Written by Colin Munro, VP of Marketing

As VP of Marketing at Shift Markets, Colin leads our marketing efforts and supports the teams that help brokers launch new trading products across global markets. Working closely with operators gives him a clear view into what actually drives a successful crypto rollout.

How to Succeed in Marketing Your New Crypto Exchange: A Playbook for FX Brokers

Most FX brokers already have what crypto startups dream of: loyal traders, strong infrastructure, and a proven reputation for reliability. So when the time comes to add a crypto exchange product, whether spot or derivatives, it feels like a natural next step.

But there’s one truth we’ve seen play out again and again: launching the product is the easy part (especially with Shift!).
The hard part? Getting traders to actually use it… to deposit, to trade, and to stick around.

After helping dozens of brokerages successfully expand into crypto, we’ve seen what works, what doesn’t, and what separates the exchanges that grow from those that stall. This playbook is for brokers who already know how to market FX, gold, and CFDs, and want to turn their crypto product into a revenue generating machine.

Give Crypto Its Own Story

If your crypto exchange looks like “just another tab,” that’s exactly how your traders will treat it.

Most brokers launch crypto quietly with a few new pairs that appear in the platform, maybe a line on the homepage, and that’s it. But without a clear story, traders have no reason to explore something new.

Don’t just announce “we added crypto.” Show traders what it means for them: they can now trade digital assets with the same reliability and leverage tools they already rely on.

So you don’t need to reinvent yourself as a trendy crypto company, you just need to stay relevant and give your users a reason to stay.

Another thing to note, spot trading might attract curiosity, but crypto derivatives (perpetual futures) are what drive engagement and volume. They give traders volatility, margin, and opportunity, which are the same forces that made them love FX in the first place.

So when you launch, lead with a message that fits your brand and your audience: credible, confident, and clear about why this new product deserves their attention.

Educate Before You Sell

Even if your traders are experienced, crypto can still be unfamiliar territory. They know how to analyze EUR/USD, but maybe not ETH/BTC. They understand leverage and options, but perpetual futures? Might not be as familiar.

That’s why education has to come before promotion.

Create content that meets traders where they are:

• A blog post comparing Bitcoin’s volatility to gold.
• A quick video on how to open a crypto derivatives position.
• A short email series walking users through their first deposit and trade.

Don’t overcomplicate it. Keep it simple, visual, and grounded in what traders already know.

We’ve seen brokers double their crypto volume within months simply by adding education-based email flows and in-app tips. Traders who understand the product will try it and they will keep trading.

Create Momentum That Sparks Trading Activity

There’s a reason every exchange obsesses over volume: it’s one of the best signals of trust. Traders naturally gravitate to platforms that are liquid, busy and alive. This means that activity creates more activity, and it starts snowballing.

Spot pairs get attention, but derivatives are where the real movement (and revenue) happens. In fact, derivatives account for roughly 70–80% of all crypto trading volume globally.

To build early momentum, and get the volume snowball rolling, consider the following growth tactics:

• Start with your most active traders: The ones who already trade CFDs, gold, or high-volatility pairs. Offer them early access, fee discounts, or something exclusive.
• Run short, tactical promotions: Trading competitions, leaderboard challenges, or deposit bonuses tied to crypto pairs. Give users a financial reason to try something new.
• Activate industry influencers and KOLs: Give the influencer a compelling offer or benefit to talk about. A single trusted KOL review often converts better than traditional ads because it comes with built-in trust and credibility.
• Launch a referral program: Reward existing traders for inviting others, especially if those new users deposit or complete their first derivatives trade.

It’s all about creating visible proof that your exchange is active, trusted, and growing. If you make your exchange feel alive, traders will want to be part of it.

Lessons from Successful Launches

Shift Markets has helped launch over 200 trading platforms around the world, and a few patterns have emerged. The brokers that succeed in crypto do five things exceptionally well:

• They start focused: Instead of launching 100 pairs, they go live with a tight, high-liquidity set (usually BTC, ETH, and one regional favorite) and scale gradually.
• They build credibility early: Whether through partnerships, influencers, exchange listings, or public performance stats, they make transparency a marketing tool.
• They use education as marketing: Every campaign teaches before it sells.
• They prioritize derivatives: Spot creates awareness, but derivatives drive daily volume and revenue.
• They measure engagement, not hype: The goal is new deposits, first trades, and trade volume. Not vanity metrics like clicks and views.

Those five habits consistently lead to faster adoption, higher volume, and longer retention.

This Is How Brokers Will Win

Brokers already have the traders, the experience, and the trust that crypto platforms are still trying to earn. If you define a clear story, teach before you sell, and focus on generating real trading activity, you’ll do more than add a new product launch, you’ll create a new revenue stream that compounds over time.

FX brokers are perfectly positioned to lead this next wave, but only those who know how to market it will win.