Firms are banned from advertising financial products or services unless they meet rigorous standards set out under the Financial Conduct Authority’s (FCA) financial promotions regime a suite of UK regulatory provisions under the Financial Services and Markets Act (FSMA).

Any communications promoting crypto to UK consumers must follow these strict rules, regardless of where the firm is based or what technology is used. It comes as the FCA is currently chasing global crypto exchange HTX through the High Court for allegedly breaking Financial Promotions rules by unlawfully marketing cryptoasset services to UK consumers without authorisation.

And now, Zumo and Zeyro’s have created a complete end-to-end solution, covering both regulatory approval and customer-facing implementation, to help crypto firms and other financial institutions enter the UK market compliantly.  

Zeyro provides the regulatory sign-off that a firm’s promotions require under Section 21 of FSMA. As the approving entity, Zeyro reviews and approves any financial promotions before they go live, with communications typically reviewed within 24 hours of submission. 

It then monitors approved promotions on an ongoing basis to confirm they remain accurate, compliant, and consistent with the version initially signed off. It also retains a full audit trail of submissions, approvals, feedback, and amendments for regulatory record keeping. 

Zumo’s founder and chief executive Nick Jones said: “Compliance with the Financial Promotions regime isn’t optional – and building that compliance infrastructure from scratch is a significant undertaking. It requires significant investment in compliance expertise, legal review, technology, and ongoing maintenance.”

“We have worked with Zeyro to build a robust solution that lightens the administrative load for crypto exchanges and other firms keen to access the UK market. Firms get a plug-and-play solution to address the UK Financial Promotions journey.”

Gareth Malna, co-founder, Zeyro, added: “The two companies complement each other to form a complete stack for clients seeking to enter the UK market. Our joint offering with Zumo enables them to go from a standing start to being fully operational in the UK with a fully compliant infrastructure and a marketing engine ready to go from day one.”