Crypto Basics

Top 10 Crypto Portfolio Trackers - Complete List

Discover the top 10 crypto portfolio trackers. Effortlessly manage and optimize your digital assets for maximum returns.
Token Metrics Team
7 Minutes
MIN

Cryptocurrencies have gained significant popularity in recent years, attracting both investors and enthusiasts. As the crypto market continues to expand, it becomes essential for individuals to effectively manage and track their crypto portfolios. 

This article explores the top 10 crypto portfolio trackers available in the market, providing insights into their features, benefits, and functionalities. Let's start with the basics -

What is a Crypto Portfolio Tracker?

Crypto portfolio trackers are software applications or online platforms that allow users to manage and monitor their cryptocurrency investments in a centralized and organized manner.

These trackers provide real-time information on portfolio performance, asset allocation, transaction history, and market trends. 

By using a crypto portfolio tracker, investors can make informed decisions, track profits, and streamline their crypto investment strategies.

Importance of Tracking Crypto Portfolios

Tracking a crypto portfolio is crucial for several reasons. Firstly, it provides an overview of the performance of different cryptocurrencies within the portfolio, enabling users to identify which assets are performing well and which ones may require adjustments. 

Secondly, it helps investors stay updated with the latest market trends, news, and price fluctuations, allowing them to make timely investment decisions. Lastly, tracking portfolios simplifies tax reporting, as it provides accurate records of transactions and holdings.

List of Best Crypto Portfolio Trackers

In recent time, several crypto portfolio trackers gained significant popularity and widespread usage among investors. Here is the list of few popular crypto portfolio trackers -

1. Token Metrics

Token Metrics crypto portfolio tracker is a comprehensive and sophisticated tool designed to help crypto investors effectively manage and track their digital assets. 

With its intuitive interface and robust features, the portfolio tracker enables users to seamlessly monitor their investments across multiple exchanges and wallets in real-time. 

Token Metrics crypto portfolio tracker

This powerful platform offers detailed analytics, performance metrics, and customizable alerts, empowering investors to make informed decisions based on accurate and up-to-date data. 

The portfolio tracker also provides deep insights into individual cryptocurrency holdings, including historical performance, allocation breakdowns, and risk analysis.

2. Coingecko

CoinGecko is more than just a portfolio tracker; it's a comprehensive cryptocurrency platform that provides market data, news, and insights.

CoinGecko crypto portfolio tracker

With its portfolio management feature, users can track their investments and monitor performance in real-time. CoinGecko also offers a wide range of metrics and charts to help users make informed decisions.

3. CoinMarketCap

CoinMarketCap stands as a highly reputable cryptocurrency price-tracking platform globally. Additionally, the company provides investors with a portfolio tracking solution.

Coinmarketcap crypto portfolio tracker

Although the platform's functionality is somewhat limited, it presents a viable choice for budget-conscious traders who prefer the manual input of their cryptocurrency holdings.

4. Crypto.com

Crypto.com is primarily a crypto exchange but also offers portfolio tracking for hosted wallets. Users can track the past and real-time prices of their invested coins through the mobile app or website.

Crypto.com portfolio tracker

The platform allows tracking of top gainers and losers, newly added coins, and watchlist coins, providing comprehensive data such as price, volume, and market cap with a 7-day chart. It is available on both iOS and Android, and supports NFTs.

5. CoinTracker

CoinTracker simplifies crypto portfolio management by automatically syncing transactions from exchanges and wallets.

Coin Tracker crypto portfolio tracker

It offers tax calculation tools, performance tracking, and insightful analytics. CoinTracker supports over 300 exchanges and integrates with popular wallets like Coinbase and MetaMask.

6. CryptoCompare

CryptoCompare is a reliable and user-friendly portfolio tracker that offers a holistic view of your crypto holdings.

CryptoCompare portfolio tracker

It provides detailed information on prices, market trends, and trading volumes, allowing users to make data-driven decisions. CryptoCompare also offers a wide range of educational resources, making it a valuable tool for beginners.

7. CoinStats

CoinStats is a comprehensive portfolio tracker that offers real-time data on over 3,000 cryptocurrencies. With its intuitive interface and advanced features, CoinStats allows users to monitor their portfolio performance, set price alerts, and track market trends.

CoinStats portfolio tracker

Its integration with various exchanges and wallets makes it a convenient choice for crypto enthusiasts.

