Case Study · XTB
Engineering organic visibility and search authority into pipeline.
A community-led acquisition programme for a regulated trading brand, turning high-trust organic conversation and search intent into measurable, low-CAC sign-ups.
Client
XTB
Sector
Online Trading, Regulated
Engagement
Organic visibility & SEO
Channels
Community, Search, Content
The Client
A global trading platform competing for retail attention.
XTB is one of the world's largest listed online investment brokers, operating in a heavily regulated category where paid acquisition is expensive, compliance is non-negotiable and retail traders are increasingly sceptical of branded advertising.
XTB didn't engage us as a Fractional CMO. They came to us with a specific brief: own the high-trust community surfaces their competitors weren't treating seriously, and convert that visibility into measurable organic acquisition.
Organic
Channel
Community + SEO
Programme
Regulated
Category
Pipeline-led
Model
The Challenge
Winning in channels that punish brands that show up like brands.
The high-trust community surfaces traders actually use for research increasingly outrank traditional review sites and are now cited directly in AI search results. But they are also the surfaces most hostile to anything that reads as marketing.
XTB needed an operator who understood the editorial line between credible presence and promotional content, who could engineer the work to compound in organic search, and who would hold the programme accountable to acquisition outcomes, not impressions.
Our Strategy & Execution
Smartly planned. Editorially credible. Built to compound in search.
Phase 01
Intent mapping across community and search
We mapped the questions real traders were asking across the most influential investing and trading communities, and cross-referenced them against high-intent search queries XTB wasn't ranking for. That gave us a single demand map driving both the organic visibility and SEO workstreams.
Phase 02
Engineered organic visibility
We planned a credible, compliant presence inside the conversations that mattered, answering platform, fee, withdrawal and regulation questions where traders actually decide. Editorial standards, not promotion, with every contribution designed to survive moderation and compound as evergreen reference.
Phase 03
SEO authority around real trader queries
In parallel we directed an organic content programme targeting the same intent map, comparison pages, platform explainers and regulation pieces, engineered to capture the search traffic that community visibility was now seeding. The two channels reinforced each other.
Phase 04
Pipeline accountability
Every thread, page and asset was tied back to sign-ups and qualified account activity. Reporting framed the programme the way the board reads it, cost per acquisition, organic share of pipeline, and contribution against paid, not surface engagement metrics.
The Results
Channels competitors weren't touching, turned into a measurable acquisition line.
Channel ownership
Defensible organic presence
A credible, moderator-safe footprint inside the threads where retail traders make their platform decisions, built to compound, not get removed.
Search authority
Organic share of voice
Coverage of the high-intent comparison and platform queries that drive trader sign-up decisions, reinforced by community visibility on the same terms.
Acquisition economics
Lower-CAC pipeline
An organic acquisition line measured against sign-ups and qualified accounts, reducing reliance on increasingly expensive paid channels in a regulated category.
Channel-specific brief?
Senior direction for the channels your competitors aren't taking seriously.
If you have a specific acquisition or visibility problem, SEO, AI search, community or organic, and want it engineered properly, book a discovery call.