TradeInformer readers will have seen that Chris Demetriou recently rejoined Capital.com as the broker’s Head of Sales MENA.

Chris is the latest executive to make the move from London to the Middle East, so we decided to catch up with him, see why he decided to rejoin Capital.com, find out why the broker has managed to perform so strongly in the region, and discover whether all the Dubai hype is real or not.

Why did you decide to move back to Capital.com?

A major influence in my decision was the CEO of Capital.com MENA, Tarik Chebib, who originally hired me in London and gave me the opportunity to return and work with him again. His leadership and vision for the MENA region was a huge draw.

Additionally, after being a co-founder of an AI startup and setting up a CFD brokerage where I worked directly with some of the sharpest minds in oil trading, I gained invaluable experience in everything from AI, marketing and onboarding, to high-level market making and execution strategies. Coming back to Capital.com, I saw an opportunity to bring this expertise and apply it to a fast-growing, client-focused brokerage.

What are you going to be doing in your new role?

As Head of Sales MENA, my role is to grow our footprint in the region and enhance our client experience. I want to instil a trader-first mentality within the team, ensuring we think and operate from a trader’s perspective.

This means delivering more value to clients, offering insights beyond just execution, and helping traders navigate markets with confidence. I am also involved in a lot of exciting projects. From marketing to onboarding to AI, with my experience and skillset I am able to add value beyond my job role.

A lot of people are moving to Dubai but it’s still a big step to move abroad. What appealed and why did you decide to take the leap?

Dubai’s position as a global trading hub made the move an easy decision, although the weather and tax-free environment helped as well. It’s fast-paced, dynamic, and full of opportunity. The energy in the MENA region is unmatched, and with Capital.com rapidly expanding here, I knew I wanted to be part of that journey.

It is definitely a big decision to relocate to a new country. From the language and culture to leaving family behind there are a lot of factors you need to consider. For me, it wasn’t an easy decision. But after speaking with Tarik in depth, it was not just the working environment that appealed, the lifestyle that you can build for yourself out here was equally attractive.

Has Capital helped make the move smoother?

Capital.com has been incredibly supportive in making the transition seamless. Not only did they help me with all the logistics of moving, they also helped me to integrate into the team quickly— a huge thank you to Raisa Lozada and Malya Cherigui for their support and organising the transition as well as the whole office for being welcoming.

The company already had a strong local presence and good infrastructure, so stepping into an established setup allowed me to focus on what matters most: providing our clients with an unmatched trading experience.

You hear a lot about there being more of a positive, entrepreneurial vibe in Dubai. I’ve only been there for a few days, so can’t say if that’s true. You’ve been there for a couple of months now. Do you notice it?

Without a doubt. Dubai is built for innovation and ambition. Everyone here is looking to push boundaries, whether in finance, tech, or business. It’s a place where you’re surrounded by high performers, which fuels a strong drive for success.

You can either sit back and watch everyone overtake you or you can put your head down, focus and strive forward alongside them. Everyone you meet is building something or chasing their vision, thinking bigger and it’s very contagious. This ties back to one of the reasons that drew me to the region, to push and challenge myself.

Capital has managed to perform well in the UAE, even though it’s ultra-competitive at the moment. You are speaking to clients directly, so why do you think that is?

It comes down to how we engage with clients and the value we provide. Many brokers offer similar products, but not all truly understand traders. Having come from a trading background, I know first-hand what traders need, and I want to instil this approach in our teams. We focus on education, execution, and providing real insights, rather than just being another platform. That’s what sets us apart.

Do you notice any differences between UAE clients compared to the UK?

Yes, the personal approach is crucial in the UAE. HNW clients value trust and relationships more so than in markets like the UK, where digital engagement is the norm. Face-to-face meetings, understanding their needs, and building long-term partnerships matter here. By having a team that truly thinks like traders, we can offer real value and insight, not just execution, which strengthens client relationships.

Capital is hiring for lots of roles at the moment. If someone was thinking about joining the company, what would you say are the best reasons to join?

You have scope here to be involved in new and exciting projects that would normally go beyond your job role. Think outside the box, if you have an idea, pitch it, that’s the mentality we have here. If you’re passionate about trading and want to work in a high-performance environment where you can make a real impact, this is the place to be. We don’t just sell a platform, we educate, engage, and empower traders to succeed. That’s what makes Capital.com different.