Pepperstone Hires XTB Veteran Reed Sayer To Lead UK Growth Strategy

Pepperstone has named Reed Sayer as its new Head of UK, bringing in a senior executive from rival broker XTB to drive the firm’s expansion in one of the world’s most competitive leveraged trading markets.

Sayer joins after more than a decade at XTB, where he most recently served as Head of UK Sales. He will oversee Pepperstone’s commercial strategy in the UK, focusing on client relationships and business growth. The appointment comes as brokers increasingly shift from pure customer acquisition toward retention, service quality, and product innovation in a mature market shaped by tighter Financial Conduct Authority regulation.

“This is a really exciting moment for Pepperstone’s UK business, and I’m thrilled to be part of it,” Sayer said. “There’s a brilliant team here, and I can’t wait to bring my experience to the table and help take things to the next level.”

Marc Boever, Head of EMEA at Pepperstone, commented: “We’re pleased to welcome Reed to Pepperstone. He brings serious commercial experience, strong credibility in the UK market, and a leadership style that will have a real impact, both for our clients and our team.”

The UK remains one of the largest regulated CFD and spread betting markets globally. Broker competition has evolved following regulatory changes on leverage, marketing, and investor protection. Rather than relying on aggressive campaigns, firms now differentiate through technology, execution quality, platform choice, and customer experience.

Pepperstone’s UK business has gained recognition in this environment. The 2026 Investment Trends Leveraged Trading Report ranked the broker first in six service categories, including Value for Money and Spreads. The firm, founded in 2010 and headquartered in Melbourne, operates across 12 global offices and serves clients in more than 160 countries. It offers platforms such as TradingView, MetaTrader 4/5, cTrader, and its proprietary platform under FCA supervision.

Senior executive moves between major brokers have become common as firms compete not only for clients but for experienced leadership capable of navigating regulatory complexity and shifting trader expectations. Sayer’s hire reflects this trend, giving Pepperstone a leader with deep knowledge of UK retail trading behavior and established commercial relationships.

As traditional CFD markets mature, brokers are expanding into options, prediction markets, tokenized assets, and AI-assisted tools. Experienced regional leaders help adapt global strategies to local conditions while balancing growth with compliance. Pepperstone’s appointment signals continued investment in its UK operations and a focus on long-term market share through service quality and leadership strength.