In the past year, crypto has seen wallet launches from centralized exchanges including Kraken, Coinbase and Bitget, NFT marketplaces like Magic Eden, TradFi firms Naver and CoinFlip, and of course DeFi protocols such as Osmosis’ Polaris Wallet, Uniswap, and Aave which announced its own Family wallet at Devcon last week.

All these are in addition to the hundreds of already-existing wallets that work perfectly fine. This begs the question: Why do crypto users need more wallets?

But that’s the wrong question. The right question is, why does every company want their own wallet? It turns out that owning the end-user via a crypto wallet is quite a prosperous business.

Wallets are…

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