The Future of Web3 Finance: Embracing Embedded Solutions Over Standalone Apps

Rethinking the Neobank Approach in Web3

In the quest to establish the next significant Web3 neobank, many projects are missing a crucial insight. The focus remains on developing isolated applications, crafting new user interfaces, and reinventing strategies for attracting users. This approach is becoming increasingly outdated. The evolution of finance in the crypto space will not require users to switch applications; instead, it will integrate seamlessly into their existing environments.

The Advantage of Established Platforms

Telegram and The Open Network (TON) are not vying to become neobanks themselves; they have transcended that competition, which still sees traditional players like Revolut and Monzo battling for market share. Together, they provide what most crypto banking solutions lack: a built-in user base, an intuitive design, and integrated distribution channels that facilitate immediate financial utility.

While others are preoccupied with flashy features, TON is quietly laying the groundwork for scalable Web3 finance that operates behind the scenes.

The Shift Towards Embedded Financial Solutions

Ethena’s partnership with TON marks a pivotal change in the Web3 banking landscape. Success will stem from embedding robust financial tools within platforms that users already trust, rather than creating more complex decentralized finance (DeFi) interfaces. With over 100 million TON wallets and more than a billion Telegram users, TON has effectively tackled one of crypto’s biggest challenges: distribution.

User Experience Over Technical Complexity

The Web3 sector often confuses innovation with mere reinvention. Users do not require another application; they seek to reduce friction in their interactions. Telegram is redefining the narrative by allowing crypto transactions to blend seamlessly into users’ existing behaviors. The focus has shifted from annual percentage yields (APY) to user experience (UX) as the primary competitive factor.

Most individuals are unlikely to navigate complex liquidity pools or staking dashboards for passive income. The breakthrough moment for Web3 finance will be behavioral rather than technical.

Simplifying Access to Financial Tools

With features like tap-to-yield integrated directly into Telegram, users can deposit USDe and start earning rewards with minimal effort. There are no external wallets or new accounts to manage, resulting in a frictionless experience.

If the crypto industry aims to achieve widespread adoption, it must move away from promoting complexity and instead deliver an invisible infrastructure that functions intuitively. Web3 should not require extensive explanations; it must be user-friendly enough to operate without them.

Building an Invisible Financial Framework

Ethena is just one component of a rapidly expanding ecosystem. TON is assembling the elements of a financial super-app, not through aggressive marketing but by providing genuine utility. Tether Gold is now offering on-chain access to tokenized gold stored in Swiss vaults, and soon, users will be able to hold and spend Bitcoin directly within Telegram without needing a traditional wallet or exchange.

This initiative represents more than just a set of tools; it is a blueprint for a new financial access layer that integrates seamlessly into users’ lives while transforming their interactions with digital assets.

The Interface as the Key Battleground

While other layer 1 solutions compete on transaction speed, fees, and total value locked, Telegram has already secured the most critical territory: the user interface. Telegram Mini Apps, bots, and integrated wallets allow financial services to be experienced as part of the chat experience, eliminating the need for users to consciously log in.

This is what true mainstream adoption looks like—not dashboards designed for traders, but smooth interactions with minimal friction, making finance feel as natural as messaging. Telegram has already onboarded the next billion users, and TON is constructing the infrastructure that will activate them.

The Shift in DeFi Focus: Attention Over APYs

The early DeFi landscape was characterized by yield-maximizing strategies and technical intricacies. However, most users are not interested in optimization; they want to engage. Telegram’s ecosystem facilitates that engagement without the steep learning curve. Financial services are integrated directly into the environments where users already spend their time.

While there remains potential for standalone innovation, projects that rely on user migration rather than leveraging existing user momentum may find themselves at a disadvantage in the era of embedded Web3 finance.

Looking Ahead: From Applications to Seamless Access

As TON evolves in tandem with Telegram, the next phase is poised to transform how users interact with financial services. AI-driven agents are anticipated to act as personal assistants, guiding users, executing transactions, and simplifying the complexities of cryptocurrency. Bitcoin within Telegram will evolve beyond a mere store of value to facilitate lending, payments, and more. New DeFi savings products will merge blockchain capabilities with the intuitive, mobile-friendly simplicity that modern users expect from neobanks.

The race to create the next Web3 neobank may already be concluded—not because a single application emerged victorious, but because a platform has rewritten the rules of engagement. The true winners will be those who embed their services rather than compete directly. Others may find they have developed the right product but in the wrong context.

This article is intended for informational purposes only and should not be construed as legal or investment advice. The opinions expressed herein are solely those of the author and do not necessarily reflect the views of Cointelegraph.

Disclaimer: This article is provided for informational purposes only and does not constitute financial advice. Readers are encouraged to conduct their own research before making any investment decisions.