It’s about 16 years since cryptocurrency first became a thing, and yet it’s still viewed as something new, especially by those within the industry. It may be steadily moving closer to the financial mainstream, integrated into several major institutions, but it continues to be positioned as a space for the unconventional, the young, the highly tech-literate, and those with little regard for risk. The difficulty with that narrative is that in reality, crypto’s most important users don’t fit that description at all. They’re over 35. They have stable careers, are risk-averse, and take financial planning seriously. And while they’re comfortable with technology, they’re not immersed in it. What’s more, they also control the majority of investable capital. So, why aren’t crypto platforms doing more to serve them?
The investors making crypto viable
The 35-54 demographic is the obvious target for crypto. This is the group in their peak earning years, and they know what it takes to be financially responsible. They don’t have masses of disposable income, but what they do have, they want to use wisely. That alone makes them natural investors. But beyond that, they have an understanding of the space. They’ve moved into maturity, with crypto as a background. They’ve lived through major economic cycles, from the dot-com boom and bust to the damning impact of the 2008 financial crisis, so they understand volatility and risk, and the impact of both. So, for them, crypto isn’t speculation; it’s a way to diversify their assets and potentially gain a hedge.
In addition to all of that, they also have patience. While younger users typically chase rapid gains, people in their 30s, 40s and 50s are more comfortable with long-term positioning. They don’t need constant updates or validation but are instead willing to wait and let strategies unfold over time. And that’s what makes them such a valuable customer base.
Built for someone else
And yet, as valuable as this demographic might be, most crypto platforms target a very different audience. Gamification, urgency, and slang dominate. Engagement is prioritised over understanding. And support is limited. Many platforms still rely heavily on chatbots or community forums, with few options for escalation. For anyone accustomed to traditional financial services, where accountability, compliance, and support are expected, this doesn’t feel innovative. It feels like carelessness verging on negligence, and that can only negatively impact trust. The problem for platforms is that failing trust will naturally translate into failing user numbers, because this is the generation that has learnt that actions are more powerful than words, so funds will be withdrawn, and users may leave the crypto space entirely.
The cost of inattention
Serving your core customer base is basic business practice. Yet in crypto, it often feels like an afterthought. The industry continues to see itself as youthful, fast-moving, and in constant need of new participants. But what crypto platforms are failing to realise is that attention doesn’t get you very far if it doesn’t lead to capital. Younger users may be highly engaged. They may open accounts, follow markets, and contribute to the culture. But the vast majority lack the financial capacity to participate at scale. They provide visibility, near endless amounts of it. But they don’t provide the stability that platforms and the industry require.
At the opposite end of the spectrum is the 35+ cohort. They’re visible, less reactive, and far less vocal, but they hold the capital and the intent that the market needs to thrive. Ignoring them no longer feels like a simple oversight; it’s a strategic error that could end up setting the industry back a very long way.
What maturity actually looks like
If crypto is serious about becoming part of the financial mainstream, it needs to evolve structurally. The tech is already there; the innovation is built-in. It’s the design that is significantly wanting. With the emphasis on cleverness, newness, and novelty, clarity is almost entirely absent. Usability is rarely even an afterthought. Even the choice of language alienates instead of informing. As for customer service, it’s as close to non-existent as it is possible to be without deliberate choice. What’s needed now is investment in real customer support: clear processes, defined accountability, and accessible human assistance. Chatbots are fine for a first point of contact, but there is never a circumstance in which they should be the entire service provision.
We all know that innovation is at the heart of crypto, and no one is saying that that needs to change. But it is no longer enough. It’s time for the industry to invest in infrastructure that supports its users, rather than simply trying to attract newcomers.
Today’s 35-year-olds may not fit the image the industry likes to project, but they are the users who give the crypto space legs. Many were there at the beginning, so they understand it. But more importantly, they are the group that will drive the space forward. Not just because they have capital today, but because the younger audience being courted so aggressively will eventually expect the same things when they have money to invest: stability, clarity, support, and trust.
And if those needs continue to be overlooked, the genuine investors will quietly take their money elsewhere.
Peter Curk, CEO of ICONOMI
