HotForex Europe to Rebrand as HF Markets at End of January

Retail broker HotForex announced on Thursday that its European entity, HF Markets (Europe) Ltd, will be rebranding from HotForex to HF Markets. In a statement sent to traders, the broker said that the change was part of wider effort to improve its service offering to European clients.

“The new brand name,” said the broker, “reflects the company’s vision to strengthen its European presence and constantly expand the services provided in order to offer more and more trading possibilities across a wide range of financial markets.”

Most of the changes will be superficial. The broker’s website and mobile application will be changing, with the company’s new logo replacing its old one.

The broker's ‘client area’ will also be undergoing a name change. Known now as myHotForex, this part of the broker’s website will now be called myHF.

HotForex’s clients can expect to see the changes in the next week. The statement issued by the broker on Thursday indicates that the website and mobile application rebranding process will take place on the 28th of January.

During that rebranding process, there will be no changes to clients’ accounts or their ability to access their trading portfolios.

New CEO for HotForex UK

Though it may be rebranding, HotForex is not undergoing any major internal changes as a company.

But that doesn’t mean nothing is changing at the company. In conjunction with its rebranding, the company has also managed to receive a couple of new regulatory licenses.

For instance, at the start of this week, as reported by Finance Magnates, the firm confirmed that it had received a new license from the Financial Conduct Authority.

Concurrently, the firm announced that it had brought in Adam Toro as Chief Executive Officer (CEO) to head up its new base of operations in London. Toro was previously the CEO of Amana Financial Services UK, the British subsidiary of Amana Capital.