In a World of Bulls and Bears. Be the Tiger

Founded in 2014, Tickmill has been one of the most competitive, visible, and stable brokers in the industry. CMO Kay Hook talks to us about the concept behind the international multi-asset broker’s latest brand update and bold statement, “In a World of Bulls and Bears – Be the Tiger.”

Interviewer: Tickmill’s new updated brand identity and bold new positioning are, let’s be honest, rare for a veteran broker. What does that mean for the company and its traders?

Kay: You’re completely right, and we are very proud of our different approach. The industry typically follows more well-travelled paths and uses proven formulas, especially when it comes to branding. But our brand update is more than its visuals, even though that is extremely important as well; it is a roadmap of how we think, operate, and deliver value. Markets, news, reports, and bad conditions, the world traders live in is often precarious, unpredictable, and loud. In contrast to that, we wanted our brand to represent stability, clarity, and trust. We wanted to be innovative and disrupt. We want to offer the best possible value proposition to our traders.

Interviewer: Included in this new identity is your positioning statement, “Advantage, built for traders.” Could you please elaborate on what that means for your traders?

Kay: It states our commitment to our traders, so in that sense, maybe it can be considered both a positioning statement and a motto. “Unfair Advantage” means providing our traders with everything that sets them up to succeed. They get tools and conditions necessary to gain an edge. The goal is to empower our clients to enter markets with confidence, trade with precision, and ultimately achieve the goals they set at the beginning of their trading session.

And we aren’t overpromising; everything we develop is built by traders, for traders and has been based on the feedback we’ve received from our community from the beginning.

Interviewer: The second tagline is “In a World of Bulls and Bears – Be the Tiger.” The metaphor of the trader as a tiger is a unique one, I’ve never heard it before. Do you mind elaborating on the idea behind it?

Kay: The metaphor of Bull and Bear, at least according to the consensus, comes from the way they attack. Bulls swipe upwards, and Bears swipe down. The tiger, though, is hyper-focused, strategically stalking, moving through heavy jungle growth, and perfectly timing its attacks. It uses speed and precision to achieve its goal.

In that context, I hope the parallels are evident. When we ask our traders to be tigers, we want them to use the speed and precision our technology offers them. We want them to strategically follow the market and act using the market-leading tools they have at their disposal, to act only when presented with an opportunity. Finally, through the refinement and clarity we’ve built into everything we do, we aim to help our traders cut through the noise and move effortlessly towards their target.

Interviewer: You have made some bold moves as Tickmill’s CMO. How have you approached this latest change?

Kay: I’ve always had a performance-first philosophy. To achieve the results we were shooting for, we combine creative storytelling and data. Those two marketing functions aren’t mutually exclusive, even though there is a slight misconception that they are. Data without storytelling ignores an important part of marketing – speaking to our traders. Creative storytelling without data makes it challenging to measure the performance of campaigns.

I’m also deeply passionate about branding. As you’ve probably seen in our recent refresh, I believe a brand isn’t just about how things look, it should also work strategically and support our bigger goals. A strong brand presence should be memorable, distinct from the competition, and reinforce a company’s core concepts, which in our case is trust and stability.

It’s not always easy, but it’s a key part of the job. Great storytelling is about finding the right balance between design, language, and tone. And when backed by data, it can be refined and improved. When everything works together, the brand becomes truly distinctive, which matters more than ever as the industry grows more crowded.

In this crowded landscape, shouting louder than everyone else just adds to the noise—and honestly, it never really worked. What does work is offering real value: cutting through the clutter with clarity, consistency, and a trusted experience that stands the test of time.

I’m incredibly proud of the global marketing team who brought this brand evolution and creative concept to life. Their dedication, creativity, and belief in what we’re building together made all the difference.