How Axi Turned Product Investment into “Most Innovative Broker 2025” Recognition at the FM Awards

Finance Magnates London Summit 2025 (FMLS:25) returned to London with its usual mix of big-brand visibility, industry debate, and product positioning especially around how brokers can genuinely differentiate in a crowded market.

On day two, Finance Magnates sat down with Hannah Hill, Head of Brand and Sponsorship at Axi, to discuss what sits behind the firm’s latest recognition: Global Most Innovative Broker 2025 at the Finance Magnates Awards.

Innovation as a multi-year build, not a one-off launch

Hill framed the award as the result of sustained investment rather than a single feature release pointing to the last two years as a period where Axi doubled down on technology build-out and product development.

“Innovation and development of technology is really key.”

That matters because brokers often compete with similar market access, comparable platform stacks, and near-identical pricing narratives. In that environment, Hill’s message was straightforward: visibility is important, but the product has to give clients a reason to care.

Why Axi Select became the standout story

Asked what contributed most to the award, Hill pointed to Axi Select, Axi’s capital allocation program, as a central driver of differentiation.

“It’s kind of an industry-first product.”

Axi positions Axi Select as a funded trader/capital allocation pathway that can scale up to $1,000,000 in capital funding, with the ability for traders to earn up to 90% of profits, and with no registration or monthly fees (standard trading fees still apply).

In practice, that “capital allocation” angle gives the brand a clearer innovation narrative than generic “better spreads” or “faster execution” claims because it’s a distinct value proposition that can be communicated consistently across content, PR, and performance marketing.

Copy trading momentum and an app rollout to support distribution

Hill also pointed to broader platform efforts supporting Axi’s product direction, including:

• a continued push around its copy trading proposition (as positioned in the interview), and
• the Axi Trading Platform/app, which Axi has been rolling out across markets.

Axi’s own product materials position the Axi Trading Platform around broad market coverage (e.g., “490+ products” including CFDs across multiple asset classes), while its support documentation also highlights that availability is country-dependent.

The key point for an interview-led article like this is not listing every feature, but connecting product distribution (apps and rollout) to the innovation narrative: strong products don’t win if clients can’t access them easily in the markets that matter.

The award as an internal growth lever, not just external PR

One of Hill’s more grounded points was about what awards do inside a brokerage. She noted that product and technology teams often sit behind the scenes less visible than sales or marketing so recognition can work as a motivating signal.

“It’s really encouraging to the teams that are behind the builds.”

That theme plays well in an executive interview recap because it connects brand outcomes (awareness, trust, differentiation) with the internal capability needed to sustain them: roadmap discipline, engineering delivery, and a culture that’s measured on what ships.

Branding in a more competitive brokerage market

Hill also confirmed that Axi has been actively reviewing how the brand evolves alongside its technology progress especially as more brokers in the space refresh their positioning.

Her framing was pragmatic: the category has stronger competition now, and brand identity can’t lag behind product reality. In other words, if the offering becomes more sophisticated (and more differentiated), the brand story needs to become clearer, sharper, and more consistent across channels.

How Axi is using Axi Select in its marketing engine

Hill described Axi Select as a core part of Axi’s marketing approach showing up heavily in content, social, and PR. That’s a textbook “FM-style” thought-leadership angle: one flagship initiative becomes the anchor that ties product innovation to brand visibility, rather than scattering attention across too many platform claims.

And in a market where many firms feel interchangeable, a single “hero” product makes it easier to execute:

• clearer campaign messaging,
• more consistent editorial themes, and
• stronger recall at industry events.

Watch the full executive interview

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