Crypto exchange Gemini adds wealth management services with its acquisition of BITRIA

Gemini, the crypto exchange owned by Cameron and Tyler Winklevoss, is expanding its services beyond digital assets trading. The company is moving into wealth management with its recent acquisition of BITRIA, a digital asset platform for financial advisors.

Gemini’s global head of business development Dave Abner has confirmed that Gemini has agreed to purchase BITRIA, according to CNBC. BITRIA is a San Francisco-based startup that offers tools to help advisors manage Bitcoin (BTC) and crypto holdings.

While Abner declined to reveal the details of the deal, he said that the crypto exchange’s acquisition will create a full-service digital asset custodian for advisors. Gemini intends to pair its crypto exchange and custody services with BITRIA’s portfolio management programs giving investors the capability for doing tax-loss harvesting and other tools.

With the increasing popularity of cryptos such as Bitcoin (BTC) and Ethereum (ETH), the move is a timely one with the rising demand for crypto exposure from investors. “Advisors manage the biggest pool of money in the country right now, and they’re hearing from their clients that want access to crypto,” Abner said.

Gemini’s offerings will make it easier for advisors to manage their clients’ increasingly diverse portfolios. “This creates a one-stop, end-to-end experience for advisors to manage all of their clients’ digital assets within their traditional portfolio management systems,” he added.

The move will also make Gemini a pioneer in the crypto-focused wealth management niche. “Nobody else in the crypto space is looking at servicing the wealth management community the way that Gemini is,” Abner said. “We’re already the largest service provider to crypto ETFs globally. Now we are moving into the wealth space, and we’re going to be the only pure-play full-service provider of crypto assets to advisors.”

With the acquisition, BITRIA’s employees including its co-founder and CEO Daniel Eyre will be joining Gemini. “The future of wealth management lies in digital assets and blockchain technology and the integration of BITRIA’s technology with Gemini provides a bridge to that future,” Eyre said.

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