What The Full FX does

The Full FX is an independent B2B media company serving the foreign exchange industry, founded in 2021 by former Profit & Loss magazine executives Colin Lambert and Michelle Hemstedt. Registered in Australia as Trading and Risk Education Company Pty Ltd, the company operates a WordPress-based digital publishing platform that distributes editorial content including daily news (The Stream), opinion and analysis (The Position / The Last Look), in-depth features (Channels), video interviews (The Exchange / Unfiltered), and the Currency Matters podcast. It also runs periodic webinars, an annual awards programme (inaugurated 2025), and in-person conferences in London, Sydney, and Scandinavia. Content is distributed free of charge to FX market practitioners — traders, salespeople, risk managers, and operations professionals at banks, hedge funds, asset managers, and technology providers — under the positioning of an independent, non-bank-affiliated editorial voice.

The company's underlying technology is a content management platform with multi-format distribution across web, email newsletter (The Full FX View, distributed via eepurl.com/hmqnUX), podcast feeds, YouTube, LinkedIn, and Twitter/X. There are no proprietary trading algorithms, APIs, or data products; the differentiation is editorial and community-based rather than technology-based. The core offering combines accumulated editorial IP (column series, video interviews, contributed analysis) with a community layer reinforced by awards and ticketed conferences.

The business model operates on three revenue streams: advertising and sponsorship from FX industry technology vendors and exchanges (named advertisers include CME Group, EBS, FXSpotStream, Deutsche Bank HausFX, 360T, LSEG, SGX, SmartTrade, CLS, and LMAX); paid attendance and sponsorship packages for in-person conferences across three geographies; and a free weekly newsletter that drives recurring audience engagement and serves as a channel for advertiser messaging. The company is bootstrapped and founder-owned with no disclosed external funding, a core team of approximately 4-5 named individuals operating remotely across Australia and Europe, and no paid content subscription tiers.

Name

The Full FX

Legal name

Trading and Risk Education Company Pty Ltd

Website

https://thefullfx.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

The Full FX is an independent B2B media company serving FX market practitioners with editorial content, podcasts, webinars, an annual awards programme, and conferences in London, Sydney, and Scandinavia. It monetises primarily through advertising and event sponsorships.

Ownership category

akta.pro rank

Product category

Financial Trade Media

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

akta.pro primary industry

FX Research (FSACAGAD)

Keywords

• FX market news
• Industry analysis
• Trade media
• FX conferences
• Financial podcasts

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising & Sponsorship: The Full FX monetises its audience through display advertising and sponsorship from FX industry participants including technology providers (e.g., CME Group, EBS, FXSpotStream, Deutsche Bank HausFX, 360T, LSEG, SGX, SmartTrade, CLS, LMAX), financial institutions, and exchanges. The site contains embedded advertisement banners and sponsored content sections.
2. Event Revenue: The company generates revenue from paid attendance to its in-person conferences (The Full FX London, Sydney, Scandinavia), which feature panels, networking, and industry content. Events are also run in association with partners such as ACI Australia.
3. Newsletter / Email Subscription: A free weekly newsletter (The Full FX View) is distributed via email (eepurl.com/hmqnUX) to subscribers. This drives recurring audience engagement and provides a channel for advertising and event promotion.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

The Full FX is an independent trade-media brand that publishes daily FX and digital-asset news, opinion, in-depth analysis, podcasts, video interviews, and webinars for foreign-exchange market practitioners. It complements this editorial output with ticketed in-person conferences in London, Sydney, and Scandinavia and an annual industry awards programme, monetising the audience primarily through advertising and sponsorship from FX technology providers, banks, and exchanges.

Product overview

The Full FX is a media company serving as the independent voice of the FX industry. The company operates a unified platform combining news (The Stream), opinion (The Position), video/audio content (The Exchange), and in-depth analysis (Channels). The portfolio includes a podcast series (Currency Matters), webinar programming, annual conference events (London, Scandinavia, Sydney), and an industry awards program. The company was co-founded in 2021 by former FX traders and publishing professionals, building on experience from Profit & Loss magazine.

