Polish trading platform XTB is launching its largest-ever marketing campaign, starring football icon Zlatan Ibrahimović. The push into 13 countries comes as a price war for investors intensifies, with both local and foreign brokers slashing fees to attract clients.
The new ads encourage passive investing through tools like ETFs and savings accounts, with the slogan: “Don’t just make money. Let it work for you at XTB.”
“Everyone should consider putting their money to work, regardless of their initial amount,” said XTB Chief Growth Officer Szymon Szymański.
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The campaign kicks off as competition explodes. Recently, Polish banks mBank and BOŚ eliminated ETF trading fees, directly challenging XTB’s model. They’re also facing new pressure from global giants like Revolut, Germany’s Trade Republic, and Robinhood, which just expanded into the EU.
Despite the ambitious campaign, XTB’s stock has dipped over 5% this week, testing its August lows as investors weigh the high cost of the new marketing drive against the fierce competitive landscape.
