Ethena 2025 Roadmap: Penetrating Traditional Finance with Customized Product sUSDe

By: blockbeats|2025/01/07 04:15:03
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Original Title: Ethena 2025: Convergence
Original Author: G | Ethena, Founder of Ethena
Original Translation: 0xresearcher

In May, I once described the final roadmap of Ethena 2024, elaborating on the vision of the most important product we have created in the crypto space - Internet Money - and using it to drive the fusion of funds and interest rates in DeFi, CeFi, and TradFi.

Looking back, what made us most proud is the resilience we showed during a six-month market downturn. During this time, we encountered many schadenfreude onlookers, but there were also some who stood steadfastly by our side. For this, I am deeply grateful.

I am well aware that choosing to support us in the early days of Ethena was not an easy decision. It required taking on special risks, understanding a brand-new concept, and choosing to trust - believing that we could deliver on our promises.

But this is the essence of innovation, challenging the status quo, and driving industry progress.

Both the team and I appreciate everyone's trust, and we are honored and work tirelessly to build better products to repay your trust.

A few days after the Luna crash, I quit my job, founded Ethena, and assembled the team months after the FTX incident.

We forged ahead during the bear market of 2023 and redoubled our efforts during the market downturn of the past six months, increasing Ethena's core product and ecosystem goals tenfold.

This article will detail our goals for 2025 and will revolve around the following themes:

· 2024 Ethena Key Metrics Summary

· Ethena's Differentiated Products

· sUSDe Entering the Traditional Finance Sector

· Why sUSDe is the Rational Next Development Step for Traditional Finance after ETFs?

· Loose Rate Environment's Macroeconomic Benefit to USDe

· The Current State and Future of the Cryptodollar Landscape

· Ethena Creating a Savings Payment App for One Billion Users on Telegram

· Ethena Network Ecosystem Applications and New Chains

Ethena 2024 Year in Review

· Became the third largest USD asset in the space within ten months, with a supply of $60 billion

· Fastest in history to grow to a $50 billion USD asset

· Last month's annualized revenue exceeded $12 billion

· Second only to pump.fun, becoming the second fastest crypto startup to reach $1 billion in revenue

· In December, became the protocol with the highest per capita revenue in the space

What initially interested me about DeFi protocols was:

· Financial services can scale at marginal cost through software

· Capital can freely flow globally at internet speed

This gave us the ability to create the most profitable entity on Earth, almost for free.

For this purpose, Ethena has only existed for a year.

Ethena 2025 Roadmap: Penetrating Traditional Finance with Customized Product sUSDe

Comparison of Revenue Run Rate per Employee in December

Ethena is the second fastest startup in history to reach $1 billion in revenue

Ethena officially launched in February 2024. The current supply of USDe is around $60 billion, making it one of the fastest-growing applications in cryptocurrency history. One year after its founding, USDe is only behind USDT and USDC, which have been in operation for nearly a decade.

Fastest in history to reach $50 billion USD asset

In addition to USDT and USDC, Ethena accounted for 85% of all on-chain USD asset growth in 2024. In recent weeks, the nominal USD inflow into USDe has exceeded the total growth of ETFs, all of which are the most successful ETF products in history.

Since October 1st, the inflow of funds into USDe has exceeded all aggregated ETFs of ETH and BTC (excluding IBIT)

In the DeFi space, Ethena has become a key component for other financial applications. Over 50% of Pendle's Total Value Locked (TVL) comes from Ethena; Sky generates around 25% of its revenue (over $1 billion) related to Ethena; Morpho's TVL is approximately 30% from Ethena assets; Ethena's listing on Aave was the fastest-growing asset in 2024, reaching over $1.2 billion within three weeks; most EVM-based perpetual contract exchanges have listed USDe collateral assets.

Ethena is also one of the first on-chain products to enter the CeFi market (primarily used as margin collateral for trading derivatives). USDe is currently listed on about 60% of centralized exchange markets, with only two major exchanges yet to list it. In just a few weeks, USDe surpassed the USDC balance on Bybit, demonstrating the product's alignment with the market.

