Cryptocurrencies are often perceived as complex assets that are difficult to understand. Although Argentina ranks second in the region by transaction volume, behind only Brazil, and 20th globally in cryptocurrency adoption, according to two recent surveys by Chainalysis. It is also estimated that almost two out of ten people in the country own or have owned these digital assets, according to various local studies. However, in the imagination of a large part of Argentinians there are several prejudices that prevent operating with these virtual assets, and the vast majority of them are far from reality. These biases represent a barrier to more people approaching this new world of decentralized finance for the first time, which offers untold potential. In this context of misinformation and mistrust, communication becomes a fundamental strategic tool.
One of the crucial pillars to work on is to offer users, among other things, important information about the benefits of cryptocurrencies, the types of currencies that exist and their differences, the advantages over traditional financial investments or the gradual start of business operations, so that they can lose their fear and try first-hand how it works.
The proliferation of crypto wallets and the arrival of more and more international players in the country due to the attractive local market require greater differentiation between players, in a context where not all of them offer the same guarantees or comply with the new regulations. The Virtual Asset Service Providers (PSAV) Registry promoted by the National Securities Commission (CNV) in 2024 already has more than a hundred registered providers, which is an important step towards providing a protection framework for local users.
To achieve this positioning, it is important that they build a solid narrative that allows them to convey the appropriate corporate messages to different target groups at all times. But it is also crucial that these words are reflected in concrete facts, in everyday life and in the actions of companies. In this way, trust is created, a key concept for onboarding new users in a market where ignorance and the emergence of few but high-profile scams (they represent only 0.4% of transactions) create prejudices that are difficult to eliminate.
*Corporate Affairs Manager – LLYC Argentina.
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