Global multi-asset broker, HotForex, has announced its rebranding to HFM to “accurately reflect the diverse trading environment it offers its 3.5 million live account holders.”

The broker said the name is necessary as “it moves into the next era of its business.”

The broker, which recently gained regulatory license in Kenya in East Africa, explained that it is seeking to strengthen its global presence with the move.

With HFM, HotForex wants to “showcase the wide range of trading instruments and unique trading experience offered to its clients.”

“We decided that it was time to embrace the future with a shorter, more memorable and more modernized name and for our brand to evolve alongside our ever-expanding product offerings,” George Koumantaris, HF Markets Group's Chief Executive Officer, said in a statement shared with Finance Magnates.

“We provide over 1,200 products in 9 asset classes and having ‘forex’ in our name was no longer a proper reflection of the award-winning trading experience we offer,” Koumantaris added.

HotForex noted that it was confident that its client base will appreciate its continued commitment to its core values and trading experience.

“This should motivate the clients to follow the company into their new era and for many more years to come,” the company said in the statement.

HotForex Background

HotForex was founded in 2010 as a multi-asset broker. The company serves both retail and institutional clients.

After over a decade of experience in the industry, the broker now boasts of 3.5 million clients and a broad range of trading assets and tools.

“The company [HotForex] offers a wide variety of account types, innovative products, platforms, tools and educational resources besides outstanding customer service and unparalleled trading conditions to facilitate individuals and institutional customers to trade Forex and CFDs online,” HotForex added.

Global multi-asset broker, HotForex, has announced its rebranding to HFM to “accurately reflect the diverse trading environment it offers its 3.5 million live account holders.”

The broker said the name is necessary as “it moves into the next era of its business.”

The broker, which recently gained regulatory license in Kenya in East Africa, explained that it is seeking to strengthen its global presence with the move.

With HFM, HotForex wants to “showcase the wide range of trading instruments and unique trading experience offered to its clients.”

“We decided that it was time to embrace the future with a shorter, more memorable and more modernized name and for our brand to evolve alongside our ever-expanding product offerings,” George Koumantaris, HF Markets Group's Chief Executive Officer, said in a statement shared with Finance Magnates.

“We provide over 1,200 products in 9 asset classes and having ‘forex’ in our name was no longer a proper reflection of the award-winning trading experience we offer,” Koumantaris added.

HotForex noted that it was confident that its client base will appreciate its continued commitment to its core values and trading experience.

“This should motivate the clients to follow the company into their new era and for many more years to come,” the company said in the statement.

HotForex Background

HotForex was founded in 2010 as a multi-asset broker. The company serves both retail and institutional clients.

After over a decade of experience in the industry, the broker now boasts of 3.5 million clients and a broad range of trading assets and tools.

“The company [HotForex] offers a wide variety of account types, innovative products, platforms, tools and educational resources besides outstanding customer service and unparalleled trading conditions to facilitate individuals and institutional customers to trade Forex and CFDs online,” HotForex added.