LeapRate interview… Eduardo Alves, the recently appointed Chief Strategic Officer at 4XC, steps into his new role armed with a wealth of industry knowledge and a remarkable achievement under his belt: raising €70 million predominantly through raw product optimization and strategic alliances. His main objective? To carve out a distinctive, high-impact product for 4XC that sets the brand apart in a fiercely competitive market. In an exclusive chat with LeapRate, Eduardo offers a peek into his professional journey, his motivations, his ambitious plans for 4XC, and his roadmap for boosting the company’s brand recognition and growth.
LR: Eduardo, can you tell Leaprate about your background and experience in the industry?
Eduardo: Certainly! I started my career helping businesses grow and building good relationships with clients. I did this work for over twelve years, learning a lot along the way. But, I wanted to understand more about the industry, so I took a job with a company called “Airsoft”.
Working at “Airsoft”, I learned a lot about how our industry works. I got to work with liquidity providers and help bring new technologies to different markets. To learn even more, I joined the renowned company Metaquotes. There, I worked directly with brokers and got to understand their needs better.
All these different experiences helped me see things in a new way. When I returned to my original sector, I brought these new ideas and skills with me.
I know that Leaprate really cares about facts and numbers. So, I’m proud to say that during my career, I’ve been part of teams that raised a total of €70 million. We did this by creating strong product strategies and building important partnerships, all without relying too much on traditional marketing.
LR: What motivated you to join 4XC as the Chief Strategic Officer?
Eduardo: Choosing to join 4XC came from a deep personal connection with Joao Monteiro, the company’s founder, and our shared vision. We both hail from the same region in Portugal, and that shared cultural background drew me to the company. I’ve kept an eye on 4XC’s journey and growth, and I’ve always admired Joao’s forward-thinking leadership. The company’s potential for success was clear to me, and I wanted to be part of that journey.
LR: What are your goals for 4XC? How do you plan to achieve them?
Eduardo: My main goal for 4XC is to use my industry knowledge and experience to turn the company into more than just another broker. I want to transform it into a Brand that people recognize. I know this is a big task in such a crowded market, but I’m determined to make it happen. I believe that creating a standout product will be key to separating us from the crowd. If we can offer something that our customers really want, like competitive spreads similar to IC Markets or high leverage like Exness, we’ll be able to establish a unique identity. I also think strategic planning and a deep understanding of our audience are crucial for our success.
LR: How do you plan to build 4XC as a brand and identify potential flagship products?
Eduardo: To build 4XC as a brand, we need a clear plan and a good understanding of who our customers are. We need a strategy that takes into account what our customers want and need. Before we can identify potential flagship products, we need to understand our audience and what they need. This will involve careful planning and research. We’ve already gathered some insights, but I think it’s important to consider our resources and costs before we share them. One thing we’re considering is a “frequent trader” plan, similar to frequent flyer loyalty programs. We want to create a supportive environment for traders that goes beyond technology and includes motivation. By following this strategy, I believe we can differentiate 4XC and establish it as a recognized brand.
LR: Do you have any plans to acquire new licences for 4XC?
Eduardo: Licensing is an important factor to consider, especially when it comes to financial planning. Licences are vital for protecting both our customers and our company, but getting more licences is not a top priority for 4XC right now. Instead, we’re focusing on expanding in a targeted way. We’re looking to explore other markets in Africa and LATAM, as part of our focused expansion strategy. This strategy allows us to make the best use of our resources while we gradually increase our reach.
Last year, we spoke to 4XC Head of Customer Support, Daina Malta, who talked about the company’s focus is transparency which helps to build integrity and trust.
