folder Filed in Rebrands
HotForex evolves into global multi-asset broker with HFM.com rebrand
By Tatiana Bonneau access_time 2 min read

HotForex is a Cyprus-based brokerage group. The company launched in 2010 focusing on Foreign Exchange Trading. Through the years the business developed and evolved to a global multi-asset broker whose products and services go beyond just forex trading.


This is a major milestone for the company which marks its transformation into a one stop broker destination for clients. This new and evolving positioning perfectly illustrates our growing ambition on the industry and signifies the expanded product range now available that goes way beyond forex, also offering stocks, commodities, indices, ETFs and much more. We feel it’s important to let people know what HFM stands for and that the new name will allow us to leverage and become a future ready company.

George Koumantaris, CEO HFM

HFM stands for HF Markets, carrying some of the old identity across to keep that connection. The company secured a three letter .com domain name matching its new brand name – HFM.COM. Names like that are rare branding assets and communicate instant authority and trust – perfectly in keeping with HFM’s ethos built on honesty, openness, and transparency. “Simplicity is the ultimate sophistication.” as Leonardo da Vinci wisely said.

HFM has used the rebrand to remind existing and potential customers and business partners of their values, existing services and exciting new opportunities on the horizon. They released a video announcement along with other PR activities.

Using a rebrand to drum publicity and send a positive message to your audience is quite a smart move. Sumo spent $1,5 million on their domain name and dedicated a page on their website to talk about it.


How does your brand name match your company vision? What new horizons can a better name open? Get in touch if you feel your brand deserves a better name, we are always happy to help.

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