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's adventure with financial markets began at the Cracow University of Economics, where he obtained his MA in finance and accounting. Starting from the retail trader perspective, he collaborated with brokerage houses and financial portals in Poland as an independent editor and content manager. His adventure with Finance Magnates began in 2016, where he is working as a business intelligence analyst.
XTB Profit Drops 24% as Gold Rally Fails to Offset Soaring Marketing Spend
Hannah Hill on Innovation, Branding & Award-Winning Technology | Executive Interview | AXI
Hannah Hill on Innovation, Branding & Award-Winning Technology | Executive Interview | AXI
Recorded live at FMLS:25, this executive interview features Hannah Hill, Head of Brand and Sponsorship at AXI, in conversation with Finance Magnates, following AXI’s win for Most Innovative Broker of the Year 2025.
In this wide-ranging discussion, Hannah shares insights on:
🔹What winning the Finance Magnates award means for AXI’s credibility and innovation
🔹How the launch of AXI Select, the capital allocation program, is redefining industry standards
🔹The development and rollout of the AXI trading app across multiple markets
🔹Driving brand evolution alongside technological advancements
🔹Encouraging and recognizing teams behind the scenes
🔹The role of marketing, content, and social media in building product awareness
Hannah explains why standout products, strategic branding, and a focus on innovation are key to growing visibility and staying ahead in a competitive brokerage landscape.
🏆 Award Highlight: Most Innovative Broker of the Year 2025
👉 Subscribe to Finance Magnates for more executive interviews, industry insights, and exclusive coverage from the world’s leading financial events.
#FMLS25 #FinanceMagnates #MostInnovativeBroker #TradingTechnology #FinTech #Brokerage #ExecutiveInterview #AXI
Recorded live at FMLS:25, this executive interview features Hannah Hill, Head of Brand and Sponsorship at AXI, in conversation with Finance Magnates, following AXI’s win for Most Innovative Broker of the Year 2025.
In this wide-ranging discussion, Hannah shares insights on:
🔹What winning the Finance Magnates award means for AXI’s credibility and innovation
🔹How the launch of AXI Select, the capital allocation program, is redefining industry standards
🔹The development and rollout of the AXI trading app across multiple markets
🔹Driving brand evolution alongside technological advancements
🔹Encouraging and recognizing teams behind the scenes
🔹The role of marketing, content, and social media in building product awareness
Hannah explains why standout products, strategic branding, and a focus on innovation are key to growing visibility and staying ahead in a competitive brokerage landscape.
🏆 Award Highlight: Most Innovative Broker of the Year 2025
👉 Subscribe to Finance Magnates for more executive interviews, industry insights, and exclusive coverage from the world’s leading financial events.
#FMLS25 #FinanceMagnates #MostInnovativeBroker #TradingTechnology #FinTech #Brokerage #ExecutiveInterview #AXI
Executive Interview | Dor Eligula | Co-Founder & Chief Business Officer, BridgeWise | FMLS:25
Executive Interview | Dor Eligula | Co-Founder & Chief Business Officer, BridgeWise | FMLS:25
In this session, Jonathan Fine form Ultimate Group speaks with Dor Eligula from Bridgewise, a fast-growing AI-powered research and analytics firm supporting brokers and exchanges worldwide.
We start with Dor’s reaction to the Summit and then move to broker growth and the quick wins brokers often overlook. Dor shares where he sees “blue ocean” growth across Asian markets and how local client behaviour shapes demand.
We also discuss the rollout of AI across investment research. Dor gives real examples of how automation and human judgment meet at Bridgewise — including moments when analysts corrected AI output, and times when AI prevented an error.
We close with a practical question: how retail investors can actually use AI without falling into common traps.
In this session, Jonathan Fine form Ultimate Group speaks with Dor Eligula from Bridgewise, a fast-growing AI-powered research and analytics firm supporting brokers and exchanges worldwide.
We start with Dor’s reaction to the Summit and then move to broker growth and the quick wins brokers often overlook. Dor shares where he sees “blue ocean” growth across Asian markets and how local client behaviour shapes demand.
We also discuss the rollout of AI across investment research. Dor gives real examples of how automation and human judgment meet at Bridgewise — including moments when analysts corrected AI output, and times when AI prevented an error.
We close with a practical question: how retail investors can actually use AI without falling into common traps.
Brendan Callan joined us fresh off the Summit’s most anticipated debate: “Is Prop Trading Good for the Industry?” Brendan argued against the motion — and the audience voted him the winner.
In this interview, Brendan explains the reasoning behind his position. He walks through the message he believes many firms avoid: that the current prop trading model is too dependent on fees, too loose on risk, and too confusing for retail audiences.
We discuss why he thinks the model grew fast, why it may run into walls, and what he believes is needed for a cleaner, more responsible version of prop trading.
This is Brendan at his frankest — sharp, grounded, and very clear about what changes are overdue.
Brendan Callan joined us fresh off the Summit’s most anticipated debate: “Is Prop Trading Good for the Industry?” Brendan argued against the motion — and the audience voted him the winner.
In this interview, Brendan explains the reasoning behind his position. He walks through the message he believes many firms avoid: that the current prop trading model is too dependent on fees, too loose on risk, and too confusing for retail audiences.
We discuss why he thinks the model grew fast, why it may run into walls, and what he believes is needed for a cleaner, more responsible version of prop trading.
This is Brendan at his frankest — sharp, grounded, and very clear about what changes are overdue.
