Video still from a new commercial promoting the Texas Stock Exchange. [Image: TXSE]
Imagine the famous bull statue on Wall Street coming to life and locking horns with a real Texas longhorn on Dallas’ Margaret Hunt Hill Bridge. The longhorn wins, shattering the bronze sculpture into hundreds of fragments. That’s the gist of a new TV spot promoting the Texas Stock Exchange, which bills itself as “the real bull market.”
This week, the Dallas-based TXSE unveiled its national and regional campaign as the state of Texas celebrates the 190th anniversary of its declaration of independence.
Video still shows the wreckage of Wall Street’s bull sculpture after it tangles with a Texas longhorn. [Image: TXSE]
“Welcome to the real bull market” shows how TXSE—the only national securities exchange built and headquartered in Texas—aims to challenge the New York-based listing duopoly by energizing competition in U.S. public markets.
“2026 is the year companies will finally be able to declare independence from the New York listing duopoly. Issuer alignment is the organizing principle of our exchange and transparency is the standard, not the exception,” Texas Stock Exchange founder, chairman, and CEO James H Lee said in a statement.
With backing hitting $275 million in capital from top global financial institutions, TXSE has gathered a team of experts and created a “world-class technology platform” engineered for modern markets. TXSE said its mission is to restore meaningful competition in listings and provide an integrated offering for corporates and ETPs, while fueling greater alignment and reducing the structural costs for publicly traded companies.
Video still: TXSE
“We ‘re sending a clear message that the next chapter of American capital markets will be written in Texas,” Lee said, “not by the legacy jurisdictions and exchanges that have made it unnecessarily difficult and costly for companies to go and remain public.”
The Texas Stock Exchange plans to begin trading later this year.
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R E A D N E X T
The Dallas-based Texas Stock Exchange has resolved a trademark dispute with the Toronto Stock Exchange over its “TXSE” branding, The Texas Lawbook reported. Separately, Bloomberg reported that total funding for TXSE Group, the exchange’s parent company, has reached $270 million with new backing from Goldman and Bank of America.
Dallas‑based TXSE has earned SEC approval to operate as a national exchange, aiming to begin trading by 2026. “Real competition for corporate listings in the United States has finally arrived,” said founder and CEO James H. Lee—and it’s coming from Y’all Street.
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The TXSE campaign features “high-impact” digital placements across all the terminals at Dallas Fort Worth International Airport and billboards at key sites across North Texas.