In my opinion, your business needs to be focused on providing a service beyond "wallet" because it becomes a pure financial choice if not.
People in 2021 had no issue trusting BlockFi or Celsius; they were motivated by greed. This is because they were reeled in by Bitcoin as a brand.
A messy brain dump on why Tori (an app we built that was the easiest way to access 7% APY via Aave), failed.
The initial hypothesis in 2024 was that retail wanted to access DeFi, but it was difficult - wallet set up, onramps, accessing DeFi was still hard.
If we made this easier with Privy / Plaid / DeFi abstraction, users will want this product.
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