What can the real estate sector learn from other industries? As part of the new Swisscom and pom+ study on Digital Real Estate Platforms & Ecosystems (DREPE), we explore cross-industry insights. In this interview, Alexander Petoud from SwissBorg shares how a platform-based asset management company in Switzerland is disrupting traditional models, with remarkable success.
While blockchain technology remains niche in the property sector, it is revolutionising the financial services industry. Crypto technology has created an alternative system, running parallel to traditional finance, and opening new doors for private investors.
Here, Alexander Petoud sheds light on SwissBorg’s blockchain-based wealth management platform, discussing the challenges and success factors behind its growth.
Alexander, please briefly explain what SwissBorg is and what problems your platform addresses.
SwissBorg is a blockchain-based platform for managing digital assets. Our app allows users to invest in cryptocurrencies, and through our BORG community token, they can participate in governance decisions.
We aim to democratise wealth management, which has historically been expensive and complex, accessible mostly to high-net-worth individuals. SwissBorg simplifies the process, making it engaging and easy for all investors, regardless of experience or financial background.
Is the platform suited for beginners and crypto newbies?
Yes, the platform is designed to be user-friendly. Our app offers the security of decentralised financial services while ensuring competitive prices. We use a smart engine that gathers data from multiple exchanges, guaranteeing the best rates for users.
Additionally, we provide exclusive investment options, where promising cryptocurrencies are grouped by theme. Users can also earn passive income through our Smart Yield accounts.
How does user participation work?
Our BORG token is central to user participation. It offers access to premium features such as reduced fees and higher returns, while also enabling governance voting. The more BORG tokens a user holds, the greater their influence in decision-making.
What challenges did you encounter when developing the platform?
One of the biggest challenges was scalability. As the user base grew, we had to maintain platform performance and ensure smooth transactions. Security was—and remains—a top priority, requiring us to implement robust protective measures without compromising user experience.
Additionally, adapting the platform to meet various regulatory requirements, especially regarding anti-money laundering (AML) procedures, was complex. We had to work with multiple partners to seamlessly integrate fiat gateways for currency conversion, while complying with global regulations. The technical demands of connecting with various trading platforms also presented challenges.
What technologies underpin the SwissBorg platform?
We use blockchain technologies like Solana and Ethereum. Solana supports decentralised exchanges and smart contracts, while Ethereum is the foundation of our BORG token. Our smart contracts automate transactions, ensuring transparency.
On the backend, we primarily use the Scala programming language, while smart contracts are written in Solidity and Rust. Our security measures include advanced technologies such as 2FA (two-factor authentication) and MPC (multi-party computation), which protect against vulnerabilities. Importantly, user funds are 1:1 refundable at any time, even in case of bankruptcy.
Is artificial intelligence a part of your platform?
Yes, we leverage AI, particularly in fraud detection and customer support. AI helps our AML team identify suspicious activity and assists our support team in resolving complex queries.
Moving forward, we plan to use AI to develop advanced trading algorithms that analyse market conditions and data patterns more accurately, helping to optimise user returns. We’re also exploring personalised investment recommendations, which could improve user engagement, and AI could assist in risk management by dynamically adapting strategies to market changes.
What skills do you believe are key to developing a successful digital platform?
First and foremost, it’s about problem-solving. The product must address a specific need or problem; otherwise, it won’t succeed. Recognising and solving problems is a crucial skill.
Equally important is designing intuitive, user-friendly interfaces based on user research. If the product isn’t easy to use, it won’t be adopted. Other vital skills include managing product development, prioritising features, and ensuring compliance. Marketing expertise—particularly in digital marketing and community engagement—also plays a significant role in attracting and retaining users.
What was the most valuable lesson you learned during the platform’s development?
We initially underestimated the complexity of complying with regulations in different countries. We focused heavily on the technical side, but regulatory requirements—particularly AML—proved more challenging than anticipated.
