FNG Exclusive Interview… Earlier this week FNG reported exclusively that former The Trading Pit, M4Markets, and Tickmill CMO Themis Christou was launching a new marketing agency called Uveler Marketing, alongside a number of partners and senior hires from within the CFDs industry, as well as from outside the sector.
So not surprisingly, Uveler is already working both with brokers, and other diverse product and service companies.
What are the plans for growing Uveler, which already boasts a healthy client list and double-digit employees?
After years in “the business”, what areas does Themis think that FX and CFDs brokers can improve upon?
We caught up with Themis on these and other issues. Here is what he had to say.
FNG: Hi Themis, and thanks for joining us today. Can you share more about your decision to transition from the FX industry and move into creating your firm?
Themis: The decision to transition away from the FX industry wasn’t an easy one. After several years in roles within the FX/CFD space, I realized my passion extended beyond just one industry. I wanted to build something more diverse, flexible and client-focused.\The FX industry is dynamic, but I saw the potential to expand beyond its limitations. Marketing isn’t a one-size-fits-all approach, and I felt there was a need for a firm that could adapt across industries, offering specialized, data-driven solutions that could be tailored to a variety of businesses.
With Uveler, our vision is to create a marketing ecosystem that provides businesses in finance, eCommerce, tech, and more with the tools they need to grow and succeed long-term. We can help businesses leverage marketing in ways that are customized to their specific goals. It’s about moving forward, thinking bigger, and creating possibilities beyond what’s traditionally expected.
FNG: Where did the name “Uveler” come from?
Themis: The name “Uveler” is rooted in the Ancient Greek concepts of elevation and wisdom. The first part, “Uve,” comes from the Greek word “ὑψόω” (hypsóo), which means “to elevate” or “lift.” This represents our mission of helping businesses rise above challenges and reach new heights.
The second part, “ler,” is inspired by the Greek word “σοφία” (sophia), meaning wisdom or knowledge. This reflects our emphasis on using data-driven insights and strategic thinking to guide businesses toward smart, informed growth. Together, Uveler embodies the journey of elevation through wisdom—helping businesses grow with purpose, creativity, and strategy.
FNG: What will Uveler Marketing be focusing on? Will you just be looking for clients in the greater Retail FX/CFDs space (and in Cyprus), or beyond?
Themis: Uveler Marketing is designed to be versatile and adaptive. While we have a strong foundation in the FX/CFD space, our services are not limited to any single industry. Our clients come from a wide range of sectors, including eCommerce, fintech, Web3, marine, real estate, and traditional businesses.
Our data-driven approach uses insights and analytics to help businesses of all sizes and types grow. In terms of geography, while we are based in Cyprus, our aim is to power brands around the world. We also plan to open our second office in Dubai soon.
FNG: From your perspective as a (now former) senior manager with several FX/CFD brokers, what do you see as the main areas where brokers can improve? And how does Uveler fit into that?
Themis: In today’s financial landscape, brokers must prioritize automation, optimization, and the adoption of emerging technologies like AI to remain competitive. However, the core of success in this evolving environment is data. Data not only drives efficiency and personalization but also enables brokers to make strategic, informed decisions that optimize performance across all channels. This data-driven approach is key to delivering superior customer experiences and gaining a competitive edge.
At Uveler, we are deeply committed to harnessing the power of data to create targeted, personalized marketing strategies that reflect our clients’ specific goals. By utilizing real-time analytics, we help businesses not only improve client acquisition but also enhance client retention, ensuring long-term success. Data is the foundation upon which we build strategies that adapt to changing market conditions and client behaviours.
That said, despite the importance of technology and data, it is crucial to recognize that most brokers operate within a relatively similar range of products and services. What truly sets a broker apart is the strength of the brand. A brand is more than just a logo—it is a promise of trust, reliability, and integrity. In a highly competitive market, it is the brand that will draw Introducing Brokers (IBs) and affiliates, as they seek to align themselves with companies that embody these values.
At the end of the day, trust is what drives loyalty and partnerships. Brokers that invest in building a credible, trustworthy brand will not only attract clients but also foster long-term relationships with key stakeholders. While data and technology optimize operations, it is the brand that secures sustainable growth and market leadership. Therefore, a strategic balance between embracing cutting-edge technology and developing a strong brand identity is the ultimate key to success.
