FNG Exclusive Interview…. Following our report from last week that experienced FX and CFDs industry marketing executive (ex Spotware/cTrader, CFI, Capital.com, Exness) Elena Kupriianova had joined Dubai based broker DB Investing as its new CMO, we’re pleased today to catch up with Elena – as well as with DB Investing CEO Gennaro Lanza – to find out more about her decision, and what’s going on at DB.

FNG: Hi Elena. How did you decide to join Dubai-based broker DB Investing, as your next challenge in the online trading industry?

Elena: For me, career decisions are never just about roles or company names — they’re about timing, place, and people. I came back to Dubai for reasons I’ve been writing about — thirty-one of them, in fact. This city has a way of turning ambition into reality. It demands clarity, rewards courage, and constantly reminds you that reinvention is possible. So, when I looked at my next chapter, it had to begin here.

DB Investing sits right at that crossroads. The company is ambitious, in motion, and ready to sharpen its identity in a crowded market. But what made it resonate for me was the leadership. Gennaro understands this industry at a depth few do. He cuts through noise, leads with directness, and focuses on what truly moves the business forward. That’s the kind of leadership I trust — and it made the decision feel natural.

FNG: Please let us know a little more about DB Investing, and what makes the opportunity there interesting for you.

Elena: What excites me isn’t just what DB Investing is today, but what it has the chance to become. The foundations are already there: regulation in the UAE, a wide range of instruments, strong technology. But foundations alone don’t make a reputation. My role is to take that structure and give it a voice people believe in.

For me, the opportunity lies in bridging the inside and the outside, making sure the way we operate internally matches how we present ourselves to the world. When sales, product, compliance, and marketing all pull in the same direction, you get more than growth. You get coherence. And in a market as competitive as ours, coherence is what people trust.

FNG: Elena, We’ve noted that you’ve been speaking a lot lately about integrating AI not just into the trading and customer services sides of brokers, but also the marketing function. How does AI impact what you do, and how you do it, as the CMO of a broker?

Elena: AI changes everything, but not in the abstract, sci-fi sense. It changes how we allocate our time and attention. At DB Investing, AI takes the repetitive weight off people’s shoulders: reporting, testing, campaign optimization. That means the humans on my team can focus on what humans do best: judgment, creativity, empathy, strategy.

I’ve spoken at iFX, Forex Expo, and AI conferences about this shift. Marketing isn’t about fighting machines; it’s about learning how to work alongside them. For me, AI isn’t a threat to creativity — it’s the tool that allows creativity to finally get the space it deserves.

Gennaro: I fully support this approach. Marketing needs to be as data-driven and tech-enabled as trading itself. Elena brings the experience to make AI a practical tool for growth, not just a buzzword.

FNG: Gennaro, let’s address you for a moment. It seems as though the CFDs brokerage world is getting more and more crowded, especially in the MENA region, with quite a number of firms recently getting licensed by the SCA in the UAE (like DB!). How do you plan to differentiate DB Investing?

Gennaro: At DB Investing, we recognize the growing competition in the MENA region as a positive sign—it reflects both the maturity of the market and the appetite for trading products. What sets us apart is our focus on combining strong regulatory alignment with a client-first approach.

Our SCA license is not just a badge — it reflects our long-term commitment to operating in a fully transparent, compliant, and sustainable way. Beyond compliance, we differentiate ourselves through technology, offering advanced trading platforms, competitive spreads, and a seamless digital experience that meets the expectations of today’s traders.

But most importantly, we emphasize personalized service. In a market where many firms compete purely on price, we build trust and loyalty by offering tailored support, multilingual client service, and educational initiatives to help traders make informed decisions. In short, we aim to be more than a broker — we want to be a long-term partner for our clients.

FNG: What else can we expect to hear from DB Investing in the coming months?

Gennaro: The coming months will be very exciting for DB Investing. Following our recent SCA license in the UAE, we are planning a series of regional initiatives, including new licenses, product offerings, enhanced digital tools, and educational events to support both new and experienced traders in the region.

We’re also investing heavily in expanding our presence in MENA with localized solutions that cater specifically to the needs of traders here. On top of that, clients can expect strategic partnerships, stronger brand visibility, and continued innovation across our platforms.

Our ultimate goal is to keep delivering value to clients—not just by providing access to global markets, but by ensuring they have the right tools, resources, and support to grow as traders. So, watch this space—DB Investing has a lot more to share very soon.

Elena: Every industry has its noise — the promises, the slogans, the easy shortcuts. But what matters, in the end, is whether people trust you with their time and their money. That’s the challenge I came here for.

Dubai gave me thirty-one reasons to return, and DB Investing gave me one more: the chance to build something that’s not only ambitious, but enduring. Growth is important, yes — but growth with clarity, accountability, and pride is what lasts.

That’s the work ahead of us, and I’m glad to be doing it here, with this team.