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.
iFOREX Adds Saudi and South Korean Equity CFDs as IPO Is Delayed
Executive Interview | Charlotte Bullock | Chief Product Officer, Bank of London | FMLS:25
Executive Interview | Charlotte Bullock | Chief Product Officer, Bank of London | FMLS:25
In this interview, we sat down with Charlotte Bullock, Head of Product at The Bank of London, previously at SAP and now shaping product at one of the sector’s most ambitious new banking players.
Charlotte reflects on the Summit so far and talks about the culture inside fintech banks today. We look at the pressures that come with scaling, and how firms can hold onto the nimble approach that made them stand out early on.
We also cover the state of payments ahead of her appearance on the payments roundtable: the blockages financial firms face, the areas that still need fixing, and what a realistic solution looks like in 2026.
In this interview, we sat down with Charlotte Bullock, Head of Product at The Bank of London, previously at SAP and now shaping product at one of the sector’s most ambitious new banking players.
Charlotte reflects on the Summit so far and talks about the culture inside fintech banks today. We look at the pressures that come with scaling, and how firms can hold onto the nimble approach that made them stand out early on.
We also cover the state of payments ahead of her appearance on the payments roundtable: the blockages financial firms face, the areas that still need fixing, and what a realistic solution looks like in 2026.
In this conversation, we sit down with Drew Niv, CSO at ATFX Connect and one of the most influential figures in modern FX.
We speak about market structure, the institutional view on liquidity, and the sharp rise of prop trading, a sector Drew has been commenting on in recent months. Drew explains why he once dismissed prop trading, why his view changed, and what he now thinks the model means for brokers, clients and risk managers.
We explore subscription-fee dependency, the high reneging rate, and the long-term challenge: how brokers can build a more stable and honest version of the model. Drew also talks about the traffic advantage standalone prop firms have built and why brokers may still win in the long run if they take the right approach.
In this conversation, we sit down with Drew Niv, CSO at ATFX Connect and one of the most influential figures in modern FX.
We speak about market structure, the institutional view on liquidity, and the sharp rise of prop trading, a sector Drew has been commenting on in recent months. Drew explains why he once dismissed prop trading, why his view changed, and what he now thinks the model means for brokers, clients and risk managers.
We explore subscription-fee dependency, the high reneging rate, and the long-term challenge: how brokers can build a more stable and honest version of the model. Drew also talks about the traffic advantage standalone prop firms have built and why brokers may still win in the long run if they take the right approach.
Executive Interview | Remonda Z. Kirketerp Møller| CEO & Founder Muinmos | FMLS:25
Executive Interview | Remonda Z. Kirketerp Møller| CEO & Founder Muinmos | FMLS:25
In this interview, Remonda Z. Kirketerp Møller, founder of Muinmos, breaks down the state of AI in regtech and what responsible adoption really looks like for brokers. We talk about rising fragmentation, the pressures around compliance accuracy, and why most firms are still in the early stages of AI maturity.
Ramanda also shares insights on regulator sandboxes, shifting expectations around accountability, and the current reality of MiCA licensing and passporting in Europe.
A concise look at where compliance, onboarding, and AI-driven processes are heading next.
In this interview, Remonda Z. Kirketerp Møller, founder of Muinmos, breaks down the state of AI in regtech and what responsible adoption really looks like for brokers. We talk about rising fragmentation, the pressures around compliance accuracy, and why most firms are still in the early stages of AI maturity.
Ramanda also shares insights on regulator sandboxes, shifting expectations around accountability, and the current reality of MiCA licensing and passporting in Europe.
A concise look at where compliance, onboarding, and AI-driven processes are heading next.
In this conversation, we speak with Aydin Bonabi, CEO and co-founder of Surveill, a firm focused on fraud detection and AI-driven compliance tools for financial institutions.
We start with Aydin’s view of the Summit and the challenges brokers face as fraud tactics grow more complex. He explains how firms can stay ahead through real-time signals, data patterns, and early-stage detection.
We also talk about AI training and why compliance teams often struggle to keep models accurate, fair, and aligned with regulatory expectations. Aydin breaks down what “good” AI training looks like inside a financial environment, including the importance of clean data, domain expertise, and human oversight.
He closes with a clear message: fraud is scaling, and so must the tools that stop it.
In this conversation, we speak with Aydin Bonabi, CEO and co-founder of Surveill, a firm focused on fraud detection and AI-driven compliance tools for financial institutions.
We start with Aydin’s view of the Summit and the challenges brokers face as fraud tactics grow more complex. He explains how firms can stay ahead through real-time signals, data patterns, and early-stage detection.
We also talk about AI training and why compliance teams often struggle to keep models accurate, fair, and aligned with regulatory expectations. Aydin breaks down what “good” AI training looks like inside a financial environment, including the importance of clean data, domain expertise, and human oversight.
He closes with a clear message: fraud is scaling, and so must the tools that stop it.
Exness expands its presence in Africa: Inside our interview with Paul Margarites in Cape Town
Exness expands its presence in Africa: Inside our interview with Paul Margarites in Cape Town
Finance Magnates met with Paul Margarites, Exness regional commercial director for Sub-Saharan Africa, during a visit to the firm’s office opening in Cape Town. In this talk, led by Andrea Badiola Mateos, Co-CEO at Finance Magnates, Paul shares views on the South African trading space, local user behavior, mobile trends, regulation, team growth, and how Exness plans to grow in more markets across the region. @Exness
Read the article at: https://www.financemagnates.com/thought-leadership/exness-expands-its-presence-in-africa-inside-our-interview-with-paul-margarites/
#exness #financemagnates #exnesstrading #CFDtrading #tradeonline #africanews #capetown
Finance Magnates met with Paul Margarites, Exness regional commercial director for Sub-Saharan Africa, during a visit to the firm’s office opening in Cape Town. In this talk, led by Andrea Badiola Mateos, Co-CEO at Finance Magnates, Paul shares views on the South African trading space, local user behavior, mobile trends, regulation, team growth, and how Exness plans to grow in more markets across the region. @Exness
Read the article at: https://www.financemagnates.com/thought-leadership/exness-expands-its-presence-in-africa-inside-our-interview-with-paul-margarites/
#exness #financemagnates #exnesstrading #CFDtrading #tradeonline #africanews #capetown
