ARCHITECT SUCCESSES

SEE ALL
Swyftx Acquires Caleb & Brown
Swyftx Acquires Caleb & Brown

Transaction Overview

On July 1st, 2025, Swyftx, one of the largest Australian cryptocurrency exchanges, announced a definitive agreement to acquire Caleb & Brown, a high-net-worth-focused crypto brokerage, for an undisclosed amount.

 

Target: Caleb & Brown

Caleb and Brown is a Melbourne-based, high net worth focused crypto brokerage that specializes in personalized trading services across the digital asset landscape. Caleb & Brown focuses on the relationship model used successfully across traditional  financial services – every client that comes onto their platform gets assigned a broker to assist them in executing trades  and handling all customer service needs. Caleb and Brown’s core services include 1) Brokerage Services, which provide personalized 24/7 trading support for 250+ digital assets, 2) an OTC Desk, which provides high volume trading solutions with deep liquidity and competitive pricing, 3) the Caleb and Brown Asset Management, an actively managed crypto asset fund for accredited investor, 4) crypto custody. 

 

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. C&B is led by CEO Jackson Zeng and has 64 team members across both Australia and the US. Caleb & Brown has not raised any outside capital. 

 

Architect Partners’ Observations

Architect Partners acted as the exclusive financial advisor to Caleb & Brown. 

 

Swyftx’s acquisition of Caleb & Brown marks the largest acquisition targeting high net worth crypto investors. It also reflects two important shifts in the evolution of crypto exchanges, particularly within the ANZ region.

 

First, high-net-worth client service is becoming a strategic differentiator. Exchanges are beginning to recognize that personalized brokerage and deep client relationships offer a competitive advantage while greatly reducing attrition. This is a model that high-net-worth clients are accustomed to in their financial lives. Caleb & Brown’s approach, which assigns a dedicated broker to every client, stands apart from the high-volume, low-touch models that dominate the market. Swyftx gains access not only to clients but also to an established business model that emphasizes trust, service, and retention in a way few crypto exchanges have pursued.

 

Second, this is a milestone moment for ANZ crypto M&A. While there have been many plays for global expansion by exchanges, this is the first of its kind in Australia moving into the US, signaling that the region is entering a more active phase of market maturity. 

 

We believe this transaction will serve as a catalyst for further strategic activity to expand globally and to augment services as companies seek differentiation in both product and customer segments.

 

Strategic Rationale

Swyftx is acquiring Caleb & Brown to expand into the United States via C&B’s regulatory framework, and to acquire the relationship model inherently required with a higher-tier customer base. This acquisition will grant Swyftx entry into the U.S. 12 to 24 months faster than otherwise possible organically. Furthermore, the acquisition diversifies Swyftx’s primarily retail client base to include 25k+ high net worth individuals in numerous countries. 

 

“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.” – Jason Titman

Ecosystem Thoughts

Crypto Payments & Infrastructure: The Strategic Opportunity [Part 3: The Market Map]

Eric Risley, Todd White, Elliot Chun, Ryan McCulloch, John Kennick
June 19, 2025
DOWNLOAD FULL REPORT

Download the full report above.

To date, we have released two installments outlining the crypto payments opportunity: Part I: Why Crypto Payments? and Part II: The Momentum is Building.

 

 

This week, we turn to the Architect Partners Crypto Payments Market Map. Much like the traditional payment ecosystem, crypto payments comprise a complex set of interdependent capabilities. Conveying this complexity is challenging. One approach, albeit imperfect, is segmenting this inherent interdependence into functions or capabilities, which naturally tends to organize as a hierarchy. This is our approach.

 

 

Most striking, and important, about crypto payments is that, for the first time in modern history, crypto offers an alternative to what many refer to as the “payment rails”. These traditional payment rails represent the core underlying infrastructure and systems that enable the movement of funds between parties in a financial transaction. The promise of crypto payments is to first complement, then perhaps replace traditional payment rails. This demonstrates why Crypto innovation is fundamentally different from virtually all “fintech” innovation over the past twenty years. Many fintechs have been wildly successful in making payments easier for users (both consumers and businesses), but continue to substantially rely on the traditional payment rails.

 

 

The following starts with identifying and defining the functions and capabilities that comprise what we may call the “crypto payments stack”. We then turn to identifying some of the leading companies in each area. As we’ve often stated, crypto does not stand alone. Traditional payment companies are alive and well and, in many cases, embracing crypto. We offer context on the so-called “threatened” traditional players and where they fit.