Worldwide, the company Xpress Money is known for its reasonable price to pay for making transfers and competitive exchange rates. After the payment of funds to the recipient, "Xpress Money" notifies the sender with the help of free SMS-messages. The new brand positioning of Xpress Money is based on the the premise that they are "the most reliable in the world of instant money transfer service." The appearance of a new branding had happened at the time when the giant in the field of of money transfers may declare its record growth. By the end of 2011, Xpress Money has fixed 52 per cent increase in the agent network, which increased from 85,000 locations in 95 countries, up to 135,000 service points in 125 countries. Vinesh Venugopal Nair, marketing director of Xpress Money, said: "We not only help our clients to maintain contact with their families, but also become a part of life of communities that serve. We are actively supporting people in need around the world." Xpress Money is an Authorized Payment Institution (API), operating on the basis of a license of the Financial Regulation and Supervision (FSA). The procedure of receiving and payment of Xpress Money transfers eliminates the need for filling in paper forms. The company Xpress Money Services Ltd. was established to ensure high efficiency and total quality service to clients and registered in 1999 in London, UK. The new image of Xpress Money was presented at the ceremonial dinner in Dubai, October 31, 2011. At this memorable event were large shareholders, VIP-guests and partners, agents from around the world.