The global cryptocurrency market is welcoming wave after wave of positive news in 2024. From the bull market restart driven by the BTC halving at the beginning of the year and the successful approval of the first Bitcoin spot ETFs in the U.S., to Trump's victory in the presidential election in November, and now with an increasing number of national governments and listed institutions incorporating Bitcoin into their reserve assets, these events are pushing cryptocurrencies closer to mainstream financial markets, and the market atmosphere is becoming increasingly optimistic.

According to a 20-month study by digital asset institution Nexo, which surveyed 5,000 clients across various countries, 67.9% of high-net-worth individuals view digital assets as a long-term wealth solution, while 69% of Bitcoin holders see it as a lasting store of value.

In line with the trend of the crypto market moving towards the mainstream, Nexo recently announced the launch of a brand transformation plan, repositioning itself as a digital asset wealth platform focused on user experience, dedicated to helping clients grow and manage their crypto assets. By prioritizing clients' wealth growth, Nexo will provide tailored long-term value solutions.

Behind the Brand Transformation: Meeting Investors' Diverse Business Needs

Since its establishment in 2018, Nexo, headquartered in Switzerland, has gained the trust of retail and institutional investors in over 200 jurisdictions worldwide, thanks to its robust business model and diversified product offerings. Currently, the platform's trading volume has surpassed $320 billion, with cumulative cryptocurrency loans reaching $8 billion and nearly $945 million in interest paid, showcasing its leading position in the digital asset wealth management field and laying the foundation for future development: shaping the future of next-generation wealth management.

The digital asset sector has rapidly evolved from a niche market into a transformative force for the financial industry, a fact that has become even more apparent following the approval of Bitcoin spot ETFs. Nexo believes that "investors are ready to enter the market, with 72% of retail investors viewing digital assets as an important component of their wealth portfolio."

At this opportune moment, Nexo is transforming from a single crypto lending platform into a one-stop digital asset wealth platform through its brand transformation plan. Today, Nexo not only provides users with basic services such as cryptocurrency trading, earning interest, and crypto collateral loans, but has also set new industry standards by launching the industry's first personal dollar account, offering clients in over 150 countries personal accounts in USD, EUR, and GBP, allowing users to deposit and withdraw dollars directly through bank transactions, thus meeting the needs of institutions and high-net-worth clients for transparent and convenient transactions.

Moreover, in this brand transformation, Nexo has adopted a new logo and website, and has enhanced the user interface experience to improve user experience by focusing on customer-centricity. For instance, Nexo's survey indicates that mature investors in the market are undergoing significant changes in their wealth management approaches, increasingly leaning towards digital tools that can respond instantly to market data and user needs.

To meet the diverse needs of modern investors, Nexo has launched a 360° product suite, primarily focusing on three main service areas. In terms of yield growth services, Nexo offers users flexible and comprehensive investment options, allowing them to choose between flexible or fixed-term yield plans based on personal needs, all built on an optimized platform interface to ensure users can easily and flexibly manage their assets anytime, anywhere.

At the same time, users can leverage cryptocurrency collateral to enhance capital efficiency while trading flexibly across 1,500 trading pairs. The platform also provides advanced tools such as cryptocurrency futures and target price swap trading, equipped with professional analytical features to help users make more informed investment decisions in complex market environments.

Furthermore, to achieve efficient asset utilization, Nexo has partnered with Mastercard to launch the world's first "cryptocurrency-backed" payment card, the "Nexo Card." This payment card allows users to directly use their digital assets in daily life, providing high liquidity and a seamless payment experience. Users can spend at over 92 million merchants worldwide that accept Mastercard, enjoying a credit limit of 90% of their crypto assets' fiat value, with no minimum repayment, monthly fees, or inactivity charges. Users can also enjoy a foreign exchange fee waiver of up to €20,000 per month.

Additionally, Nexo has established a tiered loyalty rewards program, offering tailored exclusive services for high-net-worth clients, including a 24-hour professional customer service team.

Successfully Navigating the Crypto Crisis: Winning User Trust Through Compliance and Security

In the cryptocurrency trading market, security has always been a core concern for users, alongside business innovation, which is one of the key reasons Nexo has gained user favor.

It is worth noting that in 2023 alone, the cryptocurrency industry suffered losses of at least 50% of assets due to security incidents, with total losses reaching $1.7 billion, highlighting the importance of strict security standards.

As a platform that was once part of the "golden triangle" of crypto lending alongside BlockFi and Celsius, Nexo faced a trust crisis due to a series of black swan events involving its competitors, with Celsius and BlockFi declaring bankruptcy in 2022. At that time, following the collapse of FTX, BlockFi encountered severe financial difficulties at the end of 2022, leading to a withdrawal freeze and ultimately filing for bankruptcy under Chapter 11 of U.S. bankruptcy law. Due to a large amount of funds being locked in FTX, BlockFi faced a severe liquidity crisis, and by early 2023, it began liquidating assets to repay creditors, freezing users' deposits and preventing them from retrieving their funds; in the same year, Celsius fell into a run crisis during the cryptocurrency bear market, with a large number of users panic withdrawing, ultimately applying for Chapter 11 bankruptcy protection in July in a New York court.

These events raised significant questions about transparency in the crypto market, while Nexo stood out in this crisis due to its robust operational strategy and rapid market responsiveness. For example, when Celsius began freezing customer accounts in June 2022, Nexo not only publicly demonstrated its platform's financial resilience but also made an offer to acquire some of Celsius's assets.

This allowed Nexo to successfully capture a significant market share from its competitors, becoming a leader in the lending platform space. Subsequently, Nexo made security one of its core priorities, establishing a strong security assurance system through concrete actions to alleviate concerns among trading users and the market.

According to its official website, Nexo has obtained licenses in multiple countries (Australia, Hong Kong, Italy, etc.) and recently received ISO 27017 and ISO 27018 certifications, further enhancing the platform's compliance and security credibility, thereby boosting user trust.

Additionally, regarding user fund security, Nexo has chosen to store user funds with high-security third-party top custodians and insurance platforms such as Ledger Vault and FireBlocks, providing millions of dollars in insurance protection for users' digital assets.

In summary, through strict security standards, a robust compliance system, and innovative product services, Nexo is creating a safe, transparent, and efficient environment for users to manage and grow their assets. "Looking ahead, Nexo will focus on more personalized services, providing autonomy and flexibility in its product suite, along with tools and expertise to assist users. As digital assets merge with traditional investments, Nexo is ready to offer users compliant high-value investment tools," said Elitsa Taskova, Nexo's Chief Product Officer.

Now, Nexo's 360° product suite fully meets the needs for autonomy and flexibility:

• Savings Growth: Flexible and fixed-term yield options, accessible 24/7 on all devices.

• Advanced Crypto Tools: Cryptocurrency-backed credit lines, 1,500 market pairs, crypto futures, target price swaps, and advanced analytics tools to provide growth opportunities for users.

• Global Access: Liquidity and seamless payment options through the Nexo Card, ensuring funds are easily accessible.

免责声明：本文章仅代表作者个人观点，不代表本平台的立场和观点。本文章仅供信息分享，不构成对任何人的任何投资建议。用户与作者之间的任何争议，与本平台无关。如网页中刊载的文章或图片涉及侵权，请提供相关的权利证明和身份证明发送邮件到support@aicoin.com，本平台相关工作人员将会进行核查。