Fintech has long been obsessed with building the next great app. From neobanks to DeFi protocols, the playbook has been to launch a standalone product and then convince users to download it, create an account, and learn a new interface. But this model is showing its age.
In the era of app fatigue, the most impactful innovations aren’t asking users to come to them—they’re meeting users where they already are. Today’s winning strategy is embedded finance. And now, it’s getting a Web3 upgrade that combines massive distribution with the openness and decentralization of blockchain.
TON and Telegram: Embedded Finance at Scale
One ecosystem executing this strategy aggressively is The Open Network (TON), through its native integration with the Telegram messenger.
A recent example is Ethena’s move to bring its USDestablecoin and yield products directly into Telegram. This isn’t just a protocol expanding to a new chain—it’s a strategic shift toward creating a neobank-like experience where users never leave the chat app.
TON Opens to 100+ Chains ????????$TON has integrated @LayerZero_Core to connect with 100+ blockchains, including Ethereum, Solana & Tron! This brings seamless cross-chain transfers, enhanced liquidity, & access to major crypto assets.Partners include: @USDT0_to, @ethena_labs,… pic.twitter.com/wFjgxUKY6u
— TON ???? (@ton_blockchain) February 11, 2025
Tap-to-Yield: Removing Friction
This Tap-to-Yield model simplifies what used to be a technical maze. Early DeFi required navigating liquidity pools, staking dashboards, and wallet connections—an intimidating experience for most. Now, inside Telegram, users can find a service like Ethena, deposit a stablecoin, and start earning passively in just a couple of taps. No external wallets. No confusing interfaces.
It feels as seamless as a polished fintech app like Revolut—but running on crypto-native rails. For financial protocols, this isn’t just a nice feature; it’s a new path to mass adoption by removing friction, not explaining it.
Building the Financial Layer Inside Telegram
Ethena is just one part of a larger vision. TON is steadily assembling the infrastructure to turn Telegram into a full-fledged financial layer.
Tether Gold (XAUt) is now live on TON, giving users on-chain access to a gold-backed inflation hedge. Integration with RedotPay connects USDT balances to over 130 million merchants, from Amazon to Starbucks. Soon, tgBTC will bring native Bitcoin to Telegram. A Layer 2 payment network is also in development to enable high-volume transactions with minimal fees.
XAUt0 is here.@tethergold laid the groundwork for onchain gold. Now, it accelerates.The most trusted gold-backed asset will be available on the world’s leading blockchains via a unified, frictionless liquidity layer – starting now with @ton_blockchain.Your XAUt, anywhere. pic.twitter.com/Nde0z29BJd
— USDT0 (@USDT0_to) June 2, 2025
The Interface Is the New Battleground
This strategy reframes what makes a blockchain valuable. The industry has long focused on on-chain metrics—throughput, fees, TVL. But the real driver of adoption is the interface.
While most Layer 1s and Layer 2s compete for a small pool of crypto-native users, TON is leveraging an interface already used by over a billion people. Telegram Mini Apps and bots are far more accessible than new wallets or browser extensions.
A Shift in the Fintech Playbook
The myth that the best product wins is giving way to a new truth: the best interface—the one with the least friction and the biggest built-in audience—wins user attention.
For DeFi and fintech alike, the next breakout products may not be standalone apps. They’ll be Mini Apps deployed inside massive platforms like Telegram. The neobank is becoming the messenger. With AI agents and new savings tools coming, embedded finance is just getting started.
This article was written by Vlad Kamyshov at www.financemagnates.com.
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