USDtb was also launched last month, backed by BlackRock's BUIDL Treasury Fund as collateral for the stablecoin. For end-users, the product operates like a regular stablecoin since it is designed specifically for profit-sharing partners such as centralized exchanges, incentivizing them to use the product on their platforms. We will gradually announce exchange integrations in January, allowing these institutions to offer a full suite of dollar products to their users through Ethena's products.

Lastly, we see decentralized and on-chain stablecoins starting to adopt a hybrid approach using USDe and Real-World Asset (RWA) products to support their offerings. Ethena can now provide backend infrastructure to issuers for both products, with products like Sky, Frax, and Usual leveraging Ethena in their offerings.

However, all these achievements pale in comparison to the upcoming changes.

The next phase of Ethena's growth will be primarily driven by entering the traditional finance sector.

The infrastructure is now in place, with the product's regulatory path in the traditional finance sector clear, presenting opportunities far beyond anything we have seen in the cryptocurrency space to date.

Entering Traditional Finance: A Win-Win Integration

Note: The target distribution platforms listed above are for reference only, and not all institutions are current partners.

The fixed income market is the world's largest liquidity investment category, with a total size exceeding $190 trillion. Most asset management firms, sovereign wealth funds, pension funds, and insurance funds invest in fixed income products. The entire cryptocurrency market's market cap is currently less than Australia's debt capital market, despite Australia's population accounting for less than 0.5% of the global population.

The most important financial instrument used worldwide for saving and preserving value is the U.S. dollar and its yield. While this may sound simple, the demand for this product far exceeds the entire cryptocurrency market (including Bitcoin).

That's why, following ETFs, U.S. dollar savings products are the logical next step for these institutions. The futures market is the only market within cryptocurrency that is large enough to meet their dollar demand.

Ethena is prepared to offer such a product.

sUSDe-iUSDe for Traditional Finance

Ethena will launch a new product, iUSDe, next month with the aim of bringing sUSDe into the traditional financial realm through a regulated product.

iUSDe is similar to sUSDe but includes a simple wrapping contract that adds some transfer restrictions at the token level for ease of holding and usage by traditional financial entities.

This includes partnering to provide an independent special purpose vehicle (SPV) managed by regulated investment managers, allowing subscription to shares of this vehicle, enabling traditional financial institutions to effectively participate in the product without exposure to the crypto space.

We will announce the first batch of iUSDe traditional finance distribution partners this month.

The focus for the first quarter of 2025 will be collaborating with traditional finance distribution partners to enable their clients to access iUSDe, covering the entire spectrum:

· Asset Management Firms

· Private Equity Funds

· Exchange-Traded Products

· Private Investment Trusts

· Prime Brokerages

By establishing a bridge to traditional finance, traditional financial institutions can obtain U.S. dollar loans at a spread of SOFR+100-200bps, leading to unprecedented capital inflows into Ethena until the yield spread of the sUSDe protocol narrows with the risk-free rate.

In this scenario, Ethena will play the role of a rate arbitrage tool, facilitating capital flow and rate market convergence between DeFi, CeFi, and traditional finance.

Traditional finance will be able to price iUSDe relative to a risk-free rate, while the supply of USDe will adjust based on changes in the crypto-native rate, serving as a bridge between traditional finance and internet finance.

Based on the current market conditions, we find these pools to have over $10 billion in incremental iUSDe capacity.

The Appeal of iUSDe to Traditional Finance

The uniqueness of Ethena's iUSDe lies in:

· It combines the only two forms capable of achieving real crypto-native yields at a billion-dollar scale.

· Its yield exhibits a weak negative correlation with rates in traditional finance.

· Its underlying assets are held by custodial institutions, which can be underwritten by traditional financial institutions.

By integrating the only two scalable native crypto-yield sources into a dollar product, it provides a simple avenue for capital allocators in traditional finance to access and harvest excess returns from the crypto space through a single asset.

The highest risk-adjusted dollar return in crypto

When Ethena's iUSDe is compared to existing traditional fixed-income portfolios, the unlevered dollar annual return last year was around 20%, which was unheard of before. As rates drop, iUSDe as an alternative will become even more attractive.

sUSDe vs. traditional fixed-income products

The scale of the basis spread in the crypto market is not yet fully understood. Undoubtedly, this is the largest potential source of cash flow in the entire space. Since Ethena's launch, the spread has grown over threefold. Importantly, this scale is sufficient to attract the attention of the traditional financial sector, becoming a viable opportunity.

