Cboe Global Markets, the powerhouse behind derivatives and securities trading, is rolling out a new global advertising campaign: “Life is Better With Options.” The initiative aims to elevate awareness of options trading and showcase how this versatile financial tool can help investors manage risk, generate income, and optimize portfolio performance.
At its core, the campaign draws a simple parallel: just as options offer flexibility in investing, life itself is better with choices. Through vivid visual storytelling, Cboe illustrates the idea that both life and investing are incomplete without options. The campaign launched on U.S. national TV and will soon expand to select channels across EMEA and APAC, supplemented by digital ads on premium financial and mainstream news platforms.
Riding the Options Wave
Options trading has been one of the fastest-growing segments in global markets. U.S. options volumes have surged each year since 2020, topping 12.2 billion contracts in 2024, a 63% increase over four years. Cboe has also doubled down on investor education, offering multilingual resources through The Options Institute and partnering with retail brokerages worldwide to make its data, analytics, and products more accessible.
“Options trading has emerged as one of the most significant growth stories in global financial markets,” said Catherine Clay, Global Head of Derivatives at Cboe. “By expanding access to investor education, data, and tradable products—and now introducing a dedicated global marketing initiative—we are excited to broaden awareness of the versatile ways options can enhance and diversify an investment portfolio.”
Celebrating Heritage, Driving Awareness
Alongside the campaign, Cboe is highlighting its historic role as the pioneer of U.S. listed options trading, and its innovations including the Cboe Volatility Index (VIX) and S&P 500 Index (SPX) options. The dual campaigns position Cboe as both a trusted innovator and the home of U.S. options trading, offering an extensive suite of products and services for institutional and retail investors alike.
“Cboe created the world’s first U.S. options exchange more than 50 years ago, and today we continue to explore new ways to showcase this time-tested asset class,” said Megan Goett, Cboe Chief Marketing Officer. “Our global ad campaign spans TV, digital, and social platforms, helping us reach a wider audience while reinforcing Cboe’s reputation for innovation and trustworthiness in the financial markets.”
As options trading continues its upward trajectory, Cboe’s new campaign underscores the exchange’s commitment to education, accessibility, and highlighting the real-world benefits of these versatile financial instruments.