8. Kubera

Kubera presents itself as a portfolio tracker specifically designed to cater to a wide range of assets, including cryptocurrencies and NFTs. Unlike offering a free option, Kubera offers personal plans starting at $150 per year.

Kubera crypto portfolio tracker

Kubera also offers features like track multiple assets, automatic and manual import options and identifying top performers.

9. Delta Investment Tracker

Delta is a powerful portfolio management tool that supports over 300 exchanges and cryptocurrencies.

Delta Investment Tracker

Its sleek design and customizable features make it a popular choice for both beginners and experienced traders. With Delta, users can sync multiple wallets and exchanges, set price alerts, and access comprehensive analytics.

10. Crypto Pro

Crypto Pro, originally launched in 2015 as a Bitcoin ticker for the Apple Watch, has evolved into a comprehensive cryptocurrency tracking app.

Crypto Pro portfolio tracker

With support for over 5,000 cryptocurrencies and compatibility with the entire Apple ecosystem, users can conveniently monitor their portfolios, receive live price updates, read news, and set price alerts. 

The app ensures privacy by encrypting user data stored locally on each device, without employing any user analytics or tracking solutions.

How to choose the best crypto portfolio tracker?

When selecting a crypto portfolio tracker, it's essential to consider several factors to ensure it meets your specific needs. Some key factors to consider include:

Security: Look for trackers that prioritize strong security measures, such as encryption, two-factor authentication, and cold storage options.

Supported Exchanges: Check if the tracker supports the exchanges you use to trade cryptocurrencies.

User Interface and Experience: Choose a tracker with an intuitive interface that provides a user-friendly experience.

Compatibility: Ensure the tracker is compatible with the devices and operating systems you use.

Alerts and Notifications: Look for trackers that offer customizable alerts and notifications for price changes, portfolio milestones, and market news.

Reporting and Analytics: Consider trackers that provide detailed reports, analytics, and visualizations to help you understand your portfolio's performance.

Portfolio Synchronization: Opt for trackers that can sync with your wallets and exchanges to automatically update portfolio data.

Customer Support: Check if the tracker offers responsive customer support channels in case you encounter any issues.

FAQs

Q1. Which crypto portfolio tracker is best for beginners?

For beginners, CoinMarketCap and CoinGecko are excellent choices. Both offer user-friendly interfaces, comprehensive features, and educational resources to help beginners navigate the crypto world with ease.

Q2. Can I track my portfolio across multiple exchanges?

Yes, many portfolio trackers like CoinStats, Delta, and CoinTracker support syncing transactions from multiple exchanges, allowing you to conveniently track your holdings in one place.

Q3. Do these portfolio trackers offer mobile apps?

Yes, most of the top portfolio trackers mentioned in this article, including CoinStats, Delta, and CoinGecko, offer mobile apps for both iOS and Android devices, enabling you to track your portfolio on the go.

Q4. Are these portfolio trackers secure?

Yes, reputable portfolio trackers prioritize security and employ various measures like encryption, two-factor authentication, and data protection protocols to ensure the safety of your portfolio data.

Q5. Can I use these portfolio trackers for tax reporting?

Yes, portfolio trackers like CoinTracker provide tax reporting features, allowing you to generate reports and calculate your cryptocurrency gains or losses for tax purposes.

Q6. Are there any free portfolio tracker options available?

Yes, several portfolio trackers offer free versions with basic features and limited capabilities. However, most also offer premium plans with additional features for users who require more advanced portfolio management tools.

Conclusion

In conclusion, tracking and managing your cryptocurrency portfolio is crucial for successful investing. These portfolio trackers offer a range of features and benefits to help you stay on top of your investments. 

Whether you're a beginner or an experienced trader, these portfolio trackers offer user-friendly interfaces, real-time data, customizable features, and integration with exchanges and wallets. 

By choosing the right portfolio tracker, you can effectively monitor your holdings, analyze market trends, set alerts, and make informed decisions to maximize your crypto investment potential.

Disclaimer

The information provided on this website does not constitute investment advice, financial advice, trading advice, or any other sort of advice and you should not treat any of the website's content as such.

Token Metrics does not recommend that any cryptocurrency should be bought, sold, or held by you. Do conduct your own due diligence and consult your financial advisor before making any investment decisions.

