Axi Unveils “Buy Crypto” Feature, Bridging Direct Ownership and Trading for Retail Investors – the Australian‑based broker announced a new “Buy Crypto” product that lets clients purchase and hold digital assets alongside its existing suite of crypto derivatives, marking a strategic shift toward integrated crypto ownership for retail traders.
Axi’s latest rollout, branded “Buy Crypto,” adds a straightforward, non‑leveraged purchase option to its already extensive crypto offering, which includes perpetual contracts and CFD products. The move reflects a growing appetite among retail investors for direct exposure to digital assets without the complexities of margin trading. By embedding a spot‑trading layer within its existing platform, Axi aims to lower the entry barrier for first‑time crypto buyers while retaining the flexibility that seasoned traders expect.
The announcement arrives after a three‑month lull in market volatility, a period during which Axi reported that 46 % of its client base now holds crypto as part of a broader portfolio. This figure, disclosed in the press release, underscores a broader industry trend: investors are transitioning from pure speculation toward a more diversified, ownership‑centric approach. For Axi, the new feature is not just an add‑on; it is a response to a measurable shift in client behavior.
From a technology standpoint, “Buy Crypto” integrates with Axi’s existing order‑management system, leveraging the same low‑latency execution engine that powers its CFD and perpetual contracts. The platform supports instant settlement via on‑chain confirmations, while still offering the familiar UI and risk‑management tools that traders have come to expect. In practice, a user can switch from a leveraged short‑term position on Bitcoin to a long‑term hold with a single click, all within the same account.
Why does this matter? First, it addresses a pain point that has lingered in the retail crypto space: the need to juggle multiple accounts across exchanges, wallets, and brokerages. By consolidating spot ownership and derivative trading, Axi reduces friction and operational risk for its clients. Second, the feature positions Axi against competitors such as eToro, which offers both CFD and spot trading but separates them into distinct product flows, and Coinbase, which focuses primarily on spot purchases without integrated derivative exposure. Axi’s unified approach could appeal to traders seeking a one‑stop shop for all crypto‑related activities.
For marketing teams, the launch opens new segmentation possibilities. With direct ownership data now available alongside derivative usage metrics, marketers can craft more nuanced campaigns—targeting users who have demonstrated a propensity for both short‑term speculation and long‑term holding. This dual‑insight can inform cross‑sell strategies for ancillary services such as custodial solutions, tax reporting tools, or even traditional financial products like margin loans.
The timing also aligns with broader market forecasts. Gartner predicts that by 2027, 40 % of retail investors will hold at least one cryptocurrency, while IDC estimates a 30 % annual growth rate in crypto‑related trading volumes through 2028. Axi’s move to capture both speculative and ownership demand could therefore position it to capture a larger slice of an expanding market.
However, the rollout is not without challenges. Regulatory scrutiny around crypto custody and anti‑money‑laundering (AML) compliance remains intense across jurisdictions. Axi will need to demonstrate robust KYC/AML processes to satisfy regulators while maintaining a seamless user experience. Moreover, the competitive landscape is heating up, with platforms like Binance and Kraken rapidly expanding their spot‑trading ecosystems and offering lower fees.
In sum, Axi’s “Buy Crypto” feature represents a strategic convergence of trading and ownership, reflecting evolving investor preferences and setting a new benchmark for integrated crypto services. Whether the market will reward this hybrid model remains to be seen, but the initiative certainly adds a fresh dimension to the retail crypto narrative.
Market Landscape
The crypto market’s maturation is evident in the diversification of product offerings. While early adopters gravitated toward high‑risk, leveraged positions, recent data shows a pivot toward stable, long‑term holdings. According to a Forrester survey, 58 % of retail investors now prioritize portfolio diversification over pure speculation. This shift fuels demand for platforms that can serve both needs without forcing users to migrate between services.
Axi’s integrated model arrives as traditional financial institutions accelerate their open‑banking and embedded finance initiatives. Companies such as Microsoft and Salesforce are embedding fintech capabilities into their cloud ecosystems, signaling a broader convergence of finance and technology. In this context, Axi’s move can be viewed as part of a larger trend where fintech firms aim to become the “one‑stop shop” for all financial activities—payments, lending, and now, crypto ownership.
Top Insights
- Axi’s “Buy Crypto” unifies spot ownership and derivative trading, reducing friction for retail investors.
- 46 % of Axi’s clients now hold crypto, indicating a rapid shift toward diversified digital asset portfolios.
- Integrated integrated data enables marketers to craft targeted, cross‑sell campaigns for both speculative and long‑term investors.
- The feature positions Axi competitively against eToro and Coinbase by offering a seamless, single‑account experience.
- Regulatory compliance will be critical as Axi expands custodial services across multiple jurisdictions.
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