From Haas F1 Pilot to Multi-Entity Rollout: What It Took to Rename IC Markets

IC Markets, the retail and institutional trading group, has formally shortened its name to IC, closing out a two-decade run under a label the company says was built for a single-product forex broker. The refreshed identity was presented at Money Expo Abu Dhabi 2026, where the group also collected a Best Global Execution award.

Group Chief Marketing Officer Tony Philip framed the change as a consequence of scale rather than repair. The old name, he said, was built for a forex-first business competing in one product category across a handful of markets. IC today operates through multiple regulated entities and jurisdictions, including operations regulated by ASIC and CySEC and those within applicable MiFID II requirements, serving retail traders, institutional desks and partners across roughly a dozen languages and scripts.

Brand above the entity structure

Under the new arrangement, the IC trademark and brand assets sit at group level, with each regulated operating entity using them through formal intercompany licensing rather than owning them outright. The company argues this insulates the client-facing identity from entity-specific regulatory events and makes it easier to add, restructure or wind down licensed operations without asking clients to relearn the brand.

A central piece of the rollout was securing the two-letter ic.com domain, which the group described as a prerequisite rather than a cosmetic upgrade. Previous web properties were spread across entity- and country-specific domains, each with its own search history and link profile. Consolidating onto a single address concentrates that authority and closes an impersonation and phishing exposure.

Operationally, the group said the consolidation allowed it to merge disconnected regional data into a single Customer Data Platform with one client record, which in turn enables multi-touch attribution across paid media, organic search and partner referrals. IC also pointed to continued investment in AI for onboarding, verification, market insight content and support.

IC tested the new mark before full deployment through its partnership with the TGR Haas F1 Team, using the Abu Dhabi 2025 race weekend as a live pilot. Management noted that early client and partner feedback has been strongly positive but said it is still too early for statistically meaningful data.