Shaping a business model to accelerate growth - and sustain it
Business four zero ig group
96%
of leaders understand the need to be purpose-driven
tastytrade acquisition projected to add 12% to the topline and achieve 30% revenue growth in 2022.

IG has been fantastically successful since its founding in 1974 to become a leading player in online trading. And has continued to perform well despite regulatory and media scrutiny of the sector.

To accelerate, the business wanted to diversify to meet demand from ambitious clients, and do more for them - for example moving from primarily online trading to wealth management.

At the same time IG is on a mission to become a truly purpose-driven organisation. The trading industry can provoke discussion around what is considered “good” – with many business’ commercial models structured around profit gained from people’s losses.

But IG wants to operate differently, thinking bigger about the role they play in their customers’ lives as a way to ensure they open up new profit pools in the right way.

Approach

We used our proven tools and process to stimulate the IG exec and partner with them to land a compelling future direction – a new purpose, strategic drivers, and values.

 

IG blueprint

 

What made the difference?  

Defining The Who. A key unlock was helping the team to define an audience for whom their products were particularly relevant; but also an audience that was big enough to create opportunities to grow. The ambitious are a self-directed, hungry to learn group who stand to benefit most from what IG can provide - and are also an audience who are large and in growth across the critical Asia Pacific region.

Putting the elephant in the room. Being aligned on how much responsibility the business should take for negative outcomes on their platform was critical to how they delivered on their purpose - powering the pursuit of financial freedom. We ensured the issue was fully argued out, meaning the team were totally clear where to invest time and energy. The discussion underpinned the eventual acquisition of tastytrade, the fast-growing online brokerage and investor education platform.

 

Outcomes
  • 96% of leaders understand the need to be purpose-driven 
  • tastytrade acquisition projected to add 12% to the topline and achieve 30% revenue growth in 2022. And help IG deliver on its purpose by empowering consumers with educational content and resources to take control of their financial freedom