Brokerage group Onyx Capital announced on Tuesday that it will rebrand its media portals to Flux News.
Previously the company just used the name ‘World of Oil Derivatives’, reflecting its focus on oil swaps trading.
“World of Oil Derivatives has been the name of our media for 6 years,” the company said in a statement on social media. “It was great for SEO purposes, it is the name of [CEO Greg Newman’s] book, and it has served us well!
“But now, we’ve decided it’s the right time to tie in our media with our Flux branding… so our media will now be called Flux News.”
Onyx, which launched a retail brokerage arm called Onyx Markets earlier this year, has long used its own media to promote and market its brand.
The company posts regular analysis on YouTube, where its channel will also be rebranded to Flux News.
Alongside that, the company also runs a news website and says it is in the process of launching a podcast.
The decision to operate this way has become increasingly popular over the last five years or so.
Companies are looking to build branded, in-house media as a way of attracting and retaining clients, rather than having to rely on third parties.
IG Group’s decision to shutter Daily FX and then open up its own daily YouTube show is one sign of that trend.
That was itself possibly taking inspiration from the success of tastytrade, the options broker the company owns. tastytrade started as a media company before expanding into opening a brokerage.
