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

 An exclusive interview on building trust, understanding local markets and driving the next phase of growth for the brokerage

TenTrade, the global multi-asset brokerage, has appointed Wilfred Obasi as Regional Director for Africa, bringing extensive leadership experience across Africa, MENA, Asia and Latin America.

We sat with Wilfred as he discussed what attracted him to the role, his priorities for expanding TenTrade’s presence across Africa, and how the company plans to earn traders’ trust. He also shares his perspective on the growing maturity of African trading communities and the role prop trading can play in their development.

Q: What made this the right moment to join TenTrade, and how excited were you by the prospect?

W: 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.

That combination of familiar opportunity and fresh perspective made it an easy decision, and I was genuinely excited to take it on.

Q: Which lessons from Africa, MENA, Asia, and Latin America will be most valuable in your new role?W: 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. 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. I’ve also seen a strong correlation between culture and strategy, understanding a region’s culture isn’t a bonus, it’s a necessity. It directly shapes what commercial approach will succeed there.

Q: What are your immediate priorities as TenTrade’s Regional Director for Africa?

W: 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. This means engaging with local trading communities, building strong relationships with key stakeholders, and delivering the strategic leadership needed to drive sustainable growth. I want TenTrade to become a broker that our clients, partners, and employees are proud to be associated with.

Q: How have the expectations of African traders evolved during your career?

W: Early on, many African traders approached trading as a get-rich-quick scheme. That mindset has shifted considerably over the years. Today, there’s much greater emphasis on risk management and skill development, reflecting a more mature and informed trading community. All positive signs going forward.

Q: What must TenTrade do consistently to earn and retain the trust of African traders?

W: We have to remember that happy clients don’t exist in isolation, they become our brand ambassadors, extending our reputation into markets where we may not even have a direct presence. That means we must be disciplined about not promising what we’re not prepared to deliver, and consistently following through on what we do say. Trust is everything.
Q: What makes prop trading particularly relevant for emerging trading communities in Africa?

W: Prop trading is valuable across the entire trader journey. For those starting out, it provides the ideal foundation for developing discipline, managing emotions, and building sound trading habits. But it’s equally relevant for experienced traders who have already mastered their skills and discipline. For them, it offers access to greater capital, allowing them to scale strategies well beyond what their own funds would allow, while sharing risk with the firm rather than carrying it alone. It also serves as a form of professional validation, recognizing traders who’ve proven they can perform under real market conditions.

Q: The number 10 has become central to TenTrade’s identity, symbolising excellence, leadership and high performance values also embodied by global ambassador Luis Figo. What does the number 10 mean to you personally, and how will you bring those qualities to your new role at TenTrade?

W: To me, the number 10 represents excellence, leadership and the determination to perform at the highest level. In this role, it means setting ambitious standards, building strong relationships and ensuring we at TenTrade deliver meaningful value to its partners and traders across Africa. Honestly it’s the perfect number [laughs].

Q: What do you hope traders, partners, and colleagues will say about TenTrade’s African operation and about you personally, two years from now?
W: I hope traders and partners will say they’re glad they chose TenTrade as their preferred broker, and that having me at the helm of the African operation genuinely changed how they perceive and approach trading. I would take great pride in that.