InvestEngine launches campaign promoting ETF investing

InvestEngine, the UK-based investment platform, has launched its first-ever brand campaign—‘Invest Smarter than Them’—to encourage more UK investors to rethink their approach to wealth building.

The campaign, developed in partnership with creative agency Small W•rld, takes a stance against common investing pitfalls and highlights the advantages of ETF investing.

Despite ETFs being a powerful tool for long-term wealth building, data shows that only 8% of UK investors currently hold them. Meanwhile, studies indicate that between 90% and 99% of active investors fail to outperform the market.

InvestEngine’s campaign aims to bridge this gap by promoting its modern, low-cost and intelligent investment solutions.

‘Invest Smarter than Them’ parodies the stereotypes of bad investment advice, including finfluencers with gilets – often seen as the typical finance ‘uniform’.

The campaign humorously contrasts these outdated approaches with InvestEngine’s smarter, evidence-backed investment philosophy.

The multi-channel campaign, orchestrated by Craft Media for communications planning and Annex for media buying, features VOD, paid social and OOH placements across the London Underground and National Rail.

Additionally, mid- and lower-funnel strategies leverage influencer marketing, PR, and performance-driven digital advertising.

Adam Lees, head of marketing, InvestEngine, said: “Investing is full of unnecessary obstacles—from high fees to confusing platforms and unsuitable risk. At InvestEngine, we’ve built a smarter way to invest, and while our community knows this, we needed to tell the rest of the UK.

“That’s where the brilliant guys at Small World, Craft Media London & Annex Media came in. With just the right amount of humour, we were able to highlight the contrast between outdated investing and InvestEngine's approach. A huge thank you to all those involved because let’s be honest, #YOLO and #FOMO are not investment strategies."