The total open interest scale reaches $110 billion, with an annualized basis spread of around 20%, enabling Ethena to generate approximately $10 billion in cash flow annually, nearly ten times the cash flow of the entire ETH staking market.

Currently, Ethena holds approximately 7% of the open interest. At a $200,000 Bitcoin price, if only 10% of the open interest is held, USDe's supply would reach $25 billion.

The path forward is now clear, and the task at hand is to execute and deliver this product to the traditional financial market.

With the growth of Bitcoin open interest and market share, USDe's target supply is $25 billion.

Macro Interest Rate Bull Case and Negative Correlation

The most attractive feature of sUSDe to traditional finance is its negative correlation with real interest rates. There are hardly any other debt products in traditional finance that have this feature.

This point is intuitive: as real interest rates continue to decline, speculative activity in the cryptocurrency market accelerates, while the long-term demand for leverage increases, driving funding rates up, ultimately boosting Ethena's harvested yield.

We observed this phenomenon during the zero interest rate policy (ZIRP) period in 2020/21 when the funding rate spread exceeded 15%, and this phenomenon re-emerged in the fourth quarter of 2024.

Rate cuts as a driving force for sUSDe growth

Recently, we have seen the precise response to rate cuts: a cut of approximately 75 basis points caused the funding rate to increase from around 8% to over 20%, a change that occurred over the past few months of the previous quarter. With the arrival of an easing cycle next year, this trend is expected to continue.

Compound Effect of Rate Cuts

Rate cuts have certainly had a compounded effect on Ethena's growth and fundamentals. The rate reduction not only drove the expansion of stablecoin demand but also, as the RWA benchmark rate decreased, from a risk-adjusted standpoint, Ethena became more appealing, able to offset the impact of the decline in real interest rates on traditional fixed-income products.

Simple Example:

For a $1 trillion fixed-income investment portfolio, if the rate decreases by 200 basis points, approximately $150 billion of sUSDe would need to be added to keep the blended portfolio return at the same level.

The Demonstrative Impact of sUSDe on a $100 Billion Fixed Income Portfolio

A higher-risk-adjusted USD yield brought by native crypto assets, this product type has the potential to siphon billions of dollars from the old financial system into the Internet system.

Ethena will act as the bridge for this transition.

By the first quarter of 2025, this transition will take place.

The Future of the Crypto Dollar Landscape

Current Crypto Dollar Landscape

The present and future of the crypto dollar will be drastically different.

Currently, stablecoin use cases can be broadly categorized as follows:

1. Trading and Collateral: Currently dominated by Tether, with the vast majority of spot and perpetual contract pairs priced in USDT with a market size of approximately $125 billion. Ethena, as a derivative collateral asset, has surpassed USDC on the second-largest exchange.

2. Value Savings Tool for Developing Countries: Providing a global USD channel for individuals outside the US banking system, primarily dominated by Tether on the Tron network, with a market size of around $600 billion.

3. Savings or Investment Tool: Currently led by Ethena and Sky, with almost no participation from the traditional financial system in on-chain products, with a market size of about $150 billion.

4. Payment Scenarios: Currently, this market is almost non-existent, although there are instances of PYUSD and USDC, meaningful integration with traditional payment systems has not yet been achieved, with a market size of less than $50 billion.

In conclusion, Tether dominates the current two major application scenarios: trading and the value storage tool for developing countries.

Future Crypto Dollar Landscape

However, I believe that with the entry of the following two categories, the existing landscape will see a significant transformation:

1. Traditional Finance Enters Savings Product Use Case

2. FinTech Companies and Web2 Companies Enter Payment Product Use Case

While the above two categories are currently the smallest in scale, they have the greatest growth opportunities in the future.

Although Ethena has already found product-market fit in the two most popular use cases, I believe that traditional finance entering the savings product and Web2 or FinTech companies entering the payment use case will bring in over $500 billion in net new US dollar inflows to the market in the next two years.

sUSDe will be the primary beneficiary of the former.

