Avalanche says the best crypto products won’t feel like crypto

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RegExp("[?&]notifications=1(&|#|$)");"desktop"===h&&i&&b.test(window.location.search)&&(i.checked=!0)};ge("ybar-mod-notification",(function(e){var t={isUH3:"crunch"===e.getConfig().ytheme,notifContainer:document.getElementById("notification-container"),notifBadge:document.getElementById("notif-badge"),notifMenu:document.getElementById("ybarNotificationMenu"),notifMenuOpener:document.querySelector("#ybarNotificationMenu + label"),notifDropdown:document.getElementById("notifDropdownContainer"),tooltipContainer:document.querySelector(".".concat(no)),notifLabel:document.querySelector(".".concat(oo))};t.notifDropdown&&mo(e,t)}))}()}};]]>ADVERTISEMENTJackson Alton HinkleThu, March 19, 2026 at 2:53 PM GMT+1 2 min readFor years, crypto companies wanted consumers to know exactly which chain they were using. The network itself was the product.According to John Nahas, chief business officer at Ava Labs, that mindset is changing.During a recent interview with TheStreet Roundtable, Nahas said Avalanche increasingly is positioning itself as infrastructure for businesses, not as a consumer brand fighting for attention.“At the end of the day, we are enabling better business,” Nahas said.Related: Solana welcomes AVAX into its ecosystemThat can mean helping a fintech move money faster, giving a rewards platform new ways to program assets, or letting a company build a product that works more efficiently behind the scenes.In all of those cases, Nahas said, the blockchain should not be the main character.“We want people to be using Avalanche without knowing that they’re using Avalanche,” he said. “That’s the adoption side. When I turn on Netflix, it doesn’t say Netflix, powered by AWS or GCP or Azure."That pitch is starting to show up in real capital markets activity.In August 2025, SkyBridge Capital said it would tokenize $300 million of its flagship hedge funds on Avalanche, while Avalanche has also highlighted structured-finance activity from IntainMARKETS with more than $26 billion in loans administered onchain through an Avalanche Layer 1.Anthony Scaramucci, founder of SkyBridge Capital, attends Day 2 of The Podcast Show at the Business Design Centre on May 22, 2025 in London, England.Getty Images · Getty ImagesFor Nahas, those examples matter more than headline chasing. He believes the industry needs to talk less about logo placement and more about measurable outcomes.“Case studies matter,” he said. “This is how you make money using Avalanche or this is how you save money using Avalanche.”Bitcoin mining company HIVE targets $200 million revenue with new AI expansionAnalysts revamp popular crypto stock by 48%Leading analysts reveal new details on MicroStrategy’s ‘central bank’ roleThat does not mean Avalanche wants to be invisible to developers or partners. It still needs mindshare to attract builders.Nahas’s argument is that success with consumers looks different from success with developers.On the consumer side, the blockchain should fade into the background. On the business side, it should make the economics compelling enough that companies keep choosing it.This story was originally published by TheStreet on Mar 19, 2026, where it first appeared in the Innovation section. 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