Divisa Capital’s new design: CEO Mushegh Tovmasyan and the executive team explain all

Veteran Prime-of-Prime Broker Divisa Capital recently relaunched its brand under a new logo and complete web redesign. FinanceFeeds took this opportunity to catch up with the Divisa Capital team in their London HQ yesterday to hear first-hand the motives behind this move.

Mushegh Tovmasyan, CEO of the firm, explained “The Divisa Capital brand, established in 2008, has become a significant player in the FX industry. Divisa has managed to provide excellent liquidity and technology solutions to a rapidly growing client base.

“What started as a single niche brokerage has quickly become a multinational brokerage group of companies expanding in emerging market regions and diverse clientele. However, the different Divisa brands and products made it difficult to effectively communicate the strengths of Divisa Capital to existing and potential clients.”

“In early 2016 we decided that we needed to address the firm’s marketing message, and therefore began a rebranding exercise that resulted in a new website and logo.” Mr Tovmasyan continued. “We moved away from the traditional FX WordPress design structure and towards an inhouse designed proprietary system. This gave us much more scope to capture and convey the firm’s key products and values.”

New products, new execution model

To understand more about the new market message, we spoke to Gary Dennison, Managing Director of the Group’s US office, “We found that clients wanted a clear message under a consolidated brand that encompasses all of Divisa Capital’s products and global companies.

“We were eager to avoid the marketing ploys by some brokers to misuse industry terminology for their benefit, and rather focus on concisely presenting our core offerings” continued Mr. Tovmasyan.

Divisa Capital has long operated as a bespoke Prime-of-Prime broker for margin FX, Precious Metals and CFD solutions for brokers and professional clients. Under the new branding, the firm has expanded on their new core product range to include otcXchange and Divisa Money.

FinanceFeeds asked the team to expand on their core products. “otcXchange offers spot FX liquidity via a powerful ECN”  said Ryan Gagne, Head of US Sales.

“By allowing clients with top-tier prime brokers to trade anonymously with a unique liquidity pool and best-of-market execution.” Mr. Gagne continued. “As our margin clients grow in capacity, otcXchange is the natural step up in their corporate evolution.”

“Divisa Money deals with our clients’ pain of having to deal in multiple currencies but have to account their bottom line in one currency. We found that providing them with a physical exchange service with favourable FX rates can increase profitability and reduce FX risks” Mr. Gagne further explained.

International growth

Emerging markets also appeared to be on top of the marketing agenda. “We chose to translate the website into Chinese and Russian to cater for an influx of clientele from these markets. The acquisition of an Armenian Central Bank licensed broker in late 2015 has given unlimited access to the Eurasian region” detailed Arik Oslerne, General Counsel at Divisa Capital. “This has meant having to expand language capabilities in our global support team”.

We asked the Divisa Capital team what was next in the pipeline. Mr. Tovmasyan concluded by saying that “The FX industry is going through a dramatic change in terms of regulation as brokers face increasing costs, capital requirements and red tape.”

“As clients navigate through this turbulence, we expect that doing business in the UK/EU will only become more convoluted with time. Of course, with turbulence comes opportunity, and we are continuously looking at ways to help clients deal with such changes and reduce their costs” concluded Mr. Tovmasyan.