Exness Cape Town office opening | Marketing strategy and local growth

Exness Expands To Cape Town: Interview With CMO Alfonso Cardalda

Finance Magnates’ Andrea Badiola Mateos sat down with Alfonso Cardalda, Chief Marketing Officer at Exness, during the grand opening of the company’s new office in Cape Town. This conversation builds on our earlier interview with Paul Margarites, highlighting Exness’ growing footprint across Africa. While Margarites discussed the broader expansion strategy, Alfonso addressed the marketing approach, local engagement, and the continued centrality of product quality in everything they do in South Africa.

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Putting traders first

Cardalda shared that at Exness, everything starts with the trader. The company focuses heavily on delivering a great product. This means stability, valuable features, and fair trading conditions. Retaining customers is just as important as getting new ones, and they do this by offering what traders actually need.

In South Africa, traders are getting more advanced. There's a strong interest in learning and using innovative trading strategies. That’s why Exness is choosing its partners carefully. They’re not chasing big numbers; they’re focused on working with the right people.

Marketing with meaning

When asked about the marketing strategy in South Africa, Alfonso broke it down into a few key points:

• Clear message: Everything starts with having the right message. Traders need to understand what makes Exness different.

• Proper channels: It's not about using just one platform. Exness uses social media, PR, influencers, and more.

• Strong brand: The brand is built on values like trust and transparency. This comes from the leadership and runs through all communication.

"Marketing isn't about one channel. It's about combining the right message, the right product, and the right platforms."

Exness does not just talk; it ensures that every aspect of its message reflects who it is and what it offers.

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Local faces, real connections

A key part of Exness’s strategy in Africa is working with local and international influencers who serve as the brand's voice. These aren’t just marketing tools. They are people traders can talk to, ask questions, and get help from.

In some African countries, local influencers work best. In others, people connect more with international voices. Exness adapts based on the country. That’s what makes their model work so well across different places.

Expansion with control

Growth is not easy, and Alfonso didn’t shy away from this. He said that expanding while keeping control is one of the biggest challenges for companies. At Exness, every new office or market entry is backed by careful planning. They don’t waste money. They study each move before making it.

He also mentioned that many smaller brokers struggle because they don’t plan or manage costs well. That’s why Exness invests significant effort in analysis, cost control, and smart execution.

Customer retention: not just a buzzword

Retaining traders means more than sending emails or running ads. At Exness, it’s about the product. Alfonso said if the product is strong, people stay. And if someone leaves, they often return and stay longer.

To retain its traders, Exness runs targeted campaigns. These aren’t just emails. They include new product updates, influencer content, and other types of outreach that actually work.

The Cape Town office shows its deep commitment to Africa, and there’s no doubt they’re here to stay.

Looking to the future

Exness is expanding its presence across Africa, and this interview with Alfonso Cardalda offers valuable insights into the brand's philosophy: focused, measured, and always centred on the trader. With smart marketing strategies, strong product offerings, and local partnerships, Exness is establishing a benchmark for how financial services can grow with both ambition and responsibility.

Watch the full interview nowto hear more from Alfonso Cardalda, CMO at Exness, on how the brand is moving forward in South Africa and beyond.

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