The Strategic Relevance of the Bitcoin-Only Positioning in the DACH Region. Detailed Analysis and Recommendations for Action.
The Bitcoin market in the German-speaking region (Germany, Austria, Switzerland) has grown significantly in recent years – but at the same time has become increasingly fragmented and regulated.
"While the major international multi-coin platforms like Binance, Kraken, or Bitpanda leverage their token variety as a growth driver, more and more specialized providers are deliberately opting for the Bitcoin-only model. This clear focus on Bitcoin as "digital gold" is becoming not only a differentiation factor but a strategic necessity."
This article analyzes the current positioning of the key Bitcoin-only brands in the DACH region, describes the current challenges—especially in light of increasing regulation—and derives concrete positioning strategies from this. We orient ourselves on the proven principles of Ries & Ries and analyze opportunities and risks for providers such as Relai, Coinfinity, and Pocket Bitcoin.
Current Market Observation: Regulatory Pressure and Internal Challenges
Competitive Dynamics in the Bitcoin-Only Segment
Relai Holding AG
Coinfinity GmbH
Pocket App AG
Detailed Analysis: Positionings of the Leading Bitcoin-Only Providers in the DACH Region
| Criterion / Provider |
Relai
(relai.app)
|
Coinfinity
(coinfinity.co)
|
Pocket Bitcoin (pocketbitcoin.com)
|
|
Positioning
|
TAKE CONTROL OF YOUR FUTURE
|
From today, you start saving in Bitcoin.
|
Buy Bitcoin – into your own wallet
|
|
Core message
|
“Bitcoin for everyone – simple, fast, affordable”
|
“Buy, store, and understand Bitcoin securely”
|
“Not your keys, not your coins – sovereign from the start”
|
|
USP
|
Low fees, no KYC up to certain limits, Swiss regulation as a trust anchor
|
Personal consultation, comprehensive onboarding services, strong educational focus
|
Direct transfer to users' own wallet, focus on security and self-sovereignty, strong ties to the Bitcoin community
|
|
Target groups
|
Broad demographic appeal, beginners and millennials who want to save in Bitcoin with minimal effort
|
High-net-worth individuals, family offices, institutional investors, especially in the Austrian home market
|
Tech-savvy, self-custody-oriented Bitcoin purists
|
|
Strenghts
|
Price leadership, simple mobile app
|
High consulting quality, established market presence
|
Clear technical positioning, strong community grounding
|
|
Weaknesses
|
Lack of clearly differentiated narrative positioning beyond fees, risk of being confused with other providers due to unclear communication
|
Inconsistent communication (varying positioning across different channels), weakening of brand core due to shifting messages
|
Limited scalability, weak financial resources, as yet unclear positioning development
|
Differentiation from Multi-Coin Platforms
In contrast to Bitcoin-only providers, multi-coin platforms focus on:
-
A broad selection of assets with hundreds of cryptocurrencies
-
Short-term trading and speculation opportunities
-
High volatility and often riskier compliance models
-
Growth through volume and product diversity
Bitcoin-only providers clearly differentiate themselves through:
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A focus on long-term wealth preservation with Bitcoin as “digital gold”
-
Clear, simple, and transparent communication without distractions from altcoins
-
Emphasis on education, user empowerment, and sovereignty
-
Stable, regulatory-compliant, and trustworthy infrastructure
Positioning Strategies According to Ries & Ries: Options for Bitcoin-Only Brands
1. Offensive Strategy
A direct attack on the multi-coin giants (Binance, Kraken) makes little sense for Bitcoin-only providers due to fundamentally different business models. Direct competition is limited, as target audiences differ significantly.
2. Defensive Strategy
Defending the Bitcoin-only niche through:
-
Expansion of educational offerings and development into a "Trusted Educator" in the Bitcoin space
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Emphasis on regulatory trust anchors (e.g., Swiss location, strong compliance frameworks)
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Strengthening community engagement via events, local networks, and brand ambassadors
3. Flanking Strategy
Tapping into new target groups and market segments, such as:
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Wealthy, conservative savers looking to use Bitcoin as inflation protection and a store of value
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Entrepreneurs and SMEs with Bitcoin treasury strategies
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Partnerships with tax advisors, family offices, and financial consultants
4. Bypass Strategy
Entering new market fields beyond traditional Bitcoin buying and saving:
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Bitcoin-backed loans and financial products
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Vertical integration from purchase and custody to advisory and tax optimization
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Development of Bitcoin-based retirement products and professional custody services
Still Unclaimed Positioning Fields in the DACH Region
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Bitcoin for SMEs: Treasury management, accounting, consulting
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Bitcoin Private Banking: Exclusive, tailored advice for HNWIs and family offices
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Bitcoin Retirement Planning: Tax-optimized savings plans for long-term wealth building
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Bitcoin Education & Certification: Qualified training for tax advisors, financial consultants, and institutions
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Institutional Custody Solutions: Secure custody and compliance for large investors
Recommendations for Action for Bitcoin-Only Providers in the DACH Region
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Create Clarity: Radically sharpen the core message and maintain consistent positioning against multi-coin providers.
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Strengthen Regulatory Competence: Use MiCAR approval and compliance as a trust anchor.
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Consistent Communication: Deliver unified and clear messages across all channels, avoiding contradictory positioning.
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Education as Differentiation: Expand educational offerings and knowledge transfer as a hallmark of the brand.
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Form Partnerships: Collaborate with traditional financial players and advisory networks to tap into new customer segments.
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Community Engagement: Foster ties with Bitcoin purists and build ambassadors as brand advocates.
Conclusion
Positioning as a Bitcoin-only brand in the DACH region is a strategic decision with high differentiation potential. Despite increasing regulatory and competitive pressures, there are diverse opportunities if providers clearly define and consistently pursue their positioning. The fragmentation of market communication among some players shows how dangerous unclear positioning can be.
Bitcoin-only is more than just the rejection of altcoins—it is a commitment to a clear, value-based vision that builds long-term trust. Those who follow this path with a clear strategy, disciplined communication, and a clear customer benefit can sustainably establish themselves in the DACH market.
Sources:
Strategic Marketing and Positioning
Ries, A. and Trout, J., 2001. Positioning: The Battle for Your Mind. New York: McGraw-Hill.
Ries, A. and Trout, J., 2006. Marketing Warfare. New York: McGraw-Hill.
Brandtner, H., ongoing. brandtneronbranding.com – Strategic Brand Management. [online] Available at: https://www.brandtneronbranding.comBitcoin-Only Providers in the DACH Region
Relai, ongoing. Relai Blog. [online] Available at: https://relai.app/blog
Coinfinity, ongoing. Coinfinity Newsroom. [online] Available at: https://coinfinity.co/news
Pocket Bitcoin, ongoing. FAQ and Information. [online] Available at: https://pocketbitcoin.com/faqRegulation and MiCAR
European Commission, 2023. Markets in Crypto-assets Regulation (MiCAR). [online] Available at: https://finance.ec.europa.eu
BaFin – Federal Financial Supervisory Authority, ongoing. Crypto Market Supervision in Germany. [online] Available at: https://www.bafin.de
CMS Law, 2023. MiCAR: The New EU Crypto Regulation Overview. [online] Available at: https://cms.law/de/aut/news-information/micar-crypto-regulation
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