The Polish brokerage targets four continents with the football star endorsement.
Campaign aims to “democratize” investing as competition intensifies for the Warsaw-listed fintech.
Polish
online brokerage XTB (WSE: XTB) has launched its largest marketing campaign to
date, featuring football legend Zlatan Ibrahimović across 13 markets spanning
four continents as the company pushes to expand its global investor base.
The move comes at a time when the domestic fintech market is seeing an increasingly fierce battle for every client. New foreign players are entering the fray, while local brokerage houses are aggressively cutting fees.
XTB Launches Largest
Global Campaign With Zlatan Ibrahimović Across 13 Markets
“Don’t just
make money. Let it work for you at XTB” is the slogan promoting the latest
campaign, which has so far officially launched in the Polish market.
“We are focusing on more emotionally driven
communication to change the way people perceive investing, making it a
fundamental aspect of our lives,” said Szymon
Szymański, Chief Growth Officer at XTB. “Today, investing is a necessity, and everyone should
consider putting their money to work for them, regardless of their initial
amount.”
The campaign, which began rolling out this week, targets Poland, the Czech Republic, Slovakia, Hungary, Romania, France, Germany, Portugal, Britain, Italy, Chile, the MENA region and Indonesia. Digital and social media advertisements featuring the Swedish striker will air first, followed by television and video-on-demand spots starting in October. Ibrahimović became the Polish fintech ambassador a year ago, in September 2024.
Did it win
over clients and shareholders? Hard to say. XTB’s stock has faced two days of
heavier selling, falling more than 5% in total and testing its August lows.
Today (Thursday) it is attempting a rebound, but the gain is modest at 0.3%,
bringing the price to PLN 72.4.
European Brokerage War
Heats Up
XTB's
marketing push comes as competition intensifies in the European retail
investment market. The Warsaw-based company, which serves 1.7 million clients
worldwide, has evolved from a FX trading company into a more comprehensive
investment app offering thousands of global instruments including stocks, ETFs,
CFDs and cryptocurrencies.
The timing
coincides with aggressive moves by competitors targeting Poland's growing
retail investor base. In September, mBank's brokerage arm slashed ETF trading
fees to zero percent, followed days later by a similar move from BOŚ brokerage.
Both promotions run through February 2026 and directly challenge XTB's
commission-free trading model, which applies to transactions under 100,000
euros monthly.
The fee war
reflects the explosive growth in Polish retirement investment accounts, with 61%
of new brokerage accounts in 2024 linked to IKE and IKZE retirement products
that XTB aggressively expanded into last year.
Meanwhile,
Robinhood secured a Lithuanian brokerage license this year, granting the
American app access to all EU markets. The company plans to offer
commission-free trading of tokenized stocks and eventually 24/7 trading
throughout the week.
German
digital bank Trade Republic has also entered Poland, offering flat 4-zloty fees
for stock, ETF and cryptocurrency trades regardless of transaction size.
“Many people wait until they have enough money to
start, but in fact, investing EUR 5 a day can go a long way. There is no wrong
time to start investing, and this message is central to our new campaign,” Szymański said.
The campaign will run through the end of 2025, with the largest costs hitting
XTB's fourth-quarter results.
The
brokerage's pivot reflects broader industry trends as retail investors
increasingly demand access to global markets, particularly US stocks, which have
delivered years of gains. XTB now offers educational materials, retirement
accounts and multi-currency payment capabilities alongside its core trading
platform.
The author also recommends other posts about CFD brokers:
Polish
online brokerage XTB (WSE: XTB) has launched its largest marketing campaign to
date, featuring football legend Zlatan Ibrahimović across 13 markets spanning
four continents as the company pushes to expand its global investor base.
The move comes at a time when the domestic fintech market is seeing an increasingly fierce battle for every client. New foreign players are entering the fray, while local brokerage houses are aggressively cutting fees.
XTB Launches Largest
Global Campaign With Zlatan Ibrahimović Across 13 Markets
“Don’t just
make money. Let it work for you at XTB” is the slogan promoting the latest
campaign, which has so far officially launched in the Polish market.
“We are focusing on more emotionally driven
communication to change the way people perceive investing, making it a
fundamental aspect of our lives,” said Szymon
Szymański, Chief Growth Officer at XTB. “Today, investing is a necessity, and everyone should
consider putting their money to work for them, regardless of their initial
amount.”
The campaign, which began rolling out this week, targets Poland, the Czech Republic, Slovakia, Hungary, Romania, France, Germany, Portugal, Britain, Italy, Chile, the MENA region and Indonesia. Digital and social media advertisements featuring the Swedish striker will air first, followed by television and video-on-demand spots starting in October. Ibrahimović became the Polish fintech ambassador a year ago, in September 2024.
Did it win
over clients and shareholders? Hard to say. XTB’s stock has faced two days of
heavier selling, falling more than 5% in total and testing its August lows.
Today (Thursday) it is attempting a rebound, but the gain is modest at 0.3%,
bringing the price to PLN 72.4.
European Brokerage War
Heats Up
XTB's
marketing push comes as competition intensifies in the European retail
investment market. The Warsaw-based company, which serves 1.7 million clients
worldwide, has evolved from a FX trading company into a more comprehensive
investment app offering thousands of global instruments including stocks, ETFs,
CFDs and cryptocurrencies.
The timing
coincides with aggressive moves by competitors targeting Poland's growing
retail investor base. In September, mBank's brokerage arm slashed ETF trading
fees to zero percent, followed days later by a similar move from BOŚ brokerage.
Both promotions run through February 2026 and directly challenge XTB's
commission-free trading model, which applies to transactions under 100,000
euros monthly.
The fee war
reflects the explosive growth in Polish retirement investment accounts, with 61%
of new brokerage accounts in 2024 linked to IKE and IKZE retirement products
that XTB aggressively expanded into last year.
Meanwhile,
Robinhood secured a Lithuanian brokerage license this year, granting the
American app access to all EU markets. The company plans to offer
commission-free trading of tokenized stocks and eventually 24/7 trading
throughout the week.
German
digital bank Trade Republic has also entered Poland, offering flat 4-zloty fees
for stock, ETF and cryptocurrency trades regardless of transaction size.
“Many people wait until they have enough money to
start, but in fact, investing EUR 5 a day can go a long way. There is no wrong
time to start investing, and this message is central to our new campaign,” Szymański said.
The campaign will run through the end of 2025, with the largest costs hitting
XTB's fourth-quarter results.
The
brokerage's pivot reflects broader industry trends as retail investors
increasingly demand access to global markets, particularly US stocks, which have
delivered years of gains. XTB now offers educational materials, retirement
accounts and multi-currency payment capabilities alongside its core trading
platform.
The author also recommends other posts about CFD brokers:
Damian Chmiel is a Senior Analyst & Editor at Finance Magnates with more than 15 years of experience in the CFD and online trading industry. Active as both a trader and journalist since 2010, he focuses on broker coverage, fintech innovation, and regulatory developments across Europe, the Middle East, and Asia.
His work includes interviews with C-level leaders at major brokerages and fintech platforms, as well as co-authoring Finance Magnates’ quarterly industry benchmarking reports. Damian’s reporting is data-driven, market-aware, and grounded in direct industry engagement. His analysis and commentary have also been cited by external media outlets, including Investing.com, Binance, The Asset, Stockhead, and Dispatch.
Education:
MA in Finance and Accounting, Cracow University of Economics
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