In 2024, we launched a record number of new products. We have enabled clients to
build the habit of regularly investing even small amounts, thanks to
the auto-investment function as part of the Investment Plans. Thus, we refuted
the often raised argument that investing requires having large funds.
We have also strengthened the security of our clients' accounts by launching two-
factor authentication (2FA). Thanks to this, we were able to implement further
product innovations, such as the eWallet service, i.e. a virtual wallet with a multi-
currency card. It appeared in the XTB app in October 2024 and is now available
to clients in Poland, the Czech Republic, Portugal, Romania, Slovakia, Germany,
and France. eWallet provides investors with convenient access to their funds and
payments in the seven most important currencies. Although this service has not been
widely advertised so far, the number of its users is systematically growing – at the
end of February 2025, over 17,000 clients used eWallet.
In October last year, we added to our offer the product that our clients asked about
most often – Individual Pension Accounts (IKE). Thanks to them, Poles can invest
long-term, bearing in mind their future retirement and achieving additional tax
benefits (after meeting certain conditions). As the data at the end of 2024 shows,
XTB clients own 40% of IKE accounts opened throughout the year through
brokerage houses and offices. This is a signal to us that the segment of long-term,
passive investment still has great potential for development. A similar account type,
enabling long-term investing in shares under a tax umbrella, has been launched
for our UK clients. We are talking about an ISA, or Individual Savings Account.
The second pillar of our activity is technology, which is why we are constantly
developing our own xStation platform and XTB mobile application. We are working
on making our technology reliable, friendly, and easy to use, so we have refreshed
and simplified the application interface to give clients access to all investments in
one place. We actively use technologies based on Artificial Intelligence (AI), thanks
to which we have significantly improved the onboarding of new clients, preparing for
the increase in the scale of operations in the coming years.
Acquiring new clients and market success of our products would not be possible
without marketing support. XTB wants to be the most frequently chosen investment
application in the world, and effectively conducted promotional and advertising
activities support the achievement of the goal we have set ourselves.
We successfully build global recognition of our brand, thanks to cooperation with the
most famous athletes. Zlatan Ibrahimovic, a world-class footballer, became an
ambassador of XTB in 2024. Thanks to an international advertising campaign
including him, in the last quarter of 2024 the number of new clients increased by over
45% compared to the previous quarter. It is very important that our stakeholders
understand the need to increase marketing expenses. We strive to take the lead
among the world's market leaders, therefore we must be ready to compete with
global players whose business, like ours, is not limited to one country. In order to
achieve this, we are constantly expanding geographically and acquiring new
licenses, e.g. in Indonesia (thanks to which we can offer stocks and ETF products to
the clients) and in the United Arab Emirates, where in Dubai, outside the enterprise
zone, we opened a new office (the license will allow the Company to improve cost
and operational efficiency, broaden the service offer presented to the clients in the
region, and increase employment).
All the aforementioned activities contributed to the fact that in 2024, we achieved
record financial results: PLN 1,873.4 million in consolidated operating revenues
(+15.8% y/y), PLN 856.9 million in net profit (+8.3% y/y), and PLN 986.7 million
in EBIT (+6.8% y/y). For us, it is a confirmation that our efforts on a daily basis
are a right way to go.