Abstract：IG Group partners with Upvest to launch stock and ETF trading in France, boosting its European expansion amid rising broker competition.
IG Group Partners with Upvest for French Market Entry
IG Group, the UK-listed online trading platform, has announced a strategic partnership with Berlin-based fintech Upvest to introduce stock and exchange-traded fund (ETF) trading in France. The move marks a significant expansion for IG, which has traditionally focused on contracts-for-difference (CFDs) and foreign exchange (FX) trading.
The collaboration grants IG access to Upvest‘s Investment API, a modular infrastructure designed to streamline trading operations and back-office processes. Esteve Jane, Managing Director of IG Europe, emphasized that Upvest’s speed and flexibility were decisive factors in the partnership, noting the importance of modern infrastructure in meeting the expectations of retail investors.
This expansion comes at a time when European brokers are under pressure to attract younger, mobile-first traders who demand commission-free services and seamless digital experiences. Competitors such as Trade Republic and Revolut have already gained traction in the region, forcing established players like IG to diversify their offerings.
European Brokers Compete for Retail Market Share
IG‘s entry into France highlights the intensifying competition among online brokers vying for retail investors across Europe. The company currently provides access to more than 19,000 financial markets and holds a place in the FTSE 250 index under ticker LSE: IGG. While IG has not disclosed customer figures or expected trading volumes in France, the expansion signals its intent to capture a larger share of the continent’s equity trading activity.
Upvest, founded in 2017, has become a key infrastructure provider for fintechs including Revolut, N26, and bunq. The company processes over 100 million orders annually and employs around 250 staff, with backing from venture capital firms Earlybird and Bessemer Venture Partners. Jonathan Brander, Upvest‘s Chief Operating Officer, highlighted the firm’s ability to onboard multiple clients simultaneously while maintaining reliability and speed.
The financial terms of the IG-Upvest deal remain undisclosed, leaving questions about whether IG will pay licensing fees, transaction-based charges, or a hybrid model. However, the partnership reflects a broader industry trend: brokers increasingly rely on third-party providers to accelerate product launches without building proprietary systems from scratch.
Webull UK recently announced a similar collaboration with Upvest, adding London-listed shares to its platform and cutting commissions in response to fee wars. This underscores the growing role of infrastructure providers in shaping the competitive landscape.
Infrastructure Providers Gain Ground in Broker Expansion
The reliance on external technology providers such as Upvest, DriveWealth, and Saxo Bank has become a defining feature of modern brokerage strategies. By outsourcing infrastructure, brokers can scale quickly and enter new markets without the regulatory and operational burden of building custody or licensing capabilities internally.
IGs renewed focus on Europe follows recent expansion efforts in Asia, particularly Singapore, where the company has targeted cryptocurrency trading and emerging market opportunities. The pivot back to Europe suggests a recalibration of priorities, with France serving as a test case for broader regional growth.
The French equity market presents both opportunities and challenges. Local regulations encourage retail participation through tax-advantaged accounts like the Plan dÉpargne en Actions, but domestic banks remain dominant players. For UK-based brokers such as IG, building trust and brand recognition among French investors will be critical to success.
As infrastructure providers gain traction, the competitive dynamics of European brokerage are shifting. Partnerships like IGs with Upvest highlight how technology vendors are becoming central to the battle for retail market share, enabling brokers to deliver faster, cheaper, and more flexible trading solutions.
