With the third highest rate of crypto adoption in the world, Australian cryptocurrency is big business. An accommodating policy environment along with blockchain friendly banks has led to a crypto-explosion down under, with almost one in five Aussies now owning some form of the currency.
As such, a number of the world’s biggest crypto exchanges have a presence in Australia, while a number of local competitors have emerged to challenge them.
To differentiate themselves from an ever-expanding pack - and help traders navigate and thrive in a deeply volatile and complex market - more and more exchanges are offering educational programs. Look at the homepages of almost every top exchange today and you’ll see ‘Learn’ as one of the key product features, with programs including blogs, podcasts, webinars, videos, even complete crypto courses.
In this report, we’ll look under the hood to see just how much work some of the country’s biggest exchanges are putting into educating their users educational experiences on a market some predict could swell by 30 times its size by 2030.
Binance
Who is Binance?
Binance is the world’s leading crypto currency exchange. In 2020, it launched Binance Australia to provide “Australian users with a fast, secure, and reliable way to buy and trade digital currencies with the Australian Dollar.”
How does it educate?
In 2021, in conjunction with smart money management app, WeMoney, Binance Australia launched an initiative to improve the “financial wellbeing and investment literacy of Australians through education and technical innovation”, with the exchange focussing on the crypto element. This was far from just PR fluff.
The company’s Binance Academy is easily one of the most comprehensive education programs we have found. Not only does the platform feature a comprehensive glossary, there are hundreds of articles in over 20 languages on every element of web 3.0 and blockchain, as well as a full range of interactive quizzes and “earn as you learn” courses. These allow users to earn free coins as they complete crypto courses.
These can all be filtered by “Intermediate” or “Advanced” and are available free of charge for anyone who signs up to Binance.
The Binance Academy YouTube channel is also home to over 100 free educational videos.
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Dacxi
Who is Dacxi?
Launched in 2017, Dacxi claims to be the world's first purpose-built “Crypto Wealth” platform. Its mission is to help people build their wealth by buying and holding strategic crypto-assets for the long term.
How does it educate?
In 2022, Dacxi launched its impressively comprehensive Dacxi Learn program. Free for all Dacxi users, it offers educational resources for new and advanced crypto traders. This includes short and snappy animated explainer videos on the basics of crypto and Dacxi itself. For traders keen to get a fuller understanding of the crypto landscape, Dacxi also combines written and video content to offer two modular courses, “Get Started” for beginners and “Unlocking the Crypto Opportunity” for financial professionals.
As Dacxi targets traditional investors, it also offers more traditional educational materials, and currently has the “How to Create Wealth with Crypto”’ ebook and ’Dacxi Education Insight” report available for download.
The company also runs regular webinars with leading voices from the cryptoverse. Although users need to sign up to Dacxi to access the Learn materials, the company’s YouTube channel hosts a large quantity of educational video content.
Further to this, Dacxi runs the weekly Crypto Wealth Cafe YouTube series with crypto industry veteran Andy Pickering. These are available on its YouTube channel or are transcribed on the blog.
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Video player: Vimeo
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UI frameworks: Foundation ZURB
eToro
Who is eToro?
eToro is one of the biggest online trading platforms worldwide. Although previously focused on more traditional asset classes, in 2014 eToro allowed users to begin trading crypto on its platform.
How does it educate?
eToro’s education options are officially split into four, but due to the social nature of the platform - think of it as like a LinkedIn or Facebook for investment - it’s more like five. From here, newer crypto traders can learn from the more experienced voices on the platform.
Those four official options - which are focused on all investment, not just crypto - are the famed eToro Academy, eToro Plus, the Bull Club, and the site’s news and analysis section.
eToro Academy’s crypto section is incredibly comprehensive and features courses like “Crypto 101” as well as videos, guides, webinars and podcasts. eToro Plus features deeper dive articles and insights, while the Bull Club hosts in depth webinars with some of the world's most successful investors and financial leaders. The site’s news and analysis section can be easily filtered to find up-to-date crypto market news to help traders understand which coins are doing what.
