Arguably the “biggest-ever campaign” that the retail brokerage industry leader has rolled out, the campaign taps into trading psychology, capitalizing on essential attributes associated with trading, such as determination, passion, and a systematic pursuit of an end-goal.

Symbolically named “Born to Trade”, the Exness brand campaign debuted on August 5, with a video ad outlining its main narrative: traders who embrace challenges, seize opportunities and make bold decisions are likely to succeed.

As one of the largest retail brokers in the world, Exness aims to remind its audience that trading is more than the act of buying and selling securities with a view to generating potential profits, but also a journey of self-discovery.

Revealing the thought process behind “Born to Trade”, chief marketing officer Alfonso Cardalda said: “At Exness, we believe that real traders were born to trade; and that trading is an innate calling to which only the best of brokers can respond.

“The ‘Born to Trade’ campaign highlights the exceptional quality, dependability, and product superiority that clients consistently experience with Exness, showcasing exactly why we are the preferred choice for traders globally.”

With this in mind, the “Born to Trade” semantics exceeds the aesthetics of a catchphrase, reflecting the perseverance and adaptability characterising professional traders, which can lead to success, if combined with the right tools.

By resonating emotionally with traders, Exness seeks to establish a deeper connection with its audience. As it projects itself as a partner and educator, the multi-asset broker has redefined marketing for the online trading industry.

Through this campaign, Exness has reinforced its new brand identity launched in January 2024, in a way that is more approachable and appealing to its audience.

Inspired by the original logo design with the prominent “e” and “x” initials associated with the Exness visual identity, the rebranding campaign is evocative of the company’s values.

Imagined as a symbolic fusion of two essential principles, rationality and emotion, the more modern “exo” emblem better reflects the way in which Exness operates.

The brighter yellow colour and the leaner font are essential elements in the broker’s rebranding exercise, supporting the overall metaphor of linking past achievements with the bold present and future.

Moulded into this vision, “Born to Trade” was only a natural step forward in Exness’ bold marketing approach, being rolled out worldwide on multiple channels, including digital advertising, social media, and traditional media outlets.

Taking its marketing efforts up another notch, in April, the broker inked a partnership deal with LALIGA in Latin America.

Beyond bold marketing initiatives

Starting out in 2008 with a vision to make derivatives trading accessible to the masses, Exness has established a strong foothold worldwide.

With offices in Limassol, Cape Town, London, and other strategically selected locations providing a friendly environment for fintech and financial activities, Exness has a strong workforce of over 2,400 employees across 4 continents and 7 global offices.

Over the years, the global brokerage firm has stood out not only as an affluent industry leader and fintech innovator, but also as one of the top employers in Cyprus.

In September, the company earned the “Great Place to Work” certification from Best Workplaces^TM , for the 4th time in a row, after being recognized as the “Best Place to Work” globally, earlier in the year.

As it continues to expand its operations across industries, Exness continues to generate jobs, contributing to the island’s employment sector’s growth.

Its multicultural approach to business secured Exness a privileged position amongst young graduates seeking employment in fintech. Earlier this year, Exness launched its Fintech Scholarships programme.

Open to exceptional students with financial difficulties, the programme offers young talent the opportunity to pursue higher education in science, technology, engineering, and mathematics (STEM) at top universities around the world, including Cambridge University.

Currently, Exness finances the education of 53 students from Cyprus, South Africa, and Kenya, through this initiative, a news media [1] outlet notes.

In its 16th year of operations, Exness demonstrates its relevance in multiple ways. Driven by values of transparency and fairness, the company has cemented its position on the country’s business scene.

More detailed information about the company and its multi-asset trading services is available at the website.

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