FNG: What are the main areas of challenge (and opportunity) for FX/CFD brokers going forward? In what ways can you help?
Themis: One of the biggest challenges for brokers today is navigating increasingly complex regulatory frameworks. Governments are tightening oversight, and brokers need to adapt to these changes. However, this also presents an opportunity for brokers to set themselves apart by being transparent and proactive in exceeding compliance requirements, which can help build trust.
Another major challenge—and opportunity—is the adoption of emerging technologies like AI, machine learning, and automation. These tools can significantly enhance the trading experience, but many brokers have been slow to adopt them, creating operational inefficiencies.
At Uveler, we help brokers overcome these challenges by implementing data-driven, AI-powered marketing solutions that streamline processes and enhance customer engagement. By building automated funnels and personalized campaigns, we enable brokers to improve both client acquisition and retention. Additionally, we ensure that brokers remain compliant by developing compliance-focused marketing strategies that help them navigate regulatory hurdles while standing out in the market.
FNG: What advice would you give businesses looking to enhance their brand in today’s competitive landscape?
Themis: In today’s rapidly evolving and highly competitive market, businesses need to go beyond traditional tactics and adopt a data-driven approach to truly differentiate their brand. The key to success lies in understanding your audience at every stage of the customer journey. My primary advice is to prioritize customer journey optimization, ensuring that each touchpoint—whether it’s initial awareness, engagement, or conversion—provides a seamless and cohesive experience.
At Uveler, we emphasize the importance of analyzing customer data at every interaction. This means using data analysis tools to continually refine messaging, personalize experiences, and identify growth opportunities. Brands that invest in data-driven strategies gain the ability to understand their customers more intimately, allowing for targeted marketing that resonates on a deeper level. Without these insights, businesses risk losing touch with their audience and missing out on valuable conversion opportunities.
Another critical factor is embracing a multichannel marketing strategy. In today’s world, relying solely on one platform limits reach and engagement. Brands must integrate a variety of channels—social media, SEO, email marketing, PPC advertising, and even offline channels like billboards, and radio—to ensure their message reaches their audience wherever they are. However, it’s not just about being present across multiple platforms; it’s about creating consistent and cohesive messaging across all touchpoints to foster brand recognition and trust.
FNG: How does Uveler differentiate itself from other marketing agencies in the industry?
Themis: At Uveler, we stand out through several key differentiators that go beyond the traditional marketing agency model. First and foremost, our approach is deeply data-driven. Every marketing decision we make is backed by real-time insights and analytics, allowing us to build targeted strategies that don’t just look good on paper but deliver measurable, results-focused outcomes. We believe in the power of data to refine and continuously improve marketing efforts, making sure our clients get the maximum ROI from every campaign.
Another defining aspect of Uveler is our flexible subscription model. Unlike many agencies that require long-term contracts, we offer businesses access to over 30 specialized services without the burden of restrictive agreements. Whether a company is scaling quickly or needs a more flexible approach to its marketing, our model adapts to their needs. This on-demand approach provides both cost-efficiency and scalability, empowering businesses of all sizes to leverage the same expert marketing services typically reserved for larger companies with significant budgets.
What sets Uveler apart, though, is that we are not just a marketing agency—we are the foundation of something much larger. Uveler is only the first step in the Uveler Group, which aims to revolutionize industries far beyond marketing. Currently, we are developing a groundbreaking project tailored for the trading industry, set to launch in the next few months. This product will completely change how brokerages market themselves, providing them with cutting-edge tools and technologies that will fuel unprecedented growth. This revolutionary offering aligns perfectly with our mission of helping businesses evolve, scale, and thrive.
FNG: What can we expect to hear from Uveler Marketing in the coming months, and how do you envision Uveler’s growth over the next 2-3 years?
Themis: By early 2025, Uveler Group will consist of five companies, supported by 30+ in-house employees and 20 strategic partners, working in unison to deliver solutions that push industries forward. We aim to be more than just a marketing partner—we are a growth enabler, providing the strategies and resources that businesses need to succeed in an ever-changing marketplace.
This expansion will position us as a comprehensive, one-stop solution for businesses seeking to grow their brand, optimize operations, and remain competitive in a rapidly changing digital landscape.
By continuing to innovate and expand, we aim to be more than just a marketing firm—we are a growth partner, empowering businesses to succeed in the digital age.
We have all the support and resources to grow into what we have planned for.
