Cboe Strengthens Brand Identity with “Life is Better With Options” Initiative

Cboe Global Markets, Inc. (Cboe: CBOE), a leading global derivatives and securities exchange network, has introduced a new worldwide advertising initiative titled “Life is Better With Options.” This campaign highlights Cboe’s ongoing dedication to raising awareness and educating investors about the benefits of options, while also reflecting the company’s evolving brand and marketing strategy to meet growing demand from both institutional and retail investors.

At the core of the campaign is a simple message: options create opportunity. Just as choices add flexibility and possibilities to everyday life, options in investing allow individuals to manage risk, generate income, and reshape their risk-return outlook to potentially enhance portfolio performance. The commercial shows how investment and living would seem incomplete without the power of options through imaginative visual storytelling.

One of the most prominent growing trends in financial markets today is options trading, according to Catherine Clay, Global Head of Derivatives at Cboe. Investors are increasingly adopting options to precisely communicate market opinions, boost income, and hedge risk. Through greater access to education, data, and innovative products, along with this new global marketing effort, Cboe aims to broaden understanding of how options can diversify and strengthen an investment strategy.

Options activity in the U.S. has seen consistent growth, with volumes climbing every year since 2020 and surpassing 12.2 billion contracts in 2024 – a 63% increase compared to 2020. To support this rising demand, Cboe has continued to expand educational programs through The Options Institute, offering multilingual resources to international learners. The company has also deepened partnerships with retail brokerages worldwide to make its products, analytics, and tools more accessible to everyday investors.

The “Life is Better With Options” campaign debuted on U.S. national television and will gradually expand to selected channels across EMEA and APAC regions. Digital promotions on well-known financial and mainstream news sites also assist the project. Alongside this, Cboe has rolled out a complementary corporate brand campaign highlighting its pioneering role in listed U.S. options trading and innovations such as the Cboe Volatility Index (VIX) and S&P 500 Index (SPX) options. When combined, these advertisements strengthen Cboe’s reputation as the originator of U.S. options and a world leader in multi-asset trading solutions.

Megan Goett, Chief Marketing Officer, claims that Cboe has been leading the way in options trading for almost 50 years. She noted that this new campaign spans television, digital, and social platforms, enabling Cboe to reach a wider audience globally while underscoring its legacy of innovation and leadership in financial markets.