Have you spotted these men in yellow?

Those bright yellow figures challenging strangers to pull-ups and sprints across the city were not just a passing fitness fad. They were part of a new campaign by Tiger Brokers Singapore aimed at nudging people to take their “next step” into investing.

Over the past few weeks, the brokerage rolled out an unbranded teaser activation at locations including Bedok Reservoir and Collyer Quay, featuring so-called “Yellow men” dressed head-to-toe in the brand’s signature colour. The figures approached passersby with spontaneous fitness challenges, offering SG$50 cash prizes to those who could beat them.

The activation forms the first phase of Tiger Brokers’ “Where’s your next step” campaign, designed to spark curiosity before revealing its link to investing. Across multiple sessions, more than 80 participants stepped forward to take part in challenges such as pull-ups, standing broad jumps and sprint races.

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Each activation drew crowds of onlookers, turning the encounters into what the brand described as “mini community moments”, while videos and photos from the challenges circulated on social media through participants and spectators.

While the challenges appeared purely physical at first glance, the campaign draws parallels between sports and investing. Both require individuals to step out of routine, test their limits and take action, with the brand positioning the first step as the most important.

The "Yellow men" activation marks the beginning of a broader push that will continue in the coming months through community-led fitness and wellness initiatives. As part of its next phase, Tiger Brokers will partner with groups including Easy Pace Run Club, Urban Milers and Pickle Academy of Singapore, alongside wellness players such as Beam World Yoga and Shelter by ReFormd.

Through these collaborations, the brokerage aims to create more accessible entry points for first-time investors, positioning the act of starting an investment journey as similar to trying a new workout or joining a run club.

Tiger Brokers added that its investment representatives will be present at selected sessions to guide participants, with the goal of helping individuals build confidence and better understand available tools and products.

“Progress often begins with a small moment of decision. Whether it’s stepping up to a pull-up bar, racing someone down the track, or starting your investing journey, the biggest barrier is often simply getting started. Many people already understand the importance of investing, but the first step can feel intimidating," said Ian Leong, CEO of Tiger Brokers Singapore.

"Through this campaign, we wanted to show that the act of stepping forward is often the hardest part. Once you take that step, whether in sport or in investing, progress becomes possible," he explained.

Leong added that "Where’s your next step" is ultimately about encouraging people to move from thinking to doing, and to realise that every journey, including building your financial future, starts with a single step.

In tandem, Ernest Teh, associate director of marketing, Tiger Brokers Singapore said, "Younger investors today don’t necessarily engage with finance through traditional channels. They’re discovering new interests through communities, whether that’s running clubs, fitness groups, or hobby circles. These spaces naturally bring together people who are open to trying something new, learning through experience, and encouraging one another along the way."

“That’s why this campaign begins with simple challenges in familiar community spaces. It lowers the barrier to participation and creates moments that are fun, social, and shareable. From there, we’re building towards the next phase where we collaborate with run clubs and wellness communities, creating environments where conversations about personal growth, including financial growth, can happen more organically," he added. 

Tiger Brokers has been experimenting with community-driven engagement for some time. In December last year, the brokerage hosted its flagship “Tiger Trade Experience 2025: What’s your secret sauce” event at Plaza Singapura, attracting over 4,000 attendees.

The pop-up transformed Plaza Singapura’s atrium into “Tastemakers Corp”, a themed space blending finance and play. Attendees completed interactive missions, explored Tiger Trade tools at the Tiger Innovation Lab, and engaged in life-sized games such as giant Jenga and a human claw machine at Tiger PLAYce, winning limited-edition Tiger merchandise.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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