OptAxe

PRACTICE AREAS

Message development; go-to-market strategy; marketing and communications campaigns; social media; pitch coaching

The Client

  • Launched in October 2024, OptAxe is a regulated Multilateral Trading Facility (MTF) for FX options trading. A fully centralised venue for liquidity discovery, dissemination and execution, OptAxe lowers the cost of transacting axe-driven FX options business and enables users to unlock previously untapped trading opportunities. 
  • With OptAxe, trading participants are empowered with actionable insights from centralised liquidity information. OptAxe sources and consolidates available FX options inventory into a single platform, effectively acting as a multi-issuer, not a multi-dealer platform, RFQ-based venue. 
  • We initially met OptAxe through our collaboration with Accenture’s Fintech Lab – an accelerator programme where we provide mentoring and pitch coaching for early-stage firms.

The Challenge

  • The founders set out to change legacy processes and propose a new way forward for the industry. OptAxe evolves the current FX options trading model by consolidating the best interest available in the market, in real-time. 
  • Clear messaging was needed to articulate both the proposition and the vision; demonstrate the founders’ expertise and commitment to the journey; chart their progress through to the regulatory approval to operate an FX options trading venue; and formally launch the OptAxe MTF in October 2024.
  • As with all early-stage firms, developing and executing a go-to-market strategy can be time and budget intensive. Careful consideration and planning was needed to achieve an optimal blend of our expertise and the founders’ capacity at such a commercially crucial time for their business

The Campaign

  • Following a comprehensive immersion and education session, we devised a 6-9 months go-to market strategy, rich with communications opportunities, thought leadership ideas, stakeholder engagement suggestions, accompanied by a recommended awards programme and social media activity
  • We subsequently planned and executed an integrated marketing and communications campaign to launch OptAxe, following their FCA approval to operate an FX options MTF
  • We brokered exclusives centred around a key industry event, which became the official OptAxe launch
  • We drafted thought leadership articles and placed them in relevant publications
  • And ran social media campaigns in addition to developing the necessary design assets

The Results

  • We achieved wide-ranging media coverage which provided the team with significant exposure during and after the launch
  • The launch, in conjunction with the thought leadership, firmly established OptAxe in the minds of the media and the industry as innovators in FX options trading
  • Having delivered robust launch results, OptAxe asked us to continue our collaboration and provide strategic media relations support for their latest key hires
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