Differentiator

Problem solved

Functional benefit

Brands

• The Full FX Awards: Industry awards recognizing outstanding e-FX technology
• Currency Matters Podcast
• The Full FX Newsletter
• The Full FX Unfiltered

Products and services

• The Full FX Website Primary news and analysis platform providing daily coverage of FX and crypto industry news, market commentary, and opinion for FX market practitioners.
• Currency Matters Podcast Regular podcast covering FX market developments with interviews of FX industry participants and analysis of market trends, distributed via podcast platforms.
• Full FX Webinars Webinar series covering FX market topics including digital assets, market structure, and AI in FX markets, frequently run with sponsors such as LMAX Digital and CME Group.
• The Full FX Conferences Ticketed in-person conference events — Full FX London, Full FX Scandinavia, and Full FX Sydney — featuring panels, roundtables, networking, and awards for FX industry participants.
• The Full FX Awards Annual awards programme recognising outstanding e-FX technology across categories such as Single Dealer Platforms, e-FX Initiatives, and the Crypto Crossover Award.

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor.

• ACI AustraliaminorStrategic or Co-development PartnerThe Full FX partnered with ACI Australia to co-host The Full FX Sydney 2025 conference, combining The Full FX's editorial brand and event management with ACI Australia's local market network and practitioner community.
• LMAX DigitalminorGTM or Marketing PartnerLMAX Digital co-sponsored a The Full FX webinar on FX and digital assets. The partnership involved joint content creation and marketing to reach institutional FX and digital asset audiences.
• Lucera Financial InfrastructuresminorGTM or Marketing PartnerLucera Financial Infrastructures sponsored The Full FX Podcast – Currency Matters (episode 17, September 2023), with the podcast providing editorial coverage in exchange for sponsor visibility.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Profit & Loss: Founded in 2001, Profit & Loss was the dominant independent print and digital FX trade publication until its closure, and was the direct predecessor employer of both Full FX co-founders. Closest historical peer — same niche, same audience, same business model.
• Finance Magnates: Online financial news outlet covering FX, crypto, and fintech with industry events and awards; comparable business model spanning editorial, events, and conferences serving overlapping FX and digital assets audiences.
• e-Forex Magazine: FX industry magazine and online publication focused on e-FX trading, technology, and market structure; directly comparable in audience (FX traders, technology vendors, banks) and content format.
• FX Markets (LSEG/InfraRisk): Long-running FX industry publication covering trading, technology, and regulation for institutional FX market participants; overlaps directly with The Full FX's editorial coverage and advertiser base.
• The DESK: Buy-side focused trading technology publication covering FX, fixed income, and equities market structure; overlaps with The Full FX in FX trading, e-trading platforms, and FX technology vendor coverage.

Broad incumbents

• Euromoney: Long-established financial media and events group covering wholesale banking, FX, and capital markets including flagship awards; overlaps with The Full FX on FX institutional content and industry awards franchise model.
• Risk.net (Incisive Media): Leading institutional risk and derivatives publication covering FX derivatives, market structure, and trading technology; comparable in audience of senior risk and trading professionals, with an established awards franchise (Risk Awards).
• WatersTechnology: Established financial technology media brand covering capital markets trading, data, and risk technology; broader than The Full FX in asset-class scope but overlapping in FX trading technology and infrastructure coverage.

Emerging players

• FXStreet: FX-focused news, analysis, and educational content platform with a more retail-and-intermediary tilt; overlaps with The Full FX on FX news and market analysis but skews to a different audience segment.

Regional players

• The TRADE (A-Team Group): Trading technology publication covering equities, FX, and fixed income execution and infrastructure; comparable in covering e-trading platforms and market structure, with overlapping advertiser base of FX technology vendors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/thefullfx
• LinkedInlinkedin.com/in/colin-lambert-662b977

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about The Full FX