Bitreserve Rebrands to Uphold

Bitreserve, a flourishing bitcoin startup, announced that it is in the process of rebranding in order to cater to a wider spectrum of customers.

The business, which has offices based in San Francisco, Shanghai and London, completed phase one of the transition and is now called Uphold.

“Bitreserve takes its next great step forward on the journey to transform global financial services for the benefit of everyone, everywhere. Together with the entire company, I’m proud and excited to announce that Bitreserve has become Uphold,” said Anthony Watson, President & Chief Executive Officer, Uphold, Inc. in a blog post.

With the massive update, customers located in 33 European countries have the option to pump money into their Uphold accounts through bank transfers or by linking a credit or debit card (in addition to bitcoin).

The feature will roll out in the US, China and India under a limited beta release. The group also plans to expand to tangible and virtual cards under Visa, MasterCard and Discover card. The highly anticipated option would allow individuals to make payments to merchants both online or in-store, depending on their personal preference.

Users will be charged 2.75 percent for funding their Uphold account using a debit or credit card.

“Our mission is to make it easy and frictionless for anyone, anywhere to move, convert, hold and transact in any form of money or commodity securely, instantly and for free,” highlighted Watson.

“By connecting the world’s legacy and fragmented financial networks and systems with the world’s leading cloud-money platform we bring to the marketplace instant, transparent, accountable and free financial services for all.”

Uphold’s commanding reputation in the financial services space may help ease its rebranding efforts in the coming months. The company has processed over $400 million in total transactions across 163 countries worldwide.