Security firms, blockchain platforms, wallets, and fintech innovators.
Crypto and security covers companies with very different buyers, obligations, and trust requirements.
Node providers, layer-one and layer-two networks, developer tooling. The audience is technical and evaluates through documentation, benchmarks, and open source presence. Marketing language does more harm than good here.
The most trust-intensive segment. Institutional buyers conduct genuine due diligence, so security posture, insurance, compliance certifications, regulatory registrations, and incident history matter more than any messaging.
Consumer product problems: onboarding, comprehension, and the fact that self-custody carries irreversible consequences for users who make mistakes. Clarity here has real user-protection stakes, not just conversion stakes.
Heavily regulated, jurisdiction-dependent, and subject to specific rules about how services and availability are described. Copy goes through legal review as a matter of course.
These sell to banks, regulators, and law enforcement. The buyer is institutional and the crypto association is frequently a liability rather than an asset, which usually argues for positioning as compliance or risk software.
Adjacent but distinct. Selling to CISOs and security teams who are professionally skeptical and immune to marketing claims. Technical credibility, research output, and named practitioners carry the weight.
Who the actual buyer is, because a protocol selling to developers and a custodian selling to institutions need almost nothing in common. What regulatory constraints apply and who reviews copy. Whether the crypto association helps or hurts with the target audience. And what verifiable evidence exists: audits, certifications, research, named team.
That last question determines how much the site can credibly claim. Companies with real evidence should lead with it. Companies without it need a different strategy than pretending otherwise.
We do not work on projects whose primary proposition is speculative return, and we will not write copy implying gains. That is partly a risk position and partly a judgment about what we want our work associated with.
We are glad to work with companies building infrastructure, security, compliance, and financial tooling in this space, which is most of the serious work in it.
For related reading see our approach to crypto branding, or explore our crypto and security industry practice.
