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Admiral Markets Rebrands to Admirals 

Updated: 29 Mar 2021

Why is Admiral Markets rebranding to Admirals?

Traders and investors will already be aware of how fast asset prices can change. One recent development, which runs in line with the ever-changing nature of markets, is news that Admiral Markets is rebranding to Admirals. Possibly of greater importance is that the online broker will be introducing a range of new features to support its ever-growing client base.

For more than 20 years, the company has been offering its millions of clients a secure and safe way of managing their investments. With the aim of building on that success, the firm is looking to introduce a range of new products and services. The name change from Admiral Markets to Admirals goes hand in hand with the platform becoming an integrated personal finance hub.

Sergei Bogatenkov, the Chairman of the Management Board of Admiral Markets Group AS said, “the rebranding is a natural step to reflect where we are as a business”.

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There are changes on the way, but the most reassuring factor is that Admirals’ client-focused approach and role as an industry disruptor look set to remain exactly the same. In fact, the developments look to have been client-led, with the new platform catering to shifts in investor priorities.

What things will change and what will remain the same?

The most obvious change will be in terms of site aesthetics. The logos reflect that, in visual terms, the change is more a case of evolution than revolution. But behind the scenes, there are more substantial developments taking place.

The upgraded platform will offer integrated solutions for spending, investing and managing money. Admirals is going to offer a more comprehensive service and the option for clients to simplify the management of their finances by using a platform that is more of a one-stop-shop.

Trading will remain an important part of the service, but the new platform will introduce a wider range of products and services. All are designed to make personal finance transparent and accessible.

Sergei Bogatenkov explained the overhaul when he said:

“We are more than a broker. We are a global financial hub disrupting the FinTech world on a global scale. Our aim is to streamline personal finance for over 10 million people all around the world in the next 10 years.”

The name change from Admiral Markets to Admirals means clients won’t lose any of the special features they have grown to be familiar with.

  • The 8,000+ markets to trade will remain. Admiral Markets has — and will continue as Admirals — to offer an excellent variety of asset groups and cost-effective trading.
  • The super-strong regulatory framework will remain. The global offices of Admirals will continue to operate under license from renowned market regulators, including the FCA in the UK, the EFSA in Estonia, CySEC in the EU and AFSL in Australia.
  • The additional client care services, such as negative balance protection, volatility settings, after-sales support, and segregation of client funds will also remain the same.

Will Admirals offer new services compared to Admiral Markets?

Some of the upgrades will be in terms of specific products being offered. Some will be in terms of improved functionality and user experience.

  • The app is getting an upgrade to reflect a change in consumer habits. It will be possible to manage your wallet and all of your accounts in one place.
  • A range of easy to access funds will be introduced. Capturing the zeitgeist, the pricing schedules on these will be a model in transparency of reporting.

How did Admiral Markets perform recently?

The rebranding is one stage on a journey that has, to date, been particularly impressive. Admiral Markets has built a reputation for offering clients all the trading services they need. There have also been notable innovations and neat bespoke features added along the way.

  • In 2013 Admiral Markets introduced its unique MetaTrader Supreme Edition platform. This took the functionality of MetaTrader’s MT4 and MT5 platforms to a new and unparalleled level — and is offered to clients for free.
  • The firm offered new markets in 2017 when it introduced CFD and cryptocurrency markets.

Existing clients will be pleased to know that the new setup will not require them to take any action. There’s no need to change any account details. It does look like Admirals will come on to the radar of those who are not yet familiar with the service.

The firm has always prioritised client safety and that may be part of the reason it has seen incredible growth over recent years.

Even before the rebranding, Admiral Markets was already on the up. In the first half of 2020, it reported that net trading volume grew to 31.6m euros, which was a 2,022% increase on the previous year. The parent company, Admiral Markets Group AS, registered similar success with 37.9m euros and 1,321% growth.

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