Who Are You Selling To?

You're not selling to "institutions" but specific people inside institutions who have specific fears and specific goals. Inside a single bank there can be five different buyers, all with different priorities, and you need different messages for each one.

Found in: Dakota, Trovata, Figure, TaxBit

What they care about: Cash flow efficiency, settlement speed, cost reduction, and regulatory compliance. They are asking: "Can this save us money or reduce the risk of a fine?"

What terrifies them: Reputational damage, regulatory non-compliance, a technology failure that appears in an audit.

Found in: Chainlink, Notabene, TaxBit, Fireblocks

What they care about: AML/KYC compliance, audit trails, regulatory frameworks, and whether this technology creates new legal exposure.

What terrifies them: Regulatory penalties, being associated with a product scrutinised by the SEC, the FCA, or FATF.

Found in: Chainlink, Fireblocks, Ledger, Blockstream

What they care about: Being ahead of the curve. Showing their board they are building for the future.

What terrifies them: Backing the wrong infrastructure early and having to explain it later.

Found in: Allium, Artemis, Dune, RWA.xyz

What they care about: Data quality, methodology, auditability, and whether the data can survive scrutiny from an auditor or regulator.

• Allium's JD talks about 'SOC 1 and SOC 2 compliance' and 'auditable methodology.'
• RWA.xyz mentions being trusted by Goldman Sachs, J.P. Morgan, the US Treasury, the IMF.

Found in: Artemis, Ondo Finance, RWA.xyz, Figure

What they care about: Returns, risk-adjusted performance, and access to new asset classes their competitors do not have.

What terrifies them: Missing a major market shift and explaining to LPs why they were too late.

Found in: Anchorage Digital, Coinbase, Figure

What they care about: Cross-border settlement efficiency, correspondent banking infrastructure, stablecoin issuance and redemption workflows, and regulatory clarity around payment rails. They are asking: "Can this replace or improve an existing payment corridor and will our regulators accept it?"

What terrifies them: Deploying new payment infrastructure that fails under volume, gets flagged by a correspondent banking partner, or creates compliance exposure in a jurisdiction they have not fully mapped.

Why this matters now: Global remittance flows reached $905 billion in 2024, with average cross-border costs exceeding 6% — roughly $50 billion in annual intermediation fees. Stablecoins are replacing the settlement layer beneath remittance providers: Remitly integrated USDC through Circle for treasury operations and launched stablecoin payouts in late 2025. Thunes, connecting 7 billion mobile wallets across 130 countries, saw USDC funding volumes grow by nearly a third month over month after going live. Settlement that previously required 3–5 business days of prefunding now completes in minutes.

• Anchorage Digital's JD explicitly focuses on 'stablecoin infrastructure and cross-border payment offerings' with a role dedicated to positioning these products for institutional adoption.
• Coinbase's institutional marketing role covers 'prime brokerage products spanning trading, financing, custody' — the full stack that payments teams evaluate when choosing infrastructure.
• The critical marketing angle: stablecoins are not replacing remittance companies — they are replacing the multi-hop correspondent banking settlement chain underneath them. Position your product as the infrastructure that collapses cost, not the competitor that displaces incumbents.

Found in: Artemis, Ondo Finance, RWA.xyz, Figure

What they care about: Returns, risk-adjusted performance, portfolio diversification, and access to new asset classes. They are asking: "Does this generate alpha, and can I defend the allocation to my investment committee?"

What terrifies them: Capital loss in an asset class they championed internally, regulatory uncertainty that forces a position unwind, and reputational risk from association with a protocol that makes headlines for the wrong reasons.

• Artemis' JD focuses on 'institutional-grade analytics' that help allocators evaluate on-chain performance with the same rigour they apply to traditional markets.
• Ondo Finance's growth marketing role targets allocators evaluating tokenized Treasuries and yield products — the entry point for institutional capital into on-chain fixed income.
• The critical marketing angle: LPs and allocators do not buy products. They buy conviction. Your content needs to provide the data, the regulatory context, and the peer validation that lets them say yes to their investment committee.