This experience taught us to integrate legal and regulatory considerations early in the development process. A strong legal and compliance team is crucial to avoid delays in launching new products or entering new markets.
How important was timing to SwissBorg’s success?
Timing was critical. We launched eight years ago, just as the cryptocurrency market was gaining momentum. This early entry allowed us to establish ourselves before the market became crowded with similar platforms. The rise of decentralised finance (DeFi) also coincided with our development, providing the perfect opportunity to capitalise on growing demand.
SwissBorg relies on its user base. What strategies do you use to expand it?
Our expanding user base creates a positive network effect, which improves trading efficiency and promotes community-driven governance. To attract new users and strengthen relationships with existing ones, we continuously introduce new products, engage with our community through events and social media, and run referral programmes.
We also use targeted digital marketing, partnerships, and localisation to enter new markets.
Which B2B partners do you work with, and what criteria do you use when selecting them?
We collaborate with various partners to enhance the platform’s functionality, security, and usability. These include crypto exchanges, KYC/AML providers, security firms, and blockchain technology providers. When choosing partners, we prioritise reputation, compliance with security standards, a proven track record, and innovation.
What monetisation strategies does SwissBorg pursue?
SwissBorg’s ownership structure is split into two parts. Legal ownership resides with a holding company, with shares held by founders, investors, and the user community. However, holders of the BORG token gain certain rights and benefits, even though they are not co-owners.
Our main revenue source is transaction fees. We also generate income through partnerships in developing and marketing innovative financial products. A portion of the revenue is reinvested into platform development, while another part is shared with our partners. This ensures sustainable growth and strengthens our ecosystem.
Where would you place SwissBorg on Gartner's hype cycle?
I’d place SwissBorg in the "Slope of Enlightenment," which is the fourth phase of the cycle. At this stage, our focus is on practical applications, sustained growth, and continuous improvement. We highlight the platform’s real benefits, including secure wealth management, DeFi integration, and community-driven governance.
We’ve certainly learned a lot throughout our journey. When SwissBorg launched, there was a lot of excitement around blockchain and decentralised finance (DeFi), especially in terms of their potential to disrupt traditional finance. However, we quickly learned that early enthusiasm must be balanced with realistic expectations and a solid business plan for long-term success.
As the crypto market cooled, the initial hype gave way to scepticism and challenges, including regulatory obstacles and market volatility. The key lesson here is that resilience and adaptability are crucial. To thrive in such an environment, it’s essential to focus on delivering genuine value, maintaining robust security, and adhering to evolving regulations.
Finally, what advice would you offer to companies building a digital platform with external partners?
That’s a tricky question—who are we to offer advice? But if I had to, I’d say there are three critical areas to focus on:
- Select the right partners. Work with those who share your vision and complement your strengths.
- Communicate openly. Keep information flowing consistently to align goals and expectations from the start.
- Define roles clearly. Establish clear responsibilities to avoid confusion and ensure accountability.
About the expert
Alexander Petoud is Chief Commercial Officer (CCO) at SwissBorg, an innovative fintech company based in Switzerland specialising in the democratisation of wealth management through blockchain technology. He completed his education in business management and technology and has held various leadership roles in the financial and tech industry.
Matching event
Whether net zero, process automation or forecasting models - the key to success lies in the data. Thanks to artificial intelligence, its targeted use for decision-making and implementation processes is becoming more tangible than ever. However, digitalisation still poses many challenges for the real estate industry. One reason for this is the fragmented application landscape with many incompatible stand-alone solutions, complex interfaces and time-consuming master data entry.
How do we find a way out? Digital platforms and ecosystems offer an exciting approach and at the same time an opportunity for real estate organisations to realise technology-driven value enhancement.
Together with Swisscom, pom+ is publishing the Digital Real Estate Platforms & Ecosystems study for the second time. We cordially invite you to attend the following event to learn about the key findings at first hand and to exchange ideas with like-minded people.