easyGroup Introduces easyBitcoin App in U.S.

easyGroup, the private investment firm of entrepreneur Stelios Haji-Ioannou, has launched a new mobile app called easyBitcoin. The service, powered by blockchain finance company Uphold, is intended to make it easier and more affordable for retail investors to enter the bitcoin market.

Initially available in the United States, the app will expand to the United Kingdom later this year. In addition to buying and selling, users can hold bitcoin in the app and earn rewards on their balances.

Haji-Ioannou, best known for founding low-cost airline easyJet in the 1990s, said the project reflects his long-standing focus on accessibility. "For too long, investing in bitcoin has felt like an exclusive club, out of reach for the general public with very high transaction costs," he said. "With the easyBitcoin.app, we're aiming to change that and provide simple access via your mobile phone, great value and a focus on earning bitcoin rewards whether you're buying or simply holding bitcoin."

The launch comes at a time when public perception of bitcoin is shifting. According to a survey conducted by Opinion Matters and cited by the company, 88% of U.S. adults believe bitcoin can grow their wealth over the next decade, and 39% consider it one of their top three investment choices.

easyGroup's entry into the crypto sector follows a broader trend of mainstream brands and businesses moving into digital assets. By partnering with Uphold, the company is also aligning itself with established infrastructure providers in the space, rather than developing a system entirely from scratch.

While the app's long-term impact remains to be seen, it represents an effort to position bitcoin as a mass-market product rather than a niche investment tool.