Key Insights
- ATFX completed rebrand of its Australian subsidiary Rakuten Securities Australia to AT Global Markets (Australia)
- New branding consolidates global operations under ATFX name for retail clients and ATFX Connect brand for institutional investors.
- Move aligns Australian business with ATFX’s growth plans in APAC region by leveraging brand reputation.
SYDNEY – Leading online broker ATFX has completed the rebranding of its Australian subsidiary Rakuten Securities Australia to AT Global Markets, consolidating its global operations under the ATFX brand name.
ATFX acquired the Australian unit in mid-2023. The rebranding to AT Global Markets (Australia) Pty Ltd aligns the Australian business with the company’s global brand for its retail operations.
Meanwhile, the ATFX Connect brand will continue serving institutional clients in Asia Pacific, the company said in a statement on Tuesday.
The rebranding reflects ATFX’s growth ambitions in Australia and the Asia Pacific region, where it aims to leverage the ATFX brand reputation for regulatory compliance, technology innovation and comprehensive product offerings.
ATFX Chairman Joe Li said renaming the Australian unit signifies “our dedication to offering unparalleled trading services to our clients.” The broker plans to move to a larger Sydney headquarters this quarter to support expansion plans.
Beyond rebranding, ATFX is focused on boosting its client services, investing in portal and server upgrades along with an automated onboarding system to ensure a smooth customer experience.
The initiatives underscore ATFX’s commitments to technology and customer service as a leading industry player, despite tough markets that saw the downfall of rivals like FTX last year.