Luno

Founded
2013 in South Africa — originally launched under the name BitX before being rebranded as Luno.

Founders & Leadership
Marcus Swanepoel — Co‑Founder & CEO (instrumental in building and scaling the business across emerging markets).

Location
Johannesburg, South Africa — with regional and global operations spanning 40+ countries.

Industry
Financial Technology / Cryptocurrency Exchange & Digital Assets — enabling crypto trading, custody, portfolio tools, and institutional services.

Overview
Luno is a global cryptocurrency exchange and digital asset platform that lets individuals, professional traders, and institutions buy, sell, store, trade and earn on a wide range of cryptocurrencies including Bitcoin, Ethereum, USDC, USDT, and others via web and mobile apps.
Originally started for African markets, Luno’s mobile‑first approach and localized support helped it grow into one of the largest crypto platforms serving emerging markets. It emphasizes simplicity, security, and regulatory compliance, including proof‑of‑reserves reporting to demonstrate that client assets are fully backed.
In June 2025, Luno re‑launched full services in Kenya, allowing Kenyan users to trade BTC/KES, ETH/KES, USDT/KES, and other pairs directly in Kenyan Shillings as the country adopts clearer digital asset regulations.

Core Features & Capabilities
Spot Trading: Buy and sell major cryptocurrencies directly.
Mobile & Web Wallets: Secure storage with strong multi‑layered security.
Professional Tools: Advanced order types and analytics for power users.
Institutional Services: Solutions for institutional traders, market makers, and custodial clients.
Staking & Rewards: Earn incentives on eligible crypto holdings.
Education & Support: Built‑in resources for learning about the crypto ecosystem.

Target Market
Retail cryptocurrency users wanting a secure, secure, and user‑friendly trading platform.
Professional traders and users with deeper market and portfolio requirements.
Institutions / businesses seeking compliant crypto infrastructure and liquidity tools.
Emerging market participants in Africa and beyond — especially where traditional financial infrastructure barriers make crypto appealing.

Value Proposition
Localized access to crypto: Local currency trading in markets like Kenya and South Africa.
Security & trust: Night‑and‑day focus on safeguards, monthly proof‑of‑reserves reporting, and no major historical breaches reported.
User‑friendly tools: Mobile and web interfaces designed for first‑timers and advanced traders alike.
Regulatory collaboration: Works with regulators to foster safe crypto adoption.