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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

Crypto M&A Snapshot

Crypto M&A Snapshot (Week of October 20 – October 26)

Eric F. Risley
October 26, 2025
DOWNLOAD FULL REPORT

October 20th – October 26th

PERSPECTIVES by Eric F. Risley 

 

Capital access remains in the dark ages; however, a roadmap for evolution has emerged.

 

Even today, the process of requesting money (raising capital) and providing money (investing capital) for businesses, both small and large, is horribly inefficient and disjointed. Yes, we read the headlines about the latest darling business raising hundreds of millions daily; however, that is the extreme anomaly.

 

From the company’s perspective, the norm is investor identification, outreach, and conversation, repeated again and again. Success means cobbling together a set of investors over months and thousands of hours of senior executive time.

 

From an investor’s perspective, it is much the same: hit-or-miss opportunity identification, outreach, and conversation. Success requires teams of people and access to significant capital, which is why venture capital and growth capital firms exist.

 

The phenomenon of tokens and token markets has demonstrated the potential for a different model, with the ability to operate at massive global scale already proven. This is a more direct way for both companies (or “projects,” in crypto parlance) to raise capital and for investors to invest. Perhaps most importantly, it is open to all and global. Neither really exists today in traditional capital markets.

 

While promising, a few ingredients remain immature or missing: regulation, disclosure, best practices, and the emergence of leaders dedicated to doing it right and building trust, an absolute first-principles requirement. Trust requires more than code.

 

Coinbase is exceptionally well positioned to lead this evolution. This week, it announced the acquisition of Echo for $375M. Coinbase often uses the term “democratizing investing.” This focuses on the investor side, allowing anyone to invest without barriers. As described above, the value proposition is similarly profound for the company (or project) raising the capital.

 

See our M&A Alert for more information.

 

EFR