I was an early believer in the new financial movement with the launches of Bitcoin and Ethereum. Crypto wasn’t just a passing trend; it was the foundation of a new financial era. By the end of the 2010s, I was all in. But despite my conviction, one thing became painfully clear: crypto was hard to use.

The experience was intimidating. Wallets, gas fees, endless jargon—it wasn’t just confusing; it was unwelcoming. Even for someone deeply engaged and technical, navigating this world felt like a full-time job. If crypto was ever going to reach the masses, it couldn’t stay this complex.

Determined to be part of the solution, I took the leap into the industry, joining Celsius. Say what you will about its fate, but the mission resonated: making crypto simple. It provided a straightforward way to hold and earn on digital assets, bringing DeFi-like advantages to everyday users. For a while, it felt like we were moving in the right direction. But ultimately, the technology wasn’t ready, and neither was the infrastructure.

Celsius collapsed. So did FTX. One by one, centralized crypto platforms crumbled—not just because of gross mismanagement but because they were fundamentally built on the wrong model. They took the worst parts of traditional finance and tried to force them onto an industry that was supposed to be decentralized, trustless, and transparent.

That’s when it clicked. The problem wasn’t just usability—it was control. Users needed access to powerful DeFi tools without handing over their keys or navigating a labyrinth of wallets and bridges. The solution wasn’t another centralized exchange. It was something better.

The Era of Trust is Over

Centralized crypto companies copied traditional finance and slapped a crypto sticker on it—ultimately they relied on a simple but flawed premise: trust us. Users deposited funds into opaque systems, hoping they would be managed responsibly. We know how that ended.

Today’s consumers don’t want trust; they want verification. They want systems where they can see their assets, control their funds, and execute transactions with full transparency. The good news? We finally have the infrastructure to make that a reality.

Why Every Crypto Company Should Be Fully On-Chain

The failures of Celsius and FTX weren’t just unfortunate accidents; they were the inevitable consequences of building with outdated assumptions. Crypto was never meant to be another black box financial system. It was meant to be open, auditable, and permissionless. Now, we have the tools to ensure that vision is realized:

• On-Chain Transparency: Users can verify holdings and transactions in real time. No hidden liabilities, no backroom deals.

• Self-Custody First: If it’s not your keys, it’s not your crypto. True financial sovereignty means reducing unnecessary counterparty risk.

• Intent-Based Execution: Simplifying transactions so users sign what they mean—not lines of complex code they don’t understand.

• Cross-Chain Interoperability: Breaking down barriers between blockchains, allowing seamless movement of assets without friction.

The Birth of Persona: Crypto, as It Was Meant to Be

Persona was born from this realization: crypto doesn’t need more centralized gatekeepers. It needs a co-pilot that empowers users with self-custody while eliminating the complexity that holds them back.

• No more juggling gas tokens

• No more praying transactions go through

• No more sacrificing control for convenience

Just a simple, intelligent system that lets users operate across chains effortlessly, with one signature and total confidence.

Crypto was always meant to be empowering. We’re here to make sure it finally is. The future isn’t another centralized exchange—it’s on-chain, transparent, and in your control. Ready to take back your power?