Marketing is not the pretty print ad you make. Marketing is about finding and communicating differentiators.

The FX industry, despite being a massive producer of ultra-modern, leading edge technology that drives the digital financial markets industry forward, is a relationship business.

As a result of the dichotomy between the product, made up of its finely honed components which create access to global markets from Tier 1 bank level, through sophisticated prime of prime brokerages and price feed aggregators, to integration technology that connects equally sophisticated retail platforms to the nanosecond-critical international financial markets, and the need for continual relationships in order to maintain this complex blend’s integrity, marketing has become a very specialist niche in this business.

Last week, one of Britain’s most senior businessmen, Mark Wilson, CEO of Aviva spoke out on this, in a candid fashion.