Beyond the Screen: Topstep's 'Phygital' Push into the Silicon Prairie

CHICAGO, IL – July 27, 2026

In a decisive move that challenges the digital-only orthodoxy of modern fintech, Chicago-based Topstep has announced a significant physical expansion. The firm, a global pioneer in trader education and proprietary funding, is planting deeper roots in the American Midwest by expanding its Chicago headquarters and launching its first-ever in-person trader support hub in Omaha, Nebraska. This dual investment signals a strategic pivot towards a “phygital” (physical + digital) model, blending its global online platform, which serves traders in over 170 countries, with localized, high-touch human support. For investors and industry-watchers, this is more than a real estate announcement; it’s a calculated bet on the future of customer experience and a powerful endorsement of the Midwest's burgeoning “Silicon Prairie” as a critical hub for fintech innovation.

A Strategic Investment in the Midwest's Tech Boom

Topstep's decision to double down on the Midwest is backed by a compelling economic and talent narrative. The expansion is a tale of two cities, each offering unique strategic advantages. By reinforcing its presence in Chicago, the firm is leveraging the city's unassailable status as a global financial nexus. Chicago's tech ecosystem, which employs over 106,000 people and saw its workforce grow 18% in the last decade, provides an incredibly deep talent pool. The city's fintech sector is particularly robust, attracting a record $4.58 billion in investment in 2021 and hosting over 300 fintech companies. For Topstep, which was founded here, expanding its headquarters is a move to solidify its position at the industry's epicenter.

“We're expanding in Chicago because this is where the talent, the industry, and the markets live,” said Michael Patak, Founder and CEO of Topstep. “It's where we'll keep raising the bar on the tech, support, and the trading experience our community shows up for every day.”

Complementing the Chicago expansion is the shrewd establishment of a major support hub in Omaha. This move taps directly into the 'Silicon Prairie' phenomenon, leveraging a city that has quietly become a fintech powerhouse. Omaha’s cost of doing business is 14% below the U.S. average, and it was recently ranked among the top ten emerging tech talent markets in North America. With plans to scale the office to well over 100 employees, Topstep is capitalizing on a region where the tech talent supply grew nearly 25% over the last five years. This growth is fueled by local institutions like Creighton University, which offers the country's first degree in Finance and Technology, creating a purpose-built pipeline for companies like Topstep.

Differentiating with the Human Touch

The proprietary trading and trader education market is a crowded digital arena, with major players operating almost exclusively online. In this environment, customer support can become a commoditized, often frustrating, experience for traders navigating high-stakes financial markets. Topstep's new Omaha hub is a direct challenge to this paradigm. It is designed to be a 'white glove engine' for trader support, offering phone, chat, and real-time account assistance with the promise of faster, more effective resolutions.

This initiative is led by Topstep’s COO, Sarah Zeleny, an Omaha native. “Opening our first in-person support hub in Omaha is exactly what Topstep is about: accessibility and a genuine belief that traders deserve real people in their corner,” Zeleny stated. “This office is a direct investment in our traders: faster support, a straight line to the answers they need, and the chance to reach people who understand exactly what they're working toward.”

This focus on humanizing support aims to counteract the isolation inherent in online trading. By providing a tangible connection, the company can foster greater trust and loyalty. The strategy extends to Chicago, where the expanded headquarters will host future meetups, live trading sessions, and coach-led events, transforming a digital community into a physical one. This blend of high-tech and high-touch—pairing an AI support assistant named Windy 2.0 with real-world specialists—creates a powerful service model that is difficult for purely remote competitors to replicate.

The 'Phygital' Playbook for Fintech Longevity

From an executive investor's perspective, Topstep's Midwest expansion is a sophisticated play for long-term, sustainable growth. In an industry where customer acquisition costs are high and churn can be rapid, investing in a superior, humanized support experience is a direct investment in customer retention and lifetime value. A physical presence also builds significant brand trust, signaling stability and permanence in a market that has seen its share of ephemeral online ventures. It marks a transition from a scrappy startup to an established industry pillar.

The dual-city approach is also a masterclass in modern talent strategy. It allows the company to draw from Chicago's elite, high-cost pool of finance and tech veterans while simultaneously building a scalable, cost-effective workforce in an emerging hub like Omaha. This geographic diversification creates a more resilient and adaptable organization.

By building physical roots, Topstep is creating a competitive moat based on service and community that goes beyond its technology platform. This move provides a blueprint for how digital-native companies can mature, deepen their market penetration, and build lasting relationships with both customers and employees. It demonstrates that for a company obsessed with the 'Ultimate Trading Experience', the future of digital finance may be surprisingly grounded in the physical world.