hf markets after the rebrand from hotforex

[nightwalker]

hotforex rebranded to hf markets a while back. branding aside, has anything changed operationally? for those who traded with them before and after the rebrand: same firm same quality, or actual changes under the hood?

[bluedreams]

traded hotforex/hf markets for 4 years total. the rebrand was mostly cosmetic but they did upgrade their trading infrastructure around the same time. execution actually improved slightly. customer service quality stayed about the same. account types and conditions unchanged.

[cameronv]

+1. rebrand was image refresh, not operational overhaul. they wanted to distance from some older negative associations and modernize the look. the broker entity behind it is the same. quality is mid-tier solid, not exceptional.

[Cole]

is rebranding usually a red flag for brokers? feels like sketchy ones do it more

[silvercloud]

not necessarily. legitimate businesses rebrand for many reasons (modernization, geographic expansion, mergers). red flag rebrands are: 1) broker with multiple recent rebrands trying to escape bad history, 2) rebrand combined with sudden new entity in different jurisdiction, 3) rebrand combined with policy changes that hurt clients. hf markets rebrand was clean - same entity, same regulation, refreshed brand.

[zacharyy]

hotforex was always a brand with baggage. the rebrand makes it harder for new traders to research the firm's history. thats the point.

[Chris]

thats overly cynical. hotforex had legitimate operational history, profitable years, paid clients reliably for the most part. rebrand wasnt hiding skeletons, it was business modernization. judge them on current practices not name changes.

[Ian]

fine broker. nothing dramatic.