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Recent Posts

Crypto Basics

How Do Taxes Work for Crypto Trading?

Token Metrics Team
5 min
MIN

Cryptocurrency trading can be exciting and profitable, but one thing many traders overlook is taxation. Whether you’re buying Bitcoin, trading altcoins, or earning staking rewards, your activities can create taxable events—and failure to report them properly can lead to hefty penalties.

If you’ve been wondering, “How do taxes work for crypto trading?”, this guide breaks it all down. We’ll explain how crypto taxes work, the most common taxable events, and how Token Metrics can help you make smarter, tax-conscious trading decisions.

Are Cryptocurrencies Taxed?

Yes. In most countries, cryptocurrencies are treated as property, not currency, for tax purposes. This means:

  • Buying crypto with fiat (e.g., USD → BTC) is not taxable by itself.

  • Selling, swapping, or spending crypto is a taxable event.

  • Earning crypto (through staking, mining, or airdrops) is taxable income.

While tax laws vary by country, the principle is the same: any gain or income from crypto is subject to taxation.

Common Taxable Events in Crypto

To manage your taxes effectively, you need to know what counts as a taxable event.

1. Selling Crypto for Fiat

If you sell Bitcoin, Ethereum, or any other crypto for fiat currency, you must report capital gains or losses.

Example:

  • You bought 1 BTC for $20,000 and sold it for $40,000.

  • Your capital gain is $20,000—which is taxable.

2. Trading One Crypto for Another

Swapping one crypto for another (e.g., BTC → ETH) is also a taxable event.

Why?

  • You’re considered to have “sold” BTC at its fair market value and “bought” ETH.

3. Spending Crypto on Goods or Services

Using crypto to buy a car, laptop, or coffee? That’s a taxable event too.

Example:

  • You bought 1 ETH at $1,000.

  • You used it to buy goods when ETH was worth $2,000.

  • The $1,000 gain is taxable.

4. Earning Crypto

  • Staking & Mining Rewards: Counted as ordinary income at the time you receive them.

  • Airdrops & Hard Forks: The value at the time you receive them is taxable income.

5. DeFi & NFT Transactions

DeFi activities like yield farming, lending, or NFT trading may also trigger complex taxable events depending on jurisdiction.

Capital Gains: Short-Term vs. Long-Term

When you sell crypto, your profit is classified as a capital gain—either short-term or long-term.

  • Short-Term Gains:


    • Assets held less than 12 months.

    • Taxed at your ordinary income tax rate (higher).

  • Long-Term Gains:


    • Assets held more than 12 months.

    • Taxed at reduced capital gains rates (in many jurisdictions).

Pro Tip: Holding crypto for at least a year can significantly lower your tax burden.

How to Calculate Your Crypto Taxes

Step 1: Track Every Transaction

Record:

  • Date & time of the trade.

  • Type of transaction (buy, sell, swap).

  • Amount & value in fiat currency.

  • Fees paid.

Step 2: Determine Cost Basis

Your cost basis is how much you paid for the asset (including fees).

Step 3: Calculate Gains/Losses

Subtract your cost basis from the selling price:

  • Profit = Taxable gain

  • Loss = Tax-deductible (in some countries).

Step 4: Report Income

Report staking, mining, and airdrop rewards as ordinary income at their market value when received.

How Token Metrics Helps with Tax-Efficient Trading

Staying compliant doesn’t just mean reporting correctly—it means trading smartly to reduce your tax burden. That’s where Token Metrics can help.

1. AI-Powered Portfolio Tracking

Track all your crypto holdings across exchanges and wallets, making tax reporting easier.

2. Long-Term vs. Short-Term Insights

Use Investor Grades to identify cryptos worth holding long-term, reducing your tax liability on gains.

3. Strategic Trade Timing

Get AI-powered trading signals to make smarter decisions on when to sell—balancing profits and taxes.

4. Narrative Tracking

Spot emerging narratives (AI tokens, DeFi trends) early, allowing you to plan tax-friendly entries and exits.

