UpTrade

What UpTrade does

UpTrade (Uptrade PTY LTD) is an Australian cryptocurrency brokerage founded in 2023 and headquartered in Melbourne, operating with 13 employees. The company provides broker-led over-the-counter (OTC) trading across 40+ liquidity providers, access to 500+ digital assets, and institutional-grade custody secured via Fireblocks using multi-party computation and multi-signature approval workflows. Each client is assigned a dedicated personal broker who executes trades on instruction, supported by 24/7 human coverage across time zones and a live portfolio dashboard accessible on desktop and mobile.

UpTrade serves five distinct customer segments: personal investors, high-net-worth private clients, corporate treasury teams, trust structures, and self-managed super funds (SMSFs). The platform applies a $10,000 minimum trade threshold and charges individually negotiated commission fees as a percentage of trade value, with referral partners receiving a share of commission on accounts they introduce. An additional monetization layer comes from UpTrade Alpha, a premium research subscription offering live Q&A sessions, Alpha Pro reports, and exclusive portfolio positioning insights.

The business operates on a relationship-driven go-to-market combining content-led demand generation (10,000+ newsletter subscribers, weekly Alpha Space webinars, 216-page SEO content footprint) with referral partner introductions and website consultation bookings. UpTrade is AUSTRAC-registered as a digital currency exchange provider (DCE100856266-001) and bootstrapped, with no disclosed external funding. The company has been featured in Bloomberg, Reuters, CoinDesk, Forbes, the Australian Financial Review, and The Block, and holds a 4.9/5 Trustpilot rating.

Name

UpTrade

Legal name

Uptrade PTY LTD

Website

https://uptrade.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

UpTrade is a Melbourne-based crypto brokerage founded in 2023 offering broker-led OTC trading, institutional Fireblocks custody, and access to 500+ digital assets for personal investors, private clients, companies, trusts, and SMSFs.

Ownership category

akta.pro rank

Product category

Crypto Brokerage

NAICS

Securities and Commodity Contracts Intermediation and Brokerage (5231)

SIC

Security & Commodity Brokers, Dealers, Exchanges & Services (6200)

akta.pro primary industry

Crypto Custody & Exchange Wallet Services (Integrated) (FSADAAAG)

akta.pro secondary industry

Brokerages & On/Off-Ramps (fiat rails, instant buy/sell) (FSAPADAG)

Keywords

• Crypto brokerage services
• Digital asset trading
• OTC crypto trading
• Institutional crypto custody
• Personal broker services

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Commission-based trading fees: UpTrade charges a commission fee as a percentage of the denominated value (e.g., AUD, USD, ETH, BTC) of the Purchase Amount or Disposal Amount for each trade. The commission rate is agreed upon before executing the trade. Referral partners may receive a percentage of the commission paid for trades on accounts they introduced.
2. Minimum trade threshold: UpTrade may only accept instructions for purchasing or disposing of digital currency with a minimum trade value of $10,000, establishing a higher-entry business model targeting larger traders.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

UpTrade is an Australian cryptocurrency brokerage that provides broker-led trading, institutional-grade custody, and portfolio management across 500+ digital assets. Each client is assigned a dedicated personal broker who executes trades across 40+ OTC liquidity providers and is available 24/7, while client assets are secured via Fireblocks institutional custody with multi-party computation and multi-signature approvals. Services span individual investors, private clients, corporate treasuries, trusts, and self-managed super funds.

Product overview

UpTrade operates as a crypto brokerage platform offering a unified service combining OTC trading across 40+ liquidity providers, institutional-grade custody via Fireblocks, and access to 500+ digital assets. The platform differentiates itself through dedicated personal brokers assigned to each client, providing 24/7 human support, live portfolio dashboards, research and market intelligence, and premium Alpha research subscriptions. Services are structured across five client segments: Personal Investors, Private Clients, Companies (corporate treasury), Trusts, and SMSFs, each served by the same core platform infrastructure including the OTC desk, custody system, and trading engine. The offering is a single integrated platform rather than separate modules, with the broker relationship serving as the primary interface across all services.

Differentiator

Problem solved

Functional benefit

Brands

• UpTrade Alpha: Premium research and portfolio advisory service offering market analysis and investment insights to subscribers.

Products and services

• OTC Crypto Trading

Quantifiable outcome

• Client rating of 4.9/5 on Trustpilot

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• FireblockscoreTechnology or IntegrationFireblocks provides institutional-grade custody infrastructure for UpTrade's client assets. Features include offline cold storage, multi-signature approvals, end-to-end security monitoring, and full asset visibility. Fireblocks is the platform trusted by banks, hedge funds, and major financial institutions for digital asset custody.
• Kamilah StevensonminorGTM or Marketing PartnerDr. Kamilah Stevenson is a wealth educator and investor who simplifies stocks, crypto, and macroeconomics to help people build long-term wealth. She introduces clients to UpTrade as a referral partner, receiving commission on referred client trading activity.
• Referral PartnersminorChannel Partner/ Reseller/ DistributorReferral Partners have commission agreements with UpTrade for trades on customer accounts in exchange for referring customers. Partners may receive a percentage of the commission paid for each trade on referred accounts.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Caleb & Brown: Australia-based crypto brokerage offering dedicated personal brokers, OTC trading and custody for HNW individuals, SMSFs and corporate clients — the closest comparable to UpTrade's broker-led model and Australian focus.
• BTC Markets: AUSTRAC-registered Australian digital currency exchange serving retail and SMSF clients; comparable regulatory standing and Australian market overlap with UpTrade.
• FalconX: Institutional crypto prime brokerage and OTC desk serving large-volume traders and corporate clients with deep liquidity — comparable institutional OTC execution model to UpTrade's liquidity-provider routing.
• Independent Reserve: Australian AUSTRAC-registered crypto exchange and OTC desk offering OTC trading and SMSF services — overlapping Australian institutional and SMSF target segments with UpTrade.
• Bitcoin.com.au: Australian retail crypto brokerage with SMSF and OTC offerings; comparable Australian customer base and product mix to UpTrade.
• Swyftx: Major Australian crypto exchange with AUSTRAC registration serving retail and SMSF investors; competes in the same Australian crypto buying/selling market as UpTrade.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/uptrade-au

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UpTrade