Billionaire entrepreneur Stelios Haji-Ioannou, founder of budget airline EasyJet, has entered the cryptocurrency market with the launch of EasyBitcoin, a trading app built under a licensing deal with regulated exchange Uphold.
The September launch of EasyBitcoin signals his intent to lower barriers for retail investors by cutting fees and offering incentives.
SponsoredTargeting Retail Investors With the “Easy” Model
The move extends the “Easy” brand to more than 350 ventures, from gyms and coffee shops to waste disposal. With EasyBitcoin, Haji-Ioannou is positioning his brand against established crypto trading platforms such as Coinbase and Kraken, as well as fintech rivals like Robinhood, Revolut, and PayPal.
By stressing affordability and accessibility, easyBitcoin aims to stand out in a crowded market.
Sponsored Sponsored“For too long, investing in Bitcoin has felt like an exclusive club, out of reach for the general public with very high transaction costs,” Haji-Ioannou said in a statement to media when unveiling EasyBitcoin.
The app enables users to buy Bitcoin while earning rewards, including a 1% welcome bonus and a 4.5% annual percentage yield on US dollar balances. Uphold Chief Executive Simon McLoughlin said the initiative behind EasyBitcoin specifically targets newcomers hesitant to enter the market.
The rewards system of EasyBitcoin will prove “the perfect draw for that huge segment of the population that has become aware of Bitcoin, but yet to take the plunge,” McLoughlin said.
Opening the Door to Mainstream Access
Haji-Ioannou argues that high transaction costs have slowed adoption. By applying the “easy” model of affordability to EasyBitcoin, he hopes to normalize Bitcoin trading for the broader public and make it part of everyday financial activity.
Sponsored“This isn’t just about technology; it’s about financial empowerment and making Bitcoin a practical investment option for all through EasyBitcoin,” he said.
He also said Trump’s second election has made Bitcoin “completely mainstream,” showing how politics shapes investor confidence in digital assets and how platforms like this one could benefit from these shifts.
The rollout of easyBitcoin comes at a time of heightened volatility. Bitcoin hit an all-time high of $124,128 in August before sliding nearly 10% as tariff uncertainty weighed on markets.
The debut of EasyBitcoin also aligns with wider policy debates. In Washington, lawmakers advanced a measure directing the Treasury Department to assess a Strategic Bitcoin Reserve, including a 90-day plan for custody, cybersecurity, interagency procedures, and accounting. White House crypto adviser David Sacks said the program would rely on seized assets, not taxpayer money, which could indirectly support platforms like EasyBitcoin that depend on retail confidence.
Meanwhile, Eric Trump told a Seoul event hosted by Upbit that cryptocurrency adoption is nearing a breakthrough. BeInCrypto reported he expects “explosive” growth over the next 12 to 18 months and pitched Bitcoin as a hedge against real estate and legacy finance—sentiments that echo the goals of easyBitcoin.
Midnight