Strategies to Minimize Crypto Taxes

  1. Hold for Over a Year: Qualify for long-term capital gains rates.

  2. Harvest Losses: Sell underperforming assets to offset taxable gains.

  3. Use Tax-Friendly Accounts: Some countries allow crypto investments in tax-advantaged accounts.

  4. Gift Crypto: In certain jurisdictions, gifting crypto can reduce tax exposure.

  5. Use AI for Smart Exits: Token Metrics can help you plan trades strategically to minimize taxable events.

Common Mistakes to Avoid

  • Not tracking transactions: Without records, you can’t calculate accurate gains/losses.

  • Ignoring swaps: Trading crypto-to-crypto is still taxable.

  • Forgetting airdrops/staking rewards: These are considered income at receipt.

  • Panic-selling without strategy: Leads to high taxes and missed opportunities.

Global Variations in Crypto Taxes

Tax treatment varies by country:

  • U.S.: IRS treats crypto as property.

  • UK: HMRC applies Capital Gains Tax on disposals.

  • Australia: ATO taxes crypto as property.

  • EU: Policies vary by member state but generally treat crypto as assets.

Always consult a crypto tax professional for advice in your jurisdiction.

Practical Example

Let’s say you:

  • Bought 2 ETH at $1,500 each ($3,000 total).

  • Sold 1 ETH at $3,000.

  • Your gain: $1,500 (minus fees).

  • If you held for over a year, you pay long-term capital gains tax. If not, it’s short-term at a higher rate.

With Token Metrics, you could track purchase dates and AI signals to time your exit strategically—potentially saving on taxes.

Final Thoughts

So, how do taxes work for crypto trading?

  • Selling, swapping, and spending crypto are taxable events.

  • Staking, mining, and airdrops are taxed as income.

  • Holding for over a year often reduces your tax bill.

The key to staying compliant and minimizing taxes is tracking transactions, planning trades strategically, and using the right tools.

That’s where Token Metrics helps. With AI-driven portfolio tracking, tax-efficient trading insights, and market analytics, Token Metrics empowers you to trade smarter, reduce taxable events, and keep more of your profits.

Don’t just trade crypto—trade tax-smart.

Research

What Are Limit Orders vs. Market Orders?

Token Metrics Team
8 min
MIN

When you trade cryptocurrency, you’ll come across different types of orders—market orders and limit orders being the two most common. Understanding how they work is essential for controlling your entry and exit points, minimizing slippage, and making better trading decisions.

If you’ve ever wondered, “What’s the difference between limit orders and market orders?”, you’re in the right place. This guide will break it down in detail, explain when to use each, and show how Token Metrics helps you execute smarter trades with AI-powered insights.

What Is a Market Order?

A market order is the simplest type of trade. It tells an exchange:

“Buy or sell this cryptocurrency at the best available price right now.”

How It Works:

  • When you place a market order to buy, the system instantly matches you with sellers at the lowest available price.

  • When you place a market order to sell, it instantly matches you with buyers at the highest available price.

Advantages of Market Orders:

  1. Instant Execution: Your trade goes through immediately.

  2. Simplicity: Perfect for beginners who want fast transactions.

  3. Useful in High-Volatility Conditions: If you need to enter or exit a trade quickly, market orders are your best bet.

Disadvantages of Market Orders:

  1. Slippage: If liquidity is low or the market moves quickly, you might pay more (or receive less) than expected.

  2. No Price Control: You accept whatever price the market offers at that moment.

Example:
If Bitcoin is trading at $40,000 and you place a market order for 1 BTC, you may end up paying $40,050 if the price moves up in the milliseconds it takes to execute your trade.

What Is a Limit Order?

A limit order gives you more control. It tells an exchange:

“Buy or sell this cryptocurrency at this specific price (or better).”

How It Works:

  • When you place a buy limit order, you set the maximum price you’re willing to pay.

  • When you place a sell limit order, you set the minimum price you’re willing to accept.

  • The order stays open until the market reaches your price—or until you cancel it.

Advantages of Limit Orders:

  1. Price Control: You won’t pay more (or sell for less) than your chosen price.

  2. Better for Planning: Ideal for setting up trades without constantly watching the market.

  3. Lower Fees: Some exchanges offer lower “maker” fees for limit orders since they add liquidity.

Disadvantages of Limit Orders:

  1. No Guarantee of Execution: If the market doesn’t reach your price, your order won’t go through.

  2. Slower Execution: Not suitable for urgent trades in fast-moving markets.

Example:
If Bitcoin is trading at $40,000, you could set a buy limit order at $39,500. If the price dips to that level, your order fills. If it doesn’t, you won’t buy.

