Boutique by design
One team,
Real, named people behind every account, with members across the globe so you're always connected to the market.
Learn who we are, meet the experienced team you’ll actually deal with, and see how our broker-led approach works. Behind every Uptrade account is a real person who knows your name.
Real, named people behind every account, with members across the globe so you're always connected to the market.
Scams, hackers, and working out what’s actually sound, going it alone on an exchange means carrying all of that yourself. Uptrade was built on a simpler idea: everyone deserves a real expert in their corner.
Founder and CEO Jeff Zylstra started Uptrade in 2023 to bring a relationship-led model to crypto, where every client works with a dedicated broker from the very first call.
Our brokers and analysts aren’t a call centre. They’re active traders and investors who live in this market every day.
Collectively, the team manages more than $1 billion in crypto investments.*
We seek specialists with demonstrated knowledge and a minimum of seven years’ industry experience, the hands-on kind that makes a difference.
We route orders across major markets at once to source competitive execution, rather than being tied to a single venue’s price.
*Total investment funds managed by Uptrade as at March 2026.
With team members across the globe, you’re connected to the market around the clock.
Headshots shown are placeholders, individual photos to be added per member.photos
Jeff founded Uptrade in 2023 to bring a relationship-led approach to crypto. A qualified stockbroker with over eight years in the market, he previously built the brokerage desk for one of the world’s largest crypto brokers.
A qualified stockbroker, Jeff recognised the potential of cryptocurrency long before many of his peers. Having built the brokerage desk for one of the world’s largest crypto brokers, he has seen the market’s peaks and valleys first-hand and forged a disciplined investment approach that balances risk and opportunity, the foundation of Uptrade’s philosophy and trading systems.
Tudor leads our global development team across algorithmic and proprietary trading. A computer scientist, he helped build a DeFi trading engine that reached a $1B market cap before acquisition.
After his computer science degree in 2017, Tudor worked on a Web3 startup whose DeFi privacy-preserving execution engine reached a $1 billion market capitalisation before being acquired by a leading global exchange. He went on to consult for crypto-native businesses, traded at a global hedge fund, and engineered the first automated crypto strategy at one of Australia’s largest digital asset managers.
Tobias runs operations, onboarding and compliance, keeping us aligned with global and Australian standards. He holds a BBA and a Master’s in Supply Chain Management.
With a strong background in onboarding and compliance, Tobias simplifies complex operational challenges and refines how the business runs. His discipline is bolstered by a former career as a professional athlete, and he is focused on driving efficiency, consistency and regulatory alignment across operations.
Elaine oversees financial management, planning and performance. She brings extensive corporate-finance and financial-leadership experience across multiple industries.
Specialising in finance strategy, business partnerships and performance analysis, Elaine’s strategic guidance keeps the business’s financial insights sharp. She has a particular love of using technology to streamline financial processes and seeing the direct impact of financial strategy on the business.
Moaze leads treasury operations and risk, forecasting, reporting, daily operations and banking relationships. A Chartered Financial Analyst with 13 years across finance, banking, treasury and crypto.
Moaze specialises in financial risk management, operational finance and cash forecasting. A strategic thinker and decisive leader, he brings teams together to drive results across both traditional finance and crypto.
Kane leads our international research division and investment committee, producing analysis for clients several times a week. A ‘crypto native’ with seven years’ experience and formal qualifications in finance and economics.
Kane compiles research, technical analysis and market narratives to identify high-conviction positions for clients, and manages his own extensive crypto portfolio. He honed his skills at a research-focused Web3 hedge fund and a venture capital firm, and has developed investment theses for one of Australia’s leading Web3 incubators.
Ben joined as an analyst in 2024, bringing seven years in crypto and a sharp eye for emerging trends. He’s currently deepening his skills in business analytics.
Ben has navigated several market cycles and built a reputation for precise insights, with experience across micro and mid-cap assets. His industry knowledge and interest in innovation help him spot emerging trends early.
George heads our broker team, with seven years of active crypto trading and a background in boutique financial services. He focuses on personalised, relationship-led investing.
Having studied Commerce, Finance and Property, George joined one of Australia’s leading integrated advisory and accounting providers before crypto. He is driven to make the complex simple and to help clients reach their investment goals through a genuine relationship.
Sam builds long-term client relationships, with eight years in client management and six in crypto. He’s strong across Bitcoin, risk management, digital-asset allocation and portfolio strategy.
Sam’s strength is breaking complex market trends into clear, actionable insights and connecting clients with real opportunities. His satisfaction comes from helping clients work toward their financial goals with confidence.
Rendell brings over eight years in crypto and a client-first, risk-aware approach shaped across several market cycles. His background spans frontline sales and traditional financial markets.
Rendell is skilled at managing client relationships, combining clear communication with a strong understanding of individual goals. He simplifies complex market dynamics and ensures clients feel informed and supported at every stage.
Filip executes client trades, monitors activity and helps ensure each trade is compliant. With seven years in the industry, he specialises in trading strategies, market analysis and blockchain across Bitcoin and altcoins.
Known for reliability, speed and accuracy, Filip thrives in the fast-paced world of crypto. He has a thirst for learning and stays on top of new coins, innovations and market strategies.
Ben focuses on making every client feel supported and informed from the first conversation. He brings over 15 years across customer service, coaching and technical leadership, plus a strong grounding in crypto.
Approachable and solutions-focused, Ben takes the time to understand each client’s goals and circumstances, breaking things down so they always know what’s happening and why it matters. He supports clients from all backgrounds as they begin their Uptrade journey.
Shivam leads marketing, website, SEO, campaigns and growth. He holds a Master of Business in Marketing and has led activity across APAC.
Shivam combines strategic thinking with hands-on agency experience, turning complex crypto products and market developments into clear, customer-first messaging. He’s focused on strengthening the brand and supporting responsible, sustainable growth.
Makiko leads compliance, drawing on over four years as a Client Onboarding / KYC officer and experience across several regulated industries. She’s focused on protecting clients and market integrity.
Makiko has developed deep expertise in customer service, KYC procedures and onboarding. She recognises that compliance is a crucial safeguard that protects investors and the integrity of the market, and guides Uptrade through the crypto space with clarity and purpose.
Livia joined in 2025 as Compliance Analyst after starting as an intern. She handles client account verification and AML / CTF screening, with a strong interest in blockchain and crypto finance.
Beyond supporting compliance across the business, Livia conducts client account verifications and proactively screens for anti-money-laundering and terrorism-financing risks. With a curiosity for innovation, she loves connecting ideas and solving complex problems.
Our international research team runs a dedicated research platform, market intelligence, asset deep-dives and data analysis, available as a subscription. General information only, not financial advice.
Personal investors, companies, trusts and SMSFs, across the globe.
*As of March 2026.
partner logos to be added
We operate under the guidelines of recognised regulatory bodies and stay fully compliant with the standards that apply to digital-asset businesses. The details are here in full.
Registered with AUSTRAC, Australia’s anti-money-laundering and counter-terrorism-financing regulator.
DCE No.DCE100856266-001.
Uptrade · ABN49 672 404 929.
Level 20, 120 Spencer Street, Melbourne VIC 3000.
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