How does ATFX approach M&A activity?

What is Joe’s outlook for the industry in 2024?

Here is what he had to say, exclusively at FNG.

FNG: Hi Joe, and thanks for joining us today. One of our key FX and CFD sector themes for 2023 was industry 

consolidation, and ATFX was certainly at the centre of a lot of the action, acquiring Rakuten Securities Australia 

as well as licensed South African broker Khwezi, as well as getting SCA licence in Dubai. How do you approach 

the issue of acquisitions as a key strategic tool for ATFX?

Joe: The acquisitions of Rakuten Securities Australia and Khwezi not only broaden our geographical reach and 

but also deepen our global strategy in the following ways:

Firstly, by acquiring established players like Rakuten Securities Australia and Khwezi we boost our market share 

and competitiveness in a rapidly evolving industry where consolidation is common. Merging resources under the 

reputational licences of ASIC in Australia and FSCA in South Africa significantly strengthens ATFX’s global footprint. 

More importantly, the respective licence allows us to provide better service to institutional clients in the relative 

regions with one ATFX global liquidities and strengthen competitiveness under “ATFX Connect”, our institutional 

business brand.

Secondly, with mature global successful experience, acquisitions provide us with access to new markets and customer 

segments. By merging with or acquiring other companies, we gain a wider customer base, which can be leveraged 

to cross-sell services, introduce new products, and increase revenue streams. This approach helps us to diversify 

the offering and capture untapped market potential.

Additionally, acquisitions also facilitate knowledge and expertise transfer. By bringing together the talent and 

experience of acquired companies, we can enhance our capabilities in technology, compliance, risk management, 

and client services. This constructive collaboration allows us to stay ahead of the competition, adapt to evolving 

customer demands, and deliver superior service experience.

FNG: What changes have you seen among the online trading community in the past while? How is ATFX preparing 

to address these changes as we turn the calendar page to 2024? Can you share your major goals for 2024?

Joe: In recent times, the online trading community has witnessed significant changes. These changes have been 

fueled by advances in technology, market trends, and evolving investor preferences. As we approach 2024, we 

recognize the importance of adapting to these changes and staying ahead in the competitive landscape.

We have outlined several major goals for 2024 to address the transformations in the online trading community. 

Firstly, we aim to further enhance and streamline our online trading platform to provide a seamless and user-friendly 

experience to our clients. This includes continuous improvement of the platform’s functionalities, optimising 

performance, and incorporating cutting-edge technologies.

Additionally, we recognize the growing importance of social trading and the rise of influencer-driven investment 

decisions. To cater to these trends, we aim to strengthen our social trading features by integrating advanced social 

trading tools and platforms. This will enable our clients to benefit from the collective wisdom of experienced traders 

and make informed investment decisions.

Furthermore, as the online trading community becomes more globalised, we are committed to expanding our global 

presence. We will focus on entering new markets, establishing strategic partnerships, and enhancing our multilingual 

customer support services. This will ensure that we can cater to the diverse needs of traders worldwide.

FNG: ATFX is one of just a handful of brokers which operates properly licensed businesses across a variety of locations 

worldwide including the UK, EU, Australia, South Africa, and the UAE. Where do you see the most growth and opportunity 

for ATFX, both in terms of geography and products?

Joe: When considering the potential growth and opportunities for ATFX, it would be beneficial to analyse the current 

market trends and demands in each location.

In terms of geography, we already operate in the UK, Cyprus, Australia, South Africa, and the UAE. It would be wise to 

evaluate the performance and potential for growth in each of these markets individually. Consider factors such as the 

regulatory environment, economic conditions, market saturation, and target audience needs. By conducting a comprehensive 

analysis, we can identify the locations that offer the most growth and opportunities for ATFX.

Regarding products, it is essential to assess the demand and potential profitability of each product category offered by 

ATFX. Consider factors such as market demand, competition, differentiation, and potential for expansion. By identifying 

the most sought-after products and exploring new opportunities, we can maximise growth and seize potential opportunities 

in the market.

We will base our analysis on concrete data and research to ensure accuracy and reliability. Additionally, staying updated 

on market trends and continuously monitoring the performance of ATFX in each location will help make informed decisions 

about geographical expansion and product development.

FNG: How is the London based, FCA regulated ATFX Connect institutional operation going? What do you see as the key goals 

for that business in 2024?

Joe: ATFX Connect, our institutional arm of ATFX Group, has been operating actively in 2023. In July, we formally joined the 

Global FX Code of Conduct, which promotes integrity, fairness, transparency, and the effective functioning of the global foreign

 exchange markets, demonstrating our commitment to upholding the standards of integrity, fairness, transparency, and 

efficiency in the market.

Additionally, we have already announced our partnership with EBS Direct, a well-known electronic trading platform that has 

been a reliable source of institutional liquidity and price discovery in the e-FX field for nearly thirty years. With EBS Direct, 

ATFX Connect can offer our institutional clients direct market access to custom liquidity and connectivity solutions in Spot FX 

and Precious Metals, further enhancing its institutional electronic FX offerings.

In 2024, the key goals for that business should include expanding our client base and enhancing the technological infrastructure 

to provide more efficient and secure trading capabilities. With the stable and good business foundation of ATFX Connect Agency 

and Margin business, the focus of 2024 will be offering ATFX customised ECN trading platform to our global institutional clients 

as well as expanding the institutional risk management team to enhance ATFX unique liquidity offerings.

FNG: What else can we expect to hear from ATFX in the coming months?

Joe: In the coming months, you can expect to hear several exciting updates from us. We aim to keep ourselves as one of the 

most active brokers in the market. We have been focusing on expanding our product offerings and enhancing our services to 

better cater to the needs of our clients.

One area of focus is technology advancements, as we aim to leverage cutting-edge tools like our mobile application and platforms 

to provide a seamless trading experience. Additionally, we are launching an auto-KYC onboarding procedure allowing our clients to 

complete online applications in a few minutes. It will be launched region by region in 2024.

Furthermore, we are strengthening the global analysts’ team by offering daily analysis for more than 10 languages everyday together 

with unique ATFX education resources as well as copy trading solutions, aiming to provide a comprehensive and variety top tier 

service. We are committed and dedicated to staying at the forefront of the financial industry and delivering innovative solutions 

to global clients.