Uphold, former Bitreserve, has announced the launch of new services and products.

“Today, Bitreserve takes its next great step forward on the journey to transform global financial services for the benefit of everyone, everywhere. Together with the entire company, I’m proud and excited to announce that Bitreserve has become Uphold.”

These welcoming words appeared yesterday on official Uphold’s blog marking the new stage of company development. Anthony Watson, President and CEO, announced the total rebrand of the company along with the launch of new products and services.

Uphold sets itself as the world’s leading cloud-based platform. Now it enables customers to top up their accounts via bank (available for 33 European countries) or credit/debit card (30 countries so far) besides bitcoin.

The company has great plans for expansion to other locations. In November customers in the USA and China will get access to new services. Uphold is working now on developing both physical and virtual payment cards with Visa, MasterCard and Discover card to allow using Uphold accounts for payments online or in-store. The service will be launched in December. The company is targeting to roll out to India in the beginning of 2016.

Uphold strives to offer reliable, fair and free financial services without limitations all over the world. “Our mission is to make it easy and frictionless for anyone, anywhere to move, convert, hold and transact in any form of money or commodity securely, instantly and for free.”

It doesn’t sound like idle promises as the figures impress. Uphold has conducted transactions in 24 currencies with total value of more than $400 million. So far it has managed to embrace 163 countries. Being one of the largest bitcoin companies in the world Uphold has transacted approximately 22% of all publicly traded bitcoin.

Anthony Watson reveals what makes his company unique in the financial world: “By connecting the world’s legacy and fragmented financial networks and systems with the world’s leading cloud-money platform we bring to the marketplace instant, transparent, accountable and free financial services for all. We’re simplifying and radically reducing costs for all financial transactions and services — from currency conversions to international money transfers and payroll to bill payment and remittance.”

Uphold places social benefits in the list of its values as well. It donates 5% of pre-tax profits to charity in order to support those who really need help.

Bitreserve was initially launched as a bitcoin exchange. It always stated working first of all for people and with people as its aim. The team looked forward to creation of “fair, inclusive, accountable and transparent financial system” and now, taking into account the recent rebranding, it’s as close to its goal as never. Being rebranded in Uphold, the company doesn’t focus on bitcoin only anymore (although bitcoin service is still one of the directions).

Uphold was launched in November 2014 by Halsey Minor in Charleston, South Carolina. Now the company operates also in London, Braga, Shanghai and San Francisco. You can get full information about the company on https://uphold.com.

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