What HFM does

HFM is a privately-held online trading platform headquartered in London that provides retail and professional traders with access to FX and CFDs instruments globally. Its core offering is delivered through a digital, self-serve platform accessible to individual and SMB customers, with revenue generated per transaction. The company is horizontally positioned, serving a global online trader base without vertical specialization, and operates an event-driven, sports-marketing-led go-to-market model, most visibly anchored by a multi-year global partnership with Arsenal FC that delivers matchday branding at Emirates Stadium and visibility across Arsenal's digital and social channels.

The company's geographic footprint is anchored in EMEA and was materially expanded in 2026 into the Middle East and North Africa through the establishment of a wholly-owned UAE subsidiary, HF MENA Financial Promotion Services LLC, which received a Category 5 license enabling regulated financial promotion in the UAE. Two senior executives were hired to drive this MENA build-out: Jean Nahas as Senior Executive Officer of the UAE operation, and Mohammed El Alaoui Essosse as Head of Business Development for North Africa. These hires represent experienced FX/CFD operators recruited specifically for the regional push.

Pricing and product details are not publicly disclosed in available source material, and no specific named products, technical architecture, integrations, certifications, or patent portfolio are documented. Distribution is executed via self-serve digital channels with a top-of-funnel emphasis on premium sports sponsorships rather than traditional financial-services advertising channels.

Name

HFM

Legal name

HFM

Website

https://hfm.global

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

HFM is a London-headquartered online trading platform offering FX and CFD trading services to global retail and professional traders through a self-serve digital platform, monetizing transactions through fees. It recently expanded into the UAE and North Africa via a licensed subsidiary.

Ownership category

akta.pro rank

Product category

Retail FX and CFD Brokerage

NAICS

Commodity Contracts Intermediation (523160)

SIC

Commodity Contracts Brokers & Dealers (6221)

akta.pro primary industry

Retail FX/CFD Broker Trading Venues (FSAFADAD)

Keywords

• Forex trading platform
• CFD trading services
• FX broker services
• Online trading platform
• Financial promotion services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Online Trading Services: HFM operates as an online trading platform providing FX and CFD trading services to customers globally.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

HFM operates an online trading platform that provides FX (foreign exchange) and CFD (contracts for difference) trading services to retail and professional traders worldwide. The platform is delivered via digital, self-serve channels, with regional expansion through HF MENA Financial Promotion Services LLC, which holds a UAE Category 5 license and covers the Middle East and North Africa.

Product overview

HFM is an online trading platform headquartered in London, offering FX and CFDs trading services. Based on the available source material, no specific named products, modules, or product architecture details are described beyond the general classification as an online trading platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Online FX and CFD Trading Platform Online trading platform providing FX (foreign exchange) and CFD (contracts for difference) trading services to retail and professional traders worldwide, accessible globally through digital self-serve channels.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Arsenal FCflagshipGTM or Marketing Partner · 23 March 2026HFM signed a multi-year agreement to become an official global partner of Arsenal FC. The partnership features HFM branding during matchdays at Arsenal's Emirates Stadium and includes visibility across Arsenal's digital and social media platforms. Both companies described the deal as a strategic milestone aligned with their shared commitment to growth and innovation. This is HFM's flagship sports sponsorship deal for brand visibility and marketing reach.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Plus500: Plus500 is a publicly listed, multi-regulated CFD broker with a global retail customer base and CFD-led revenue model. Comparable to HFM in core product and customer, but materially larger and listed.
• IG Group: IG Group is a London-headquartered, publicly listed retail and institutional trading platform with broad FX/CFD, share, and index offerings. It overlaps with HFM in retail FX/CFD but operates at much larger scale and with wider product breadth.
• eToro: eToro is a publicly listed, large-scale multi-asset retail trading platform with significant FX/CFD offering alongside stocks and crypto. It overlaps with HFM in retail FX/CFD but operates at much greater scale and with broader asset-class coverage.

Direct peers

• Exness: Exness is a global multi-regulated retail FX/CFD broker with strong emerging-market and MENA presence and transaction-fee revenue. It overlaps with HFM on product, customer segment, and geographic expansion strategy.
• XM Group: XM is a global retail FX/CFD broker with a strong multi-region footprint, heavy sports-sponsorship marketing profile, and London-area presence. It is among the closest direct competitors to HFM in product, customer, and GTM motion.
• OANDA: OANDA is a long-established FX/CFD broker with multi-jurisdictional regulation and a global retail customer base. Comparable to HFM in offering breadth, target customer, and longevity in the FX/CFD category.
• FXTM (ForexTime): FXTM is a multi-regulated retail FX/CFD broker with global distribution and emerging-market focus. Its product scope, customer base, and reliance on global digital channels closely mirror HFM's operating profile.
• IC Markets: IC Markets is an Australia-headquartered retail FX/CFD broker with global distribution, serving active retail and algorithmic traders via ECN-style execution. It competes head-to-head with HFM for the same retail FX/CFD customer base on similar pricing and platform technology.
• Pepperstone: Pepperstone is a global retail FX/CFD broker headquartered in Melbourne with offices in London and Dubai, serving retail and professional traders with transaction-fee revenue. It is directly comparable to HFM in product scope, target customer, and multi-region regulatory footprint.
• AvaTrade: AvaTrade is a multi-regulated retail FX/CFD broker offering spread-based trading across a broad asset set. It competes with HFM for the same retail trader customer with a similar regulatory and product footprint.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key highlights5 records

Customer concentration

• Xx.com/hfm_global

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HFM