1- Physical address of the Registered Company:
This is very important mainly because you don't want to be trading with a company whose registered office does not exists. Multiple times you will find Registered offices to be small out of the way places.
In essence it helps form a more complete picture of the company.
2-Visit to Address:
This one is again to give a more complete picture of the company:
If I were to trust anyone with a Rs. I need to see where they are based and if they are actually present at the address given.
3-Years of Operation:
A company with years of operation behind it would have more of my trust as compared to a new start-up with possibly a six month background. This might be for higher quantity traders. If my account has: 1 crore at any point I would like to know my funds are safe. While this can never be ensured(eg. MF Global, PFGBest etc), I would rather turn over every stone rather than be stuck thinking I could have done more research.
4- Exchange membership No. & type of membership:
There are different type of memberships, I would like to trade with a certain type of member who can give me better access to the market than say a Trading member. Also this affects TO charges etc.
The willingness of a company to go in for a certain type of membership also shows the company's commitment and possibly growth(?) over the years.
5- List of Employees by city:
I will just give you an example:
Recently while trading with IIFL I had a position(big) in GOLD, I set a SL order. Somehow the order was changed and started executing ALUMINI instead of GOLD SL. The price went above SL, looking at huge losses. So I call up their trading desk and I am informed none of the Employees(for MCX) are in office(reasons given) and I would get an answer only in the morning.
Sent mail and am yet to get a reply.
Luckily market came back to my SL level and I closed the position after understanding whether that order was in the system or not, on my own.
Same order ID but different trade, strange does not cover it.
So to avoid such situations, get to know how many people are in the office and how things work.
Access to higher levels is a must.
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Even if you trade with a margin of 100 Rs. its your money and you should do as much Due Diligence as possible
Cheers