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Jackson Zeng led Caleb and Brown during a period of growth for the Cryptocurrency brokerage, helping develop its personalised service model and expand its operations before the company was acquired by Swyftx.
The company’s journey highlights how businesses operating in emerging financial technology sectors can differentiate through service, customer relationships and operational development.
Leading a personalised brokerage model
Caleb and Brown was founded in 2016 by Rupert Hackett and Dr Prash Puspanathan.
Jackson Zeng later became chief executive and was involved in expanding the company’s operations and brokerage model.
Unlike automated cryptocurrency exchanges that allow customers to trade independently, Caleb and Brown focused on personalised brokerage services, providing clients with dedicated support for cryptocurrency transactions.
The company’s approach was based on combining Cryptocurrency Trading services with a relationship-focused model.
Building a service-based crypto business
Cryptocurrency businesses operate in a market where customer confidence and security considerations are important factors.
Caleb and Brown focused on providing personal support to clients, particularly investors seeking assistance with digital asset transactions.
The company expanded its customer base across markets including Australia and the United States.
Operating a personalised financial service requires managing customer relationships, compliance requirements, technology systems and operational processes.
Under Zeng’s leadership, Caleb and Brown developed its brokerage operations and expanded its international presence.
The company focused on serving private clients and building infrastructure to support cryptocurrency transactions.
The Business model differed from automated platforms by emphasising direct client relationships and brokerage services.
In 2025, Australian Cryptocurrency exchange Swyftx agreed to acquire Caleb and Brown.
The Acquisition brought together two cryptocurrency businesses with different operating models, combining a personalised brokerage service with a broader exchange platform.
The transaction was reported as one of the largest cryptocurrency acquisitions in Australia and New Zealand.
The challenges of cryptocurrency businesses
Cryptocurrency businesses operate in a market influenced by regulatory changes, price Volatility and changing customer demand.
Companies in this sector must manage technology requirements, compliance obligations and customer expectations.
This article does not make claims about cryptocurrency as an investment, which involves risks. The focus is on the development of Caleb and Brown as a business.
Scaling a relationship-based model
One challenge for service businesses is expanding while maintaining consistent customer experiences.
A personalised brokerage model requires Investment in people, processes and systems to support additional clients.
For Caleb and Brown, growth involved expanding operations while maintaining the service approach that differentiated the company from Automated Trading platforms.
Understanding private company Wealth estimates
As with private company interests, estimates of Jackson Zeng’s wealth are based on external assessments of ownership interests, company value and transaction details.
These estimates do not represent publicly disclosed cash holdings and may change depending on business performance and market conditions.
The Caleb and Brown business journey
Jackson Zeng’s role at Caleb and Brown reflects how leaders in emerging industries often focus on building operational structures around new technologies.
The company developed by combining cryptocurrency services with a personalised brokerage approach.
The broader lesson is that businesses operating in rapidly changing industries can differentiate through customer service, operational execution and a clear business model.
Source: kalkine.com.au