, but it does so by exposing your token in your .npmrc file, and by forcing you to manually re-authenticate each time you redeploy the function. To automate the redeployment of the function in a safe manner, you can add a cloudbuild.yaml file to the root of your Cloud Function package.

First, let’s start by creating a helper function to modify the .npmrc file. You should save the following file to the root of your Cloud Function package, and name it npmrc-parser.js:

  const fs = require('fs');
const ini = require('ini');
 
function main(pathToAuthToken, pathToNpmrc) {
   const config = ini.parse(fs.readFileSync(pathToNpmrc, 'utf-8'));
   const token = config[pathToAuthToken];
   config[pathToAuthToken] = "${TOKEN}";  
   fs.writeFileSync(pathToNpmrc, ini.stringify(config));
   console.log(token);
   return token;
}
 
const args = process.argv.slice(2);
main(...args);

Next, let’s create the file cloud build file. To do so, copy the following file in the root of your directory, and title it cloudbuild.yaml:

  steps:
 - name: node
   entrypoint: npm
   args: ['run', 'artifactregistry-login']
 - name: node
   entrypoint: npm
   args: ['install']
 - name: node
   entrypoint: /bin/bash
   args:
     - -c
     - |
       token=$(node npmrc-parser.js ${_PATHTOTOKEN} ${_PATHTONPMRC})
       echo $token
       echo $token > _TOKEN
 - name: gcr.io/cloud-builders/gcloud
   entrypoint: /bin/bash
   args:
     - -c
     - |
       gcloud functions deploy "${_FUNCTIONNAME}" \
         --trigger-http \
         --runtime nodejs12 \
         --allow-unauthenticated \
         --set-build-env-vars TOKEN="$(cat _TOKEN)"

The first two steps of the build file will authenticate your private dependency, and install all dependencies on the project. The third step will call the custom helper function we created above to prepare your .npmrc file. This function takes two arguments, pathToAuthToken, and pathToNpmrc. The pathToAuthToken is the left-hand side of the authToken assignment in your .npmrc file. It should look something like this, replacing projectId with your own project:

"//us-central1-npm.pkg.dev/<projectId>/blog-repo/:_authToken"

The pathToNpmrc would be wherever you’ve saved your .npmrc file. In this case, the value would look like so:

".npmrc"

This build step removes the token value on the file and saves it to a variable, and replaces the .npmrc file with the environment variable TOKEN. So, the Cloud Function never stores the actual token in the source code, and the .npmrc file that is saved locally looks like this:

@example:registry=https://us-central1-npm.pkg.dev/<projectId>/blog-repo/

//us-central1-npm.pkg.dev/<projectId>/blog-repo/:_authToken=””

//us-central1-npm.pkg.dev/<projectId>/blog-repo/:always-auth=true

The last step in the build file redeploys the function, replacing the environment variable in the .npmrc file with the token value we just created. To run the build steps, you can set up a trigger, or run the following command manually, replacing the variables as we’ve described above:

gcloud builds submit --config=cloudbuild.yaml \ --substitutions=_PATHTOTOKEN="<PATHTOTOKEN>",_PATHTONPMRC="<PATHTONPMRC>",_FUNCTIONNAME="<CLOUDFUNCTIONNAME>"

Before running, make sure you’ve set the appropriate permissions for your Cloud Build function.

That’s all there is to it! Once set up this way, your Google Cloud Function can pull in your private dependency from Artifact Registry without hosting on any external package managers, and without any manual deployment steps.

Automate publishing your private dependency 

To speed up the deployment of your local package to Artifact Registry, you can also add a Cloud Build file to your Artifact Registry package that will trigger a publishing event when changes are saved to your package. You can follow the setup steps here, but here is a snippet of a sample cloudbuild.yaml file that would live in your private dependency:

  steps:
- name: gcr.io/cloud-builders/npm
 args: ['run', 'artifactregistry-login']
- name: gcr.io/cloud-builders/npm
 args: ['publish','${_PACKAGE}']

What about other languages and runtimes?

Even though this blog post focuses on Node.js, Cloud Functions and Artifact Registry support other runtimes as well, like Python and Java. For example, with Python the steps for deploying the module to Python aren’t much more complicated than Node. Once you’ve readied your private dependency and published to Artifact Registry, you can start creating a Google Cloud Function like the one above, but in Python. Next, you will want to fetch and package these dependencies locally. 

Digital technology offers increasing flexibility and choice to consumers. As a result, the retail industry is dramatically shifting toward more tailored and personalized experiences for shoppers, and businesses are rethinking how they deliver value to customers.

This couldn’t be more true for the beauty retailing industry where leading companies are turning to digital technology to create customized shopping experiences.

At Google Cloud, we’re particularly excited about our work with Ulta Beauty, the largest beauty retailer in the United States with more than 1196 stores in all 50 states, and how the company is using Google Cloud technology solutions to power personalization and redefine beauty retailing.

Established in 1990, Ulta Beauty has had incredible success as a company, and as customers become more discerning and curious about their purchases, the company is finding new ways to meet their changing needs.

Recently, leaders at Ulta Beauty recognized a huge opportunity to complement and enhance the shopping experience by helping beauty enthusiasts navigate through more than 500 brands and 25,000 products carried in their stores and online channel.

They decided to leverage the data from Ulta Beauty’s successful Ultamate Rewards loyalty program to create and offer more unique and personalized user experiences.

With more than 30 million members generating data through sales, transactions, product reviews, and social media engagement, Ulta Beauty’s Loyalty Program creates a comprehensive data set, and the company sought the right technology partner to help organize, analyze and transform that data into valuable insights for its customers.

Ulta Beauty’s leaders knew they had an opportunity to leverage data analytics and machine learning to reach customers in new ways, enhance the guest experience, and continue to grow their active loyalty member base. After considering a number of cloud providers, they chose to expand their existing partnership with Google Cloud.

“Google Cloud listened to our needs and worked in tandem with our engineering team to address our challenges,” said Michelle Pacynski, vice president of digital innovation at Ulta Beauty. “The ease of working with the Google Cloud team and their breadth of experience made the decision a no-brainer, laying the foundation for a great partnership.”  

In 2019, Ulta Beauty announced it was working with Google Cloud Platform to unify and organize its data, using:

• BigQuery to perform data analysis and generate dynamic content, personalized product recommendations, and event-based messages for customers.
• Cloud Storage to provide highly available, secure, resilient and cost-effective access to data across the entire enterprise.
• Compute Engine for the high-performance scalability needed to grow with customer demand while painlessly migrating existing applications to the cloud.
• Anthos to build a hybrid cloud foundation that allows their applications to take advantage of all this data, combining the power and flexibility of GKE with the ability to leverage their existing investment in secure infrastructure on-premises.

Our partnership with Ulta Beauty has enabled increased engagement with customers in store and online, and the creation of new tools and capabilities, including a new Virtual Beauty Advisor tool to deliver tailored recommendations and help shoppers choose the right products, and a Customer Conversation Platform that’s enabling deeper connections with guests, ultimately driving customer loyalty.

“It’s been a really efficient process so far due in part to the ease of working with the Google team,” said Michelle Pacynski, vice president of digital innovation at Ulta Beauty. “They’re experienced, approachable, and their can-do style makes for a great partnership. They listened to our needs and worked in tandem with our engineering team, figuring things out, and getting it done.”