Meet Wilfred Obasi, TenTrade’s New Regional Director for Africa

Wilfred Obasi has stepped into the role of Regional Director for Africa at TenTrade, the global multi-asset brokerage. Obasi brings extensive leadership experience from his previous work across Africa, MENA, Asia, and Latin America.

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Joining TenTrade felt like the right moment for a very personal reason: I was part of the team that drove a major revenue at a previous stage of my career, and this role gave me the chance to replicate what we achieved, while also correcting some of the mistakes we made along the way.

Obasi expressed his excitement about replicating past successes while learning from previous mistakes, making his decision to join TenTrade an easy one. He emphasized that while core business principles are global, market-specific strategies are crucial. "Penetration strategy and client personas need to be tailored to each market rather than applied uniformly," he stated. He also highlighted the necessity of understanding regional culture, as it directly shapes commercial approaches.

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Having built teams across different regions, I’ve found that while the core frameworks and principles of this business remain consistent globally, the details shift significantly once you look closely at any one market.

His immediate priorities include strengthening TenTrade's presence across Africa and positioning it as a trusted part of the continent's trading ecosystem. This involves engaging local trading communities, building stakeholder relationships, and driving sustainable growth. Obasi wants TenTrade to be a broker that clients, partners, and employees are proud to be associated with.

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One of the biggest lessons I’ve learned is that penetration strategy and client personas need to be tailored to each market rather than applied uniformly.

Reflecting on the evolution of African traders, Obasi observed a significant shift from a "get-rich-quick" mentality to a greater focus on risk management and skill development. He views this as a positive sign of a more mature and informed trading community.

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My immediate priority is to strengthen TenTrade’s presence across Africa and position the company as a trusted and integral part of the continent’s evolving trading ecosystem.