As for the latter, we plan to address the payment and savings tool use cases by creating dedicated applications within the Telegram and TON ecosystems, without directly entering into competition in the payment company space.

Product Aimed at One Billion Users

sUSDe Application on Telegram

By 2025, we will launch a dedicated sUSDe use case within the Telegram app, where users can engage in transfers, spending, and savings in an experience similar to that of a mobile digital bank.

Payments will be directly linked to Apple Pay, allowing users to switch between savings assets in sUSDe and direct mobile payments on their phones.

Interest-bearing US dollars are the world's most important savings asset, used for wealth preservation, and I believe it is the only cryptographic product outside of Bitcoin that can reach a billion people.

With Telegram's access to over 9 billion users, we have a distribution platform to bring this product to the world.

Our shared goal is to provide a payment and savings product that is as easy to use as sending a message to one billion people.

Ethena Ecosystem Network

The core product goal of Ethena is simple: with USDe and USDtb, to be the most important product in the cryptocurrency field alongside Tether.

Product and token strategies closely integrated through ecosystem applications

In addition to these core products, Ethena will continue to evolve from a single-asset issuer to a platform, providing support to the best developers and driving on-chain financial innovation.

As part of building an ecosystem based on sUSDe, the design of sENA aims to accrue value through a token model similar to BNB, where applications in the ecosystem will reserve a portion of the token supply to airdrop to sENA holders.

The dollar will continue to serve as the infrastructure for on-chain capital flow, not only used for settlement and payments but also encompassing all core DeFi primitives such as trading, lending, derivatives, and leverage.

Today, every DeFi protocol involving the dollar can be rebuilt around Ethena and achieve an improved economic structure by default.

sUSDe has unlocked new possibilities for this round of innovation, such as fixed-rate lending, leveraged strategies in the money markets, and derivative margin collateral with staking rewards. However, the full picture of new products that could be built based on sUSDe is still worth looking forward to.

The Ethena Network is our plan to directly support innovative protocols based on Ethena's sUSDe applications, while staying aligned with these new protocols through the ENa token.

We have announced two applications:

· Ethereal: a perpetual and spot exchange based on its own application chain, with a full order book denominated in sUSDe and native rewards, where Ethena will provide liquidity and hedge the exchange.

· Derive: the largest on-chain options and structured products protocol, where sUSDe is the system's core collateral asset.

Ethereal will open its testnet next month, while Derive plans to launch its token in the next two weeks.

These are just the first examples in the entire DeFi ecosystem built on sUSDe, with more applications set to be released in the first quarter of 2025.

On-chain detailing will be released alongside the Ethereal mainnet in the first quarter.

Ethena Network Applications

Thank you once again for your support in 2024. Without our users and those who have always believed in our vision, Ethena would be nothing.

2024 was the year we launched our first tangible product, laying the groundwork and preparing for the intersection of a macroeconomic tailwind.

In 2025, we will disrupt the financial system on a scale far beyond what we have achieved so far.

Original Article Link

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Traditional finance is still stuck in a "human-to-human" model, while Catena aims to achieve "AI-to-AI" interaction.

Never Underestimate the Significance of the US Stablecoin 'Infrastructure Bill'

Original Title: "Never Underestimate the Significance of the US Stablecoin 'Genius Act'"Original Author: 0xTodd, Partner at Nothing Research


If the US stablecoin bill, the "GENIUS Act," passes smoothly this time, its significance will be tremendous. I even think it's significant enough to enter the top five in Crypto history.



Although abbreviated as the GENIUS Act, which translates directly to the Genius Act, it is actually the Guiding and Establishing National Innovation for U.S. Stablecoins, which translates to "Guiding and Establishing National Innovation for US Dollar Stablecoins."


The proposal is lengthy, with several key points summarized for everyone:


· Mandatory 1:1 Full Asset Backing: Assets include cash, demand deposits, and short-term US Treasuries. At the same time, misappropriation and rehypothecation are strictly prohibited.


· High-Frequency Disclosure: Reserve reports must be published at least monthly, introducing external audits.


· Licensing Requirement: Once the circulating market cap of the issuer's stablecoin exceeds $100 billion, it must transition into the federal regulatory system within a specified timeframe, adopting banking-grade regulation.


