Webull has rolled crypto trading back into its primary investment app, reversing a previous decision that required U.S. customers to use a separate application for digital asset transactions.

Webull Consolidates Crypto Trading Into Primary Platform

The brokerage platform now lets users trade over 50 cryptocurrencies directly through the main Webull app, including Bitcoin, Ethereum, and Solana. Trading runs around the clock, seven days a week.

Previously, anyone wanting to buy or sell crypto through Webull had to download and manage the separate Webull Pay app. The company has now integrated those accounts back into the primary platform, allowing users to handle stocks, options, and digital currencies from a single interface.

Anthony Denier, who serves as U.S. CEO and Group President at Webull, said the change addresses customer feedback about managing multiple accounts across different apps.

"Our mission has always been to deliver a streamlined, user-centric investing experience," Denier explained. "By reintegrating crypto trading into the Webull app, we are making it easier for customers to access and manage their entire portfolio, whether they're trading stocks, options, or digital assets."

The move comes as retail investors increasingly view cryptocurrencies as part of their broader investment strategy rather than a separate asset class requiring specialized platforms.

Long-Awaited Return to U.S. Market

Today's (Monday’s) launch caps a months-long effort to bring crypto trading back to American customers. In July, Webull consolidated its crypto operations by merging Webull Pay LLC into the parent company, setting up the infrastructure for this relaunch.

The company had discontinued cryptocurrency trading on its main U.S. platform in 2023, forcing customers who wanted digital asset exposure to use the standalone Webull Pay app instead. That decision proved unpopular with users who preferred managing all their investments in one place.

Brazil became Webull's testing ground for the return to crypto. The company successfully relaunched digital asset trading there last month, giving management confidence to expand the integrated approach to other markets.

"The improving clarity of cryptocurrency regulations, both in the United States and internationally, underlies our decision to bring crypto trading back to our platform," Denier said during the July announcement of the corporate restructuring.

Geographic Limitations Remain

Webull's crypto trading currently operates only in the United States and Brazil. The company plans to expand digital asset trading to additional markets over the coming months but hasn't specified which regions will gain access next.

Stephen Yip, who leads Webull Pay as CEO, framed the integration as responding to how modern investors prefer to manage their money.

"Cryptocurrencies have become an essential part of today's diversified investment strategies," Yip said. "We are excited to again offer crypto trading through Webull to deliver a more unified and convenient experience that reflects how modern investors want to manage their portfolios."

Competitive Landscape

The consolidation puts Webull in line with other major retail brokerages that offer both traditional securities and digital assets through single platforms. Competitors like Robinhood and Charles Schwab have maintained integrated approaches to crypto trading rather than requiring separate applications.

Webull has also been building relationships with established crypto players. Last year, the company partnered with Coinbase Derivatives to offer Bitcoin and Ethereum futures to U.S. retail investors, expanding beyond spot trading into derivatives markets.

Webull trades on NASDAQ under the ticker BULL and serves more than 24 million registered users across 14 global markets. The announcement about the introduction of crypto in the US did not immediately affect the company’s share price in Monday’s premarket, while on Friday the stock had closed at $15.41.