Abstract: Various embodiments are directed to a trading system and method for identifying interest and qualifying users to participate in an auction. The system may receive indicia indicating a first user's desire to trade a product or type. The system may determine that there is no matching counter-interest in the product or type. The system may qualify a subset of users to participate in an auction for the trading product based on each user's portfolio, order history, trade history, or specified interest. The system may determine an auction price for the trading product. Each user may view the trading product, the price, the auction start time, and fields for entering a bid or offer volume. The system may start the auction at the designated price for the subset of users. The system may match and execute all or portions of a bid and offer received before the end of the auction.