{"id":1085,"date":"2026-09-17T16:27:40","date_gmt":"2026-09-17T13:27:40","guid":{"rendered":"https:\/\/coinzilla.com\/blog\/?p=1085"},"modified":"2026-09-17T16:27:41","modified_gmt":"2026-09-17T13:27:41","slug":"coinzilla-interview-with-upay","status":"publish","type":"post","link":"https:\/\/coinzilla.com\/blog\/coinzilla-interview-with-upay\/","title":{"rendered":"The Crypto Audience Got More Careful: An Interview with Vivian Laurant, Head of Marketing at\u00a0UPay\u00a0\u00a0"},"content":{"rendered":"\n

79% of crypto exchange users say they would pay higher fees for a platform they trust. That tells advertisers something important: price matters, but when users decide where to put their money, credibility can matter even more. <\/strong> <\/p>\n\n\n\n

Earning that trust is also becoming harder. Crypto users are more selective about the products they choose. They research brands, compare alternatives, verify claims, and seek proof before signing up, depositing funds, or connecting a wallet.  <\/p>\n\n\n\n

We spoke with Vivian Laurant<\/a>, Head of Marketing at UPay<\/strong>, about what this shift looks like from an acquisition perspective. Drawing on her experience with both B2C and B2B campaigns, she explains why crypto audiences need more specific messaging, where higher intent users come from, and why the journey after the click matters just as much as the ad itself.  <\/p>\n\n\n\n

Her observations also connect closely with the Utility-Driven Saver<\/em>, one of the five personas identified in The Crypto Native Buyer.<\/strong> This user approaches crypto as a practical financial tool and cares about useful products, transparent costs, easy access, and brands they can trust.  <\/p>\n\n\n\n

This interview is part of our Crypto Audience Perspectives series, based on the research behind The Crypto Native Buyer<\/em>.  <\/p>\n\n\n\n

Download the full report to explore all five personas and understand what drives their decisions.  <\/p>\n\n\n\n

TL;DR <\/strong> <\/p>\n\n\n\n