EPISODE · Apr 12, 2026 · 43 MIN
Hiding the Wires: How Privy Grows a Brand Nobody Sees w/ Debbie Soon, Privy
from Onchain Growth Club: Crypto & Web3 Marketing Talks · host Norman Wiese
Privy's wallet infrastructure is embedded in apps that millions of people use - and most of those users will never know Privy's name. For Debbie Soon, Head of Marketing at Privy, that's not a problem to solve. That's exactly the point.Debbie joined Privy as employee #25 and its first marketing hire, bringing a background spanning traditional finance, a mixed martial arts organization, and the creator NFT space. Last year, Stripe acquired Privy as part of what might be the most interesting crypto infrastructure play in fintech right now - putting Debbie and a two-person marketing team inside a 10,000-person company.This episode gets into what it actually means to market infrastructure that's designed to disappear, how Privy splits attention between crypto-native developers and enterprise buyers, and what the real enterprise pipeline looks like - with customers like Klarna and Kraken already building on their rails. We also get into AI agents needing programmable wallets, how Bridge fits into Stripe's crypto stack, and where stablecoins might eventually unlock the broader onchain experiences people have been promising since 2021.Timestamps:0:00 Introduction0:56 Debbie's background: finance, MMA, creator NFTs3:23 What Privy does4:28 Fastest growing use cases: stablecoins, fintech, trading6:09 Marketing wallets nobody sees8:12 Developer-first brand vs. consumer visibility10:04 Privy Home goes viral with zero campaign12:54 Developer marketing + AI agents needing wallets16:03 Segmenting from solo devs to enterprise18:31 Marketing org: employee #25, two-person team21:18 Vibe coding with Privy23:09 The Stripe acquisition: from 30 to 10,000 people27:40 Operating inside Stripe, Stripe Commons29:11 50/50 crypto-native vs. enterprise31:48 Enterprise use cases: Klarna, Kraken, payroll, treasury35:13 Stablecoins and the future of onchain39:27 How Bridge fits into Stripe's crypto stack41:20 What's next for DebbieAbout the OGC Podcast:The OGC Podcast tackles crypto's biggest unsolved challenge: growth. Host Norman Wiese sits down with founders, growth leaders, and crypto marketers sharing strategies and frameworks driving real results in web3. Learn more at https://onchaingrowth.xyz/Connect with Debbie:• LinkedIn: linkedin.com/in/debsoon• Twitter/X: x.com/debsoon• Privy: http://privy.io/ Connect with Norman:• LinkedIn: linkedin.com/in/normanwiese• Twitter/X: x.com/normanwiese• Onchain Growth Club: x.com/onchaingrowthSubscribe and Review:• Spotify: Listen on Spotify• Apple Podcasts: Listen on Apple Podcasts• Youtube: youtube.com/@onchaingrowth
What this episode covers
Privy's wallet infrastructure is embedded in apps that millions of people use - and most of those users will never know Privy's name. For Debbie Soon, Head of Marketing at Privy, that's not a problem to solve. That's exactly the point.Debbie joined Privy as employee #25 and its first marketing hire, bringing a background spanning traditional finance, a mixed martial arts organization, and the creator NFT space. Last year, Stripe acquired Privy as part of what might be the most interesting crypto infrastructure play in fintech right now - putting Debbie and a two-person marketing team inside a 10,000-person company.This episode gets into what it actually means to market infrastructure that's designed to disappear, how Privy splits attention between crypto-native developers and enterprise buyers, and what the real enterprise pipeline looks like - with customers like Klarna and Kraken already building on their rails. We also get into AI agents needing programmable wallets, how Bridge fits into Stripe's crypto stack, and where stablecoins might eventually unlock the broader onchain experiences people have been promising since 2021.Timestamps:0:00 Introduction0:56 Debbie's background: finance, MMA, creator NFTs3:23 What Privy does4:28 Fastest growing use cases: stablecoins, fintech, trading6:09 Marketing wallets nobody sees8:12 Developer-first brand vs. consumer visibility10:04 Privy Home goes viral with zero campaign12:54 Developer marketing + AI agents needing wallets16:03 Segmenting from solo devs to enterprise18:31 Marketing org: employee #25, two-person team21:18 Vibe coding with Privy23:09 The Stripe acquisition: from 30 to 10,000 people27:40 Operating inside Stripe, Stripe Commons29:11 50/50 crypto-native vs. enterprise31:48 Enterprise use cases: Klarna, Kraken, payroll, treasury35:13 Stablecoins and the future of onchain39:27 How Bridge fits into Stripe's crypto stack41:20 What's next for DebbieAbout the OGC Podcast:The OGC Podcast tackles crypto's biggest unsolved challenge: growth. Host Norman Wiese sits down with founders, growth leaders, and crypto marketers sharing strategies and frameworks driving real results in web3. Learn more at https://onchaingrowth.xyz/Connect with Debbie:• LinkedIn: linkedin.com/in/debsoon• Twitter/X: x.com/debsoon• Privy: http://privy.io/ Connect with Norman:• LinkedIn: linkedin.com/in/normanwiese• Twitter/X: x.com/normanwiese• Onchain Growth Club: x.com/onchaingrowthSubscribe and Review:• Spotify: Listen on Spotify• Apple Podcasts: Listen on Apple Podcasts• Youtube: youtube.com/@onchaingrowth
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Hiding the Wires: How Privy Grows a Brand Nobody Sees w/ Debbie Soon, Privy
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