Following FXCM’s successful IPO last December, speculation has been bubbling regarding future moves in the industry. Gain Capital was quick to follow FXCM’s IPO with a much less successful IPO of their own, and the direction and structure of the industry is in flux as rival firms attempt to sort out their place in the still evolving pecking order. FXCM raised over $200 MM during its IPO, while Gain raised only $81 MM. Other Russia based Alpari is rapidly expanding as well, and is seeking to cement its dominant position in Europe while expanding abroad.
Alpari is in many ways a mirror image of FXCM. Alpari has expanded rapidly in Europe and is of roughly comparable size and stature as FXCM. While FXCM, largely out of growth potential in the United States, is seeking to expand in Europe, Alpari is seeking to expand in the United States. While FXCM dominates the North American market, and is considered the marquee brand globally, its expansion abroad has proceeded at a slower pace. The acquisition of ODL Securities in the UK seemed like a potential fix, however with contrasting corporate cultures and business structures, many believe the acquisition hasn’t achieved its ambitious goals. Vice versa, Alpari has not met its growth goals in the United States as there has been little market penetration since the opening of its first US office in New York City in mid-2006. In the past half year, Alpari has been seeking to change that with dramatic changes in their US headquarters.

Alpari’s Recent Moves
In June of 2010, Alpari appointed Daniel Skowronski to the role of CEO of Alpari US with plans to ambitiously expand their US presence. Skowronski previously worked at Currenex. In a move to build up their US presence, Alpari launched a second US office in Boston in August of 2010 (formerly Back Bay FX), and entered into a multi-year deal to sponsor Madison Square Garden, making Alpari an official sponsor of the arena. The scope of this bold move is unprecedented in the industry and of questionable effectiveness although it has yet to play out.
In December of 2010, Alpari appointed Mushegh Tovmasyan as the head of Global Sales, and included India as one of his primary target markets. Tovmasyan previously worked at Divisa Capital Group, managing the boutique prime brokerage and white-label technology divisions.
Success in Market Penetration

The chart here, provided by Google, shows information on total searches for the two firms sent through Google’s engine. While FXCM has stayed within a relatively narrow band for the past two years, Alpari has been steadily growing, after emerging in mid-2006. Given both brokers expansion plans, it is likely that the total volume of searches for both brokers will increase going forward, and the gap between them is expected to narrow.
Analysis of the search location for both brands sheds further light on the relative strengths of each brand. FXCM has a much stronger position globally, with the exception of Russia and Indonesia, dominating most regions and Languages. East Asia, in particular, represents a strong point for FXCM. While FXCM has the upper hand now, how this rivalry plays out in the future depends largely the success of these two expansion drives.
