IG Launches Integrated Campaign to Reposition Platform for a New Generation of Switched-on Investors

WHY THIS MATTERS:
Retail investing has shifted dramatically in recent years, driven by social media, influencer-driven “tips,” zero-commission models and greater direct market access. But with that access has come noise — misinformation, hype cycles and fragmented advice. IG’s repositioning as “The Investor’s Champion” reflects a broader industry trend: established platforms reframing themselves as trusted infrastructure for self-directed, digitally native investors who want autonomy without chaos.

For a FTSE 250 fintech historically associated with professional and leveraged traders, this marks a strategic brand recalibration. By emphasising clarity, integrated research and real-time tools alongside zero-commission investing, IG is competing not just on price but on trust and decision-support — two factors increasingly critical as regulators scrutinise retail trading practices and consumers grow wary of online “gurus.”

Investing and trading platform, IG, has unveiled a new integrated UK marketing campaign as part of its broader brand repositioning, aimed at redefining how the FTSE 250 fintech engages today’s digitally native, self-directed investors. 

Developed in partnership with design studio Otherway, the campaign reintroduces IG as “The Investor’s Champion” and signals a strategic shift from the perception of being a platform primarily for professional traders to one that supports a wider base of financially switched-on retail investors and traders seeking greater control, clarity and access to markets. 

The TV spot and digital films introduce common sources of investment noise – including informal tipsters, online ‘gurus’ and high-fee brokers – to highlight the growing complexity facing retail investors. IG’s platform is positioned as the solution – combining zero-commission investing with real-time analysis and integrated research designed to support informed decision-making.

“This campaign marks an important milestone following our repositioning of IG,” said Katie Bend, Head of Brand, Campaigns and Communications at IG. “We’re evolving the perception of IG to reflect what it is today: a platform designed for financially engaged investors of all experience levels – whether it be professional traders or newbies – offering sophisticated tools, trusted market access, and the confidence to make informed decisions on their own terms.” 

“We live in a world where we are drowning in information, while starving for wisdom. Nowhere is that truer than in investing. We’ve all experienced the armchair tipster down the pub, self-styled financial gurus or fat cat brokers quietly taking their cut. By bringing these characters to life, we frame IG as the trusted platform that cuts through the noise, giving people the clarity and tools to take control of their investments”, says Jono Holt, CEO at Otherway.

The integrated rollout includes a 30-second TV spot across ITV1, Sky Sports and TNT Sports, supported by programmatic activity on Amazon DSP and streaming platforms including ITVX. Short-form films will run across digital and social channels, reflecting IG’s focus on engaging audiences across the platforms where investment conversations increasingly take place.

FF NEWS TAKE:
The battle for retail investors is no longer just about free trades — it’s about cutting through noise. IG’s campaign cleverly leans into the cultural reality of investing in 2026: information overload paired with growing scepticism.

If IG can successfully reposition from “pro trading platform” to “empowered retail investing partner,” it broadens its addressable market significantly. The real test will be whether product experience matches the brand promise — because in a crowded fintech landscape, trust isn’t built by marketing alone, it’s reinforced by platform performance.