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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

Week of July 15 – July 21

Eric F. Risley
July 21, 2024
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“The Banks are Coming”

 

Investors are attracted to themes as a way to articulate long-term trends and select investments which offer an opportunity to benefit from that trend.  Thematic investing is the common label for this approach.  Crypto often calls this a “narrative”, of which we’ve seen many come and go over the past decade.  These narratives are useful and important, however, if proven wrong, can be even more destructive.  Credibility is eventually destroyed.  It’s probably fair to say our industry has some credibility issues.

 

A persistent crypto narrative has been “the institutions are coming”.  This statement has two underlying elements.  

 

First, institutional investors will drive immense levels of fresh demand for crypto assets once they enter the market. This demand will propel crypto values upward.  A reasonable proposition, however, the facts only modestly support this theme.  According to Institutional Investor, the bible periodical of professional money managers, only 31% of global investable wealth is managed by institutional investors and is trending lower quickly.  To put it another way, retail investors control the vast majority (61%)of investment decisions, not institutions!

 

Perhaps more comforting is the second element of the narrative, institutional investors can help solve crypto’s credibility problem.  Once professional investors are convinced, an important barrier to broad acceptance as an investable asset class is secured.  This gets back to the credibility issue we’ve created.  Simply put, our industry needs greater credibility.

 

The past few weeks have demonstrated that a particular form of financial institution does appear to be coming, banks.  This week Standard Chartered and SBI backed Zodia Markets, announced the acquisition of Elwood’s OTC crypto asset trading operations.  Even more telling was the recent announcements by Standard Chartered, Itau and Santander have announced various forms of a crypto trading offering.

 

Little by little becomes a lot with time.