The usual expo experience with a software company goes like this. You meet a sales representative, you ask a specific question about how withdrawals are approved, and the answer is "I will check with the technical team". Three emails later you have a partial answer and the deal has cooled. At Forex Expo Dubai you can skip that entire loop, because both of SGHK's Executive Directors will be on the floor and both of them write the software.
Who you are actually talking to
SGHK's Executive Directors built the eTrader platform, with me on the design side, and he leads it. Launch your Prop Firm and Launch your Broker we built together, and we carry compliance, payments and corporate structuring together as well. There is no layer between the two of us and the code, which is why a question about how a rules engine evaluates equity at a session boundary gets an answer in the same conversation rather than in a follow-up.
If you want the longer version of who does what before you arrive, the introduction to SGHK's Executive Directors covers it, and the people behind the products explains how the rest of the team is organised around support and compliance.
What a founder conversation covers that a sales call does not
Product roadmap, honestly. If a feature you need does not exist, we will tell you it does not exist and roughly what it would take. That is a different answer from "it is on the roadmap", which in this industry has meant almost nothing for years.
Commercials without a script. Pricing questions at an expo usually get deflected to a later call. We would rather talk about the shape of the deal while you are standing there, because the shape often depends on details that nobody puts in an email: how many brands, which jurisdictions, whether you already hold a licence, what your payment rails look like today.
The parts of the business that are not software. Setting up a prop firm or a brokerage involves company structure, banking, payment processors and compliance work that no CRM solves for you. We have been through that work for our own entities and for clients, and it is often the most useful twenty minutes of the conversation, even though it sells nothing.
To be direct about a boundary: SGHK sells software. We are not a broker, a bank, a payment institution or an adviser, and anything we say about licensing or structure is general experience, not legal or financial advice. Your own counsel signs off on your setup. Trading itself carries a high risk of loss.
How to find the two of us
The entire team wears SGHK and eTrader t-shirts throughout the event, which is deliberate. It removes the awkward part where you have to work out whether the person you are looking at is the right person. If you see the shirt, you can interrupt, and nobody will mind.
We move around the floor rather than sitting in one spot all day, so the reliable way to catch us at a specific moment is to arrange it in advance through the Book a Call or Text Us links in the header of this site. Otherwise, look for the shirts and walk over. There is usually a laptop open with the terminal running, and a live eTrader demo takes about ten minutes if you want one before the discussion.
Four languages, one conversation
We answer in English, Italian, Romanian and Russian. That is not a marketing line about global reach. It means that when an Italian founder wants to discuss the difference between a daily and a static drawdown rule, he can do it in Italian with someone who understands both the rule and the language, rather than in careful English where a word like "equity" quietly shifts meaning.
Come with something specific
The conversations that go badly at expos are the open-ended ones. "Tell me about your product" produces a pitch, and a pitch is a waste of a face to face meeting. The conversations that go well start with a constraint: a licence you already hold, a platform contract that expires in March, a payout process that currently takes three staff and a spreadsheet, a challenge model your risk numbers do not support.
Bring the constraint. We will tell you whether the software addresses it, and if it does not, what we would do in your position. The expo networking guide makes the same argument from the visitor's side, and it holds for every vendor you meet in Dubai, not only us.
Dates and the floor plan
Check the expo's official schedule for the dates, the venue and the layout of the halls. We will be attending; we are not publishing a timetable here that could drift out of date. If you already know which day you are going, message us and we will match it.
One last thing worth saying plainly. We travel to these events because the industry is still one where trust gets built standing up, in person, over a laptop screen, and because a firm choosing its technology is making a decision it will live with for years. That decision deserves a conversation with the people who will still be answering the phone in two years, not with whoever happened to be assigned the territory. SGHK around the cities gives a sense of where else we turn up.
"If a founder cannot answer a question about his own risk engine while standing in front of you, that tells you something about the product."
— The SGHK Team
Key Takeaways
- SGHK's Executive Directors, SGHK's Executive Directors, will both be attending Forex Expo Dubai and are available to talk in person.
- The whole team wears SGHK and eTrader t-shirts, so you can walk up without an appointment.
- Conversations run in English, Italian, Romanian and Russian, and a live demo of the terminal or either CRM can follow on the spot.
- Check the expo's official schedule for dates and floor details, or fix a time in advance through the Book a Call and Text Us links in the site header.
Frequently Asked Questions
Can I meet SGHK's Executive Directors at Forex Expo Dubai?
Yes. SGHK's Executive Directors will both be attending and are happy to talk on the floor. You can arrange a specific time in advance through the Book a Call or Text Us links in the site header.
Do I need an appointment to speak with the team?
No. The team wears SGHK and eTrader t-shirts for the whole event, so you can identify them and walk up. An appointment only helps if you want a guaranteed slot on a particular day.
Can I see the software during the meeting?
Yes. The eTrader terminal, Launch your Broker and Launch your Prop Firm can be shown on a real screen during the conversation, with your own questions answered as it runs.
About SGHK
SGHK is a FinTech company that designs and builds its own software for the trading industry: the eTrader trading platform, Launch your Broker and Launch your Prop Firm. Every product is written, hosted and supported in-house and licensed to trading firms, with the CRMs branded to them, all hosted by us in the cloud, managed by each firm and built to scale across clustered servers as our clients grow. Everything is encrypted, and each firm is the only one with access to its data and its clients' data.