As Over $90 Billion in TVL Remains Untapped, a New Generation of Crypto Companies Emerges

Yet even with over $90 billion in DeFi total value locked (TVL) by early 2025, mainstream adoption remains largely untapped. For many consumers, interacting with crypto still involves unfamiliar interfaces, unclear value propositions, and a lack of integration with daily financial behavior. This usability gap has major implications beyond convenience – it limits the reach of even the most technically advanced protocols. Projects struggle not because the tech isn’t working, but because users can’t connect with it.

In response, a new generation of crypto companies are emerging – not at the protocol layer, but what could be called the experience layer. These ventures prioritize user experience, real-world utility, and embedded financial services over purely technical innovation.

While this shift may challenge the ideals of crypto purists – the builders, maximalists, and mission-driven technologists who shaped the early industry – it reflects a growing consensus that adoption won’t come from ideology alone. Success will depend on delivering intuitive, credible experiences that fit naturally into users’ financial lives.

Bridging Digital Wealth with Real-World Access

One company illustrating this shift is EB1, a crypto-native venture set to launch its core products in Q3 2025. EB1’s mission is to bridge digital wealth with real-world access by building a seamless interface between on-chain value and off-chain experiences.

At the core of the EB1 platform are three interconnected components:

The team behind EB1 draws on experience across payments, digital assets, luxury services, and high-growth product development, with backgrounds at firms like PwC, CVC Credit Partners, and other leading financial institutions.

The Paradigm Shift: From Protocols to Products

Many tokenized projects launch with minimal utility, later sustained more by speculative enthusiasm than by real-world adoption. This model can distort focus, pushing teams toward sustaining market hype rather than solving user problems.

EB1 is taking a different approach. Early-stage development has been funded by the team and select aligned seed investors. Rather than raising capital on promises, EB1 has chosen to build, test, and monetize early – ensuring that any future public fundraising is grounded in demonstrated user traction and clear value creation.

This approach reflects a broader shift in philosophy across the crypto space: the future will belong not to the most technically intricate protocols, but to the products that deliver meaningful, accessible experiences at scale.

Looking Ahead

The broader takeaway isn’t just about EB1 – it’s about where crypto is going next. Infrastructure remains critical, but without intuitive interfaces and clear benefits, users won’t come.

Companies that succeed in the next wave will meet users where they are: mobile-first, always-on, and expecting financial tools that match the polish and convenience of leading consumer fintech products. In that sense, the real innovation may not lie in the next Layer 2 or staking primitive, but in delivering useful, credible, and profitable experiences to millions of people.

To stay updated on what we’re building at EB1, follow us on social media, visit EB1.io, or reach out directly if you’re interested in partnership opportunities.