Lindsay Keyfauver, Denarii Labs: Everyone has imposter syndome

Please start with an overview of your career journey thus far and what motivated you to enter the Web3 and crypto space.

It all started back in 2013 when I first heard about Bitcoin from a friend. At the time, I was a broke undergrad and honestly thought it sounded like a scam. But a few months later, I decided to dive deeper into the space when Bitcoin started gaining momentum. Fast forward to 2017, when Bitcoin hit $20k, and I found myself exploring other projects like Chainlink and Stellar, trying to understand blockchain technology and its potential.

In 2020, I took a big leap and moved to Denver, where a recruiter introduced me to Wire, a Gen 1 on-ramp company. They had a massive suite of products, from ACH and credit card payments to remittance and blockchain transfers. I had to get up to speed fast. Within two days, I was speaking with 60 partners, learning about their needs and pain points. This experience helped me build a solid foundation in the crypto and payments space. I got to work alongside technical engineers, which gave me a semi-technical understanding of the industry.

From there, I moved to Ponto, a qualified custodian, where I worked on business development, marketing, and compliance, focusing heavily on UX/UI and KYC flows. Recently, I was leading the Web3 accelerator program at NEAR Foundation. I restructured the application and interview process for early-stage founders and brought in top industry experts to help accelerate their projects.

Now, I’m advising and helping early-stage Web3 companies with strategy, making myself available as a resource while figuring out where I can have the most impact. It’s been an intense but exciting three years in Web3, and I’m looking forward to what’s next.

You have a very powerful voice on social media, discussing Web3, crypto and blockchain – what are your thoughts on the space for female voices in the Web3/crypto space? 

I’ve learned that people genuinely want to have these discussions and educate one another. If you find the right community, you won’t have to worry about negativity or trolls. The key is to present yourself authentically and surround yourself with supportive individuals interested in the same things.

Finding the right communities is crucial, especially when you’re just starting out. Look for groups focused on topics that excite you, where you can connect with people who share your passions. It’s like making new friends—you want to find those who enjoy the same things. There are also excellent communities specifically for women in Web3, such as SheFi and Boys Club. These spaces provide great opportunities to network and get your foot in the door.

If you’re looking to break into Web3, involvement is key. Hiring managers often look for candidates already engaged in the space, even if it’s just a hobby. That’s how I started—by diversifying my portfolio and learning about blockchain on my own. With that basic knowledge, I was able to speak confidently and got noticed. The more you immerse yourself, the more competitive you’ll be when opportunities arise.

Women can sometimes lack confidence or a ‘seat at the table’. In your experience working in senior positions, how do you build on self-confidence? 

Imposter syndrome is something everyone experiences, and I still deal with it on certain topics. Sometimes, I have to hype myself up and remind myself to take that leap. The first step is courageously raising your hand and sharing your idea or strategy. It’s about being confident enough to say, “Hey, I have something I want to contribute.”

But it’s important to come to the table with more than just an idea. You need to have the “why” behind it. It’s not enough to say, “We should do this.” Instead, explain why you believe it will work and back it up with past experiences and results. This way, you offer more value to the conversation, giving others something to build on rather than just offering an idea that might be easily brushed aside. If you want to be seen as a leader, you have to show initiative and give others the confidence to trust you in executing your idea.

I’ve learned that no one is an expert in everything. Even those you may view as industry leaders are still learning, especially in Web3, where things constantly evolve. If someone claims to be an expert, take their advice with a grain of salt. Everyone in the space is learning and adapting. Most people in Web3, especially in companies, are open to hearing new perspectives and willing to share what they’ve learned. We want to have those conversations and help educate others.

It’s about building the courage to jump in. Start small with an easy topic, ask questions, and get comfortable. Over time, you’ll figure out who to ask and how to ask it. But you won’t get there if you don’t start—taking action is the key to growth.

I’d like to pose an open statement for you to finish: “Payments in Web3 are done right when…”

I’m known for my sarcasm and wit, so the obvious answer to this question is that a transaction is complete when there are no chargebacks—because that’s when it’s really done, right? 

But if I take a step back and dive a bit deeper, especially with my background in payments, the real answer for me is that a truly effective payments platform is one that not only gets the job done but also educates its users along the way. It’s about ensuring that people understand how things work, why they’re important, and empowering them with the knowledge to make informed decisions.

