Exclusive: Helen Astaniou appointed Interim Chief Marketing Officer at FXPRIMUS

After almost two years at FXPRIMUS, Helen Astaniou is promoted to Interim Chief Marketing Officer. We take a look at her leading edge initiatives that emphasize branding, optimization and value proposition

Retail FX brokerage FXPRIMUS has today appointed Helen Astaniou as Interim Chief Marketing Officer, following the recent departure from the company of renowned FX industry marketing expert Laoura Salveta.

Ms. Astaniou was promoted from her position as PR & Communications Manager, at the company’s headquarters in Limassol, Cyprus.

Since joining FXPRIMUS from IronFX Global in April 2015, where she was Senior Marketing Communications Officer, Ms. Astaniou has been responsible for emphasizing FXPRIMUS’ value proposition among retail FX brokerages, having devised some innovative initiatives.

In the early part of this year, FinanceFeeds took a close look at the development by a British company that is developing a virtual reality trading platform, however by the summer, retail FX brokerage FXPRIMUS had begun to put virtual reality headsets to use by providing educational anecdotes and references to the company’s services via the Google Cardboard solution.

At its launch, Ms. Astaniou explained “It allows you to be transported into a 360 degree environment anywhere, you could even be on the moon!”

Rather than offering a trading environment from the virtual reality headset from the outset, FXPRIMUS is introducing its audience to the concept via a series of videos which are specific to retail traders wishing to gain a further understanding of products and services in the retail sector.

“It is a symbolic representation of our services” said Ms. Astaniou. “We are using it to augment one of our USPs which is technology. This virtual reality system facilitates learning, and you can learn about products and services through it.”

“If you wanto learn about a specific point regarding FX trading, we have developed a video for it, which has different elements. This operates in the form of, for example, a virtual version of our Head of Research Marshall Gittler speaking and introducing, and then when he finishes speaking, a video follows that concentrates on a specific subject, then the client can go to our website to learn more” she said.

I am sure that people remember more of what they have seen via a 3 dimensional virtual reality system than if it had been viewed on a standard computer. In some respects it is how we all viewed Star Wars in the 1980s in that wherever I look there is something different, something moving” said Ms Astaniou.

In conclusion, Ms. Astaniou said “We have reached a plateau over the last few years with what are now widely accepted devices, however virtual reality is the way all big communications services are headed, so why not with trading too?”

This is a clear representation of using new technology and extra dimensions in a marketing capacity.

Recently, during a discussion about client acqusition, one of the key considerations for brokerages these days, Ms. Astaniou explained “Just as the only constant is change, one must stay ahead of the game by being ready to adapt, improve or optimize a campaign at the flick of a switch. This year we will be focusing heavily on reporting mechanisms for every facet of our marketing campaigns and business as a whole, so that we can fully understand our weaknesses and strengths, in order to continually improve our services and offerings.”

Image: Helen Astaniou demonstrates the Google Glass virtual reality headseat for FX tutorials

Read this next

Industry News

Freedom Holding Corp. contributes to UN global goals in Central Asia

Climate change, hunger, poverty, lack of education and clean water are the most pressing issues facing humankind today. These challenges cannot be addressed by any single nation or state, and require a global response.


BlockDAG Transforms Crypto Mining with X1 Beta App Launch, Raises $49.2M in Presale; SEI & BONK Developments

Uncover BlockDAG’s X1 app beta launch, reshaping mobile mining and propelling its presale to $49.2M, eclipsing BONK and SEI.

Digital Assets

Joe Biden’s campaign explores crypto donations via Coinbase

U.S. President Joe Biden’s campaign is in discussions with cryptocurrency industry players about accepting crypto donations through Coinbase Commerce, sources familiar with the matter told The Block.


VGX Foundation and Honeyland Partner to Offer VGX Rewards for Players

The VGX Foundation has announced a partnership with popular web3 game Honeyland, offering rewards utilizing the VGX token for their players.

Digital Assets

Terraform and Do Kwon fined $4.5 billion to settle with SEC

Terraform Labs and its co-founder Do Kwon have reached a final settlement with the U.S. Securities and Exchange Commission (SEC) regarding a fraud case, according to a court filing on Wednesday.

Retail FX

Dukascopy broadens CFD offering with Italian stocks

Switzerland’s forex bank and broker, Dukascopy has just expanded its offering to include Italian stocks and the Italy 40 Index. The new additions allow clients to access a broader range of investment opportunities in the Italian market.

Fundamental Analysis, Market News, Tech and Fundamental

Global FX Market Summary: Federal Reserve Monetary Policy, US Inflation,Eurozone June 12 ,2024

The Fed meets today to decide on interest rates. A dovish shift (keeping rates steady or hinting at cuts) is expected, weakening the US dollar and potentially boosting gold prices.


BlockDAG Leads CoinSniper Ranking as Presale Surges to $49.2M While Cardano Shows Resilience & ApeCoin Surges

Explore BlockDAG’s #1 ranking on CoinSniper listing as presale booms to $49.2M. More on ADA’s resilience & ApeCoin’s surge.