Global X ETFs Australia (Global X) has developed GXIQ to improve financial literacy and investment knowledge amongst Australians. The integrated GXIQ campaign included multiple elements including a research report, an online investor knowledge assessment and a campaign to raise awareness of the knowledge gaps that exist among current and prospective investors.
Global X partnered with Nature to conduct a survey among over 2,000 current and prospective Australian investors and published the findings as The GXIQ Investor Scorecard 2026. This report scored Australian’s investment knowledge, highlighting significant gaps in financial literacy, diversification and understanding of investment risk.
Global X also launched the GXIQ Investor Knowledge Test and a competition to encourage Australians to test their understanding of investing, receive their GXIQ score and compare their investment knowledge against the national benchmark while identifying areas where they can improve their knowledge and confidence.
“The idea that ETFs are mainly for novice investors simply isn’t supported by our GXIQ research. ETFs are more likely to be used by knowledgeable investors who understand risk and use diversification to build stronger portfolios,” commented Scott Spencer, head of marketing of Global X.
“The average Australian investor is still heavily anchored to property and local shares. Many remain unsure about how to build wealth beyond those familiar assets.
“Australia has a major investor education challenge. Global X will play an increasingly important role in developing educational resources and solutions for investors and this campaign allows us to step in and help take a leadership position in the market.”
Global X worked with Nibble Edge to create the campaign assets, design the report and GXIQ Investor Knowledge survey experience.
“We’ve been working with Global X for four years now, across a range of investment product campaigns. It’s great to see the brand take a leadership approach on such an important topic. Lack of investment knowledge is one of the leading barriers preventing Australians from investing, so this campaign goes some way towards addressing that,” said Deepika Rodrigo, managing director of Nibble Edge.
“Integrating industry research, PR and advertising and an online assessment tool with a competitive element allows us to capture interest and insights and sets a platform for the future of iterations of GXIQ.”
