The first campaign champions a new investing mindset by tackling the barriers that stop people from getting started. It positions investing as an easy habit – something anyone can pick up and integrate into everyday life with BUX.

Launched with two playful films, the campaign contrasts investing with tougher “good habits” like training for a 5K or committing to cold plunges – showing that growing your wealth can be a lot easier than most routines people try to stick to.