Saxo Australia Announces Rebrand to Totality

On July 1, Saxo Australia announced on social media that it will rebrand as Totality, effective August 11, 2025.

The brand stated in a Linkedin post that more news about the rebranding would be released in the next days.

A majority stake in Saxo Australia was previously acquired by Direct Market Access (DMA), a financial services company based in Johannesburg, South Africa. DMA now holds 80.1% stake of the brand, with Denmark’s Saxo Bank retaining the remaining 19.9%. Plans have been announced by DMA to enter the Australian market, while Saxo Bank’s growth strategy in the Asia-Pacific region has been adjusted.

The rebranding is not expected to affect the services provided to existing Saxo clients in Australia. The current team, including CEO Adam Smith, also retains.

Besides, Swiss private bank J. Safra Sarasin agreed to acquire a 70% stake in Saxo Bank for $1.19 billion, though the deal has not yet been completed.

BrokersView reminds you

Saxo Bank is an international online investment bank based in Denmark, which offers access to financial instruments such as forex, equities, CFDs, and futures through its online trading platforms.

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