· Introduction of Custody: The custodian of the stablecoin and its reserve assets must be a regulated qualified financial institution.


· Clear Definition as a Payment Medium: The bill explicitly defines stablecoin as a new type of payment medium, primarily regulated by the banking regulatory system, rather than restricted by the securities or commodities regulatory system.


· Embracing Existing Stablecoins: A maximum 18-month grace period after the bill's enactment, aimed at encouraging existing stablecoin issuers (such as USDT, USDC, etc.) to promptly obtain licenses or become compliant.


After finishing the main content, let's talk about the significance of this matter with an excited heart.


Over the years, when others asked, "After working in the Crypto industry for 16 years, what application have you created?"


In the future, you can confidently tell others—Stablecoins.


First, Clearing Concerns is a Prerequisite


Some people have held opposing views. In the past, people's impression of stablecoins was that they were an opaque black box. Every few months, there would be FUD — whether Tether's assets were frozen or Circle had a significant black hole deficit.


In fact, if you think about it, Tether easily rakes in billions of dollars a year just from the interest on those underlying government bonds. Circle, slightly less, also made a $1.7 billion profit last year.


They basically made money while standing there. From a motivational standpoint, they have no malicious intentions. In fact, they are the most eager for compliance.


Now, this opaque black box will become a transparent white box.


In the past, the only complaint was that Tether's funds might have been frozen by the United States. Now, they will be directly placed into U.S. compliant custodial institutions, with high-frequency disclosures, so you can rest assured.


【No need to worry about a rug pull】 is such a huge advantage—I think especially all Crypto people understand this.


Second, Mastering the Standard is Very Important


Stablecoins were once almost on the verge of being overtaken by CBDCs. In any country, if a central bank digital currency really exists, it is highly likely not built on a blockchain, at most it is built on some internal central bank consortium chain, which to be honest, is meaningless.


When CBDCs were at their peak, that was the most dangerous time for stablecoins.


If CBDCs had become a reality back then, stablecoins today would have been relentlessly suppressed into a dark corner, and blockchain would only be able to play a minimal role.


The remaining half-dead stablecoins would even have to learn the standards of central bank digital currencies, completely relinquishing their standard-setting power.


And now, stablecoins have won (or are about to).


Instead, everyone should learn the 【Blockchain + Token】 standard.


Nowadays, many blockchains actually have no meaningful applications on top, only stablecoin transfers. For example, with Aptos, the only scenario I use Aptos for is transfers between Binance and OKX.


And now, stablecoins will be legislated, what does that mean?


That's right, blockchain will become the only standard.


In the future, every stablecoin user will be the first to learn how to use a wallet.


As an aside, I actually think Ethereum's concerted push for EIP-7702 is quite forward-thinking. While other chains are all about memes, thank you Ethereum for sticking to account abstraction.



EIP-7702 is about Account Abstraction, which can support, for example:


· Social Account Registration Wallet

· Paying GAS with Native Coin

· And more


This paves the way for future new users to heavily use stablecoins, solving the last-mile problem.


Third, Deposit Enters a New Era


Furthermore, once stablecoins receive legislative support, deposits and withdrawals will become even easier.


Let's imagine a scenario: previously, hindered by the gray nature of stablecoins, but after the bill passes, many traditional brokerages can support stablecoins themselves. The money from a US stock investor can be converted into stablecoins in minutes and instantly deposited into Coinbase. Believe it or not.



Let's imagine another scenario: if the brilliant bill smoothly passes through the House of Representatives, next, you will see:


Due to the extremely lucrative nature of this trading, existing stablecoin leaders and newly entering traditional giants will crazily start promoting their stablecoin products.


And an outsider, due to these promotions, will start using stablecoins. And then one day, after finding out that the wallet account has been created, will explore Bitcoin inside. Is mining Bitcoin difficult?


Stablecoins are a huge Trojan horse. The moment you start using stablecoins, you unwittingly step half a foot into the Crypto world.


Fourth, Conclusion


As a large reservoir for digesting US debt, although stablecoins cannot directly absorb debt, they at least provide ammunition for the US debt secondary market. These functions are quite important, and slowly, stablecoins are becoming a part of the US debt market's body. Therefore, once the US legislation is passed and experiences the benefits, there is no turning back.


