Integral taps Judy Goh to lead sales growth in APAC region

Integral, a technology provider to the financial markets’ buy-side, has appointed Soren Judy Goh, a highly experienced FX industry professional, as its head of APAC sales, according to information made public on her Linkedin profile. 

Judy joins Integral following a distinguished career in the Forex industry. She brings to the role nearly 16 years of experience at major global banks, where she was mainly focused on managing e-FX institutional sales.

Judy Goh served most recently as vice president of KX’s trading solutions, responsible for distribution of its proprietary, kdb+ built multi asset, algorithmic trading and real-time analytics applications to target clients across Asia. Prior to that, she was a regional sales director at Deutsche Börse, tasked with leading new business acquisition for the group’s FX arm 360T.

Ms. Goh also held similar roles at top institutional venues including Standard Chartered Bank, where she kicked off her career back in 2006. On the retail side, she worked as head of sales for the Asia Pacific region at OANDA between 2009 and 2014.

In her capacity as head of APAC sales, she would promote Integral’s Open Currency Exchange (OCX), which brings a wide spectrum of FX market participants into a single integrated network of liquidity, where they can trade with each other. Clients of the OCX pay a monthly fee for access to the exchange, instead of per-trade fees. While it initially launched with a monthly subscription cost of $275, it was soon lowered to accommodate the trading volume of each user, rather than imposing an even charge to clients of all sizes.

Earlier this year, Integral has expanded its technology services in Asia with a new trading data centre in Singapore. Integral’s cloud-based SaaS FX workflow platform went live on Equinix’s Singapore SG1 data center, which enables it to provide localized liquidity and execution services from a Singapore base.

The move provides banks, brokers and other market participants with a complete eFX system for their internal traders and external customers. On top of that, it also improves the trading experience for local partners in Singapore and the APAC region. Specifically, local clients will be able to deploy pricing engines, algos, connectivity and distribution tools immediately, as well as making prices, obtaining liquidity and hosting algorithms in a low latency configuration.

The Singapore presence adds to Integral’s existing operations in London and New York, as well as marks the firm’s third major global foreign exchange trading location. Founded in 1993, Integral maintains development, support, and sales offices in Palo Alto, New York, London, Tokyo, Singapore and Bangalore.