Saxo Australia, a well-established name in the online trading and investment landscape, is preparing for a significant transformation. Beginning August 11, the company will rebrand as Totality, marking a strategic shift aimed at redefining its presence in the Asia-Pacific financial ecosystem.
The rebrand follows Saxo Bank’s decision to divest the majority of its Australian business. An 80.1% stake was sold to SCM DMA Pty Ltd (DMA South Africa), a respected provider of financial software and trading technology solutions. Saxo Bank retains a 19.9% share, ensuring continued partnership and integration of core technologies.
Despite the change in brand identity, clients will experience continuity in their platform performance, pricing, and service quality. The transition introduces a refreshed digital interface—including a revamped website, dashboard, and mobile app—designed to enhance user experience while maintaining the trusted functionality users rely on.
Why Totality?
The new brand reflects DMA’s ambition to build a borderless brokerage platform tailored to modern investors who demand flexibility, speed, and global reach. Embodying this vision is the platform’s new logo, a winged goddess, symbolizing agility, empowerment, and freedom.
Totality aims to blend Danish fintech innovation with South African software craftsmanship, offering a next-generation multi-asset trading experience. The rebrand signals a broader mission: to evolve beyond regional boundaries and become a central player in global financial markets.
What Clients Can Expect
- Seamless Transition: No action is required from users. Assets and funds remain securely held under existing custodial arrangements.
- Enhanced Platform: A guide will assist clients with downloading the new apps and accessing updated features.
- Continued Support: Personalized client services and trading conditions will remain unchanged, ensuring stability throughout the transition.
This move positions Totality as a dynamic force in online trading, committed to serving both experienced investors and emerging market participants with sophistication and scale.
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