FXPRIMUS, a 12-year old multi-asset broker, has gone through a rebranding process to better market its services and functionalities, Finance Magnates learned exclusively.
“Despite acquiring 12 years of brand recognition, we felt it was time to update our brand to reflect our mission to offer the best tech solution to our clients and fastest execution possible,” an FXPRIMUS spokesperson said.
Additionally, the spokesperson elaborated that the move was a part of the broker’s 2022 mission to bolster its digital and mobile presence. “Our starting point on this quest was to rebuild our client-facing front-end technology to increase visibility and User experience on all devices including desktop, mobile and tablet,” he said.
A Major Branding Overhaul
FXPRIMUS is a major brand in the retail trading space. Its offerings include trading services with currency pairs and contracts for differences (CFDs) of several other popular asset classes like equities, commodities and cryptocurrencies.
The broker is headquartered in Cyprus with its European Union operations being conducted under a Cyprus Investment Firm (CIF) license. But, it also has a significant global presence as it is operating with a Vanuatu license.
Any rebranding of a brokerage brand with such a scale will directly impact its existing client base.
“From start to finish, the client will notice the greater speed, faster loading and quicker execution,” the spokesperson said. “From the faster-loading website complete with through to an intuitive portal and all the way up to the execution speed in-platform, whether on MT4, MT5 or Ctrader.”
In addition, there are many short-term and long-term advantages of a rebranding process. The broker has to think about its strategies for both new and existing client bases.
“I think it's incredibly important that we can prove to our clients in actions and not words that we are adaptable to the times. Anybody can use a phrase like "fast execution" without truly having the technology to back it up. So, we expect this new vision and rebrand to bring immediate impact to the business,” the spokesperson said.
But, changing a branding that was in the market for the past 12 years is not an easy process. Talking about the challenges of such a rebranding, the spokesperson added: “We chose a step-by-step approach with regards to various implementations required. Starting with less visible changes on the back end and moving carefully towards the more obvious aesthetic changes on the front end. This was carefully planned in order to minimize any impact from teething and to ensure that the client could enjoy an uninterrupted yet vastly improved trading journey.”
“Of course, the greatest challenge potentially is that people have associated FXPrimus with a certain brand style over the last 12 years. But, our core values of safety of funds and education remain unchanged, so we believe that any anecdotal or branding impact generated by the rebrand will positively support our overall vision.”
