Crypto finance startup Circle has revealed the launch of a latest reward program in a bid to attract new customers to its Circle Invest service. The reward program, which will run through the end of the year, will reward recent Circle Invest customers with one of the crypto assets backed by the service, which currently include Bitcoin, Ethereum, Bitcoin Cash, Ethereum Classic, Litecoin, Zcash, Monero, Stellar, 0x, Qtum, EOS and BAT. The startup explained on Monday that the move was part of a broader mission to “break the barriers to investing in crypto” and encourage more people to join the exchange. It follows the latest trend in the crypto space of cryptocurrency airdrops and giveaways. At the 2018 Web Summit last week, companies including BTC.com and eToro unveiled several initiatives to attract latest customers by offering free cryptocurrencies. But perhaps the most notable move came from Luxembourg-based firm Blockchain which unveiled a whopping US$125 million Stellar lumens airdrop in what is believed to be the largest giveaway in the history of crypto. The organization explained that it saw airdrops as an important next step to strengthening the wider ecosystem of cryptocurrencies through decentralization. Additionally, the relative ease and zero-expense nature of airdrops makes them a key vehicle to reaching potentially millions of people. Airdrops, which consist in distributing crypto coins for free, have many advantages. Initial off, they offer a way for blockchain projects to distribute crypto tokens far and wide, and build up the network effects that are essential for success. Then, at a time when regulators are scrutinizing initial coin offerings (ICOs), airdrops seem like a safer strategy that allows entrepreneurs to escape regulators’ attention. Digital investment app Circle Invest was released in March 2018 with an aim to provide users with an easy way to get started with cryptocurrency trading. Throughout the months that followed its release, the enterprise introduced several functions to the exchange including Buy the Market, a way for customers to buy all its listed assets in one tap, and Collections, a feature that automatically divides investment across all of the coins backed by Circle Invest. Founded in 2013, Circle is a cryptocurrency startup providing a range of products that include Circle Pay, a money transfer app, Circle Trade, an over-the-counter crypto desk, and Poloniex, one of the world’s largest crypto exchanges which the firm purchased in February. Most recently, Circle purchased SeedInvest, a broker-dealer and equity crowdfunding system. Circle noted the capabilities of the SeedInvest product, which include startup due diligence, securities issuance, investor accreditation, payments and securities custody, will be expanded to support crypto-denominated investments including using fiat stablecoins such as USDC, as well as issuing and offering tokenized securities.