FinanceFeeds Exclusive: How Exness Is Redefining “Forex Without Borders”

FinanceFeeds is proud to present an exclusive interview with , Chief Marketing Officer at , recorded at the Forex Expo Dubai 2025. Following his panel discussion on Forex Without Borders, Cardalda spoke with FinanceFeeds about Exness’ global strategy, its trader-first philosophy, and how the broker combines technology and humanity to create a borderless trading experience.

Exness is one of the world’s largest retail brokers, known for its transparency, strong product focus, and innovation-driven approach. With a growing presence across multiple continents, the company’s mission is to make global trading seamless, secure, and human-centered — a philosophy that defines every decision it makes.

In this conversation, Cardalda outlined how Exness approaches emerging markets, adapts to local realities, and continues to lead the industry through product excellence, cultural understanding, and trust. He also explained how Exness balances innovation with empathy — blending “the head and the heart” to deliver both technological and human value to traders worldwide.

Understanding the Meaning of “Forex Without Borders”

Cardalda began by explaining what Forex Without Borders means in practice. “The direction of this conversation is about how to continue expanding the category and penetrating better into the mind and the hearts of traders,” he said. “At Exness, we operate globally, but we localize our activities based on the needs of consumers.”

This philosophy, he explained, relies on research, data, and cultural understanding. “Understanding diverse challenges in diverse regions is key,” Cardalda noted. “Consumer understanding and a data-driven approach are the main elements that assist unleash the full potential of any broker.”

For Exness, the idea of borderless trading goes far beyond geography — it’s about accessibility, simplicity, and inclusion. “It’s not just about being present everywhere,” he said. “It’s about being relevant everywhere.”

New Frontiers: LATAM and Africa

Two regions stand out as Exness’ next growth frontiers: Latin America and Africa. “You mentioned two of the regions that, in the near future, will have a lot to say about trading and fintech,” Cardalda said. “LATAM is a quick-growing region where there is already a strong connection between consumers and the financial ecosystem. But we’re still scratching the surface — there’s a lot of education and trust-building still to be done.”

In , he noted, the challenge is more infrastructural than conceptual. “A lot of countries there are really making a difference,” he said. “The challenge is developing the payment ecosystem — ensuring there’s no friction for deposits and withdrawals. The product is already there; now it’s about seamless access.”

Cardalda believes these regions will be key to the next phase of the industry’s evolution. “Over the next two or three years, Latin America and Africa will be areas where brokers must pay close attention,” he said. “The potential is enormous.”

Breaking Barriers Through Product and Experience

When asked how Exness assists traders overcome psychological, infrastructural, and cultural barriers, Cardalda’s answer was simple: product excellence. “The answer is very simple — product,” he said. “Our obsession and the key to our success is that we are a product-driven company.”

He explained that Exness views product superiority as the foundation of its brand. “We work on awareness, of course, but when you focus on product superiority — the trading conditions, the stability, the relationship — everything follows,” he said. “The core of our marketing strategy is product marketing. We just need to tell the story of what we already have.”

That story is told across multiple layers — from top-of-funnel awareness to education, from IB relationships to direct trader engagement. “You need to develop the market at two levels — from the IB point of view and the final consumer point of view,” Cardalda said. “Combine product stability, strong communications, and partner support, and you have the formula for success.”

A Vision of a Truly Borderless Future

For Cardalda, a “borderless” forex world is not just a marketing idea — it’s an achievable vision shaped by quality over quantity. “We’re a bit of a diverse kind of animal,” he said. “Our mindset is focused on quality, not quantity. If you are a trader — a professional trader — Exness should be the only place for you to trade.”

He described Exness’ long-term goal as creating a one-stop trading destination for serious traders. “We’re obsessed with putting the trader at the center of our proposition,” he said. “We want to develop a product so superior that it becomes the natural choice.”

That vision also extends to Exness’ philosophy of progress — step by step, grounded in reality. “I’m not a large fan of large claims,” Cardalda said. “We go step by step, focusing all our efforts on product development, platform stability, and the quickest execution and instant withdrawals in the industry.”

Balancing Innovation with Humanity

While is a leader in technological innovation, Cardalda emphasized the importance of maintaining a human touch. “We’re extremely focused on innovation, but there has to be balance,” he said. “Our brand is based on the head and the heart — the head is the mathematical side, the P&L, and the heart is about emotions and the human element.”

He noted that even as automation and AI become more integrated, human connection remains irreplaceable. “AI is a excellent tool to relieve operational pressure,” Cardalda said, referencing his colleague Igor Desyatov’s perspective. “But we still need to talk to the consumer. Innovation has to be connected to the human side — it’s all about balance.”

That philosophy, he added, has been key to Exness’ scale and longevity. “We are by far the largest broker by trading volume in the world,” he said. “But for us, it’s not about size — it’s about quality and trust.”

Building Trust Through Transparency and Simplicity

Cardalda described trust as the foundation of every successful financial brand. “When you deal with a financial company, it’s not like any other brand,” he said. “You’re putting your money — your future, your family’s future — into their hands. You have to feel extremely comfortable with that.”

For Exness, that comfort comes from transparency and simplicity. “A broker has to be extremely transparent in how it operates and communicates,” he said. “That’s one of my main values as an executive of Exness.”

He also pointed to the importance of simplicity and frictionless payments. “There’s too much noise and complexity in this industry,” he said. “We need to remove all that and be simple. And we must ensure that clients can deposit and withdraw instantly,¹ without delays or excuses.”

Trust, he concluded, is built not through words but through consistent action. “When I speak with traders and IBs, what impresses me most is the trust they place in us,” Cardalda said. “It’s something that makes you feel extremely proud.”

The Exness Formula: Quality, Humanity, and Trust

Exness’s continued success, Cardalda believes, comes from a simple but powerful formula — build great products, communicate transparently, and stay human. “We put the trader at the center,” he said. “Our focus is on product quality, consumer quality, and maintaining the human element in everything we do.”

By combining innovation with empathy and global reach with local understanding, Exness continues to redefine what borderless trading truly means. “We’re building an ecosystem where technology and humanity coexist,” Cardalda said. “That’s how we’re redefining forex without borders.”

¹ At Exness, over 98% of withdrawals are processed automatically. Processing times may vary depending on the chosen payment method.