Ethena Pay: Building the Next Billion-Dollar Neobank
Lito Coen, go-to-market lead at Ethena, on his path from PayPal to crypto, the Indexed Finance hack and how he is taking Ethena Pay to market.
Watch episodeFrontier GTM / Consumer App
Hosted by Julian Stafford (author page)
Inside the conversation
Extsy is a London-based crypto app that calls itself a smart money app. Varun and Ashleigh, the co-founders, joined Julian Stafford of Surgence Labs for a live broadcast in December 2025. Varun is a former VC and investor with a research habit. Ashleigh is the chief operating officer and has an operations background across tech and finance. The pair said Extsy was coming out of a full rebrand with a new marketing push at the end of the fourth quarter.
Varun explains the thesis through his own frustrations as a user. When he tried to withdraw large amounts from major exchanges, he was asked repeated questions and in one case told to wait three months after a missed memo on an XRP transfer. His view is that service quality is as important as product, and that crypto will not feel like banking until withdrawals and support do. Extsy's pitch is that users should be able to earn, trade and spend in one app, with customer support as a core feature.
The product list is broad. The exchange side includes swaps, spot, futures, copy trading, Telegram trading and peer to peer trading, plus an AI assistant called Dexi that guides newcomers. The earn side is branded as savings, not staking, to suit users new to crypto, with partners providing returns. The team also plans credit against crypto holdings so people can spend without selling. On the spending side, the Extsy card links to crypto holdings. Varun says the card partner supports limits up to $100,000 per transaction and $1 million a month, and rewards tied to trading activity are planned. Spending also works inside the app without holding a card.
On strategy, both founders argue that a single product line is hard to keep alive because margins on cards are thin. Several revenue streams let them offer better rewards over time, and they expect reward systems modeled on loyalty programs to spread across the industry. Varun wants to reach traditional finance users who are stuck with low savings rates, and says the UK pain point of banks closing accounts tied to crypto makes a payment and off-ramp solution essential. Peer to peer trading will use vetted large merchants to limit scams. Varun said success in a year would be millions of users instead of the thousand live viewers on this broadcast.
“Our thing is earn, trade and spend.”
Keep listening
Lito Coen, go-to-market lead at Ethena, on his path from PayPal to crypto, the Indexed Finance hack and how he is taking Ethena Pay to market.
Watch episodeKeeperHub founder Simon on why AI agents fail at onchain execution, how reviewable workflows fix it, and how open source drew 350 hackathon entries.
Watch episode