B2CORE lands on AWS Marketplace as cloud procurement reshapes fintech

B2BROKER's broker CRM joins AWS Marketplace as hyperscaler software sales race toward $163bn by 2030.

By Disrupts Editorial Team Tue, 27 October 2026 AI level 2 of 5

AI level 2 of 5: drafted by our AI editorial assistant from the company's announcement; fact-checked, edited and signed off by Mark Walker, Editorial Director. What the levels mean

A brightly lit conference room features a long wooden table surrounded by gray office chairs, with a blurred cityscape visible through large windows in the background.

B2BROKER, the global fintech infrastructure provider, has listed B2CORE, its flagship CRM and back-office platform, on AWS Marketplace. The move lets brokers, exchanges, and financial institutions procure and deploy the software directly against their existing AWS spending commitments, collapsing what has historically been a multi-vendor procurement process into a single cloud billing relationship.

The listing is a narrow product announcement on its surface. But it arrives at a moment when the distribution layer for enterprise software is undergoing a structural shift of its own, one with implications that reach well beyond fintech.

Cloud marketplaces become the new enterprise sales channel

Analyst firm Omdia forecasts that software sales transacted through hyperscaler cloud marketplaces will grow from roughly $30bn today to $163bn by 2030. That near-fivefold increase reflects a broader pattern: large enterprises, under pressure to rationalise vendor sprawl and extract value from committed cloud spend, are increasingly routing software procurement through AWS, Azure, and Google Cloud. For software vendors, listing on a marketplace is no longer a distribution convenience, it is, increasingly, a prerequisite for reaching enterprise procurement departments.

For B2BROKER, the strategic logic is clear. Its customer base, retail brokers, prime brokerage operations, and crypto exchanges, has been migrating workloads to cloud infrastructure for several years. A marketplace listing means those customers can apply an existing AWS Enterprise Discount Programme commitment to a B2CORE licence, removing the friction of a separate budget negotiation. Arthur Azizov, Founder and CEO of B2BROKER, framed the move in terms of reliability and access: "It gives AWS customers a simpler path to bring B2CORE into their technology stack."

B2CORE itself bundles onboarding and KYC workflows, multi-currency wallets, risk management, and connections to trading platforms including MT4, MT5, cTrader, and B2BROKER's proprietary B2TRADER Spot and CFD engine. The platform is built on Kubernetes with a microservices architecture, allowing it to scale automatically against variable client workloads, a technical posture that aligns neatly with cloud-native procurement.

The convergence angle: cloud infrastructure as financial market infrastructure

The deeper story here sits at the intersection of cloud infrastructure and regulated financial services. As broker-dealers and exchanges migrate more of their operational stack to hyperscaler environments, the cloud providers themselves are becoming silent infrastructure partners to financial markets, subject, indirectly, to the same concentration-risk scrutiny that regulators have started to apply to technology dependencies in banking.

In the UK, the Financial Conduct Authority and the Bank of England's joint work on critical third-party designation (CTP) under the Digital Operational Resilience regime points in exactly this direction: regulators are beginning to treat hyperscaler dependency in financial services as a systemic risk, not merely a vendor-management question. A fintech vendor choosing to anchor its distribution and its infrastructure inside a single hyperscaler environment is a commercially sensible move today; it may attract regulatory attention tomorrow.

For capital allocators watching the enterprise software stack, the Omdia trajectory also raises a second-order question: as marketplace volumes scale toward $163bn, AWS, Azure, and Google Cloud capture an increasingly meaningful slice of enterprise software margin through their marketplace take-rates. That dynamic benefits the hyperscalers' own revenue diversification and creates a structural incentive for them to onboard financial-services-grade vendors, accelerating a convergence between cloud infrastructure and financial market plumbing that neither sector fully anticipated five years ago.