Barclays focuses on investment banking strategy and new retail campaign

Barclays is navigating a strategic shift as its investment banking division continues to play a significant role in the group’s revenue. Despite CEO C.S. Venkatakrishnan’s goal to reduce reliance on the volatile investment banking sector to create a “simpler, better and more balanced” bank, the division accounted for 48.4 percent of group income in the first half of 2026.

Revenue in the investment banking division rose 11 percent year-on-year to £8 billion during the first half of the year. This growth was driven largely by trading desks capitalizing on market volatility stemming from geopolitical tensions, including conflicts in the Middle East. While the bank aims for higher returns from a smaller investment banking footprint, market instability has kept the division central to the bank's financial performance.

In the retail sector, Barclays and creative agency VCCP have launched a new advertising campaign titled ‘Good Move’. The campaign uses a bowling metaphor to encourage more people in the UK to utilize Barclays Direct Investing, aiming to address the national investment gap through various media channels including TV, social media, and digital platforms.