Beyond the Hype: Building a Transparent and Reliable Brokerage in Emerging Markets

This article was written by Paul Margarites, Exness Regional Commercial Director

Transparency in trading isn’t a marketing tool but a moral obligation. And in emerging markets, like those in Sub-Saharan Africa, where scam brokers continue to exploit regulatory gaps and client inexperience, it’s also a competitive advantage.

At Exness, transparency is embedded in our systems; it’s what our global reputation is built on. It’s backed by real-time data, licensed operations, and product features that put control in the hands of traders. In markets like Africa, this clarity matters more than ever.

Beyond branding–real transparency in action It’s easy to promise tight spreads and fast withdrawals. It’s far more challenging to be consistent with your claims and minimize the fine print.

Exness is one of the few brokers in the world that publishes extensive operational metrics on its website, including tick history. These numbers are proof for clients and regulators that we deliver what we claim. This level of visibility also builds accountability, showing how stable and reliable we are, even during market volatility.

Why transparency matters in Africa

Emerging markets attract innovation, but they also attract opportunism. The trading sector in Africa has seen a rise in unregulated brokers using aggressive tactics to target first-time traders. These firms leave clients disillusioned and damage the industry’s reputation

This is where transparency becomes a critical safeguard. African traders are savvy–they are mobile-first, data-literate, and increasingly cautious about who they trust. By making key performance data public and operating under local licenses such as our regulatory approvals from the FSCA in South Africa and the CMA in Kenya, we signal that we are accountable not just to clients, but to regulators and partners in each jurisdiction.

Tech-powers values

Incorporating transparency into our products is a technical challenge overcome by robust engineering and advanced algorithms. Instant withdrawals*, for example, are powered by a complex infrastructure that ensures clients’ requests are handled on our side within seconds.

Similarly, our pricing systems are designed to keep spreads tight and stable**, even for larger trade sizes and during periods of high volatility. This is particularly important for African traders who are often more sensitive to cost and risk. When trading costs spike unexpectedly, it can impact entire strategies.

Transparency extends to partners

Our approach to transparency also strengthens our relationship with IBs (Introducing Brokers) and affiliates. When your revenue is linked to a broker’s performance, you need to trust that what’s promised matches what’s delivered. By giving our partners full access to performance metrics and marketing analytics, we reduce friction and foster long-term collaboration.

Many partners in Africa are hard at work educating new traders, growing communities, and bridging the gap between traditional finance and online trading. They deserve a broker who matches that commitment with clarity and consistency.

The African fintech landscape is dynamic, complex, and full of opportunity, but trust will be the deciding factor in who thrives. For brokers to build a lasting relationship in Africa, transparency must go beyond mere sales speak. It must be embedded in the tech, visible in the numbers, and reinforced through licenses and local presence. At Exness, we believe that a transparent brokerage is a reliable one. And in emerging markets, reliability is what builds futures.

* At Exness, over 98% of withdrawals are processed instantly (under 1 minute). Processing times may vary depending on the chosen payment provider.

** Spreads “Tightest spreads” refer to the tightest average spreads on Exness Pro accounts for XAUUSD, based on data collected from 25 August - 7 September 2024. This comparison looks at the average spreads across commission-free accounts from several brokers.

Spreads may fluctuate and widen due to factors including market volatility, news releases, economic events, when markets open or close, and the type of instruments being traded.