Building Trust Through Presence: Why Exness Chose Cape Town

By Paul Margarites, Regional Commercial Director, Exness

South Africa’s financial landscape is entering a new era of growth and sophistication. As one of the continent’s most advanced markets, it is defined by robust regulation, world-class talent, and an increasingly empowered community of traders. Yet amid the rise of digital trading and automation, one factor remains timeless: the importance of proximity and trust.

For traders across Africa, financial relationships are built not only on performance but on connection. Digital innovation has transformed how people trade, but it has not replaced the need for human understanding. In markets like South Africa, which are mature, diverse, and ambitious, a local presence still matters.

The opening of Exness’ new office in Cape Town is more than a milestone; it is a promise. It reflects our company’s belief that the best way to serve a market is to be part of it. Being on the ground allows Exness to listen more closely, respond more quickly, and engage more meaningfully with the trading community, building trust through proximity and partnership.

A Mature Market With Untapped Potential

South Africa is a financial powerhouse on the continent with a sophisticated regulatory and finance environment, a growing community of informed traders, and a strong culture of innovation. Yet there remains huge room for growth, especially when it comes to financial literacy, access, and trust.

Sustainable growth in this industry depends on three enduring principles: reliability, transparency, and understanding. Reliability builds confidence, transparency earns respect, and understanding ensures that solutions truly serve traders’ needs. These principles guide Exness’ approach as it deepens its commitment to the South African market and the wider region.

Trust Built Through Proximity

Trust remains the cornerstone of modern finance. It cannot be assumed, and it certainly cannot be built from afar. Traders value brokers that are accountable, accessible, and present within their markets. That is why establishing a physical presence in South Africa was a natural step for us.

Through our new Cape Town office, we can engage directly with local professionals, regulators, and partners. It is not about simply opening doors; it is about opening dialogue. This proximity enables faster response times and a deeper understanding of local challenges. The closer we are to our clients, the better we can understand and anticipate their needs and offer meaningful support.

Local Talent, Global Standards

Another key part of our vision is nurturing South African talent. I am proud that our Cape Town office is already home to exceptional professionals who share our values of openness, integrity, and innovation. These individuals bring a blend of global perspective and local insight—people who understand both the pace of international markets and the nuances of the trading landscape in the SSA region.

This local expertise is essential. It ensures that when a client reaches out, they are speaking with someone who knows their environment, their regulations, and their ambitions. That kind of understanding turns transactions into relationships.

Regulation as the Foundation of Confidence

At Exness, we welcome strong regulation because it creates the conditions for long-term trust. Operating under the supervision of the Financial Sector Conduct Authority (FSCA) in South Africa reinforces our commitment to transparency and accountability. It is also a signal to traders that they are working with a broker that adheres to the rules and prioritizes client protection.

Beyond South Africa, we hold additional licenses, including one from the Capital Markets Authority (CMA) in Kenya, which reflects our broader commitment to regulatory excellence across Africa. Each license is a promise to regulators, clients, and ourselves that we will uphold the highest standards wherever we operate.

A Long-term Partnership with South Africa

The opening of the Cape Town office marks the beginning of a deeper partnership with South Africa’s financial community. We want to be a long-term contributor to South Africa’s financial ecosystem: creating jobs, transferring knowledge, and supporting education. The company’s long-term vision includes supporting financial literacy programs, fostering collaborations with local institutions, and helping build a new generation of confident, well-informed traders.

I have always believed that progress in finance should be inclusive. Technology has made global markets more accessible than ever before. Yet access without understanding can create risk. By combining digital innovation with human connection, we can help make trading not only more efficient but also more responsible.

Looking Ahead

South Africa is poised to play an increasingly influential role in global finance. Its traders are informed and resilient, its professionals are ambitious and forward-thinking. As the local fintech and trading ecosystem continues to expand, proximity and trust will remain the key factors in determining success. Our goal is to empower that energy—to provide the tools, knowledge, and reliability that help people safely and confidently grow their potential.

For Exness, this office is not an endpoint. It is a foundation for partnership, progress, and shared success. And for me personally, it is a reminder that behind every chart and every number, there are people—individuals and communities—whose trust must be earned every day. That is what drives us forward and what will continue to define our presence in South Africa.