Limit Orders vs. Market Orders: Key Differences

When Should You Use Market Orders?

Market orders are best when:

  • You need speed: Entering or exiting a trade quickly.

  • The market is highly liquid: For large-cap coins like Bitcoin and Ethereum, slippage is minimal.

  • News-based trading: When reacting to breaking news or sudden price surges.

When Should You Use Limit Orders?

Limit orders are best when:

  • You want price control: Setting entries at discount levels or selling at specific profit targets.

  • You’re trading low-liquidity coins: Prevents overpaying due to slippage.

  • You’re building a strategy: Setting multiple entries and exits without active monitoring.

How Token Metrics Helps You Use Market & Limit Orders Effectively

Placing orders is one thing—placing them at the right time is what makes you profitable. That’s where Token Metrics helps.

1. AI-Powered Trading Signals

Get real-time bullish and bearish alerts based on 80+ technical indicators, helping you know when to execute market or limit orders for maximum efficiency.

2. Trader & Investor Grades

Use Trader Grades for short-term trading opportunities (perfect for market orders) and Investor Grades for long-term accumulation (ideal for limit orders).

3. Narrative Tracking

Our AI identifies emerging narratives—like AI tokens or DeFi plays—so you can strategically place limit orders before trends take off.

4. AI-Managed Indices

Don’t want to place manual orders? Token Metrics’ AI-managed portfolios automatically rebalance based on market conditions, helping you avoid constant order management.

Practical Example: Combining Both Orders

Imagine you’re trading Ethereum (ETH):

  • Step 1: Token Metrics issues a bullish signal at $2,400, projecting a potential breakout.

  • Step 2: You place a market order to enter quickly at $2,400 to catch the momentum.

  • Step 3: You set a limit sell order at $2,700 to automatically secure profits without monitoring the chart.

This combination allows you to enter fast and exit smart—with less emotional stress.

Advanced Tips for Using Limit & Market Orders

  1. Use Stop-Limit Orders: Combine stop-loss and limit functions to protect against big losses.

  2. Layer Your Limit Orders: Place multiple buy/sell limits at different price levels for better cost averaging.

  3. Avoid Market Orders on Illiquid Coins: Slippage can cost you significantly.

  4. Use AI for Timing: Token Metrics helps you time entries and exits—so you’re not just placing random orders.

Final Thoughts

So, what’s the difference between limit orders and market orders?

  • Market orders are for speed—you get the trade done instantly at the best available price.

  • Limit orders are for control—you set the exact price you want to buy or sell.

The key is knowing when to use each—and using data-driven insights to make those decisions.

That’s where Token Metrics gives you an edge. With AI-powered trading signals, narrative tracking, and automated portfolio tools, Token Metrics helps you decide when to use market vs. limit orders, so you can trade confidently and profitably.

In crypto trading, timing is everything—and Token Metrics makes timing smarter.

Research

How Do I Manage Risk in Crypto Trading?

Token Metrics Team
8 min
MIN

Cryptocurrency trading can be highly profitable—but it’s also one of the riskiest markets in the world. Prices can swing wildly in seconds, projects can collapse overnight, and emotional decisions often lead to costly mistakes.

If you want to survive (and thrive) in crypto trading, you must learn how to manage risk effectively. In this guide, we’ll break down why risk management is critical, the top strategies to protect your capital, and how Token Metrics can help you trade smarter, safer, and with more confidence using AI-driven insights.

Why Risk Management Is Non-Negotiable in Crypto

In traditional markets, a 5% price movement is big news. In crypto? Daily moves of 10–20% are normal.

  • High volatility: Crypto is more speculative than stocks or forex.
  • Unregulated space: Scams and market manipulation are more common.
  • Emotional trading: Fear and FOMO lead to poor decisions.

Without a solid risk management plan, even experienced traders can lose everything.

Top Risk Management Strategies for Crypto Trading

1. Only Invest What You Can Afford to Lose

This is rule number one.

  • Never invest rent, emergency savings, or money you can’t afford to lose.
  • Treat crypto like a high-risk asset class—because it is.

2. Diversify Your Portfolio

Don’t put all your funds into one token.

  • Spread across different coins & sectors: Bitcoin, Ethereum, AI tokens, DeFi, etc.
  • Balance risk levels: Mix large-cap coins with small-cap moonshots.

