The global crypto market has received wave after wave of good news in 2024. From the restart of the bull market driven by the BTC halving at the beginning of the year and the successful approval of the first batch of Bitcoin spot ETFs in the United States, to Trump's victory in the presidential election in November, to more and more national governments and listed institutions including Bitcoin as a reserve asset, these events have pushed cryptocurrencies step by step into the mainstream financial market, and the market atmosphere has become more optimistic.
According to a 20-month research survey of customers in 5,000 countries by digital asset agency Nexo, 67.9% of high-net-worth individuals view digital assets as long-term wealth solutions, while 69% of Bitcoin holders view it as a lasting means of storing value. 
As the crypto market moves towards the mainstream, Nexo recently announced the launch of a brand reshaping plan to reposition itself as a digital asset wealth platform, centered on user experience and committed to helping customers grow and manage their crypto assets. By prioritizing the wealth growth of customers, Nexo will provide tailored long-term value solutions.
Behind the brand remodeling, meeting the diversified business needs of investors
Since its establishment in 2018, Nexo, headquartered in Switzerland, has gained the trust of retail and institutional investors in more than 200 jurisdictions around the world with its robust business model and diversified product services. At present, the platform's transaction processing volume has exceeded US$320 billion, the cumulative cryptocurrency credit issuance has reached US$8 billion, and nearly US$945 million in interest has been paid, fully demonstrating its leading position in the field of digital asset wealth management and laying the foundation for future development: shaping the future of next-generation wealth management.
At present, the digital asset field has rapidly developed from a niche market to a force that can bring changes to the financial field. This is even more obvious after the approval of the Bitcoin spot ETF. Nexo believes that "investors are ready to enter the market, and 72% of retail investors regard digital assets as an important part of their wealth."
At this time, Nexo has transformed from a single crypto lending platform to a one-stop digital asset wealth platform with the help of a brand reshaping plan. Today, Nexo not only provides users with basic services such as cryptocurrency trading, interest earning, and crypto mortgage loans, but also sets a new industry standard by launching the industry's first personal US dollar account, providing customers in more than 150 countries with US dollar, euro and pound accounts opened in their own name, allowing users to deposit and withdraw US dollars directly through bank transactions, thereby meeting the transparent and convenient trading needs of institutions and high-net-worth customers.
Not only that, in this brand remodeling, Nexo not only adopted a new logo and website, but also improved the user experience by enhancing the user interface experience with a customer-centric approach. As Nexo's survey pointed out, there is a major change in the way mature investors in the market manage their wealth. They are increasingly inclined to digital tools that can respond to market data and user needs in real time.
In order to meet the diverse needs of modern investors, Nexo has launched a 360° product suite, focusing on three main service areas. In terms of income growth services, Nexo provides users with flexible and comprehensive investment options. Users can choose flexible or fixed-term income plans according to their personal needs. These services are built on an optimized platform interface, ensuring that users can easily and flexibly manage their assets at any time and on any device.
At the same time, users can also use cryptocurrency collateral to improve the efficiency of capital use and flexibly trade in 1,500 trading pairs. The platform also provides advanced tools such as cryptocurrency futures and target price swaps, and is equipped with professional analysis functions to help users make smarter investment decisions in a complex market environment.
In order to achieve efficient use of assets, Nexo has partnered with Mastercard to launch the world's first "cryptocurrency-backed" payment card "Nexo Card". This payment card allows users to use their digital assets directly in their daily lives, providing high liquidity and seamless payment experience. Users can spend at 92 million merchants around the world that accept Mastercard, and enjoy a credit line of 90% of the legal currency value of their crypto assets without paying minimum repayments, monthly fees or inactivity fees. You can also enjoy a free foreign exchange fee limit of up to 20,000 euros per month.
In addition, Nexo has established tiered loyalty rewards. For high-net-worth customers, the platform provides tailor-made exclusive services, including a 24-hour professional customer service team.
Successfully weathered the crypto crisis and won user trust with compliance and security
In the cryptocurrency trading market, in addition to business innovation, security has always been the core issue that users are most concerned about, which is also one of the important reasons why Nexo is favored by users.
You should know that in 2023 alone, the cryptocurrency industry lost at least 50% of its assets due to security incidents, with total losses reaching US$1.7 billion, highlighting the importance of strict security standards.
As a "golden triangle of crypto lending platforms" that was once listed alongside BlockFi and Celsius, Nexo also faced a crisis of trust due to a series of black swan events of its competitors. Celsius and BlockFi even declared bankruptcy to the market in 2022. At that time, due to the collapse of FTX, BlockFi encountered serious financial difficulties at the end of 2022, resulting in the suspension of withdrawals and eventually filing for bankruptcy under Chapter 11 of the U.S. Bankruptcy Code. And because a large amount of funds were locked in FTX, BlockFi experienced a serious liquidity crisis. By the beginning of 2023, BlockFi began to liquidate assets to repay creditors, and the platform users' deposits were frozen and unable to retrieve funds; in the same year, Celsius fell into a run crisis in the cryptocurrency bear market, and a large number of users withdrew their funds in panic, and finally applied for Chapter 11 bankruptcy protection in the New York court in July.
These events have called into question the transparency of the crypto market, and Nexo has stood out in this crisis with its robust operating strategy and rapid market response capabilities. For example, when Celsius froze customer accounts from June 2022, Nexo not only publicly demonstrated the financial resilience of its platform, but also made an offer to acquire some of Celsius' assets.
This also enabled Nexo to successfully seize the market share of most competitors and become the leading lending platform. Since then, Nexo has made security one of its core priorities.
Take practical actions to establish a strong security system to reduce the concerns of trading users and the market.
According to the official website, Nexo has obtained licenses from multiple countries (Australia, Hong Kong, Italy, etc.), and has recently obtained ISO 27017 and ISO 27018 certifications, further enhancing the platform's compliance and security reputation, thereby enhancing user trust.
At the same time, in terms of user fund security, Nexo chooses to store user funds in high-security third-party top custody and insurance platforms such as Ledger Vault and FireBlocks, which can provide millions of dollars of insurance protection for users' digital assets.
In short, through strict security standards, a strong compliance system and innovative products and services, Nexo is creating a safe, transparent and efficient environment for users to manage and increase their assets. "Looking forward, Nexo will focus on more personalized services, provide autonomy and flexibility in its product suite, and provide tools and expertise that can help users. As digital assets merge with traditional investments, Nexo is ready to provide users with compliant, high-value investment tools." said Elitsa Taskova, Chief Product Officer of Nexo.
Now Nexo's 360° product suite fully meets the need for autonomy and flexibility:
Savings Grow: Flexible and fixed-term income options, accessible 24/7 on all devices.
Advanced Crypto Tools: Tools such as crypto-secured credit lines, 1,500 market pairs, crypto futures, target price swaps, and advanced analytics provide user growth opportunities.
Global Access: Provides liquidity and seamless payment options through the Nexo Card, ensuring funds are easily accessible.
