Cboe, home of the VIX, boosts its corporate brand and sets to launch its first prediction-market product

• Megan Goett, chief marketing officer at Cboe Global Markets, was interviewed for Business Insider's CMO Insider video series.
• Goett's focus over the past 12 months has been building Cboe's corporate brand, leveraging flagship products like the VIX.
• Cboe recently announced its first prediction-market product, launching in June 2026.

When Megan Goett, the chief marketing officer at Cboe Global Markets, started working at the company in 2023, it was a "house of brands," with more focus on individual products than its corporate identity, she told Business Insider.

Since 2025, the global financial exchanges company has been putting the Cboe name at the center, leveraging its flagship products to build awareness, including its volatility index, known as the VIX, and its S&P 500 index options, called SPX.

Last year, Cboe launched a campaign called "Life is Better With Options," a play on words that references the company's role in pioneering options trading. The campaign focuses on the idea that options can create opportunity and variety, in life as well as investing.

Cboe's products is also making new inroads into prediction markets with a framework based on traditional financial markets. The first prediction-market product will launch in June.

"Because we are the originators of options, we feel that we should own this space and that we have a huge opportunity to lean in," Goett said. "But we want to do it in a safe and guarded way."

The following transcript has been edited for length and clarity.

If you think about Cboe, especially from a US lens, everybody knows us for the VIX and for SPX. As we are looking to go global and make inroads from an import-export perspective in other regions, we need to make sure that we are coming forth with our brand first and not just be product-focused.

A big change for us is building out that corporate narrative and defining who we are as a firm. When I walked in the door three years ago, we were a house of brands: We had done a number of acquisitions, we were getting into a lot of new spaces, and there were a lot of silos and people focusing on their individual business lines.

In the last year, that has all come undone. We are one firm. The way that I like to describe it is, we are a branded house now, so you shouldn't think of us as a clearing house, a derivatives house, or a data house. We are Cboe, and we have an ecosystem to support your risk-management needs.

So how do we get that story out there? How do we tie back our product to who we are as an organization? The way we're doing that is by using our products as proof.

When we tell our corporate narrative, we end it, especially from a global lens, with 'home of the VIX,' or 'home of SPX.' We want to tailor back to who we are as a larger organization and make sure that folks are really clear on the services that we have and everything that we have to offer, instead of just being known for our derivatives products.

First launch in prediction markets

The prediction markets space is obviously a very hot topic right now.

We want to make sure that we are going after this market in a safe way. We are a regulated industry, and we have an opportunity to give our audiences and our clients access without it feeling risky. Our goal is to be client-first and make sure that we're not in it for ourselves.

So the way that we're thinking about prediction markets is primarily focused in financial services. How do we give access to financial products that can be either too expensive or too complicated?

If you think about prediction markets, the yes-no outcome that you see — that really is options in general. Because we are originators of options, we feel that we should own this space and that we have a huge opportunity to lean in. But we want to do it in a safe and guarded way.

We'll start with the financial products that we offer today, which is our S&P 500 Options Complex, which includes SPX index options. We're going to start with mini-SPX index options, otherwise known as XSP.

We're going to be offering binary options, similar to what a lot of other folks are doing, but we'll also offer a vertical spread option. You'll be able to pick a range of where you think the market will close, and you can still make money that way.

I think when you talk about financial services, you do have the opportunity here to really understand the markets. You can invest in a way that lets you do research, understand what's happening, and read the news, so it doesn't feel like betting to me. It's a little bit of a different lens because it is really rooted in core investing.