The first example of direct exchange communication to a private investor in order to change the audience behavior pattern and generate interest in exchange instruments from below, and not only through a broker. The transformation of the brand helped to change the perception of the Moscow Exchange many times over, strengthen the trend towards growing interest in investing: in particular, it contributed to an increase in investor activity by 28% compared to the average annual trend, as well as to an increase in the turnover of trading in Russian shares by 1.5 times.