Driving Global Growth Through Partnerships: An Interview with Sherwan Zeybo

FX Trust Score recently caught up with Sherwan Zeybo, Global Head of Business Development at EC Markets, for an exclusive, in-depth interview. We were eager to find out all about new developments and partnerships that have been turning the industry’s attention to EC Markets recently. Sherwan also talks about the strategic importance of IB and affiliate partnerships and how they play a significant role in the company’s growth.

Q: Sherwan, EC Markets has been making a lot of headlines lately. From your perspective, how would you describe the company’s current momentum?

A: EC Markets is operating at scale, and that scale is only growing. This year has been about accelerating expansion, securing new licenses, building stronger partner programs, and launching partnerships that put us on the global stage. We’re not in the business of incremental moves, we’re focused on sustained growth that benefits our partners and clients worldwide.

Q: Sponsoring Liverpool FC and naming Judd Trump as brand ambassador have both caught attention. How do these partnerships fit into your broader strategy?

A: They’re about visibility, credibility, and alignment. Liverpool FC has one of the most recognised names in sport, their values of performance and excellence resonate globally, just as EC Markets does in finance. Judd Trump, on the other hand, represents precision, focus, and consistency. These partnerships amplify our reach, but more importantly, they reinforce the brand values that matter to us: trust, professionalism, and global ambition.

Q: The new Dubai license was another major development. What does it bring to the table?

A: Dubai is one of the most dynamic financial centers in the world, and our license there strengthens what was already a global footprint. For partners, it means they can work with EC Markets knowing we meet top-tier regulatory standards. For us, it expands our ability to operate locally in a region that’s strategically vital. I’ll be at the Forex Expo Dubai next week to discuss these opportunities, and you can book a meeting here.

Q: You’ve mentioned in the past the importance of IBs and affiliates. Why do they remain such a central part of EC Markets’ model?

A: They’re key because they really deliver. IBs grow our business through strong, trusted relationships, and affiliates help us reach more people efficiently. What’s great about both is that they’re close to the clients, they understand the local markets, the culture, and the communities. We see them as a part of our company, fully integrated into our growth and success, and essential to everything we do.

Q: And what do partners get in return from EC Markets?

A: Our partners receive far more than just payouts. They get the right tools, full transparency, and real support, from real-time dashboards and CRM systems to automated commissions and dedicated account managers. On top of that, we provide ongoing training, compliance guidance, and regular market updates, ensuring their growth is both sustainable and scalable. All of this is designed so that their traders can thrive too, offering them the ultimate trading environment.

Q: Technology seems to be a big theme in your approach. Why is that so critical?

A: Technology is what makes global scale possible. Without the right systems, growth becomes manual and limited. With the right systems, CRM, partner dashboards, tracking links, real-time analytics, you create transparency and scalability. For us, technology isn’t an add-on; it’s the foundation of every strong partnership program.

Q: You also talked about alignment and long-term success. How does EC Markets ensure alignment with partners?

A: It starts with clear KPIs, joint campaigns, and co-branding opportunities. We’re not asking partners to guess our strategy, we make sure they’re part of it. That alignment creates a shared direction where both sides are measured on meaningful outcomes. When we grow together, the partnership lasts.

Q: Beyond the financial side, what does EC Markets do to support its partners?

A: We give them confidence. That includes regular training, market updates, compliance support, and dedicated account managers who actually pick up the phone. We know that long-term growth isn’t just about payouts, it’s about trust, and trust is built through consistent support.

Q: Global trends in IB and affiliate marketing vary widely. How is EC Markets adapting?

A: By listening and localising. In Africa, IB networks often grow through WhatsApp groups. In Asia, affiliates lean heavily on influencers. In MENA, bilingual content and offline education events are essential. We adapt our approach in each region, because what works in London won’t necessarily work in Dubai. That flexibility is why our partners succeed across markets.

Q: Can you share an example of how partners scale with EC Markets?

A: One of the best examples is when a partner transitions from manual processes to tech-driven ones. Once they move onto our real-time dashboards, with automated reporting and commission tracking, their performance improves immediately. We’ve seen partners double growth simply because the friction is removed and insights are clearer.

Q: What’s on the checklist for brokers who want to build better partner programs?

A: It’s simple. Ask yourself: Do your partners have the tools they need? Do they understand your retention strategy? And are your products optimised for their audiences? If the answer to any of those is “no,” then there’s work to do.

Q: Finally, looking into Q4 and beyond, what should partners and clients expect from EC Markets?

A: Continued scale. We’re investing in new regional programs, co-branded campaigns, and advanced partner technology. We’re expanding our regulatory footprint and deepening our partnerships globally. The direction is clear: EC Markets is already a global player, and we’re building even bigger, stronger, and more connected systems for the future.

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Read our independent comprehensive review about EC Markets to find out more about this broker.