Something that can happen when you’re in the journalism game is that you ask for quotes for an article and then someone ends up being way more generous with their time than you anticipated. The result is that only a fraction of what the person said actually makes it into the article.
That’s what happened a couple of weeks ago when we looked at brand and its impact on brokers’ bottom lines. ATFX Global Head of Marketing Weems Chan spoke to us and gave us her thoughts but only a couple of lines made it into the end article. As it was interesting, I figured we could publish the interview in full.
How does ATFX think about brand marketing as part of its wider growth goals?
ATFX considers brand marketing a core element of its global strategy. While both retails and institutional segments are an essential part of our growth, ATFX takes a different approach by focusing more on building a trusted, recognizable, and enduring brand. This involves significant investment in strategic partnerships and sponsorships, client education, and corporate social responsibility initiatives.
By connecting the brand to respected events and forging partnerships with industry leaders such as Zodia Custody, Centroid Solutions, and Spark Systems, ATFX not only strengthens its reputation but also communicates its commitment to innovation, integrity, and delivering cutting-edge solutions for clients worldwide.
These initiatives not only strengthen our reputation but also position ATFX as a trusted partner that clients can rely on, helping us stand out as more than just a financial services provider.
What steps have you taken to build your brand?
Building a global brand like ATFX is really about a mix of connecting with people and being present in the markets we serve. We’ve been able to do this through impactful campaigns that put our clients first, and a strong local presence in the countries where we operate.
We use SEO-driven blog posts, videos, and infographics to address specific queries about forex trading, commodities, and institutional liquidity solutions. We also invest in people to create high-quality, modern visuals for our campaigns, emphasizing transparency, reliability, and cutting-edge technology.
Take our long-standing partnership with The Duke of Edinburgh Cup for seven consecutive years, for example – it’s been a great way for us to reach high-net-worth individuals, while also showing how committed we are to giving back and building stronger communities. It’s not just about visibility, it’s about truly aligning with values that matter to us and the people we work with.
We also believe in empowering our clients, which is why we offer free webinars, seminars, and training programs to help traders build their knowledge and skills. Plus, we make sure our marketing strategies are tailored to local preferences in regions like APAC, the Middle East, Africa, and Latin America, to ensure our campaigns really connect with the people we’re working with.
A lot of companies do not really invest in brand. They just focus on partners. How come you have decided to not go down that route?
While collaborations with business partners are still a key part of our growth at ATFX, we believe that brand marketing gives us an added advantage. Having a strong brand enables
us to connect directly with our clients, reducing reliance on third parties to attract new customers. Additionally, being visible in the market boosts our credibility, which gives us a competitive edge in a crowded industry as the financial markets.
By focusing on brand marketing, we make sure that our values, vision, and commitment to innovation are clear, helping us attract clients who want a reliable and transparent partner throughout their trading journey.
How have you benefitted from doing it?
ATFX’s focus on brand marketing has really paid off, helping us establish ourselves as a leading player in the industry. Our sponsorships and campaigns have boosted our global recognition, allowing us to enter competitive markets with a solid reputation already in place. The connection with the Duke of Edinburgh Cup, for example, brought us not only brand marketing achievements but also exceptional experiences to our clients that are incentives for them.
We’ve also strengthened our relationships with clients through initiatives like educational resources and advanced trading tools, which has led to higher client retention. What sets us apart is that we offer traders direct access to a brand they can trust, rather than relying solely on partners’ networks like many others in the industry. This balanced approach has helped us grow steadily and maintain our leadership in the financial trading space.
Over the years, ATFX has proven that brand marketing is essential to its growth, playing a key role in the company’s expansion and its establishment as a trusted leader in the industry.
