Beyond expansion: Rethinking how brokers engage with Sub-Saharan Africa’s traders, with Paul Margarites, Exness regional commercial director

At the center of this change, Exness, one of the world’s largest multi-asset retail brokers, recently opened its new regional hub in Cape Town. For Paul Margarites, Exness regional commercial director, this milestone is far more than a strategic expansion; it’s a long-term commitment to Sub-Saharan Africa’s most dynamic and promising markets.

Why Cape Town matters

“This expansion forms part of a longer-term strategy of investment and growth into Africa, using Cape Town as our base,” Margarites explains. It’s where tech startups, digital finance companies, and global inventions converge.

With over 450 fintech and tech startups, strong infrastructure, and access to skilled professionals, Cape Town has quietly grown into one of Africa’s leading digital hubs. South Africa now drives nearly 40% of the continent’s fintech revenue, and this is expected to grow from 7 billion USD in 2023 to nearly 20 billion USD by 2029.

“South Africa is at the forefront of the rapid maturity we are seeing in the fintech sector,” he adds. “And is becoming a driving force within the African continent.”

Building a foundation for regional growth

For Exness, investing in South Africa is not just about scale; it’s about service. “We are an online business,” Margarites notes. “But it’s important to be present and build relationships in person. That’s what gives us trust locally and keeps us close to the market.”

The Cape Town office enables Exness to connect more closely with partners and traders across Sub-Saharan Africa, delivering tailored solutions and support, as well as deeper market insights. It’s about being present where it matters.

With this physical presence, Exness is also able to fine-tune its technology and services to the region’s realities, from preferred payment methods to platform features and communication style, creating an experience that truly reflects how African traders operate.

Empowering local talent

While technology may power the Exness platform, Margarites believes people are what sustain its excellence. “Local talent gives us a real edge when it comes to knowing our market,” he says. “There is no substitute for cultural and local exposure.”

Hiring locally ensures Exness remains both globally competitive and regionally relevant. By combining global reach with local understanding, the company can develop deeper insights into the trading community, leading to more tailored and specialized solutions.

Beyond strategy, this approach also signals permanence. It signals that the broker is in the country and region to grow, nurture its talent, and contribute to the community’s development.

Looking ahead

As Sub-Saharan Africa’s fintech and online trading sectors mature, Exness sees a region entering a new era of sophistication. “Being on the ground allows us to be fully present and to act as a conduit between our clients and our global offices around the world,” Margarites says.

He believes South Africa will continue to lead this transformation, but neighboring markets will rise alongside it with the next decade defining the continent’s role in global finance. After all, according to research, Cape Town has the potential to become one of the world’s most dynamic fintech gateways, much like Dubai was ten years ago.

For Exness, this future will be built on trust, talent, and transparency, the same principles guiding its global success. As the company continues to grow across Africa, it remains committed to empowering traders, supporting local talent, and setting a new standard for what a responsible and transparent brokerage looks like in the region.

The opening of the Exness Cape Town office marks a defining moment, not just for the company but for the evolution of Africa’s trading landscape. With local expertise, global technology, and a people-first philosophy, Exness aims to help shape a trading environment where opportunity is accessible, trust is earned, and success is shared.