Axitrader, a top 10 global online broker for retail and institutional customers, has rebranded to become Axi.
The new brand represents a bold move away from category norms, capturing the excitement of trading the markets while reflecting the human, customer-centric approach that is at the heart of the Axi brand.
Launches Axi Select incubation program: Giving traders the edge
Coinciding with the rebrand and new Axi name is the launch of Axi Select, an incubation program designed to provide talented retail traders with an equal opportunity to become full-time professional traders.
To date, Axi Select has allocated over A$10 million to traders who have entered the program. Under this unique program, Axi provides retail traders with the necessary tools – including an Artificial Intelligence-backed performance analysis platform called PsyQuation - plus the funding to get them on the path to professional trading.
Axi Select is at the core of Axi’s offering and one of the major components in the new brand’s message of ‘trading your edge’.
Encouraging traders to realise their ambitions
The new name comes with a new logo, with the edge of 'X' reflecting an upward move in the markets and symbolising 'the edge' that every trader needs. The new tagline ‘Trade your edge’ encourages traders to capitalise on their self-belief and realise their ambitions.
Axi wants the new brand to appeal beyond professional traders and institutions, intending for it to also resonate with potential traders and investors around the world.
Partnership with Manchester City Football Club
A core part of this strategy comes with today’s announcement of a multi-year partnership with Manchester City Football Club.
This is the first major sports partnership for Axi and will help the company create global awareness for its new tagline 'Trade your edge' through high-profile placements within the Etihad Stadium, on the City website and also through activations with customers and fans online and at events with a range of exclusive offers and promotions.
Rajesh Yohannan, CEO at Axi said: “We have introduced a lot of innovation over the past few years – a more robust platform and a wider range of products for our clients around the world. This rebrand to Axi reflects our continuing efforts to deliver the trading edge for every trader.”
Louis Cooper, Chief Commercial Officer at Axi said: “At the core of Axi is the vision to enable every trader to ‘Trade your edge’. And we believe that as we expand to more regions, more traders can benefit from our wide range of trading products and services.”
Regarding the partnership with Manchester City, Mr Cooper said: “As we started looking into relaunching our brand, we felt there were lots of similarities with how the world's leading football clubs are focused around gaining that competitive edge and Manchester City personified that."
He added, “The refresh of the Axi brand and the partnership with Manchester City is part of our strategy to make our brand, award-winning services and product portfolio more accessible to more traders across the 100+ countries we operate in.”