How XTB Uses Brand24 to Dominate the Online Trading Market

1. About the client

We spoke with:

Szymon Szymanski
Chief Growth Officer @ XTB

XTB is a global trading platform for forex, stocks, commodities, and cryptocurrencies. Founded in 2002, it now serves traders worldwide. Its xStation platform is user-friendly and feature-packed, ideal for both beginners and experts.

The company values transparency and provides plenty of learning tools to help traders improve. Regulated by top financial authorities, it ensures the security of your money and data.

In Q3 2024, XTB gained 108,104 new clients—a 60% jump from the previous year. Active clients hit 474,117, up by 69% year over year (source). During an interview, we asked how Brand24 contributed to this impressive growth.

We use Brand24 to understand our brand reputation, to see what people are saying about us, and to measure how our efforts resonate with them.

Szymon Szymanski

Chief Growth Officer @ XTB

2. Introduction

We sat down with Szymon Szymański, XTB's Chief Growth Officer (CGO), to discuss why they chose to integrate Brand24 into their marketing strategy.

According to Szymon, "Understanding your customers and potential target audience is just as important as knowing your competition." He believes tools like Brand24 are a must-have for any company with a dedicated marketing team.

XTB handles multiple projects and processes vast amounts of data. For this, they rely on AI-powered features like AI Insights, which summarizes projects and highlights trends, insights, and recommendations, and Topic Analysis, which groups related mentions and provides key metrics like share of voice and sentiment.

AI Insights on XTB. Source: Brand24

“I use AI tools in Brand24, and they save so much time,” Szymon explains. “With the huge amount of data we get through Brand24, we can uncover better insights much faster. That’s incredibly powerful.”

But how exactly does XTB use Brand24 to fuel its marketing efforts? Let’s find out.

My favorite feature is probably the simplest: sentiment analysis. It gives us a clear picture of how XTB is perceived by our customers. We also really value the reports—they provide concrete numbers, allowing us to compare performance across different periods and markets, which is incredibly important for us.

Szymon Szymanski

Chief Growth Officer @ XTB

3. Use cases

Managing online reputation with brand monitoring

First off, any brand that wants to prosper needs to understand the value of reputation management. In today’s digital world, you can’t avoid being talked about online.

So, it’s crucial to know what people are saying about you. Are their opinions positive or negative? What issues do they highlight? What do they appreciate about your brand?

Mention from Reddit. Source: Brand24

XTB takes this seriously—and then some. “We use Brand24 to understand our brand reputation, to see what people are saying about us, and to measure how our efforts resonate with them,” says Szymon Szymański, Chief Growth Officer at XTB.

This means they don’t just monitor mentions; they actively analyze feedback to measure customer satisfaction with their new solutions and make data-driven decisions based on that input.

Sentiment analysis on XTB for a given period. Source: Brand24

This approach is invaluable for any data-driven company, especially SaaS or product-focused brands. It ensures you’re building solutions that engage your customers and foster loyalty.

Beyond reputation, XTB also uses Brand24 to track whether its marketing efforts align with its KPIs. For XTB, it’s not just about monitoring—it’s about staying proactive and adjusting their strategy for success.

Overview of marketing statistics in Analysis tab. Source: Brand24

We use the data to verify if the strategy we’ve implemented delivers the results we expected. From that perspective, Brand24 is a key tool for evaluating how effective we are as a marketing team.

Szymon Szymanski

Chief Growth Officer @ XTB

Spotting industry trends with market research

Another crucial aspect every marketing team should focus on is understanding the market in which they operate. This is where tools like Brand24 shine. By setting up projects with keywords related to your industry—like "forex" or "online trading" for XTB—you can uncover rising trends, key topics, influential voices, and significant events in your field.

“We use this to spot the hottest topics in the investing category,” explains Szymon Szymański, CGO at XTB. “It helps us understand what’s trending in the market and what people are talking about, so we can act based on that data.”

Topic Analysis for Stock market. Source: Brand24

XTB also monitors the popularity of specific news and market analyses to see what captures the audience’s attention. Szymon adds, “If we identify a relevant topic, we notice significant interest from our audience. People want to dive deeper into what’s happening with specific financial instruments or events in the market.”

By tracking these trends and analyzing the data, XTB ensures that its content and actions align with what matters most to its audience. This not only keeps it ahead of market shifts but also helps it stay highly relevant and engaging in the financial space.

Market research helps us understand what’s trending in the market and what people are talking about, so we can act based on that data.

Szymon Szymanski

Chief Growth Officer @ XTB

Another way XTB uses market research is to identify topics for their industry reports. “We focus heavily on helping investors improve their skills,” explains Szymon Szymański, CGO at XTB. “We provide a lot of market analysis, news, and insights. Brand24 helps us pinpoint the right topics by showing us what’s trending in the market.”

Using data from Brand24, XTB ensures its reports and analyses are aligned with current market events and customer interests. “It allows us to stay in tune with what’s happening and respond effectively—not just in our marketing communication, but also in the content we create for our customers and potential clients,” adds Szymon.

This approach keeps XTB’s materials relevant, engaging, and valuable to their audience, solidifying their role as a trusted source in the investing world.

We provide a lot of market analysis, news, and insights. Brand24 helps us pinpoint the right topics by showing us what’s trending in the market.

Szymon Szymanski

Chief Growth Officer @ XTB

Gaining competitive edge by tracking competitors

Keeping an eye on your competitors is a must if you want to stay ahead in any industry. A media monitoring tool like Brand24 makes it easy to track how competitors are performing, what their customers like or dislike, and how you can leverage this information to outshine them.

Szymon shares how they use this approach: “We monitor our competitors’ activities and what their customers are saying about them. This helps us adjust our business offerings and marketing strategies. Media monitoring gives us the data to ensure our efforts are impactful.”

Negative mention on XTB's competitor. Source: Brand24

He recalls one example: “We discovered through Brand24 that a competitor in one of our markets had changed their stock investment offering in a way that customers didn’t like. This made our offering much more attractive by comparison. Thanks to this insight, we ramped up our marketing activities for a specific campaign to highlight that we still had the best offer on the market.”

By leveraging competitor insights, XTB doesn’t just react to market changes—it capitalizes on them, ensuring its brand remains competitive and appealing to its audience.

Thanks to the insight from Brand24, we ramped up our marketing activities for a specific campaign to highlight that we still had the best offer on the market.

Szymon Szymanski

Chief Growth Officer @ XTB

4. Conclusion

XTB shows how media monitoring can be a game-changer for a global company. By using Brand24, they manage their online reputation, uncover market trends, and keep track of competitors. This helps them make smarter decisions and stay ahead in a fast-changing market.

With insights from Brand24, XTB has improved its marketing strategies, strengthened customer connections, and quickly adapted to industry changes. Whether it’s refining campaigns, spotting trends, or standing out from competitors, XTB proves how turning data into action can lead to success.

Hi!

Nice to see you scrolled all the way down here! Here at Brand24, we really enjoy hearing our customers' success stories. This assures us of the tool's utility and makes us proud that we can help you with whatever you use our tool for.

Maybe you also happen to use Brand24 in your day-to-day work and want to share your case with the world. If so, feel free to write me!

Till the next case study. Toodles!

Waleria Pagowska

Product Marketing Specialist

Table of content

1. About the client

2. Introduction

3. Use cases

4. Conclusion

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