XTB Institutional used iFX EXPO International 2026 in Limassol to publicly debut its new brand identity, marking the first major industry event since the B2B liquidity provider formerly known as X Open Hub completed its rebrand. Exhibiting from booth 31 in Hall 2 at the City of Dreams Mediterranean, the company reconnected with existing partners and met new ones while showcasing an institutional-grade liquidity offering it says remains unchanged beneath the new name.

Why the timing worked

The company rebranded from X Open Hub to XTB Institutional to cement its position as an institutional-grade liquidity provider and make that positioning immediately clear to industry participants. As the firm has consistently stressed, the transition is mainly a name change, with no effect on its offering or target market — the substance is a stronger, more legible alignment with parent XTB Group, whose parent company XTB S.A. is listed on the Warsaw Stock Exchange.

Announcing the change at a global B2B event attended by thousands of decision-makers and senior executives from online trading, fintech and banking was, by the company’s own account, an opportune choice. iFX EXPO International functions as one of the industry’s primary meeting points, giving the newly renamed brand immediate visibility with exactly the institutional audience it serves — much as the corresponding Dubai edition anchors the industry calendar earlier in the year.

What partners saw on the floor

Brokers, banks and other institutional partners attending the event saw live demonstrations of XTB Institutional’s multi-asset liquidity offering and engaged directly with the team. According to the company, conversations centred on the metrics that matter most to institutional counterparties: liquidity depth, execution reliability and speed, transparent pricing, broader market access and scalability.

On the technical side, discussions covered deeper order books, tight spreads, book-share models, a newly added equity offering, and up to 3.7% interest rates on hedge accounts, alongside access to over 5,000 FX and CFD instruments. That offering has earned XTB industry-wide recognition, most recently the ‘Most Trusted Liquidity Provider MEA‘ award at the UF AWARDS Global 2026 — a peer-and-client-voted accolade that reinforces the trust-and-transparency positioning the brand leaned on throughout the event.

The CEO’s read on the event

Michał Copiuk, CEO of XTB Institutional, said the conversations in Limassol validated the company’s strategic focus. “The conversations we had in Limassol confirmed that brokers and banks are looking for liquidity partners who combine market access, reliability and transparency. That is exactly where XTB Institutional is focused,” he said.

Reflecting on the event more broadly, Copiuk framed the rebrand as a new chapter built on continuity rather than change. “iFX EXPO International 2026 was an important opportunity for us to meet brokers, banks and industry partners face to face and to discuss what institutional clients need most today: reliable liquidity, transparent pricing and partnership models that can scale with their business,” he said. “As XTB Institutional, we are entering a new chapter under a stronger brand identity, but our focus remains the same — supporting professional partners with institutional-grade liquidity and execution solutions backed by the experience of the XTB Group.”

The takeaway for the industry

For industry participants, the core message was straightforward: a new name, but the same value proposition, with a stronger alignment to XTB Group and a clear commitment to brokers and banks. That continuity framing has been central to the rebrand throughout — the company has been at pains to reassure existing partners that legal structures, client agreements, regulatory arrangements and execution quality all remain unchanged.

The rebrand reflects a broader pattern across institutional financial services, where B2B divisions of publicly listed groups increasingly anchor their identities to parent-company branding to communicate governance and financial backing more directly. It also fits XTB Group’s wider push to build out its business beyond the legacy retail platform — a direction visible in recent product moves such as its expansion of automated investing tools on the retail side. Using iFX EXPO as the launchpad let XTB Institutional convert a name change into a face-to-face relationship-building exercise, meeting the institutional audience where it gathers rather than relying on a press release alone.

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FAQ

What did XTB Institutional do at iFX EXPO International 2026?
XTB Institutional, formerly X Open Hub, used the event to publicly debut its rebrand and showcase its multi-asset liquidity offering. Exhibiting from booth 31 in Hall 2 at the City of Dreams Mediterranean, the team ran live demonstrations and met brokers, banks and institutional partners face to face.

What does the XTB Institutional offering include?
The offering spans over 5,000 FX and CFD instruments, a newly added equity offering, deeper order books, tight spreads, book-share models and up to 3.7% interest on hedge accounts. Conversations at the event focused on liquidity depth, execution reliability and speed, transparent pricing, market access and scalability.

Has the offering changed with the rebrand?
No. The transition from X Open Hub to XTB Institutional is mainly a name change, with no effect on the company’s offering or target market. The rebrand strengthens the brand’s alignment with parent XTB Group, whose parent company XTB S.A. is listed on the Warsaw Stock Exchange, while legal structures, client agreements and regulatory arrangements remain unchanged.

For XTB Institutional, iFX EXPO International 2026 served as both a coming-out for the new brand and a validation of the strategy behind it — face-to-face confirmation that institutional demand is concentrating exactly where the company has positioned itself, on reliability, transparency and scalable partnership. As the rebrand beds in, the test will be whether the stronger XTB Group alignment translates into the deeper broker and bank relationships the Limassol conversations pointed toward.