Trust is a crucial component in business relations, and also a precondition for people’s adoption of electronic services. This study addresses challenges regarding trust in online financial trade. Results indicate that brokerage companies acting in a dishonest way, along with dominant patterns of fear, greed and lack of knowledge and awareness among clients, lead to frequent losses of money. Which leads to a lack of trust in brokers, brokerage companies and the business domain. The way technology is used increases the challenges of risk and an unequal relation between client and brokerage companies. Self-ethnography has been used as a method, where observations, interviews and conversations were performed. Suggestions are to do further research in order to identify how mechanisms for trustworthiness, accountability and transparency can be created in the business domain, in which management of records will play a central role.