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Peer-to-peer payment app Venmo is doing both of these things – offering its customers the opportunity to use a platform they’re already comfortable with to dip their toes into crypto, and providing easy-to-understand content to help educate intenders along the way.

This can be through facilitating trades in a more comfortable, safe environment for “newbies,” or offering education and resources for curious intenders. While the future of cryptocurrency will be shaped by regulators, it can also be influenced by brands, many of which are jumping into the market to fill the needs of the growing marketplace that governments have so far ignored. Cryptocurrency, in principle, relies on the collective actions of everyday users to self-regulate they keep the ledger of transactions – the blockchain – secure and updated, and the process allows anyone with a computer the ability to mine coins. Unlike traditional banks, you didn’t even need to have an address to trade in crypto all you needed was an internet connection. Thirteen years ago, cryptocurrency recruited users out of a desire to shake up the exclusive, institutionalized world of finance to create a widely accessible way to move money and pay for goods and services, regardless of individual circumstances. The institutional money that has been pouring into cryptocurrency over the past few years has begun to change the power structure of the market.

While a larger pool of investment means greater potential for everyday investors, more institutional involvement also threatens digital currencies’ ability to operate outside of traditional finance. Bank’s recent creation of a bitcoin custody service, which allows hedge funds to take a stake into digital currency. More recently, the upsides of cryptocurrency have begun to attract institutions, and traditional finance is rushing to cater to the increased demand, such as U.S.