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- Bitget has launched a new UEX Switch campaign built around easier access to both crypto and traditional markets from one interface.
- The exchange says its latest app redesign cuts navigation steps by roughly 30%, bringing spot crypto and TradFi products closer together on the homepage.
Bitget is leaning harder into the idea that traders no longer want to move through separate market silos. Its latest campaign is built around that premise, and the message is fairly direct: one app, fewer clicks, broader market access.
Bitget is trying to make crypto and TradFi feel like one trade flow
The new UEX Switch campaign comes after a recent platform overhaul that reorganized how users reach different products. Instead of treating crypto and traditional finance as separate parts of the app, Bitget has placed them side by side on the homepage.
That change sounds simple, but it points to a bigger platform strategy. Exchanges are increasingly betting that users want to jump between crypto, equities, commodities, and macro-driven trades without constantly switching apps, accounts, or interfaces. Bitget appears to be positioning itself for exactly that kind of behavior.
According to the company, the redesign reduces navigation steps by about 30% compared with a more typical trading journey. In practice, that is less about visual polish and more about friction. The easier it is to move from one asset class to another, the more likely users are to treat the platform as a broader trading hub rather than just a crypto venue.
The real push is toward a universal exchange model
The UEX branding makes that ambition fairly obvious. Bitget is not just marketing an update. It is trying to normalize the idea that crypto traders should also be able to access traditional products from the same dashboard and within the same user flow.
That reflects a wider shift across the exchange landscape. Competition is no longer only about which venue lists the newest token or offers the highest leverage. More platforms are now fighting over who can become the default interface for risk-taking across multiple markets.
For Bitget, the app redesign and campaign are part of that broader bet. The company is trying to make cross-market trading feel less like a specialist feature and more like the natural next step for users already active on crypto rails.