And, we are also confident that stablecoins are indeed one of the great innovations in our industry. People who have used stablecoins will find it hard to return to the traditional cash-banking system.


Once the bill is passed, users can't go back. In the future, concerns are about to be resolved, standards will be mastered, and the era of large deposits seems to be on the horizon.


Original Article Link

$COIN Joins S&P 500, but Coinbase Isn't Celebrating

On May 13, S&P Dow Jones Indices announced that Coinbase would officially replace Discover Financial Services in the S&P 500 on May 19. While other companies like Block and MicroStrategy, closely tied to Bitcoin, were already part of the S&P 500, Coinbase became the first cryptocurrency exchange whose primary business is in the index. This also signifies that cryptocurrency is gradually moving from the fringes to the mainstream in the U.S.



On the day of the announcement, Coinbase's stock price surged by 23%, surpassing the $250 mark. However, just 3 days later, Coinbase was hit by two consecutive events: a hack where employees were bribed to steal customer data and a demand for a $20 million ransom, and an investigation by the U.S. Securities and Exchange Commission (SEC) into the authenticity of its claim of having over 100 million "verified users" in its securities filings and marketing materials. These two events acted as mini-bombs, and at the time of writing, Coinbase's stock had already dropped by over 7.3%.


Coincidentally, Discover Financial Services, being replaced by Coinbase, can also be considered the "Coinbase" of the previous payment era. Discover is a U.S.-based digital banking and payment services company headquartered in Illinois, founded in 1960. Its payment network, Discover Network, is the fourth largest payment network apart from Visa, Mastercard, and American Express.


In April, after the approval of the acquisition of Discover by the sixth-largest U.S. bank, Capital One, this well-established digital banking company of over 60 years smoothly handed over its S&P 500 "seat" to this emerging cryptocurrency "bank." This unexpected coincidence also portrayed the handover between the new and old eras in Coinbase's entry into the S&P 500, resembling a relay race scene. However, this relay baton also brought Coinbase's accumulated "external troubles and internal strife" to a tipping point.


Side Effects of ETFs


Over the past decade, cryptocurrency exchanges have been the most stable "profit machines." They play a role in providing liquidity to the entire industry and rely on trading fees to sustain their operations. However, with the comprehensive rollout of ETF products in the U.S. market, this profit model is facing unprecedented challenges. As the leader in the "American stack," with over 80% of its business coming from the U.S., Coinbase is most affected by this.



Starting from the approval of Bitcoin and Ethereum spot ETFs, traditional financial capital has significantly onboarded users and funds that originally belonged to exchanges in a more cost-effective, compliant, and transparent manner. The transaction fee revenue of cryptocurrency exchanges has started to decline, and this trend may further intensify in the coming months.


According to Coinbase's 2024 Q4 financial report, the platform's total trading revenue was $417 million, a 45% year-on-year decrease. The contribution of BTC and ETH's trading revenue dropped from 65% in the same period last year to less than 50%.


This decline is not a result of a decrease in market enthusiasm. In fact, since the approval of the Bitcoin ETF in January 2024, the inflow of BTC into the U.S. market has continued to reach new highs, with asset management giants like BlackRock and Fidelity rapidly expanding their management scale. Data shows that BlackRock's iShares Bitcoin ETF (IBIT) alone has surpassed $17 billion in assets under management. As of mid-May 2025, the cumulative net inflow of 11 major institutional Bitcoin spot ETFs on the market has exceeded $41.5 billion, with a total net asset value of $1214.69 billion, accounting for approximately 5.91% of the total Bitcoin market capitalization.


Chart showing the trend of net outflows for Grayscale among the 11 institutions


Institutional investors and some retail investors are shifting towards ETF products, partly due to compliance and tax considerations. On one hand, ETFs have much lower trading costs compared to cryptocurrency exchanges. While Coinbase's spot trading fee rate varies annually in a tiered manner but averages around 1.49%, for example, the management fee for IBIT ETF is only 0.25%, and the majority of ETF institution fees fluctuate around 0.15% to 0.25%.



In other words, the more rational users are, the more likely they are to move from exchanges to ETF products, especially for investors aiming for long-term holdings.


