Dubai-based broker APC Prime named Shadi Salloum its global chief executive today (Thursday). The company said he will run its operations worldwide and lead an expansion beyond the Middle East and North Africa (MENA), where it has built its business so far.
Salloum comes from XS.com, which hired him as its regional director for MENA in July 2023. His LinkedIn profile still lists that role and shows about 15 years at retail brokers in Saudi Arabia, the UAE and Cyprus, mostly in sales and client management, with no earlier chief executive title.
XS.com counted eight regulatory approvals when it added a UAE Category 5 license in October 2025, a license Salloum commented on at the time. At APC Prime he takes the top job at a company that says its growth has come from MENA.
Two Licenses in the Release, One Registration on the Website
APC Prime said it holds licenses from the Australian Securities and Investments Commission (ASIC) and from the UAE's Capital Market Authority (CMA). It gave no license numbers.
The regulation page on APC Prime's website lists a single company, APC Prime Ltd, registered in Saint Lucia. The site's footer says its content is not directed at residents of several jurisdictions, Australia among them.
Brokers have been turning to the CMA for its reach across the UAE mainland.
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PU Prime, Empire Markets and Mitrade all received licenses from the regulator between February and April this year, as FinanceMagnates.com noted when Kudotrade won initial CMA approval and opened a Dubai office.
Dubai Brokers Keep Filling Regional Seats
According to APC Prime, Salloum will rework its leadership and operating structure, look for new markets and hire the teams and partners it needs abroad. He said the plan is to build on the company's regional base and "accelerate its evolution into a truly global broker."
APC Prime already lists offices outside the Gulf. Its Arabic-language profile on X describes the company as based in Dubai, with offices in Turkey and Malaysia.
Before XS.com, Salloum spent close to four years at Exness in Dubai and Limassol, finishing as a country manager. Earlier he held sales roles at Equiti in Jeddah, at AxiTrader, now Axi, and at Alpari in Riyadh.
Rivals have been hiring for the same region. HFM named Mohamed Elgayyar head of GCC and Egypt on August 31, adding to earlier regional appointments at HFM.
In June, XS.com made Omar Alaa its MENA marketing director, the third senior executive it had recruited from Exness, where XS.com group chief executive Mohamad Ibrahim also worked.