Although it’s not crypto-specific, eToro also has a vast social and YouTube presence offering educational investment tips and news.
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Moat
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CMS: Wordpress
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SEO: Yoast SEO
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UI frameworks: Bootstrap
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A/B testing: Google Optimize
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Video: MediaElement.js
Coinbase
Who is Coinbase?
Coinbase, the biggest crypto exchange in the US, opened its doors to Australian traders in 2016. It’s now one of the premier exchanges in the country.
How does it educate?
When you first visit the Coinbase website, the dropdown from “Learn” suggests a fairly basic educational program, offering just “crypto basics”, “tips and tricks” and “market updates.”
But it’s far from rudimentary.
Written in a conversational, narrative style, it provides traders with unique crypto insights from a wide range of cryptoverse veterans like fund founders and longtime traders, as well as introductory articles on all things crypto. Plus, the Coinbase YouTube channel is filled with over 200 videos including tutorials, webinars and video clips from its popular Around the Block podcast.
Coinbase also runs the weekly Coinbase Bytes newsletter, which gives an incredibly comprehensive overview of the world of crypto and the wider economy and investment landscape.
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Crypto.com
Who is Crypto.com?
Singapore based Crypto.com is one of the world’s leading exchanges. It's had a strong presence in Australia for a number of years and began offering its crypto credit card to Australians in 2021.
How does it educate?
Crypto.com has a comprehensive education program revolving around the site’s “University” section. It caters for beginners, intermediate and advanced traders and the content can be filtered to match. While topics on the site are split into blockchain, coins and tokens, DeFI, trading and wallets.
This simplistic set-up, however, belies how in-depth and detailed the primarily written content is. Each piece is filled with expert insights, diagrams and illustrations. Plus, they provide a helpful average reading time so you know how much of your day you need to carve out.
The Crypto.com YouTube channel is home to over 100 educational videos on using the platform and wider crypto, as well as webinars and AMAs with senior staff and industry leaders. Recent guests have included Arif Khan, the founder of Alethea, Tascha Punyaneramitdee, the CEO and founder of web 3.0 VC firm Alpha Venture, DAO, and Marco Van Den Heuvel, the co-founder and CEO of Merit Circle.
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CRM/Chat: Intercom
Independent Reserve
Who is Independent Reserve?
Founded in 2013, Independent Reserve has now grown to be one of APAC’s largest crypto exchanges. It serves over 200,000 Australian, New Zealand and global customers and thousands of self-managed mega funds.
How does it educate?
Independent Reserve’s Knowledge Base is jam-packed with insightful written content focused on the basics of crypto trading. All produced in-house, blogs include titles such as “Best time to buy bitcoin”, “What is an NFT and how do I buy one?” and “How to diversify your crypto portfolio”.
However, there are also a number of region-specific blogs focusing on the intricacies of crypto policy across the APAC region. These blogs include topics like “Corporate KYC requirements to buy crypto in Singapore” and “Is Bitcoin legal in Australia?”.
For more experienced traders, Independent Reserve also produces a highly detailed weekly marketing update. These focus on crypto but also on how wider economic forces are impacting different coins and the market in general.
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Independentreserve.com/blog/knowledge-base
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CMS/Blog: Wordpress
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Digital Surge
Who is Digital Surge?
Digital Surge is an Australian crypto exchange based in Brisbane. The company’s mission is “to offer a safe and uniquely user-friendly way for everyday Australians and businesses to access the world of cryptocurrency.”
How does it educate?
With its mission clearly in mind, Digital Surge has built out its own education program called Crypto Simple. Essentially a collection of accessible blogs, it comprehensively covers the basics of crypto trading. This includes blogs like “What is blockchain?” and ‘What is cryptocurrency?’ and leads on to more detailed pieces on investment strategy.
Away from its blog, Digital Surge has launched a weekly YouTube livestream series in May 2022. These include interviews with the founder as well as educational videos.
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CMS/Blog: Wordpress
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SEO: Yoast
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Live chat/CRM: Intercom
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Marketing automation: Hubspot
Swyftx
Who is Swyftx?
