ATFX was established on the firm premise that by combining modern technology, world-class products and services, and on-going education, there was a better way to trade the financial markets. The company’s leadership team worked hard to set itself apart by going above and beyond to meet all of its clients’ expectations from the start.
Because of the numerous innovative products and services it has released, ATFX is considered a fintech pioneer in the retail FX trading market. ATFX has established itself as a great company despite being a relatively new participant in the competitive retail brokerage industry. Joe Li, Chairman of ATFX states, “When we started the company, we saw that little had changed in the industry for a long time. We saw that clients struggled to meet the stringent rules set by brokers who were not keen on adopting new operating methods to serve their clients.” Furthermore, the team noticed a gap in the sector, as most brokers were only interested in English-speaking nations, ignoring important areas like LATAM and Southeast Asia. The founding team possessed extensive knowledge of emerging Europe, the Middle East and North Africa region, Latin America, and Southeast Asia. They saw that many underserved markets had a huge opportunity.
As a result, ATFX set out to rewrite the industry’s norms by providing services to its clients in their native languages, regardless of where they were in the world. The team went to great lengths to meet with clients at their convenience and made it their mission to democratise global financial market access. The organisation has achieved this goal by establishing over 12 regional offices throughout the world that serve clients in their native languages.
ATFX has also introduced a number of cutting-edge technologies, like facial recognition for account opening and Adobe Sign, to make it easier for its clients to access the financial markets. The organisation is also in continual contact with its customers in order to determine their needs and supply solutions. As a result, ATFX has earned a reputation for providing excellent customer service to its clients.
What makes ATFX UNIQUE?
In the FX brokerage industry, the present situation is that there has been an infusion of new traders into the markets. Many people have seen this possibility, and the sector has become increasingly competitive as a result of the rush of new brokers. Because of the rush of new traders, brokers have the opportunity to swiftly expand their client base by doing the right things. While each broker has its own marketing plan for attracting as many customers as possible, ATFX took a different approach. The team states, “We are keen on delivering world-class customer service to our clients, combined with detailed trader education programmes and periodic promotions.”
The financial business is continuously changing, and brokers and traders alike must keep up with the myriad changes that occur each week. ATFX analysts are always available to provide clients with the most up-to-date market data and analysis. It is also particularly concerned with ensuring that its clients can communicate with a member of staff who is fluent in their native tongue whenever they contact it. Other brokers, according to ATFX, will need to focus on similar techniques if they want to succeed in the long run.
ATFX has always had a client-first philosophy, which has contributed to its rapid growth in just a few years. Clients have gotten more explicit about what they want from their brokers, and the company has worked hard to accommodate those needs. As traders and investors become increasingly demanding over time, brokers who do not grasp their clients’ needs are likely to fail. As trends continue to evolve, these are some of the significant developments ATFX sees in the brokerage market.
Achievements to Be Proud Of
The launch of ATFX Connect in 2019, the launch of the ATFX TeamUp Trading App in LATAM earlier this year, and the launch of the AT Premier research platform in the UAE are just a few of the significant achievements ATFX has achieved. ATFX has been named among the top five brokers with the greatest trading volumes on the MetaTrader 4 platform on several occasions this year. It was also named one of the Top 10 Most Influential Companies in the World in 2021.
ATFX has won countless honours in the past, and 2021 is no exception, with 12 awards to date. The Best Fintech Forex Broker, the Best Forex MT4 Broker, the Best Forex Introducing Broker Program, and the Top 10 Hot Brands of the Year 2021 are among the prizes presented this year. For the past three years, ATFX has sponsored the Duke of Edinburgh Cup, and the crew had the opportunity to meet Prince Edward this year.
Since its inception in 2017, the company has been focused on improving, and the outcomes are reflected in its awards. Joe Li says, “We chose not to focus on the challenges we faced initially in building a new brand from scratch, as we knew they were temporary at best. It seems our strategy paid off, given where we are now. “
Exclusive Trading Services
ATFX Connect, a service aimed at institutional clients, is one of the exclusive services offered by ATFX. Despite its success as a retail broker, the company decided to develop this service because the team spotted a market need that it could fill. The institutional FX brokerage industry is fiercely competitive, but ATFX rose to the occasion. Jeffrey Siu, ATFX Group COO says, “We continuously improve the service to remain at the top as we work hard to meet our clients’ needs.”
