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.

Out-of-home (OOH) placements across London, Manchester and the South-East will further reinforce the “Investor’s Champion” positioning, using bold, product-led messaging to communicate IG’s value propositions.