How to Grow Your DeFi TVL to $340K/Month with Web2 Users

Discover how we helped a DeFi project attract Web2 investors by translating complex staking mechanics… Discover how we helped a DeFi project attract Web2 investors by translating complex staking mechanics into familiar financial language—growing fiat purchases from $0 to $340,000/month in just 6 months through education-driven marketing and regionally adapted strategies. +Read more -Read less

Category:

$340K

Fiat purchases /month

7×

ROI

60%

Web2 users

$0.12

CPC

Project Goals

1. Attract Web2 Investors into DeFi

Convert fiat-first users who are unfamiliar—and skeptical—of DeFi mechanisms.

2. Overcome the “Too Good to Be True” Barrier

Position 16% APY as credible and understandable within traditional investment logic.

3. Create Scalable, Trust-Driven Marketing Infrastructure

Build a foundation that could scale into new markets and economic climates.

4. Develop Tailored Product Onramps for Traditional Users

Launch investor-friendly solutions for conservative, high-capital audiences.

Approach

1. User Research & Messaging Reframing

We interviewed 30+ Web2 users to uncover the trust barriers. Key concerns included:

“Where does 16% come from? Sounds like a pyramid.”
“Will I be able to withdraw my money?”
“If this is legit, why aren’t banks offering it?”

We then translated DeFi terminology into Web2-friendly explanations:

DeFi Term	Web2 Explanation
Algorithmic stablecoin	Digital dollar backed by a smart formula
Volatile token backing	Like a gold standard—but with digital assets
16% APY	Return generated from appreciating reserves

We supported this with:

Simple visuals of protocol mechanics
Risk scenarios: “what happens if…”
Traditional finance comparisons
Transparent FAQ addressing user fears

2. Localized Messaging: Belarus Case

During political unrest and currency flight in Belarus, we localized creatives:

“Where to invest your BYN before it crashes?”
“Digital dollars for Belarusians”
“Can’t buy USD in Belarus? Try this.”

Results:

9,000+ clicks at $0.12 CPC (lowest in campaign)
Surge in interest from previously unreachable users

3. Product Solutions for Conservative Investors

We built an OTC investment platform for fiat-focused, large-ticket investors:

Minimum investment: $50,000
1-on-1 onboarding with dedicated account managers
Transparent operations with off-exchange liquidity

Result:
Immediate adoption from high-net-worth users previously hesitant due to unfamiliarity or withdrawal fears.

4. Web2 Audience Acquisition Channels

Search Ads with Educational Funnels

Queries: “where to invest,” “high yield savings,” “safe alternatives to banks”
Split testing educational vs promotional approaches

Influencer Marketing

Partnered with financial YouTubers, not crypto-native voices
Framed the product as an alternative to deposits, not as “DeFi”

PR in Traditional Financial Media

Publications: Seeking Alpha, business columns
Positioned as a fintech innovation, not a crypto gamble

Key Insights

Web2 ≠ Simpler DeFi: It requires a completely different communication stack and UX.
High Yield = High Trust Barrier: 16% APY must be fully explained, not just stated.
Macroeconomics Can Be Your Ally: Regional crises create demand for alternative finance—if framed properly.
Whales Want White-Glove Service: Conservative capital demands personalized product paths.

Results

$0 → $340K/month

in fiat purchases

7×

ROI from marketing spend

60%

Web2 investors (vs 0% initially)

Lower volatility

shift from speculators to long-term holders

Geographic penetration

into traditional finance regions

New product vertical

(OTC) launched and adopted

Conclusion

This case demonstrates that Web2 adoption in DeFi isn’t about dumbing down the message—it’s about reframing it to match investor psychology, trust expectations, and financial logic.

By educating users, localizing messaging, and adapting the product for traditional markets, we successfully bridged the Web2–DeFi gap—and turned skepticism into deposits.

ICODA Expertise

We specialize in:

Translating complex DeFi into clear Web2 language
Building trust through education-first marketing
Adapting strategy to geopolitical and regional realities
Launching product extensions that broaden your TAM

We turn niche DeFi into mainstream financial tools—by aligning with how traditional investors think.

Testimonials

Eleanor Gaywood