IG is a global trading and investment platform that has been a trusted name in financial services for more than 50 years. Originally a challenger brand in the industry, IG is now on a mission to reclaim that disruptive spirit and re-establish itself as an innovator in a busy, competitive marketplace.

That ambition means rethinking how they work, how they communicate, and how they use technology. In a sector where fintechs and new platforms are changing the rules, IG is embracing creative reinvention to stand out and connect with audiences in new ways.

To explore how this transformation is taking shape, we spoke with Katie Bend, Head of Brand and Communications, and Bianca Bailey, Brand Marketing Manager for the UK.

Reigniting the challenger spirit

This transformation is happening across three major areas: restructuring the team, upgrading technology, and refreshing the brand.

In the UK, IG has brought its creative team in-house to improve collaboration and speed. “The more collaborative we can be, and the more we can overcommunicate, the better,” says Katie. Alongside this operational shift, IG is using Celtra to automate creative production and distribution, and prepare for a major rebrand coming in September.

When it comes to messaging, IG sees an opportunity to stand apart. Many competitors in the investment space focus purely on functional product features. “You see the same thing over and over again, and it all starts to blend together,” Katie explains. “We think that’s where we can win—by challenging ourselves to do something different and asking: what’s the next thing people aren’t expecting?”

Marketing in one of the most regulated industries

Financial services marketing comes with strict compliance requirements. Every message or claim must be clear, substantiated, and reviewed under FCA guidelines. This adds complexity to timelines, as each asset must go through compliance before launch.

Risk warnings are one of the biggest creative challenges. “There are some mobile formats we can’t even use because the warning would take up the whole ad,” Katie says. These requirements are essential for customer protection, but they can be a significant creative constraint.

This is where technology can help. Celtra makes the process much easier by allowing IG to update all risk warnings across campaigns in one go, which is especially valuable as they change quarterly.

Speed is also critical in a market that can shift overnight. Macroeconomic events, political developments, and cultural moments can all trigger volatility. IG often needs to create and launch reactive campaigns within days, if not hours. Recently, when a high-profile news story created sudden market uncertainty, IG was able to brief, design, and publish ads in just half a day using Celtra. The ability to respond at speed while staying compliant has become a key competitive advantage.

Personalization and testing as growth drivers

A core part of IG’s transformation is using personalization to deepen relationships with both long-standing and newer audiences. “Speaking to our customers in a way that is timely and personalized to them could only do greater things for us,” says Bianca. This approach not only helps attract new customers but also encourages existing ones to trade and invest more frequently.

To make personalized efforts effective, IG backs it with a strong testing culture. Monthly creative review meetings bring the team together to examine campaign performance, understand why certain ideas resonate, and decide how to iterate or pivot. For larger strategic campaigns, they run qualitative research and focus groups, or test messaging digitally before committing to big out-of-home placements.

By combining personalization with testing, IG is ensuring its creative is grounded in real performance data and stands out in a crowded market.

Why IG chooses Celtra

In an industry where speed, compliance, and creativity all have to work together, Celtra enables IG to produce, adapt, and launch campaigns quickly without sacrificing accuracy or brand consistency. From automating compliance updates to enabling faster testing, personalization, and distribution, Celtra is helping IG move at the pace the market demands.

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