According to multiple sources, several institutions, including VanEck and Grayscale, have submitted applications to the SEC for a Solana (SOL) ETF, with some institutions also planning to submit an XRP ETF proposal. Once approved, this may trigger a new round of fund migration. According to a report submitted by Coinbase to the SEC, as of April, the platform's trading revenue from XRP and Solana accounted for 18% and 10%, nearly one-third of the platform's fee revenue.



However, the Bitcoin and Ethereum ETFs passed in 2024 also reduced the fees for these two tokens on Coinbase from 30% and 15% to 26% and 10%, respectively. If the SOL and XRP ETFs are approved, it will further undermine the core fee revenue of exchanges like Coinbase.


The expansion of ETF products is gradually weakening the financial intermediary status of cryptocurrency exchanges. From their original roles as matchmakers and clearers to now gradually becoming mere "on-ramps and off-ramps" for funds, exchanges are seeing their marginal value squeezed by ETFs.


Robinhood Takes a Stand, Traditional Brokerages Join the Fray


On May 12, 2025, SEC Chairman Paul S. Atkins gave a keynote speech at the Tokenization and Cryptocurrency Working Group roundtable. The theme of his speech revolved around "It is a new day at the SEC," where he indicated that the SEC would not approach enforcement and regulation the same way as before but would instead pave the way for cryptocurrency assets in the U.S. market.



With signs of cryptocurrency compliance such as the SEC's "NEW DAY" declaration, an increasing number of traditional brokerages are attempting to enter the cryptocurrency industry. One of the most representative cases is the well-known U.S. brokerage Robinhood, which began expanding its crypto business in 2018. By the time of its IPO in 2021, Robinhood's crypto business revenue accounted for over 50% of the company, with a significant boost from the Dogecoin "moonshot" promoted by Musk.


In Q1 2025 earnings report, Robinhood showcased strong growth, especially in revenue from cryptocurrency and options trading. Fueled by Trump's Memecoin, cryptocurrency-related revenue reached $250 million, nearly doubling year-over-year. Consequently, Robinhood Gold subscription users reached 3.5 million, a 90% increase from the previous year, with the rapid growth of Robinhood Gold providing the company with a stable source of income.



Meanwhile, RobinHood is actively pursuing acquisitions in the cryptocurrency space. In 2024, it announced a $2 billion acquisition of the long-standing European cryptocurrency exchange Bitstamp. Additionally, Canada's largest cryptocurrency CEX, WonderFi, which recently went public on the Toronto Stock Exchange, also announced its integration with RobinHood Crypto. After obtaining virtual asset licenses in the UK, Canada, Singapore, and other markets, RobinHood has taken a proactive approach in the compliant cryptocurrency trading market.



Furthermore, an increasing number of brokerage firms are exploring the same path. Futu Securities, Tiger Brokers, and others are also dipping their toes into cryptocurrency trading, with some having applied for or obtained the VA license from the Hong Kong SFC. Although their user bases are currently small, traditional brokerages have a natural advantage in user trust, regulatory licenses, and low fee structures. This could pose a threat to native cryptocurrency platforms in the future.



User Data Breach: Is Coinbase Still Secure?


In April 2025, security researchers discovered that some Coinbase user data was leaked on the dark web. While the platform initially responded by attributing it to a "technical misinformation," it still raised concerns among users regarding its security and privacy protection. Just two days before Dow Jones Indexes announced Coinbase's addition to the S&P 500 Index, on May 11, 2025, Coinbase received an email from an unknown threat actor claiming to have obtained customer account information and internal documents, demanding a $20 million ransom to keep the data private. Subsequent investigations confirmed the data breach.


Cybercriminals obtained the data by bribing overseas customer service agents and support staff, mainly in "non-U.S. regions such as India." These agents abused their access to Coinbase's internal customer support system and stole customer data. As early as February this year, blockchain detective ZachXBT revealed on X platform that between December 2024 and January 2025, Coinbase users lost over $65 million to social engineering scams, with the actual amount potentially higher.


