What do you think about hosting a community chat natively on your website?

we use Discord because it seems a lot of our target audience has adopted it for connecting with other like minded traders, finding guidance/advice/mentorship, etc. but eventually I'd like to create our own chat platform. but would really need to get user feedback to see if they would prefer that over discord, as many of our users are in different trading communities.

Idea has merit, just wonder how well it might work in the early days when your community isn't fully established and users aren't asking many questions/sharing many insights.