Crypto Branding Problem: Why Americans Prefer Fintech Over Crypto
Crypto Branding Problem: Why Americans Prefer Financial Innovation
The words you use can change how people react, and a new national poll shows it.
When asked about building the next generation of financial technology, 35% of Americans say candidates should support it.
Swap in “blockchain, crypto, and DeFi,” and that number drops to 13%. This crypto branding problem is the main takeaway of a study by the DeFi Education Fund and Ipsos, and it shows how much work the industry still has ahead.
Source: Post on X
Key Points
-
Support for “next-generation financial technology” is 35%, versus 13% for “blockchain, crypto, and DeFi.”
-
Only 9% of Americans are very or extremely familiar with digital coins, and just 5% trust decentralized platforms.
-
Ownership is rising, but past-year use is flat at 13%.
-
a16z has renamed its digital-asset arm “a16z Frontier.”
What the Survey Covered
According to the official Ipsos release, the poll surveyed 1,545 adults from September 8 to 16, 2026, using a nationally representative panel.
The margin of error is 2.8 percentage points, and the results were released about two weeks before the 2026 midterm elections.
The study comes from the DeFi Education Fund, which describes itself as a nonpartisan nonprofit advocating for sound DeFi policy, so readers should keep that context in mind.
Here are the headline figures from the release and the topline results:
| Question | Result |
| Say the U.S. financial system is secure | 19% |
| Say it needs an upgrade for threats like cybercrime and AI | 63% |
| Want access to their money at all times | 66% |
| Feel personal control over their assets | 49% |
| Owned or used digital coins in the past year | 13% (same as 2025) |
| Ever owned or used digital coins | 22% (18% in 2025) |
| At least somewhat likely to try DeFi | 40% |
Same Idea, Different Label
The sharpest gap comes from one set of questions in the topline results. Asked how important it is that a candidate supports “ensuring that those who are building the next generation of financial technology are encouraged to do so in the United States,” 35% said extremely or very important.
For “encouraging the growth of emerging financial technologies like blockchain, crypto, and decentralized finance,” only 13% said the same.
A third option, supporting new rules that allow financial innovation, landed at 26%. This gap is the clearest sign of a crypto branding problem in the data.
The Ipsos release adds that this interest does not split by party: 15% of Republicans and 13% of Democrats rated support for these technologies as very or extremely important.
Note that the 2025 wording was slightly different, so year-to-year comparisons should be read with care.
Low Familiarity and Low Trust
The topline results show why a crypto branding problem is hard to fix. Only 9% say they are very or extremely familiar with digital coins, and 66% are not very or not at all familiar.
When asked to describe the technology, 35% were simply not sure. Trust is also thin: 5% have complete or a lot of trust in decentralized platforms, while 73% have little or none. For centralized exchanges, the figure is 4%.
What People Actually Want From Their Money
Interest is stronger when the topic is everyday needs. The topline results show 74% agree, at least somewhat, that changes are needed to give people more control over their money and assets, though only 34% agree strongly.
Among the 686 people open to trying DeFi, the most common uses were saving money (85%), sending money to family or friends in the U.S. (82%), and earning interest (82%).
Buying a financial asset or investment came in lower, at 65%. In short, people respond to practical benefits more than to the label.
Is the Industry Responding?
Some companies are already shifting their language. In its announcement on October 22, a16z’s Chris Dixon said the firm’s digital-asset arm is now called a16z Frontier.
The post that shared this survey calls the rename the latest example of companies moving away from identifying only with this sector. The firm’s own statements are the best place to confirm its reasons.
Usage is also a mixed picture. While the share of those who have ever owned or used digital coins rose four points to 22%, past-year use stayed at 13%.
Only 13% say they would be very or extremely likely to use digital coins in the future if products became easier to use, and 11% say the same about clearer federal rules.
Conclusion
The poll suggests Americans may welcome better money tools, but the word “crypto” may make many of them hesitate.
Fixing the crypto branding problem will likely take simpler products, clear benefits, and honest education, not only a new name.
For more detail, readers can review the DeFi Education Fund press release.
Disclaimer
This article is for educational and informational purposes only and is not financial or investment advice. Crypto assets are high risk, their prices can be very volatile, and you can lose some or all of your money. Always do your own research and consider speaking with a licensed financial advisor before making investment decisions.
