Swyftx Targets Wealthiest Investors in US Crypto Expansion

Australasia’s Biggest Crypto Deal Gives NZ Exchange Access to US High-Net-Worth Market

The owner of New Zealand’s largest cryptocurrency exchange is set for expansion into the US, in a record-breaking Australasian deal targeting America’s wealthiest digital asset investors.

Swyftx, which in March this year acquired Kiwi exchange Easy Crypto, has now signed a landmark agreement to purchase Caleb & Brown, a boutique crypto brokerage and asset manager known for offering white-glove crypto services to high-net-worth (HNW) individuals across the US.

Jason Titman, CEO of Swyftx, says the acquisition represents a strategic move to capture a growing segment of affluent investors who expect premium, relationship-based service in crypto—and is set to have flow-on benefits for high net worth investors in New Zealand.

He says high-value customers already make up around 30 percent of Easy Crypto’s user base but account for approximately three-quarters of total trading volumes.

Titman says they have recorded a 25 percent increase in wealthier clients over the past year, signalling strong and growing demand for tailored crypto services.

“What we know about this segment of the market is that they’re often older, looking for more than just low fees and they’re not interested in crypto’s meme-culture.

“Many of them are business owners or professional investors who are used to personalised financial services. This acquisition gives us the platform and expertise to meet those expectations.

“Caleb & Brown has quietly established one of the most impressive brokerage offerings in the world, with a heavily differentiated private client service. We see enormous growth potential.

“Swyftx has the resources to build on Caleb & Brown’s competitive advantages and peel off high net worth clients from the largest exchanges. There are polished and well-respected platforms operating in the US but a lot of the new breed of wealthy investors want a service that is ultra client-centric, with round-the-clock access to broker expertise. It is the kind of relationship management they get in traditional finance.

“Over the next couple of years, we’ll look to significantly grow Caleb & Brown’s network of relationship managers so that we can target more wealthy clients from the big US exchanges on their home turf. We see this as an underserved market,” he says.

Largest Crypto Acquisition in ANZ History

Titman says the deal is the largest crypto acquisition in ANZ history and gives Swyftx access to the world’s leading digital assets market at a time when the US has sought to position itself as the ‘crypto capital of the planet’. The US currently accounts for around a quarter of all global trade volumes in cryptocurrency.

Swyftx has grown rapidly over the last six years to become one of the region’s largest digital asset brokerages, with more than 1.2 million customers across its Group.

About Caleb & Brown

Caleb & Brown provides crypto brokerage, asset management and research services to thousands of private clients in the US, as well as Australia.

The business has more than AUD $2 billion of digital assets under custody and was founded by Rupert Hackett and Dr Prash Puspanathan in 2016. It is led by equal partner Jackson Zeng and employs 64 team members across both Australia and the US.

Jackson Zeng, chief executive of Caleb & Brown, says “We’re excited to join the Swyftx Group. It is the fastest-growing exchange in the ANZ region and shares our client-centric approach.”

“This deal is a testament to the strength of our brokerage and its differentiated offering. Swyftx has the resources to help us scale faster, diversify our product offering and expand our geographic reach,” he says.

Global Reach and Team Growth

The acquisition will give Swyftx the largest geographic reach of any ANZ exchange, with access to markets including Australia, New Zealand, South Africa and the United States.

The Swyftx group will employ just under 300 team members on completion of the deal.

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