UK's easyGroup launches bitcoin app

EasyGroup, the London-based owner of brands including easyJet and easyHotel, has launched easyBitcoin.app, a mobile app for buying and earning bitcoin.

The company said the app is powered by Uphold, a US-based cryptocurrency infrastructure provider.

Users can earn bitcoin through rewards and interest features, but these offers have limits: the 1% welcome bonus applies to up to US$5,000 in recurring purchases per month, the 2% annual reward is unlocked after three months of recurring buys, and the 4.5% APY on USD balances is subject to a US$100 monthly cap and terms and conditions.

EasyGroup is best known for its budget airline, easyJet, and operates several consumer brands across various sectors.

🔗 Source: EasyGroup

🧠 Food for thought

Implications, context, and why it matters.

Simplifying complex markets remains easyGroup’s proven expansion strategy

easyGroup’s move into Bitcoin follows the same playbook that made easyJet successful, taking a complex, intimidating market dominated by sophisticated players and making it accessible to everyday consumers.
Just as easyJet disrupted airline travel by removing complexity and reducing costs, easyBitcoin targets the 49% of consumers who find it difficult to buy, sell, or hold bitcoin despite growing interest1.
The company’s focus on mobile-first access and reward structures mirrors how budget airlines transformed air travel from an exclusive service to mass market accessibility.
This pattern of democratizing complex financial services has proven successful across easyGroup’s portfolio, which has expanded into hotels, car rentals, and other sectors since 19941.

Bitcoin adoption challenges persist despite mainstream recognition

While 88% of surveyed consumers trust Bitcoin to grow their money over the next decade, persistent user experience barriers continue to limit widespread adoption1.
Research shows that Bitcoin’s limited adoption stems from structural challenges including complex platforms designed with sophisticated traders in mind rather than everyday users1.
The gap between interest and action is significant—while Bitcoin was named a top three investment choice by 39% of respondents, nearly half still find the buying process too difficult1 2.