Saxo Australia to Rebrand as Totality Following DMA Acquisition

Saxo Australia will rebrand to Totality on 11 August after DMA acquires an 80.1% stake; Saxo Bank keeps a 19.9% share.

Key points:

• Saxo Australia will become Totality as part of DMA’s majority acquisition and market expansion.
• Saxo Bank retains a minority stake amid its broader strategic reshuffle and partial sale to J. Safra Sarasin.

Saxo Bank’s Australian unit will officially rebrand as Totality next week, following the completion of its majority acquisition by Johannesburg-based DMA. The name change, will take effect on 11 August 2025.

The move comes after DMA, a technology provider for financial advisers and wealth managers, purchased an 80.1% stake in Saxo Australia earlier this year. Denmark’s Saxo Bank retains a 19.9% holding in the local business.

Saxo Australia to Rebrand as Totality Following DMA Acquisition

In a LinkedIn post, the company sought to reassure clients about the transition. “While our look is changing, everything you rely on stays the same: an award-winning trading platform, global market access, competitive pricing, and dedicated human support,” the statement read.

DMA’s entry into the Australian market marks a significant step in its international expansion strategy. The acquisition aligns with Saxo Bank’s broader review of its Asia-Pacific operations to drive growth and streamline its regional presence.

Despite the rebrand, existing clients will continue to access Saxo’s infrastructure and trading services. The current management team, including CEO Adam Smith, will remain in place under the new Totality brand.

Meanwhile, Saxo Bank itself is undergoing major changes. Just a month after the Australian deal, Swiss private bank J. Safra Sarasin agreed to acquire a 70% stake in Saxo Bank for about €1.1 billion (US1.19 billion), valuing the Danish trading and investment group at roughly €1.6 billion. The deal, which has yet to close, will see Sarasin buy out Finnish company Mandatum’s 19.8% stake and Chinese group Geely’s 49.9% holding. Saxo Bank’s founder and CEO, Kim Fournais, will retain his 28% stake and continue to lead the company.

The sale follows Saxo Bank’s abandoned attempt to list via a SPAC merger in 2022, which was scrapped due to unfavourable market conditions.

For Australian clients and partners, the message is clear: Totality will carry forward Saxo Australia’s services under new ownership, while aiming to expand its footprint with DMA’s technology and support.

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