Opportunity is for Everyone: Expanding Access to Digital Assets

At 21Shares, our mission has always been clear: to make digital assets more accessible and understandable to investors.

With our latest campaign, Opportunity is for Everyone we dive into the heart of the 21Shares origin story to talk about what makes investing in bitcoin both a financial decision and a personal journey.

Breaking Barriers: From Mom's Insight to Mainstream Access - The Genesis of 21Shares

21Shares has a unique story: The company sprouted from a problem shared by the co-founder’s moms. Ophelia tells us, “I remember it so clearly. It was 2013, I was sitting on the foot of my mom’s bed. We were watching something about mortgage-backed securities and talking about it in the context of the economic realities at the time. My mom turned to me and said, “This is stupid. Merck spends too much money hedging. Monetary policy is being used as essentially a geopolitical tool, which is not long-term consistent.” And then she asked me if I’d heard of this global currency called bitcoin,” She laughs, “So I was “orange pilled*” by my mom.”

Eventually, Hany Rashawn, co-founder of 21Shares, had a similar experience with his mom, Sherine. While both she and Lavinia were familiar with bitcoin and saw its distinctive value, it was difficult to access.  

Lavinia shares, “My first investment was not actually in digital assets, but instead in companies that benefited from digital assets— because there was no way for me to access it at the time. I was terrified of wallets, terrified of hacks, didn't understand even what it was.”

In December of 2023, Ophelia joined the Bankless podcast to talk about ETFs. She explained why investing in digital assets like bitcoin can be such a hurdle for investors—including her mom:

“When you talk about traditional institutional asset managers…they manage (money) on behalf of other people… their job is primarily in equity and debt markets, not to learn an entirely new industry. So they would have to go set up entirely new compliance infrastructure, to set up one investment on behalf of their clients, that should represent a couple of percent, maybe a couple of basis points on that allocation. They’re going to have to fight a bunch of misinformation. They’re going to have to educate their internal infrastructure teams, figure out how to do taxes. That’s a lot of work, and it’s a lot of work that they don’t get paid for. That’s not their job. Their job is to take the money you give them, within the infrastructure they’re provided, and allocate it— or if they’re an advisor, their function is to be a relationship manager...An ETF allows you to outsource all of that”

This quote is sourced from Bankless episode #xyz, which was released on December 23, 2023, and is available on most podcast platforms and the Bankless website.

The opportunity to access digital assets isn't just for early adopters or tech enthusiasts; they’re for anyone who wants to explore them. it's for parents, for friends, for the cautious and the curious alike.

Introducing the Campaign

Bringing Lavinia’s story to life is important because so many people have stories similar to hers. They see the value in digital assets, they want the opportunity to access them, but they may have felt out of reach. From wallets to hacks and everything in between, there are plenty of hurdles to keep people from gaining exposure. However, the new launch of the Bitcoin ETFs in the United States provides more accessible opportunities to American investors.  

Last week, we launched our new campaign: Opportunity is for Everyone. The campaign invites Lavinia to tell her story in her own words, from discovering bitcoin, to exploring the ecosystem for several years, to making her first investment. After watching the evolution of the digital asset landscape for over a decade, she has a lot to say.

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Opportunity is not exclusive.
For too long, it has been reserved for the few.
With bitcoin, it can be enjoyed by the many—
Our moms, our dads, the young, and the young at heart.
Those who are ready for it,
and those who didn't even see it coming.
ARKB is here.
Opportunity is for everyone

Behind-the-Scenes Glimpses

“Ophelia and Lavinia have an incredible relationship,” says Maggie Ng, VP of Marketing at 21Shares, “Getting to capture their story and a piece of their personalities was really incredible.” Raised between Italy and the United States, Ophelia and Lavinia are both multi-lingual. Our day on set bounced between English, Italian, French, and Spanish—and their chemistry feels like it was written by Amy Sherman-Palladino.

“My mom is a bit of a legend in the 21Shares office,” Ophelia tells us, “Not only did she have a huge part to play in the founding of the company, but she’s been here for every step. She even laid the cables in our current office. She’s always been a part of what we’re building.”

Neil Russo, Director of Brand and Creative, was on set to fill in as creative director “From laughing with them, to crying from their heart-felt connection, the set saw a lot of love that day. It’s wonderful to see two women come together to tell such a poignant story.”

“Our hope for this campaign is that people recognize that opportunity isn’t exclusive,” says Cat Bohlmeyer, 21Shares Product Marketing Manager, “We’re exploring things that have never been done before. Knowing that new opportunities can be scary, we want American investors to know they have a team in their corner to support them if they’re curious about exploring bitcoin.”

Access to Opportunity

We’re proud to bring the 21Shares story to life and invite you to explore the world of digital assets through our lens.  Whether you're a seasoned investor or new to the space, we believe access and the choice to explore new opportunities should be for everyone. New videos will be released in the coming weeks, so be on the lookout to hear more from Lavinia and Ophelia.

View the ARKB Prospectus here: https://bit.ly/ARKBpros

*Orange pilled- To become aware and associate with the belief of bitcoin as a financial system.
**Basis points- one-hundredth of one percent, used chiefly in expressing differences in interest rates.