FNG interview… Since Alfonso Cardalda joined the Retail FX and CFDs industry nearly two years ago and became Chief Marketing Officer (CMO) at Exness, one of the major projects he has overseen has been the rebranding of the world’s largest online broker. It’s not an easy case.
We’re delighted to speak with Alfonso today about the Exness rebrand and what it’s all about for him and the company.
FNG: Hi Alfonso, and thank you for joining us today. How and why did Exness decide to undergo a major rebranding? Or in other words, why bother with an already very successful brand?!
Alfonso: Thank you for having me.
Well, that’s a question I’ve been asked a lot over the past few weeks, and there’s no denying that any change to a successful and established brand comes with a certain amount of risk. I think we moved on anyway because it was even more uncomfortable knowing that here we were, at the helm of the industry, breaking record after record and becoming the largest broker in the world, and yet our brand was stuck somewhere in 2008, lagging behind the remaining development and our achievements.
With our 15 year anniversary, we decided to take our brand to the next level. It’s something we’ve been talking about since I joined the company a few years ago, and the timing finally felt perfect.
FNG: What are the key elements that will change at Exness, beyond the logo?
Alfonso: The only thing that will change is a massive improvement in everything we do. Our product excellence and customer-centric approach have set us apart so far, now our communication and branding is also being strengthened. Our plan is to continue doing what we are doing, with an even greater focus on our customers. We don’t just want to communicate with them but to listen and connect. A prime example of how we’re already doing this is the Exness Team Pro influencer program we launched in 2023, which is amplifying our voice in our core markets and reinventing the way we speak to our customers.
FNG: Let’s then go into the details – what makes the new visual identity so special? You kept the familiar “former” from the old logo. What makes it different now?
Alfonso: You are absolutely right, the logo hasn’t changed completely and still pays homage to the original logo that saw us through 15 years of development. The reason we did this was to maintain the connection between past and future achievements and yet step into new shoes at the same time. Our new logo is fundamentally much more modern, simple and elegant and is defined by what we call the exo emblem.
exo symbolizes the two pillars that have defied the history and success of our brand. the head and the heart. In other words, the mathematical aspect of Exness found in our product and technology innovations, merged with the human side of Exness, is reflected in our customer-centric and human-centric approach, both internally and externally. Our font and color palette have also been upgraded to be more modern, bright and bold.
FNG: Are you at all concerned that this refreshed visual identity might not appeal to your customers and partners?
Alfonso: Not at all. The decision to rebrand was of course not made blindly, it involved long-term research not only among employees but also among customers and partners, who shared their feedback and expressed their support for the direction we were taking. The results have already spoken for themselves, with a sharp increase in traffic and product interaction.
FNG: What else can we expect to hear from Exness in the coming months?
Alfonso: Our plan is to continue to improve our products and core offerings for our customers and partners. And that will always be the plan – for the next 5, 10, 15 years. We never aim to stay in our comfort zone, we always want to go further and further. At Exness, we follow the mantra “Good enough is not good enough” and I honestly believe that’s what got us this far.