Around 80 per cent of the clients who have started monthly savings in exchange-traded crypto products at Nordnet have never traded crypto before. Nordnet's Joachim Wegebrand sees regular saving as a good entry point for new investors.
Photo: Joachim Wegebrand is head of exchange-traded products at Nordnet.
Wegebrand said this during Kaupr's live event State of ETFs and Digital Assets in the Nordics on 30 June.
Nordnet is a bank and a digital platform for savings and investment, where clients trade on their own without advice. Alongside shares and funds, Nordnet offers exchange-traded products, known as ETPs, which give exposure to assets such as bitcoin without the client having to own and store the cryptocurrency directly.
Joachim Wegebrand is responsible for Nordnet's range of exchange-traded products in the Nordics, and soon also in Germany, where Nordnet is preparing to launch. He was one of nine speakers when Kaupr broadcast State of ETFs and Digital Assets in the Nordics on 30 June.
Nordnet opened monthly savings in exchange-traded crypto products in September last year. Clients can save regularly in products tracking bitcoin and ether, and in index products that give broader exposure. Not all the crypto products on the platform are included yet, but the range is gradually being expanded.
Around 80 per cent of the clients who have signed up have never traded crypto before.
"That confirms our thesis that this is a good way to start," says Wegebrand.
Monthly saving means the client buys for a fixed amount every month, so that the purchase price evens out over time, a method known as dollar cost averaging. Wegebrand believes it suits crypto well, where prices swing sharply both up and down.
"Crypto is a new asset class, and it is not easy to know how and when to buy. If you still want some exposure, regular monthly saving is a pretty good approach," he says.
Nordnet recommends the same form of saving for funds and ETFs, and sees it as a cornerstone of saving and investing.
Nordnet was early to offer crypto products, according to Wegebrand, and the reason is demand. Interest has grown in recent years, both among institutional investors and among the retail clients Nordnet focuses on.
"We want to cover all our clients' savings and investment needs in one place. Offering a broader range of crypto products is really a given," he says.
About a third of the crypto clients are private banking clients, but the threshold for private banking at Nordnet is relatively low. Most are ordinary retail clients, and the typical crypto client, according to Wegebrand, is a middle-aged man.
Wegebrand describes an underlying positive trend. Assets under management in the crypto products have fallen considerably along with prices, but the number of clients with crypto exposure has grown steadily month by month. The same goes for the number of clients trading actively, buying and selling rather than holding positions over time.
Activity spikes clearly when the crypto market falls or rises sharply, and especially during sharp rises.
Nordnet does not issue the products itself, but makes them available to clients. Products must meet certain criteria, but in practice that typically includes all those listed on Nasdaq Stockholm and Spotlight. The aim is to accept as many as possible, and Nordnet only takes a closer look at a product if it clearly stands out on risk.
Towards retail clients, Nordnet is nonetheless careful. The company has no view of its own on crypto and sticks to factual, high-level information. Crypto is still regarded as a relatively high-risk asset class, and smaller cryptocurrencies in particular are very risky, according to Wegebrand.
"We can probably all agree that crypto is well established and here to stay. But I think it is right to be a little cautious. Some caution is healthy," he says.
"We have some knowledge, but we are no crypto experts at Nordnet," says Wegebrand.
Nordnet therefore works with experts, including from the companies that took part in the broadcast, on physical and digital events for its clients. The aim is to help clients make better investment decisions.
On 30 June, Kaupr broadcast a live midyear review of the Nordic market for exchange-traded crypto products on LinkedIn, YouTube and kaupr.io. Nine speakers from issuers, index providers, an exchange, trading platforms and wealth management reviewed the first half of 2026 and the outlook for the rest of the year, from the perspective of wealth managers, family offices and institutional investors.
Morten Myrstad of Kaupr hosted the broadcast, and the event was supported by K33, Coinmotion, Tyr Markets and The Mint. The full broadcast and the other interviews are on the landing page for State of ETFs and Digital Assets in the Nordics.
Sources: Nordnet, Kaupr
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