Cyprus based Retail FX and CFDs brokerage group HotForex has announced that it will be phasing out the “HotForex” brand (and the hotforex.com url) this year, in favour of HFM (and hfm.com), short for HF Markets.

HotForex already made that move last year in its EU business which uses the website url hfeu.com, as well as its FCA-licensed UK arm at hfmarkets.co.uk. It will now be bringing the same branding to its offshore operations domiciled in Seychelles and in St Vincent & The Grenadines, as well as licensed subsidiaries in Kenya, South Africa and Dubai.

HotForex, which was founded in 2010 and is still run by CEO George Koumantaris, stated that it is “evolving into HFM” because the new name HFM better reflects the variety of products and services it offers. Through the years the company (like many “FX” brokers) has become a global multi-asset broker whose products and services go beyond Foreign Exchange Trading (Forex).

With the evolution into HFM, HotForex is unveiling a new look, new brand name and new domain name, hfm.com/sv. In addition, new websites and new technologies are being incorporated and more products and services are on the way. There will be no changes to the company’s operations or legal entity(ies).

HotForex / HFM released the following video today regarding the rebrand: