Brokerage group Capital.com has soft launched a new offering – shares.com.
The company has owned the URL for years but only launched the new offering in the last few months.
The brand is being offered via Capital’s entity in the Bahamas and appears to be directed more at clients in emerging markets.
For example, you can access the site via the Philippines, Jamaica, and South Africa. However, going to the URL in the UAE, UK and other European countries means you get redirected to Capital.com.
Shares.com also describes itself as the ‘fastest growing brand in developing markets’.
It’s plausible this is an attempt to ‘have the best of both worlds’. Many larger brands that are active in developed markets are unwilling to use the same sorts of strategies that companies like XM and Exness use to target emerging markets.
Having a separate brand is one way of maintaining the sorts of standards and reputation that a firm needs in developed markets, while being able to target emerging markets, which arguably offer a much more compelling growth opportunity today.
Capital.com is also currently planning on expanding massively over the next couple of years, with plans to launch at least 15 new products and hire 300 new employees.