iFX EXPO Dubai 2026: Our Head of B2B Sales on building performance our partners can rely on

When partners evaluate a broker, it’s rarely during quiet market conditions. Reputation is shaped when activity spikes, volumes increase, and systems are tested in real time. That’s where long-term partnerships are either reinforced or quietly weakened.

Ahead of iFX EXPO Dubai 2026, our Head of B2B Sales, Peter Plester, shares why we’ve always prioritized infrastructure over headlines, and why the industry conversation is steadily moving away from buzzwords toward performance that can be measured, explained, and relied upon.

Built for pressure, not ideal conditions

We were founded by a team of science-driven engineers, and Exness has maintained this engineering-led mindset that continues to shape the business's operations. Peter points out that the core challenge the company addresses has remained remarkably consistent since those early days.

Many platforms perform well when markets are calm. The real test comes when activity increases and performance becomes less predictable.

That unpredictability rarely stays isolated, Peter explains. It shows up as pricing disputes, execution issues, and frustrated clients. And for partners, those problems quickly become reputational risks, especially when their brand is closely tied to the end-user experience.

Reliability isn’t positioning — it’s a requirement

Rather than optimising for ideal scenarios, we design our infrastructure with scale and volatility in mind. Reliability, transparent costs, and predictable behaviour aren’t marketing statements for us — they’re operational requirements. Ones that our B2B clients rightly insist on if they are looking to grow without exposing themselves to avoidable surprises.

As Peter explains, when it comes to the boldest, most crucial claims we can make about our product, we don't lean into superlatives, instead he points to consistency. 

The platform’s ability to behave reliably as volumes rise and market conditions become more demanding matters more than claims about speed or innovation alone. For partners, predictable performance has real commercial consequences: fewer disputes, lower churn, and stronger trust over time.

That stability gives partners the confidence to grow, without exposing themselves to avoidable surprises.

What the conversations at iFX EXPO are really about

Our presence at iFX EXPO Dubai 2026 reflects this same philosophy. The focus isn’t on broad promises, but on practical, detail-driven conversations with B2B clients who want to understand how systems behave under pressure.

Discussions tend to centre on topics such as how pricing and execution hold up as volumes increase, what operational realities emerge during periods of high activity, and how core trading conditions are maintained when markets become less forgiving.

Interests are grounded in real scenarios, not theory. As partners scale, the questions they ask naturally shift — from features to behaviour, from marketing claims to operational detail.

Moving past buzzwords to measurable value

That shift is also clear in how Peter views some of the industry’s most overused labels. Terms like “AI-powered” are often presented as value in themselves, without clearly explaining what actually improves for the end user.

The more relevant question isn’t whether a system uses AI, it’s whether it delivers tangible benefits for clients, like clearer pricing, more predictable execution, lower friction, better stability over time. 

When technology genuinely adds value, it can be articulated in specific, measurable terms. Transparency around costs, observable performance, and accountability without caveats are what ultimately matter to both partners and traders.

Looking ahead

As markets evolve and activity continues to scale, the expectations placed on trading infrastructure will only increase. For us, the priority remains the same: building systems that perform consistently when it matters most. And we want to keep connecting with our partners, having open, informed conversations about how that performance is delivered.

That’s what we’ll be focused on at iFX EXPO Dubai 2026, and beyond.