This research addresses challenges of trust in online financial trade. That is a pivotal factor both to clients and the business domain, and the understanding of trust is important to the realization of Europe 2020 vision to create a sustainable, smart and inclusive growth. Self-ethnography has been used to get an in-depth understanding of challenges in a real life setting, where observations, conversations and interviews have been done. Results indicate that there are severe challenges in regards to trust. Misbehavior of companies and brokers, along with patterns of fear and greed, and high risks in the way technology is used, has made many people lose big amounts of money and created a notion of distrust. A framework for trustworthiness in the business domain is required, which includes individuals, business relations as well as the technological and societal context. In this framework records management play an important role.