LeapRate Exclusive… LeapRate has learned that Divisa Capital, the institutional multi-asset prime brokerage arm of Equiti Group, is planning to soon announce a rebrand of the company to Equiti Capital – essentially dropping the ‘Divisa’ brand and uniting the company’s identity under the ‘Equiti’ moniker.
Currently the parent company Equiti Group operates its institutional business under the Divisa brand, and its recently-launched retail FX operations as Equiti.com. The rebrand will unite the institutional and retail arms under the ‘Equiti’ name.
We understand that the company will also transition to a new website at www.equiticapital.co.uk, which is not yet operating. The rebrand will apparently be applied to all Divisa’s platforms including Divisa Vault, the company’s proprietary trading platform, which will be rebranded to Equiti Vault.
The company’s FCA regulated arm, Divisa (UK) Limited, will be changed to Equiti Capital UK Limited, once all required approvals are received.
The Equiti Group hired former GKFX CEO Brian Myers as CEO of FCA-regulated Divisa Capital (soon to be Equiti Capital) earlier this year, as was also exclusively reported at the time by LeapRate. Mr. Myers then brought on board one of his former lieutenants from GKFX, with the company naming Michael Ayres as Divisa UK’s new COO.
Equiti Group raised $100 million last year from a group of GCC investors led by Abdul Raouf Waleed Al Bitar, who now is the company’s controlling shareholder. Mr. Al Bitar, now Chairman of the Equiti Group, also sits on the board of a number of companies throughout the Middle East, including the Middle East Specialized Cables Factory (MESC), Springs Beverage Factory, Middle East Mold and Plastic Factory, Gulf Insulation Group, Shaker Group, and LG – Shaker Factory.
Since that fundraising the company and Group Managing Director Mushegh Tovmasyan, founder of Divisa Capital, have been on a hiring spree. Beyond adding Brian Myers and Michael Ayres in London as noted above, the company has hired Sammy Christou from LCG as Head of Trading, Khaldoun Sharaiha from ADS as Co-Head of Retail Sales, Hormoz Faryar as Global Head of Institutional Sales, Tony Philip as CMO, and former TradAir, TraderTools and Saxo Bank veteran Gabriela Liber for institutional FX sales.