Swyftx is an Australian-owned and operated crypto exchange that allows users to buy Bitcoin, Ethereum and over 300 other crypto assets.
How does it educate?
It’s hard to disagree with Swyftx Learn’s own description as “an educational platform full of high-quality, crypto-related resources.” The platform hosts over 80 complete courses covering everything to do with blockchain and crypto. These cover the basics in courses like “Intro to cryptocurrency” all the way to specific advanced courses such as “What is Bitcoin taproot?”.
Traders can then take interactive quizzes to put their new knowledge to the test.
Its YouTube channel also includes a small selection of educational videos.
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SEO: Yoast
CoinSpot
Who is CoinSpot?
Established in 2013, Aussie exchange CoinSpot now boasts over 2.5m customers and offers more than 350 different coins.
How does it educate?
The exchange’s CoinSpot Learn program is comprehensive regarding the information available. However, it’s a little dry and hard to navigate.
The content is insightful and detailed, but it’s academically written and deciphering it requires a certain level of crypto-literacy that many beginner traders simply won’t have.
This is made harder by the fact that the content isn't grouped by experience level. In fact, it’s not really grouped at all and is just listed chronologically from latest to oldest, making for a sub-optimal user experience.
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Kraken
Who is Kraken?
Kraken is one of the biggest crypto exchanges in the world and in 2020, it opened its doors to Aussie traders. This followed its acquisition of Australia’s longest-running cryptocurrency operation Bit Trade, in January of that year.
How does it educate?
Kraken offers one of the most complete crypto education programs around. The jewel in the crown is its Crypto 101 video series featuring almost 20 videos presented by the company’s CEO and co-founder. On top of that there are guides to the biggest coins alongside live market updates and detailed articles on all elements of crypto, but with a particular focus on security.
Kraken also hosts free webinars, all of which are available on the site. These invite traders to “continue your cryptocurrency education with Kraken's webinars, where we take a deeper dive into topics suitable for crypto noobs and OGs alike.” The videos feature expert speakers from within the company as well as a number of external crypto experts.
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A/B testing: Optimizely
Zip-mex
Who is Zipmex?
Established in 2018, Zipmex offers crypto trading and investment services in Thailand, Indonesia, Singapore and Australia.
How does it educate?
The Learn section of the Zipmex website doubles up as the company’s main blog and news source. Unfortunately, this means a lot of the great educational content Zipmex produces gets lost amongst product updates and company news.
The section’s filter system does allow traders to navigate through the content by experience level. However, a lack of tags means guides on educational guides on topics like “5 things to do in a crypto bear market” are lumped in with blogs like “9 best crypto moves to add to your watchlist.”
The Zipmex YouTube channel has over 300 videos in both Thai and English. But this is also impacted by a lack of categorisation, which sees marketing videos mixed in with educational videos and trading tips. For new traders looking to get a grip on the cryptoverse, this leads to a lot of jumping around as there’s no clear path to follow so better discovery could improve the user experience.
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Appsflyer
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UI frameworks: Bootstrap
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A/B testing: Google Optimize
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Marketing automation: OptinMonster
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Marketing automation: ActiveCampaign
Conclusion
It’s clear that across the world, the crypto education space is in rude health - even if crypto platforms themselves are retrenching - and, considering the growth of the market over the last decade, this isn’t a surprise. It’s in an exchange’s interest to have an educated user base. Like any form of trading, there’s a huge amount of risk involved in crypto, and even for the fair-weather trader, a high level of understanding and education is vital to mitigate that risk.
Simply put, the more a trader knows, the more confident they’ll feel about trading, and the more they’ll trade. The exchanges that can foster those relationships and build that trust can put themselves in a strong position.
This is why exchanges worldwide have pumped time and money into building out complete education products featuring courses, podcasts, webinars, videos and more.
However, some of the local Australian and APAC exchanges still have some way to go to catch up with the biggest players when it comes to educating their users. With a rapidly growing crypto-market, the region is ripe for education innovation. The question now, is who will step up and lead the way?
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