How to Create a Sticky Product with Flori Marquez of BlockFi

Blockchain, NFTs, ethereum—the world of crypto is wildly complex for most consumers. But Flori Marquez and her cofounder Zac Prince had a vision to bridge traditional finance and blockchain technology through their startup, BlockFi. With a range of products, like a credit card that lets you earn bitcoin in lieu of reward points, BlockFi is bringing crypto to the mainstream. Since launching in 2017, BlockFi has grown to manage over $15B in assets, scaled its team to over 500 employees, and hit a $3B valuation. Flori shares why they started by building the hardest product first, why it was difficult to raise their first round of venture capital as a crypto startup, and how her Argentinian roots impact how she thinks about financial security.