Global X Management Company, the exchange-traded fund provider with $93 billion in assets under management, has introduced a redesigned website, a refreshed brand identity and the largest integrated advertising campaign in its history.
The project took nine months and was built on research with more than 700 financial advisors and retail investors, over 30 internal stakeholders and nearly a dozen clients. That input shaped the visual identity, digital experience, product presentation and content strategy.
A website rebuilt around product discovery
The new platform is aimed squarely at helping advisors and individual investors find and compare funds faster. Key updates include:
- Simplified navigation and refreshed fund detail pages
- A unified search covering both fund data and investment research
- More detailed ETF screening criteria
- A side-by-side fund comparison feature across the lineup
- Simpler subscription registration and easier newsroom access
“The new site was built with one goal in mind – making it faster and easier for advisors and individual investors to find the information that matters to them,” said Christopher Adams, Chief Marketing Officer. The result, he added, is “a cleaner and more flexible site that excels at showcasing our funds and our content.”
Why the brand refresh matters
Global X, founded in 2008, built its name on thematic ETFs tied to emerging technologies and shifting consumer trends. Its range now includes equity income, commodities, international markets and core strategies, and the refresh is designed to present that broader platform in one coherent environment.
The branding effort was guided by three objectives: improve user experience through design and personalization, speed up content deployment with new technology, and create a measurable process for tracking visitor engagement.
The campaign
Launching in October 2026, the media push spans print and digital newspapers and magazines, podcasts, social media, streaming television and digital billboards. The out-of-home element is the firm’s second billboard placement in two years.
Global X did not disclose the campaign budget, performance targets, publishers or geographic markets. Instead, the company framed the effort by its scale relative to earlier marketing activity and its role in introducing the new website to a wider audience.
What marketers can take away
For financial services and other complex product businesses, Global X’s move shows how a website can serve as both brand statement and campaign destination. Instead of treating product pages as a compliance afterthought, the firm rebuilt them around the task investors actually perform: narrowing choices.
The coordinated launch also spreads the same refreshed story across digital and traditional channels, with the website as the conversion point. Budgets aside, the nine-month research-led process is a useful template: learn how users compare, remove the friction, then promote the result.
Source: Citybiz
