Exness is a Business Reporter client.
In the financial sphere, obtaining inside information about a broker's marketing strategy is a rarity. In this interview, Exness CMO Alfonso Cardalda reveals the philosophy behind the broker's recent brand refresh and his vision for its future.
In the financial sphere, obtaining inside information about a broker's marketing strategy is a rarity. In this interview, Exness CMO Alfonso Cardalda reveals the philosophy behind the broker's recent brand refresh and his vision for its future.
Exness has long established itself as a broker that focuses on the details. From registration to withdrawal, the company believes in offering the most seamless experience in the market.
To achieve this, Exness deploys complex technology to develop advanced products and services. But when it comes to building a truly impactful brand, explains CMO Alfonso Cardalda, it's about more than just math.
Laying the foundation
For any financial brand to be successful, there needs to be fundamental trust between the customer and the broker. As Cardalda says, financial brands are different, since in them “you see the future of your family.”
Exness understands this and connects with the values that traders hold on a deep level. That's why the new Exness brand aims to create an environment where customers feel safe, confident and connected.
The power of simplicity
“If you ask any merchant,” says Cardalda, “[they] “It will tell you that there is a lot of complexity in the way most brokers operate.” Because of this, Exness has set out to listen to consumers and bring simplicity and transparency to the space.
The new brand dictates that every interaction a customer has with Exness must be clean and fluid, without noise or distractions. This applies to everything from the look and feel of the brand to the way it works for the merchant.
the exo
The brand's new logo needed to encapsulate this philosophy and convey it to consumers at a glance. Thus was born the “exo”, the new Exness logo, which combines the elements of the head and the heart to embody the essence of the Exness brand.
The head, as Cardalda says, represents the complexity that must exist for a brokerage to operate at its maximum potential: the algorithms, the mathematics, the products.
The heart, on the other hand, has to do with the intangible foundations that are essential to establishing a lasting connection with consumers: passion, ethics and transparency.
“We wanted to use simplicity to bring order to the complexity of the markets,” explains Cardalda. With this update, Exness believes it has successfully elevated its brand to reflect the high standard of its products and services.
The future of Exness
Exness recently celebrated its 15th anniversary and is now focused on three main pillars to drive its future growth.
The first of these pillars is innovation. Exness will continue to be dedicated to developing top-of-the-line products to maintain the service standards for which it has become known.
The second pillar is the company's expansion plans into new markets to attract audiences in different regions.
The last pillar is communication. As Cardalda says, Exness wants to continue improving and optimizing the way she talks to her clients so they feel constantly heard and connected.
All in all, a fascinating look at the marketing engine of one of the leading multi-asset brokers in the financial space today.
More information about Exness.
