IG Markets bets big on 'new money' positioning

IG Markets has launched its biggest Australian consumer campaign to date, increasing investment by 65% as the fintech looks to attract a new generation of investors.

Created by independent agency Princess, the multi-year 'This is New Money' platform coincides with the launch of IG Markets' new trading app, which combines Australian and international shares, ETFs and cryptocurrency into a single investing platform.

The campaign marks a strategic shift for the company, positioning investing as more accessible for younger Australians rather than the preserve of traditional wealth investors.

Head of marketing Geoff Howland said the platform was designed to reflect changing attitudes towards building wealth.

"For too long, too many Australians have felt shut out of building wealth on their own terms," Howland said.

"This is New Money is IG Markets' answer – a platform that backs everyday Australians to invest their way, with the tools and confidence to forge their own path."

The campaign launches with a hero film directed by Dylan Duclos through Collider, before expanding across television, online video, social media, audio, digital and out-of-home.

Princess creative founder Sam Dickson said the work reflects changing consumer attitudes towards money and investing.

"Money has changed. The way people earn it, invest it and think about it has fundamentally shifted," he said.

"We wanted to create a platform that acknowledges this rather than just advertising another investing app."

Media buying is handled by Wavemaker.