IG taps into Finimize’s 120,000-strong UK investor community to drive impressive growth

Their story

For nearly 50 years, IG has continuously opened up trading and investment opportunities to ambitious investors around the globe, establishing itself as a global leader in retail investing.

To support this growth, IG needs to be able to effectively educate and engage a wide range of retail investors profiles. This can be challenging when investment goals, experience, risk appetite and financial literacy vary significantly between different types of investors.

Recognising that Finimize are experts in educating investors of all stripes, IG saw an opportunity and began working with us in early 2023. The first stage of our partnership aimed to introduce IG to our 120,000 strong community of UK investors via a brand amplification campaign. 

Following the success of the initial six month campaign, we soon launched a full-blown 12 month partnership. 

Finimize quickly became a meaningful partner for IG’s "In The Market For More" campaign, strategically positioning the brand across the entire Finimize platform. This campaign wrapped up in June 2024.

Solution

Our data-led and community-centric approach gives us accurate insights into the investment needs and behaviors of over a million individuals. Leveraging these insights allowed us to support IG and their growth goals by positioning them across our channel mix, unlocking significant engagement among the Finimize investor community.

Finimize content is created to fit around our members’ busy lives, meaning content is easily accessible and hyper-relevant. This all starts with our daily newsletter. Launched in 2017, it’s won 850,000 daily readers. It has a 52% open rate and 93% of our readers invest. We then provide deeper, more situational analysis on the investing topics that matter most to them via the Finimize web platform and award-winning mobile app. They can also connect with other investors and industry experts through in-person and online events - on average, 40% take financial action on the back of attending a Finimize event. IG natively embedded their message across all parts of our investor education offering. 

From June 2023 to June 2024, we executed a dual promotional approach built around two complimenting strategies, “Always On” and "Moments In Time". "Always On" means we integrated IG's educational narrative and services into the daily learning experience of our retail investor community. We executed multiple initiatives including education-led messaging in the form of short and long-from content (distributed via email, web, mobile app) as well as webinars throughout the year. We also executed targeted email promotions using key insights from the webinars and educational content to target the needs of our community and introduced IG’s products as solutions to those needs. 

To accelerate engagement, we complemented this exposure with highly targeted and urgent educational messaging centric to “Moments in Time”, leveraging key events in the financial calendar such as ISA (tax) season, quarterly earnings, or the Finimize Modern Investor Summit.

"It should go without saying but all too often it doesn’t, so I’d like to highlight how gratifying it is to receive a proposal that explicitly and accurately reflects our brief! We are looking forward to continuing working with Finimize."
– Nick Higgins, Head of Marketing UK at IG

The partnership was a success from the get-go, but what stood out was IG's involvement at our 2023 Modern Investor Summit, our annual flagship event which is delivered online and in person. With more than 20,000 global attendees it's the largest retail investor event in the world. IG took over the in-person London event to connect with a small group of 200 experienced investors and traders. 

The summit is a sounding board for our community members and the ultimate opportunity to connect with and learn from like-minded investors and industry experts including the likes of Bridgewater's Ray Dalio, JPMorgan’s Jamie Dimon and Charles Schwab’s Liz Ann Sonders, all of whom spoke at the event last year. 

IG ran insightful trading workshops, panels and research announcements and set up a booth to speak to our investor community one-to-one. The event ended with networking drinks after the main presentation.

"The summit gave me enormous information about how to manage my portfolio for the year ahead”
- London event attendee

"Loved Axel's workshop - never considered using a trading diary before”
‍- London event attendee

"Great discussions with good input from attendees”
- London event attendee

What was the impact? 

The campaign not only met but exceeded IG's expectations in terms of impressions, click engagement, and event attendance.

• • 102% more investors are now aware of the comprehensive range of financial services offered by IG. This heightened awareness indicates a growing recognition of IG’s presence and capabilities in the investment community.
  

• • 37% of Finimize investors now consider IG’s services as the ideal solution to meet their investing needs, whether they are looking to invest now or in the future. This demonstrates the trust and confidence that investors are placing in IG’s offerings.
  

• • The number of Finimize investors who actively use IG as their primary investing service has seen a substantial rise, with 73% more investors making the switch. This increase highlights the effectiveness of IG’s services in attracting and retaining investors.
  

• • Furthermore, 25% more Finimize investors now associate IG with providing insightful content and valuable education. This association underscores IG’s commitment to enhancing investor knowledge and offering educational resources that empower investors to make informed decisions.

"I have always really liked Finimize's approach to content, which really fits our drive for accessible sophistication. It's rare you find such an engaged audience and it's been a pleasure collaborating on ways to deliver the information and education they need to seek out new opportunities and take control of their portfolios."  
– Nick Higgins, Head of Marketing UK at IG

So what’s next?

Following on from the overwhelming success of this campaign, Finimize and IG have expanded the partnership, with the next stage kicking off in July 2024. Our focus moving forward is to support investors through a blockbuster election year (Moments in Time) and introduce IG's new US-listed options and futures service (Always On).