Elina Pedersen on Growth, Stability & Ultra-Low Latency | Executive Interview | Your Bourse
Elina Pedersen on Growth, Stability & Ultra-Low Latency | Executive Interview | Your Bourse
Recorded live at FMLS:25 London, this executive interview features Elina Pedersen, in conversation with Finance Magnates, following her company’s win for Best Connectivity 2025.
🔹In this wide-ranging discussion, Elina shares insights on:
🔹What winning a Finance Magnates award means for credibility and reputation
🔹How broker demand for stability and reliability is driving rapid growth
🔹The launch of a new trade server enabling flexible front-end integrations
🔹Why ultra-low latency must be proven with data, not buzzwords
🔹Common mistakes brokers make when scaling globally
🔹Educating the industry through a newly launched Dealers Academy
🔹Where AI fits into trading infrastructure and where it doesn’t
Elina explains why resilient back-end infrastructure, deep client partnerships, and disciplined focus are critical for brokers looking to scale sustainably in today’s competitive market.
🏆 Award Highlight: Best Connectivity 2025
👉 Subscribe to Finance Magnates for more executive interviews, industry insights, and exclusive coverage from the world’s leading financial events.
#FMLS25 #FinanceMagnates #BestConnectivity #TradingTechnology #UltraLowLatency #FinTech #Brokerage #ExecutiveInterview
Recorded live at FMLS:25 London, this executive interview features Elina Pedersen, in conversation with Finance Magnates, following her company’s win for Best Connectivity 2025.
🔹In this wide-ranging discussion, Elina shares insights on:
🔹What winning a Finance Magnates award means for credibility and reputation
🔹How broker demand for stability and reliability is driving rapid growth
🔹The launch of a new trade server enabling flexible front-end integrations
🔹Why ultra-low latency must be proven with data, not buzzwords
🔹Common mistakes brokers make when scaling globally
🔹Educating the industry through a newly launched Dealers Academy
🔹Where AI fits into trading infrastructure and where it doesn’t
Elina explains why resilient back-end infrastructure, deep client partnerships, and disciplined focus are critical for brokers looking to scale sustainably in today’s competitive market.
🏆 Award Highlight: Best Connectivity 2025
👉 Subscribe to Finance Magnates for more executive interviews, industry insights, and exclusive coverage from the world’s leading financial events.
#FMLS25 #FinanceMagnates #BestConnectivity #TradingTechnology #UltraLowLatency #FinTech #Brokerage #ExecutiveInterview
In this video, we take an in-depth look at @BlueberryMarketsForex , a forex and CFD broker operating since 2016, offering access to multiple trading platforms, over 1,000 instruments, and flexible account types for different trading styles.
We break down Blueberry’s regulatory structure, including its Australian Financial Services License (AFSL), as well as its authorisation and registrations in other jurisdictions. The review also covers supported platforms such as MetaTrader 4, MetaTrader 5, cTrader, TradingView, Blueberry.X, and web-based trading.
You’ll learn about available instruments across forex, commodities, indices, share CFDs, and crypto CFDs, along with leverage options, minimum and maximum trade sizes, and how Blueberry structures its Standard and Raw accounts.
We also explain spreads, commissions, swap rates, swap-free account availability, funding and withdrawal methods, processing times, and what traders can expect from customer support and additional services.
Watch the full review to see whether Blueberry’s trading setup aligns with your experience level, strategy, and risk tolerance.
📣 Stay up to date with the latest in finance and trading. Follow Finance Magnates for industry news, insights, and global event coverage.
Connect with us:
🔗 LinkedIn: /financemagnates
👍 Facebook: /financemagnates
📸 Instagram: https://www.instagram.com/financemagnates
🐦 X: https://x.com/financemagnates
🎥 TikTok: https://www.tiktok.com/tag/financemagnates
▶️ YouTube: /@financemagnates_official
#Blueberry #BlueberryMarkets #BrokerReview #ForexBroker #CFDTrading #OnlineTrading #FinanceMagnates #TradingPlatforms #MarketInsights
In this video, we take an in-depth look at @BlueberryMarketsForex , a forex and CFD broker operating since 2016, offering access to multiple trading platforms, over 1,000 instruments, and flexible account types for different trading styles.
We break down Blueberry’s regulatory structure, including its Australian Financial Services License (AFSL), as well as its authorisation and registrations in other jurisdictions. The review also covers supported platforms such as MetaTrader 4, MetaTrader 5, cTrader, TradingView, Blueberry.X, and web-based trading.
You’ll learn about available instruments across forex, commodities, indices, share CFDs, and crypto CFDs, along with leverage options, minimum and maximum trade sizes, and how Blueberry structures its Standard and Raw accounts.
We also explain spreads, commissions, swap rates, swap-free account availability, funding and withdrawal methods, processing times, and what traders can expect from customer support and additional services.
Watch the full review to see whether Blueberry’s trading setup aligns with your experience level, strategy, and risk tolerance.
📣 Stay up to date with the latest in finance and trading. Follow Finance Magnates for industry news, insights, and global event coverage.
Connect with us:
🔗 LinkedIn: /financemagnates
👍 Facebook: /financemagnates
📸 Instagram: https://www.instagram.com/financemagnates
🐦 X: https://x.com/financemagnates
🎥 TikTok: https://www.tiktok.com/tag/financemagnates
▶️ YouTube: /@financemagnates_official
#Blueberry #BlueberryMarkets #BrokerReview #ForexBroker #CFDTrading #OnlineTrading #FinanceMagnates #TradingPlatforms #MarketInsights
