Recently, it has been announced that a senior executive from Dubai will take on a significant role in leading APM Capital Markets Limited in London, previously known as BUX UK. This move is part of a strategy to reinvigorate the brokerage following its acquisition by APM Capital in mid-2024. The newly appointed Executive Director brings over a decade of experience as Chief of Staff in Europe for a major US-based institutional broker, having transitioned to APM Capital in Dubai in 2022.
APM Capital, a brokerage based in the UAE, acquired BUX Financial Services Limited as part of a restructuring plan after the original BUX company was taken over by a Dutch banking firm, which resulted in the offloading of its non-EU operations. Following this acquisition, a challenging financial performance was recorded by BUX UK, which reported a mere £843,000 in revenue for 2023, alongside losses of £3 million. In comparison, the firm had seen revenues exceeding £18 million just a few years prior in 2020.
As part of the turnaround strategy, APM Capital is set to launch a new trading platform and aims to attract a fresh customer base under the APM Markets brand. This initiative is expected to revitalize the presence of the brokerage in the UK financial landscape, leveraging the leadership and combined experience of its team to achieve these objectives.
The new management team is focused not only on operational improvements but also on expanding the firm’s offerings and enhancing its competitive edge in the market. This strategic direction aligns with broader trends in the financial services industry as companies adapt to evolving market conditions and regulatory landscapes.
APM Capital operates under the umbrella of Asseta Holding Limited, showcasing an integrated approach to financial services and brokerage operations. The leadership believes that with a renewed vision and strategy, they can reposition the brand effectively and achieve sustainable growth moving forward.
The developments at APM Capital reflect a growing trend in the brokerage industry, marked by acquisitions and strategic restructuring efforts aimed at enhancing operational efficiency and market penetration. As the financial services sector becomes increasingly competitive, firms are compelled to innovate and adapt, to secure their positions and to cater to the shifting demands of customers.