Zumo and Zeyro join forces to provide crypto firms with a compliant bridge into the evolving UK crypto market

• The two companies have teamed up to develop a complete end-to-end solution to help crypto firms meet the rigorous requirements of the FCA’s Financial Promotions regime and enter the UK market compliantly.
  
• The progressive partnership provides firms with a first step on to the regulatory bridge, with the incoming full UK regulatory regime for cryptoassets set to bring a broad range of crypto services directly into the FCA’s perimeter from October 2027.
  
• The collaboration comes as Zumo’s UK Regulatory Preparedness Assessment survey reveals half of crypto firms are worried about regulatory concerns or sanctions, while 60% are still assessing how to adapt their UK operating model to the new requirements.

UK crypto-as-a-service platform Zumo has partnered with specialist regulatory and financial services firm Zeyro to provide cryptoasset businesses with a full Financial Promotions compliance package for their UK crypto marketing campaigns.

The Financial Conduct Authority’s (FCA) Financial Promotions regime is a suite of UK regulatory provisions under the Financial Services and Markets Act (FSMA) that prohibits firms from advertising financial products or services unless they adhere to rigorous standards. Any communications promoting crypto to UK consumers must follow these strict rules, regardless of where the firm is based or what technology is used.

The FCA is pursuing global crypto exchange HTX through the High Court for allegedly breaking Financial Promotions rules by unlawfully marketing cryptoasset services to UK consumers without authorisation. The case signals the end of enforcement-free marketing, showing the FCA is serious about shielding UK retail consumers from unapproved financial risk – and that its reach extends across borders to anyone marketing to UK citizens.

Zumo and Zeyro’s partnership has 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.

Zeyro’s approval isn’t a one-off exercise – it 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.

Through an API or an embeddable widget, Zumo then provides the complete technical infrastructure that enables firms to deliver the Financial Promotions compliance flow to their end customers, including personalised risk warnings, self-categorisation, appropriateness assessments, cooling-off periods, and confirmation of acceptance. Customer responses are captured and scored automatically against FCA standards, while real-time notifications keep clients in synch with any Financial Promotions status changes.

Commenting on the partnership, 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, said:

“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.”

Continuing on the regulatory path

The FCA’s full regulatory regime for cryptoassets takes effect in October 2027. The regulator’s authorisation gateway opens on 30th September 2026, with firms advised to submit applications by the end of February to allow the FCA enough time to process the volume of requests. Those failing to do so may face limitations on operations or be required to implement wind-down plans.

Insights from Zumo’s recent survey of crypto firms serving UK customers revealed 70% identify losing the ability to serve their UK customers as a main risk of not being ready for the new regime, while half (50%) are worried about regulatory concerns or sanctions. However, just 10% of providers consider themselves fully prepared for the new rules, while 60% are still assessing how to adapt their UK operating model to the new requirements.

Where the partnership’s Financial Promotions support helps firms to market compliantly into the UK, Zumo’s flagship Crypto Access product is extending that to their operations: a fully managed UK crypto service built to carry firms into the regulated regime.

“The industry needs to adapt quickly as it steps on shore,” says Zumo’s Nick Jones. “It’s the end of start-up style business processes and unregulated business models. What’s now needed is the institutional-grade, UK-compliant infrastructure and routes to market to accommodate the new levels of operating obligations that are coming in.”

“We’re working with partners like Zeyro to provide businesses of all types with a continued gateway to the scaling UK cryptoasset market.”

Crypto firms using the joint proposition are also able to benefit from Zeyro Risk, a product specifically designed for ongoing token due diligence that helps listing and marketing teams to identify and disclose risks during, and after, the regulatory transition.