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.
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Hosted by Julian Stafford (author page)
Inside the conversation
SHIFT is a real-world asset issuer that is bringing leveraged equity tokens to Solana. Michael, co-founder and head of business development, joined Julian Stafford of Surgence Labs for a broadcast. Ruthy said Surgence is working alongside SHIFT as the project heads into a major stretch of its life cycle. SHIFT has been around for about four years and was created after the Terra Luna collapse, with the aim of building something safer for users.
Michael starts with the product gap. Tokenized stocks backed one to one already exist, but he says crypto traders have little interest in assets that move one or two percent a day. Perpetual markets on venues such as Hyperliquid have shifted heavily toward real-world assets, yet they carry liquidation risk from price feed spikes. SHIFT's answer is to buy ETFs that are already leveraged inside, hold them with a custodian, and issue a token backed one to one. Because the leverage lives in the ETF and not in a margin position, a price feed spike cannot liquidate the holder. The token is a standard Solana SPL token with no whitelist, blacklist or clawback. Michael says it is structured as a treasury token under Marshall Islands law and is not available in the US, UK and some other jurisdictions.
The safety model is central to the pitch. SHIFT holds collateral in a bankruptcy remote, segregated account at a European bank and buys the underlying asset before it mints a token. It charges a small minting fee and says it takes no spread. Michael calls SHIFT a fintech company with licenses, banking relationships and a doxxed team, and uses the phrase Wall Street for crypto, not Wall Street on crypto. He also says SHIFT can bring a new asset to market within 24 hours.
Distribution is the growth focus. Tokens will be tradable through Jupiter and wallet swaps, and SHIFT has announced partners including Orca and Camino, plus an expansion to the BNB ecosystem. It moved away from AMM pools toward an RFQ model for capital efficiency. The next two to three months cover several batches of asset launches, a points dashboard, pre-registration and a large airdrop campaign. SHIFT ran an earlier airdrop in early 2025 and promises better multipliers and access to early participants. A token generation event will follow the product launch.
“Wall Street for crypto, not Wall Street on crypto.”
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.
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