Freedom Holding Transitions to a Unified Brand

Freedom Holding Corp. will no longer be associated solely with brokerage and banking services. The company has announced a transition to a unified Freedom brand, under which all ecosystem services – from financial products and insurance to travel, e-commerce, and telecommunications – will continue to develop.

Freedom Holding Corp.’s ecosystem has launched a large-scale rebranding initiative and is moving to a single Freedom brand identity. The company is phasing out descriptive extensions such as Bank and Broker, gradually bringing all group services under a common visual and communication architecture.

The decision is part of the company’s strategy to build a unified digital ecosystem that combines financial, insurance, telecommunications, and lifestyle services across more than 20 countries.

“The brand transformation is a natural continuation of Freedom’s evolution as a unified ecosystem. Today, our products and services are already deeply integrated, and a single brand makes those connections clearer and more recognizable for customers,” said Freedom Holding Corp. CEO Timur Turlov.

From Individual Businesses to a Unified Ecosystem

A decade ago, the Freedom brand was primarily associated with brokerage services. Following its listing on NASDAQ in 2019, the company expanded rapidly and gradually built a comprehensive digital platform around its financial services.

Today, the Freedom ecosystem includes banking, brokerage, insurance, telecommunications, travel services, and payment solutions, all integrated within the Freedom SuperApp. Through a single platform, users can invest, apply for mortgages, purchase tickets, book travel, pay for goods and services, and use mobile communications.

According to Timur Turlov, “value is created not by individual products, but by the connections between them.” At the center of this structure is the SuperApp. The platform has already surpassed 5 million registered users, while the overall ecosystem serves more than 11 million customers.

Business Growth

The brokerage business remains one of the company’s key growth drivers. Freedom is Kazakhstan’s largest digital broker, with more than 315,000 client accounts and 41 million transactions executed over the past year.

The bank within Freedom Holding has become one of the fastest-growing banks in Kazakhstan by deposit growth. Its loan portfolio exceeds $2.8 billion, while its non-performing loan ratio remains among the lowest in the market.

A SuperApp for Everyday Life

One of the fastest-growing services within the SuperApp is Freedom Travel. By the end of 2025, the platform accounted for approximately 20% of Kazakhstan’s airline ticket market, meaning that nearly every fifth airline ticket in the country was sold through the Freedom ecosystem.

The company is now expanding its travel platform internationally and launching its own global aggregator with access to 3.5 million hotels and apartments worldwide. More than 30 airlines have already been integrated through direct contracts, enabling the platform to offer pricing without intermediaries. Freedom Travel aims to compete directly with Booking.com and Airbnb.

At the same time, the holding company is strengthening its position in e-commerce and delivery services. Following the acquisition of Arbuz, Freedom has actively expanded its grocery business, with sales more than doubling in 2025. The company continues to broaden its delivery footprint, including expansion into Shymkent, while adding new suppliers and increasing product selection through imports from Europe and Asia.

Freedom’s ticketing platform has become the largest player in Kazakhstan’s event ticketing market, processing up to 90% of the country’s event ticket sales. Ticketon allows users to purchase tickets for concerts, theater performances, and sporting events within the ecosystem.

The company is also expanding into health technology. Digital healthcare services are being integrated into the SuperApp, including doctor appointments, online consultations, pharmacy purchases, and personalized health solutions. In the future, Freedom plans to incorporate AI-powered tools and genetic services into this offering.

Another upcoming component of the ecosystem is Lenta, a social platform that combines content, communication, recommendations, and commerce in a single environment. Users will be able to share reviews, publish content, and earn bonuses and cashback rewards for their activity.

New Markets

Freedom is steadily evolving from a regional player into an international platform with operations in more than 20 countries, including Central Asia, Europe, the Middle East, and the United States.

One of the company’s key international expansion priorities is Turkey. Freedom has already launched a brokerage business there and announced the acquisition of Turkish Bank A.Ş.. The company is applying the same model that proved successful in Kazakhstan: establishing brokerage infrastructure first, followed by banking services and, eventually, a full ecosystem centered around the SuperApp.

Turkey is viewed as one of the region’s most attractive markets, with a population of approximately 90 million people, high levels of investment activity, and rapidly growing demand for digital financial services.

However, Turkey is only one part of Freedom’s broader international expansion strategy. In Europe, the company is also exploring opportunities to expand its banking business. Potential markets include France and Armenia, where the holding is evaluating acquisitions of banking assets. In Armenia, the company is considering market entry through the acquisition of an existing bank.