Among the victims was a well-known figure, 67-year-old Ed Suman, an established artist in the art world for nearly two decades, having been involved in the creation of artworks such as Jeff Koons' "Balloon Dog" sculpture. Earlier this year, he fell victim to an impersonation scam involving fake Coinbase customer support, resulting in a loss of over $2 million in cryptocurrency. ZachXBT critiqued Coinbase for its inadequate handling of such scams, noting that other major exchanges have not faced similar issues and recommending Coinbase to enhance its security measures.


Amidst a series of ongoing social engineering incidents, although there has not been any impact on user assets at the technical level so far, it has raised concerns among many retail and institutional investors. Especially institutions holding massive assets on Coinbase. Just considering the U.S. BTC ETF institutions, as of mid-May 2025, they collectively hold nearly 840,000 BTC, and 75% of these are custodied by Coinbase. If we price BTC at $100,000, this amount reaches a staggering $63 billion, which is equivalent to the nominal GDP of two Iceland in the year 2024.


Visualization: ChatGPT, Source: Farside


In addition, Coinbase Custody also serves over 300 institutional clients, including hedge funds, family offices, pension funds, and endowments. As of the Q1 2025 financial report, Coinbase's total assets under management (including institutional and retail clients) reached $404 billion. The specific amount of institutional custodied assets was not explicitly disclosed in the latest report, but it should still be over 50% based on the Q4 2024 report.


Visualization: ChatGPT


Once this security barrier is breached, not only could the rate of user attrition far exceed expectations, but more importantly, institutional trust in it would undermine the foundation of its business. Therefore, after a hacking event, Coinbase's stock price plummeted significantly.


CEXs are All in Self-Rescue Mode


Facing a decline in spot trading fee revenue, Coinbase is also accelerating its transformation, attempting to find growth opportunities in derivatives and emerging assets. Coinbase acquired a stake in the options platform Deribit at the end of 2024 and announced the official launch of perpetual contract products in 2025. This acquisition fills in Coinbase's gap in options trading and its relatively small global market share.



Deribit has a strong presence in non-U.S. markets, especially in Asia and Europe. The acquisition has enabled Coinbase to gain a dominant position in bitcoin and ethereum options trading on Deribit, accounting for approximately 80% of the global options trading volume, with daily trading volume remaining above $2 billion.


Meanwhile, 80-90% of Deribit's customer base consists of institutional investors, with their professionalism and liquidity in the Bitcoin and Ethereum options market highly favored by institutions. Coinbase's compliance advantage, coupled with its already robust institutional ecosystem, makes it even more suitable. By using institutions as an entry point, it can face the squeeze from giants like Binance and OKX in the derivatives market.



Facing a similar dilemma is Kraken, which is attempting to replicate Binance Futures' model in non-U.S. markets. Since the derivatives market relies more on professional users, fee rates are relatively higher and stickiness is stronger, making it a significant source of revenue for exchanges. In the first half of 2025, Kraken completed the acquisition of TradeStation Crypto and a futures exchange, aiming to build a complete derivatives trading ecosystem to hedge the risk of declining spot transaction fee income.


With the surge of Memecoin in 2024, Binance, OKX, and various CEX platforms began massively listing small-market-cap, highly volatile tokens to activate active trading users. Due to the wealth effect and trading activity of Memecoins, Coinbase was also forced to join the battle, successively listing popular tokens from the Solana ecosystem such as BOOK OF MEME and Dogwifhat. Although these coins are controversial, they are frequently traded, with fee rates several times higher than mainstream coins, serving as a "blood-boosting" method for spot trading.


However, due to its status as a publicly traded company, this practice is a riskier endeavor for Coinbase. Even in the current crypto-friendly environment, the SEC is still investigating whether tokens like SOL, ADA, and SAND constitute securities.


In addition to the forced transformation strategies carried out by the aforementioned CEXs, they are also starting to lay out RWAs and the most talked-about stablecoin payment fields, such as the PYUSD launched through a collaboration between Coinbase and Paypal, Coinbase's support for the Euro stablecoin EURC by Circle that complies with EU MiCA regulatory requirements, or the USD1 launched through a collaboration between Binance and WIFL. In the increasingly crowded trading field, many CEXs have shifted their focus from just the trading market to the application field.


The golden age of transaction fees has quietly ended, and the second half of the crypto exchange platform game has silently begun.


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