In terms of the company’s retail brokerage business, one of the unique features is the option to open an account using facial recognition. The business was one of the first to use this innovative but secure registration procedure. In addition, ATFX provides its clients with the option of signing any papers electronically using Adobe Sign. These two services are in line with the company’s goal of making it simple for anybody in the world to trade and participate in the markets.
ATFX just established AT Premier as a premium market research platform for its Middle Eastern clientele. After noticing a need for such a service among its clients who desired the greatest market analysis available, the research platform was launched. AT Premier offers top-tier research from major investment banks and prominent market research firms, among other sources. Furthermore, it curates the best market research and makes it readily available to its clients on the AT Premier website.
Finally, the ATFX TeamUp application is currently available to the company’s Latin American clientele. Clients can use the app to communicate with other traders in the area and trade the markets by copying the experts in one app. The app has been favourably received, and it is being considered for distribution to clients in other countries.
Revolutionizing the Industry
The majority of ATFX’s cutting-edge products and services have had a major impact on the Forex brokerage sector. For example, it pioneered the use of facial recognition as a critical component of the registration process. The technique is effective, allowing it to authenticate the identities of its clients with greater precision than other approaches. Combining face recognition with government-issued identification credentials has resulted in a simple, quick, and secure registration process. It’s clear that it’s doing something right when other brokers follow its lead and start using facial recognition.
According to ATFX, it was also one of the first brokers to use Adobe Sign as a critical part of its internal processes. Clients that use Adobe Sign do not have to print any documents that the company provides, which is excellent for the environment. Instead, clients can digitally sign the documents, which are then sent to ATFX automatically. Working with clients has been much easier as a result of this method, and many other brokers are following suit. Since they transformed the way brokers operate, these two services have had a huge impact on the business.
ATFX’s IT team, which numbers in the hundreds, is always working on new and creative products and services. It’s one of the few brokers with an in-house IT team working on cutting-edge technology that could lead to new services being launched. It prefers to build its own technologies, unlike many other brokers who use white-label services. There are numerous benefits to having such a large IT team, and other brokers are recognising this and following ATFX’s lead in expanding their IT teams.
Strategies for Success
While many brokers choose to use large-scale marketing campaigns involving celebrities who aren’t genuine traders, ATFX prefers to get close to its clients. Before the coronavirus epidemic, the broker held a number of in-person workshops in numerous nations. The broker turned to online lectures after the pandemic made in-person sessions impractical. ATFX also continued to provide multiple weekly webinars in which its market experts offered their trading expertise to the broker’s clients. As a broker, it made it one of the major pillars of its marketing approach to educate its clients on how to become better traders. So far, the plan has yielded positive results, with some of the most active clients.
It did not forget, however, that it is a business, and it must employ a variety of techniques in order to reach consumers at various phases of their trading and investing journeys. Therefore, it also uses regular promotions as a way of attracting new clients. These are not just random promotions, but well-targeted campaigns that help them reach a broad audience of people who have never heard of ATFX. Jeffrey Siu, ATFX Group COO mentions, “We also participate in competitive award processes that involve traders in choosing the winners. ATFX believes that the clients it works tirelessly to serve each day appreciate our efforts, and they would choose us over our competitors.” As a result, ATFX has won most of the awards it participated in and is one of the most awarded brokers globally.
ATFX also has a lucrative introducing broker (IB) programme to get new clients via word of mouth. Jeffrey says, “We value our IBs and supply them with all the marketing materials they would need to market our services correctly.”
The Vision and Mission of the Company
ATFX’s objective is to democratise financial market access by allowing anybody interested in trading to participate. While this is a lofty objective, given the world’s population of 7 billion people, it is committed to doing all possible to achieve it. Furthermore, the company’s objective is to provide its clients with the best possible possibilities to become successful traders; as a result, the company’s vision and mission guide everything it does.
ATFX’s comprehensive investment and trading education programme, for example, is designed to assist its clients in becoming better traders. It offers tailored training for all levels of traders, from beginners to advanced. As a broker, it recognises that constant learning is an important part of becoming a better trader, so it hosts webinars on a regular basis. Jeffrey says, “The webinars keep our clients updated on current trading and investment opportunities.”
Combining its vision and mission allows ATFX to work hard at making its services accessible to people from all over the world. The company is constantly looking at new ways to serve its clients better. Joe Li says, “Our quest to serve our clients better has led to the launch of the aforementioned innovative services, making traders’ lives easier with ATFX. We are currently developing other innovative products and services for our clients that will be launched in due course.”
