Plus500 Brand Guidelines: A Haifa Trading Platform, a London Listing & Atlético Shirts

A Windows program from Haifa.

Plus500 began in Israel in 2008. English and Hebrew Wikipedia both name six founders, all graduates of the Technion, the Israel Institute of Technology in Haifa: Alon Gonen, Gal Haber, Elad Ben Yitzhak, Omer Elazari, Shlomi Weizman and Shimon Sofer. The company has stayed in Haifa. Finance Magnates reported in March 2024, citing the Israeli site Walla, that Plus500 had doubled its office space in the city by renting floors in the Gev-Yam project, in offices designed by the architects of BA Studio, and that it also keeps an office in Tel Aviv.

The first version of the platform was a Windows program. Hebrew Wikipedia says a web version followed in 2010, opening the platform to Mac and Linux users; an app for the iPhone and iPad came in 2011 and an Android version in 2012. A Windows Store app followed in 2014. English Wikipedia notes that by January 2013 a large share of transactions already ran through mobile devices.

In July 2013 Plus500 floated on AIM, the London Stock Exchange’s market for growing companies, Hebrew Wikipedia says. English Wikipedia adds that by mid-2013 it operated in 51 countries and 30 languages. In June 2018 the company moved to the Main Market of the London Stock Exchange, and in September 2018 it joined the FTSE 250 index. Finance Magnates describes it as a broker headquartered in Israel but listed in London, under the ticker PLUS, and as one of the few publicly traded brokers in its field.

From CFDs to US futures.

Its core business is trading in contracts for difference, or CFDs. English Wikipedia describes the company today as offering CFDs, share dealing, futures, options on futures and prediction markets. Its operating companies carry the name with a country tag, such as Plus500UK, Plus500IL, Plus500SG and Plus500AU, a pattern that shows up in its licences: the Israel Securities Authority granted Plus500IL a licence in September 2016, and the Monetary Authority of Singapore licensed Plus500SG in December 2017, English Wikipedia says. In 2024 Finance Magnates listed offices in the United Kingdom, Cyprus, Australia, the Seychelles, Singapore, Bulgaria, Estonia, the United States and Japan.

Growth since 2021 has come partly through acquisitions. English Wikipedia says Plus500 agreed to buy Cunningham Commodities and Cunningham Trading Systems, completing the deal by July 2021 as its route into US futures; that summer it opened a research and development centre in Tel Aviv and launched Plus500 Invest, a share-trading platform. In March 2022 it bought EZ Invest Securities in Japan, and in September 2022 it launched TradeSniper, a futures app for US retail clients. In March 2025 it agreed to buy Mehta Equities, an Indian firm regulated by SEBI, a deal English Wikipedia says was completed in February 2026. In the US it added event-based contracts through a partnership with Kalshi, and sports event contracts in June 2026. In November 2026 FinanceFeeds reported that TradingView had added Plus500US as a broker partner, so eligible clients can place CME futures orders from its Supercharts charts.

Sport has carried the name to wide audiences. English Wikipedia says Plus500 became the main shirt sponsor of Atlético de Madrid in 2015 and kept the role until June 2022; Hebrew Wikipedia dates the first agreement to January 2015. It added the ACT Brumbies rugby team in 2016 and, in 2020, football clubs including Young Boys of Bern and Legia Warsaw. In 2022 it began a multi-year partnership with the NBA’s Chicago Bulls and ran an advertising campaign with the actor Kiefer Sutherland in the United Kingdom, Italy, the Netherlands, Germany and Australia. English Wikipedia also notes that the company has long used affiliate marketing through websites and social media to find clients.

How trading platforms present themselves.

Online brokers and trading platforms sell access to markets through a screen, so the screen does much of the branding. Their websites lead with app views and price charts, and many show the same platform on a phone, a tablet and a desktop. Saxo, for example, presents two platforms by name, SaxoInvestor for simple investing and SaxoTrader for its full range, rather than a single product.

The visual language is often restrained. Interfaces come in dark and light modes, numbers are set in clear sans-serif type, and green and blue accents mark rising prices, buttons and links. Wordmarks tend to be short and confident: a single word, two letters or a name with a number, written to sit comfortably in an app icon as well as on a sponsorship board or the name of an arena.

Regulation is part of the page design. Footers carry licence lines that name the regulated companies behind a brand and their supervisors, such as the Financial Conduct Authority in the UK or the Danish Financial Supervisory Authority, and pages for leveraged products carry risk warnings set near the top. IG’s UK website, for instance, names four separate companies behind the one brand in its footer.

Beyond trading, these brands publish a great deal. Product pages explain shares, ETFs, options and, in some markets, savings or pension accounts; education hubs and market commentary aim at newer investors; and listed or bank-owned groups add annual and investor reports and press releases. This guide looks at how each company’s name, ownership and history sit behind that common pattern.

Regulators, reviews and courts.

The company’s record includes regulatory matters and court cases, given here as dated facts from English Wikipedia. In October 2012 the UK Financial Services Authority, the predecessor of the FCA, fined Plus500UK over inaccurate transaction reporting between June 2010 and November 2011. In May 2015, during an FCA review of its anti-money-laundering controls, Plus500UK agreed a voluntary requirement, restricted existing accounts until extra customer documents were checked and stopped taking new clients; it resumed UK onboarding in January 2016. A takeover by Playtech agreed during that period was withdrawn in November 2015 after it failed to obtain regulatory approval. In April 2017 Plus500 closed its Belgian website after action by the Belgian regulator FSMA over CFD offers; the company denied wrongdoing.

English Wikipedia says that by 2026 the group held 17 regulatory licences, after new ones in Canada, the United Arab Emirates and Colombia in 2025.

For a design guide, Plus500 shows how a short name of a word and a number can run across country subsidiaries, apps, charts partners and football shirts. Compare eToro and IG. For this guide we use a deep navy, a bright blue and a soft white with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Plus500’s identity on hand — save it to a board in the Made Good inspiration library.