Trader Promises Price War to Undercut Africa's Biggest Exchange

Kevin Brady, CEO, A2X Markets

Kevin Brady, once head of equity trading for South African-born bank Investec Ltd., wants to compete with Africa’s biggest and oldest financial market, JSE Ltd. To do that he plans to undercut the monopoly’s fees.

“Our target is to make the end-to-end cost of an equity trade between 30 to 50 percent cheaper,” Brady, 48, said by phone from Johannesburg on Sept. 3.

“Our value proposition is about giving people a choice and a high-performance platform with top-end technology and a material reduction in price.”

Read more: Trader Promises Price War to Undercut Africa’s Biggest Exchange – Bloomberg Business