Brokerage group XM has revamped its branding and website.
The broker has long had a rather ‘old school’ feeling website, that was also more geared towards clients trading on a web terminal.
The new site fits with a swathe of rebrands we’ve seen over the last 12 months or so, with many firms trying to position themselves more like ‘fintechs’.
For example, Exness, JustMarkets, Pepperstone, and Blueberry have all undergone major rebrands and website changes since the start of the year.
XM’s new site, at least when accessed from the UK, is also striking in that it pushes the user to download the company’s proprietary app.
Historically, the firm has pushed users more to download their MetaQuotes offering, as opposed to their own app.
XM’s rebrand also makes it look and feel more in line with its other major brand, Trading.com. This has been used to target the US and UK.