Austria-based crypto platform Bitpanda has entered the United Kingdom, aiming to make the country one of its top three markets within the next two years.

The expansion includes its retail investment app along with its corporate arm, Bitpanda Technology Solutions, which allows banks and fintech companies to offer crypto trading through white-label services. The company says its app provides access to more than 600 crypto assets for British investors.

Bitpanda Co-CEO Lukas Enzersdorfer-Konrad told Cointelegraph the company plans to “rapidly grow our direct retail presence” while working with UK financial institutions to launch crypto offerings using its infrastructure. In pursuing that goal, Bitpanda will face established rivals including Binance UK, Coinbase, Kraken, Crypto.com and Gemini, which already hold strong market share among UK retail investors.

As part of the launch, Bitpanda signed a multi-year deal with Arsenal Football Club to become its “Official Crypto Trading Partner,” featuring branding across teams, stadium, and digital channels, along with campaigns to educate Arsenal’s 100 million–plus global fans on digital assets and responsible investing.

Before entering the UK, Bitpanda operated under multiple regulatory licences in Austria, Germany, France, Italy and Spain, serving clients across the European Economic Area and other permitted jurisdictions. It received FCA approval in February and spent months localizing its product before its Thursday launch.

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Crypto regulations lagging in the UK

The UK has been slower than some jurisdictions to implement crypto regulations. In a recent blog post, the Digital Monetary Institute at the Official Monetary and Financial Institutions Forum (OMFIF), argued the UK has squandered its early lead in blockchain-based finance and warned it risks losing its status among top financial centers.

The article points to the Financial Conduct Authority’s “Crypto Roadmap,” published in November 2024, which phases in rules on market abuse, admissions, prudential requirements, and stablecoins.

With consultations not due until late 2025, final regulations and full licensing may not arrive until late 2026, leaving the UK’s crypto sector in limbo compared with jurisdictions that already have active frameworks.

However, the regulatory delay has not deterred crypto companies from investing in the country. Without a whole licensing regime, global heavyweights like Coinbase, Kraken and eToro have cemented their UK presence under existing anti–money laundering registrations.  

Related: UK to become ‘safe harbor’ for crypto with new draft rules

Other jurisdictions move ahead

By contrast, the EU’s Markets in Crypto-Assets (MiCA) framework came into full effect in late 2024, establishing unified categories and rules for tokens, stablecoins, and service providers across member states. In the US, the GENIUS Act, a federal stablecoin regulation bill, was signed into law by US President Donald Trump on July 18. 

Other jurisdictions are moving ahead with stronger digital asset frameworks as well. In June 2024, the United Arab Emirates introduced Payment Token Services Regulations to formalize the use of digital assets, while Hong Kong has rolled out a new stablecoin licensing regime and, in July 2025, issued its third batch of tokenized green bonds under its broader fintech strategy.

“Clarity fuels confidence,” Enzersdorfer-Konrad told Cointelegraph. “The UK has the talent, capital, and global reputation to lead in responsible crypto innovation, but only if the rules are clear and forward-looking. The sooner that clarity arrives, the sooner the UK can take its place as a global leader in crypto.”

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