How Token Metrics Helps:
Use AI-driven indices to build a diversified, auto-rebalanced portfolio aligned with your risk tolerance.

3. Use Stop-Loss Orders

Set stop-loss levels to automatically sell if prices fall below a certain threshold.

  • Prevents small losses from becoming catastrophic.
  • Helps maintain discipline during market dips.

Pro Tip: Place stops at strategic support levels, not random round numbers.

4. Size Your Positions Properly

Don’t go “all-in” on one trade.

  • Position sizing ensures no single trade wipes out your portfolio.
  • A common rule: risk 1–2% of your capital per trade.

5. Avoid Overleveraging

Leverage amplifies gains—but also losses.

  • Start with low or no leverage until you’re experienced.
  • High leverage trading can lead to instant liquidation in volatile markets.

6. Keep Emotions in Check

Fear, greed, and FOMO (fear of missing out) destroy portfolios.

  • Stick to your strategy.
  • Don’t chase pumps or panic-sell during dips.

How Token Metrics Helps:
Our AI-powered bullish and bearish signals take emotions out of trading by giving you data-backed entry and exit points.

7. Stay Informed

Markets move on news—regulations, partnerships, or even tweets.

  • Follow credible sources for updates.
  • Use narrative tracking to spot market-shifting trends early.

How Token Metrics Helps:
Our AI tracks emerging narratives (e.g., AI tokens, DeFi, RWAs), so you can adjust positions before the crowd reacts.

8. Use Risk/Reward Ratios

Before entering a trade, ask:

  • Is the potential reward worth the risk?
  • Aim for at least a 2:1 or 3:1 reward-to-risk ratio.

9. Practice Secure Asset Storage

Risk management isn’t just about trades—it’s also about keeping your crypto safe.

  • Use hardware wallets for long-term holdings.
  • Enable 2FA on exchanges.

10. Review & Adjust Your Strategy

Markets evolve—your plan should too.

  • Track your wins and losses.
  • Optimize your strategy using performance data.

How Token Metrics Helps You Manage Risk

Token Metrics isn’t just a research platform—it’s an AI-powered risk management assistant.

1. AI-Powered Trade Insights

Get real-time bullish and bearish signals to time entries and exits more effectively—reducing impulsive trades.

2. Trader & Investor Grades

Quickly assess tokens for short-term trading potential (Trader Grade) or long-term viability (Investor Grade)—helping you avoid high-risk projects.

3. AI-Managed Indices

Use auto-rebalanced AI indices to maintain diversification and reduce risk exposure.

4. Moonshot Finder

Interested in high-risk, high-reward tokens? Our Moonshot Finder filters low-cap projects using AI, helping you avoid scams and rug pulls.

5. Narrative Detection

Our AI tracks emerging narratives so you can anticipate market movements early—reducing exposure to collapsing trends.

Example: Risk Management Using Token Metrics

Imagine you want to invest $5,000 in crypto:

  • Without Token Metrics: You randomly choose 3 coins based on hype and YouTube videos. Two collapse, and your portfolio drops 50%.

  • With Token Metrics: You build a diversified AI-managed index of large-cap and promising small-cap tokens, use stop-loss levels, and set alerts for bullish/bearish signals. Your portfolio drops only 10% in a downturn—saving thousands.

This is how data-driven trading transforms risk into opportunity.

Practical Risk Management Checklist

  1. Never invest more than you can afford to lose.

  2. Diversify across coins and sectors.

  3. Use stop-loss orders to cap losses.

  4. Avoid overleveraging at all costs.

  5. Set realistic reward-to-risk ratios (2:1 or better).

  6. Use AI-powered tools like Token Metrics for smarter trades.

  7. Stay informed about news and emerging narratives.

  8. Secure your assets with hardware wallets and 2FA.

  9. Track and adjust your trading strategy regularly.

  10. Trade with logic, not emotions.

Final Thoughts

So, how do you manage risk in crypto trading? It’s about balancing your portfolio, using smart tools, and staying disciplined.

While volatility is unavoidable, you can control how much you’re exposed to it. With Token Metrics, you gain AI-powered insights, trade signals, and portfolio tools that help you reduce risks while maximizing opportunities.

In crypto, it’s not just about making profits—it’s about keeping them.

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