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How Did You Start Etana | Brandon Russell, CEO

Etana Team Mar 28, 2023

Etana was actually formed as an idea to solve for counterparty risk in retail FX. Once we realized that there was an opportunity in crypto circa 2016, we pivoted aggressively into crypto. Having an established banking network for Fiat, enabled Etana to extend this approach to the crypto side. So instead of trying to build our own world, we simply decided to build out to multiple best industry subcomponents, as we call them today. And so that was the genesis of how Etana came to be what it is today.


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