A simple name will not do it. You need to establish a reputation by legitimate business practices. There are many who expose their name, some real some not, and still run away with money.
Could you elaborate on the "legitimate business practices"? I really want to know that. To me most exchanges such as bitfinex and bitstamp still have no convincing proof that they won't run away with the money, but they have many users trusting them. What's the reason? Is it because they have good looking web interface? Or is it because they have been existing for quite a long time? Or their business model makes them profitable so that they don't have to run away?
Both exchanges have audit report from reputable third party.
Plus people have send/wire in and send/wire out large amount of btc/money over the course of many months without problem.
That is not to say they won't run away with customer money. But rational owner won't do that given how much profit each exchange is generating for the owners right now.
We have verifiable weekly audit report. Bitfinex's report was generated long time ago and not updated after that. Other things are just a matter of time, and there is no essential difference between my site and those established exchanges.
Bitfinex was offering some insane interest rate to lenders to lend to others. The reward was so high that many decided to give them a chance to proof themselves and many were rewarded nicely for placing trust on them.
Many ponzi schemes also offer this kind of incentive and people risk their money on the ponzi operator knowing full well it is a ponzi scheme and cash out as soon as they get enough out of the scheme and stay on sideline.
Same reasoning can be said on many alt pump and dump coins.
Is your exchange offering any kind of incentive to traders so they are willing risk their their btc on it?
We are the only options exchange. So if you want to trade bitcoin volatility, we are the only choice. Although it may not be as attractive as Bitfinex's interest rate, it meets many people's needs.
So trust is not always neccessary for an exchange. Security means low risk, but if the profit is high enough, people will be willing to take the risk. So, if you are a good options trader and can make good profit from our site, you will also use it although we are still very new. Of course this's not to say we don't care much about security.