ATFX Changes Name to Rakuten, emphasizing global markets

ATFX reveals new name Rakuten Securities Australia becomes AT Global Markets, enhancing growth and trading experiences.

Home » ATFX Changes Name to Rakuten, emphasizing global markets

ATFX has revealed its new name: Rakuten Securities Australia Pty Ltd. Going forward, the entity will be officially known as AT Global Markets (Australia) Pty Ltd, utilizing the well-established brand name “ATFX” to cater to retail clients and the brand “ATFX Connect” to serve institutional clients across the Asia-Pacific (APAC) region.

The acquisition of Rakuten Securities Australia by ATFX, which took place in mid-2023, set the stage for this strategic rebranding initiative. The company’s decision to adopt the new name aligns with its broader commitment to streamline and consolidate its global brand presence. ATFX has gained international acclaim for its cutting-edge technology, diverse product range, and unwavering commitment to regulatory compliance since its inception.

ATFX new name, completes Rakuten Securities Australia rebrand

Looking ahead to the second quarter of this year, ATFX has exciting plans, including the relocation to a larger office in Sydney. This move not only signifies the company’s growth but also emphasizes its dedication to providing an exceptional trading experience for its clientele.

In addition to the rebranding efforts, ATFX is actively enhancing its services for clients. The company is making significant investments in upgrading its client portal and server infrastructure and introducing an automatic KYC (Know Your Customer) client onboarding system. This strategic move aims to create a seamless and efficient trading environment, empowering clients with access to a wide array of trading tools, educational resources, and responsive customer support.

These upgrades underline ATFX’s commitment to delivering an outstanding customer experience, solidifying its position as a key player in the financial industry. The company’s Chairman, Joe Li, expressed enthusiasm for this milestone, stating, “The Change of Name represents a significant step forward for our operations in Australia and underscores our dedication to offering unparalleled trading services to our clients. Lastly, By leveraging the strong reputation and global brand recognition of ATFX, we are confident that AT Global Markets (Australia) will continue to thrive and uphold the highest industry standards.”

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