Web3 and the crypto industry spent years trying to convince people they needed blockchain. Andrea Soto Reig believes that was the mistake.
The Drofa Comms team is delighted to announce that our latest Women Leading the Way interview, with Andrea Soto Reig, Chief Marketing Officer at Bitunix, is now live.
Andrea entered the world of financial markets at 15. By 18, she was already studying Bitcoin. Before graduating from university, she joined a blockchain startup and never looked back.
Unlike many people who see crypto as a series of trends, she sees it as a constantly evolving industry where every few years a new wave creates new opportunities.
According to Andrea, the biggest challenge facing Web3 is communication. For years, the industry became obsessed with explaining NFTs, blockchains, tokenisation, and other technical concepts to people who never asked for them in the first place.
As she puts it, nobody wants to buy an NFT backed by real estate. They want to buy a property in ten minutes without paperwork.
We also discussed why she left Europe for Dubai, how regulation shapes innovation, what it takes to build multiple businesses simultaneously, and why most professionals haven’t missed their chance to enter crypto despite what they may think.
One observation stood out in particular:
“The problem is that people always want to jump on a wave when it has already passed, yet nobody dares to join the next one.“