What needs to be done to bring that vision into actuality?

I’ll admit, I’m a bit biased because of my background, but I believe Web3 needs more customer experience leaders. The space is very sales-heavy, but it would benefit immensely from being scaled with product-led growth instead of relying on traditional sales prospecting. Instead of creating superficial content like blogs or relying on AI chatbots, the focus should be on educating users and sharing valuable content from trusted figures within the organisation. When those leaders share insights, it helps spread the right information to their followers, building trust.

You also want to get in front of potential users before they encounter issues. Embedding helpful content directly into user flows—like pop-ups that explain why certain steps are necessary (like KYC processes or sharing sensitive info)—can make a huge difference. People want to understand why their data is needed and how it’s being protected, especially in a space as sensitive as Web3.

From my experience in payments, fraud is a real concern, and people are right to be cautious. That’s why educating users throughout their journey is so important. Make sure they know they’re on the right platform and why the process is necessary for their protection.

Lastly, as much as I love the idea of sales-driving everything, it’s really tough for one person to do both sales and account management. You need people dedicated to post-sale relationships, engaging in meaningful conversations to get real feedback, and improving the product based on customer needs. When you gather information from your existing users, you can build products that people actually want to try and test, not just guess what they might need. This leads to better retention, more satisfied customers, and a stronger, more engaged community.

Given your involvement in Web3, what emerging trends or technologies are you particularly excited about?

I’ve always been deeply fascinated by how blockchain technology can solve real-world problems. When I look at Web3, I constantly ask, “What’s the real-world utility here?” It’s no longer just about DeFi or diversifying your investments; blockchain offers much more. For me, it’s about the potential of blockchain as a secure, transparent ledger that can streamline logistics, data exchanges, and improve industries across the board. I’m particularly excited about how it can intersect with the Internet of Things (IoT), enabling groundbreaking advancements in fields like medical research, sustainable agriculture, and resource management.

When you think about it, Web3 and IoT can provide a more efficient and transparent way to manage things like fast food production, drug discovery, energy use, and food production. It’s about harnessing trusted data to power solutions that can transform lives, and it really feels like we’re on the brink of a revolutionary shift. However, the biggest hurdle right now is overcoming the bad reputation blockchain has gained, especially after the crashes and scandals of 2021 and 2022.

Many still see blockchain as a risky or shady space because of the bad actors who have tainted the narrative. But there are people like me who genuinely believe in the technology’s potential and are working hard to clean up that mess. We’re trying to help others understand how this technology can improve lives and make things easier for the tech community and everyone. The challenge is educating people and helping them see past the negative headlines because, ultimately, it’s about harnessing this powerful tech in a transparent and trustworthy way. There’s still a lot of work to do, but the opportunity for real-world impact is massive.

What would one piece of advice you’d like to share with women and young girls starting in the industry?

I’ve always believed curiosity is key to learning, especially in a space like Web3. I credit a lot of my knowledge and growth to asking questions—those that I didn’t have answers to. The Web3 community is incredibly open to educating people, and there’s no shortage of communities that support each other and push the technology forward for the greater good.

I’m deeply grateful to the early-stage founders, devs, and engineers I’ve worked with internally and externally who took the time to have in-depth conversations with me. Because of their willingness to answer my questions, I’ve been able to work cross-functionally and understand various technical concepts. Now, I can discuss topics like APIs and error codes with dev teams, and I can even navigate through some technical documentation, which has been invaluable in my role.

So, the big takeaway is always to ask questions, no matter how complex it may seem. Don’t be afraid to dive into the unknown because it’s how we learn and grow. Just three years ago, I was non-technical, and now I can contribute meaningfully to discussions with engineering teams, understanding key concepts and troubleshooting.

For those trying to enter the space but who may not have direct access to a mentor, I recommend starting with content like blogs from smart people in the industry. Look for companies that invest in high-quality content and follow the people behind that work. LinkedIn can be a great resource for this. You can learn a lot by engaging with the content and reaching out to those who create it. A well-placed compliment about someone’s blog or insight can even help you build relationships with those people.

Additionally, don’t just rely on platforms like Twitter or Discord for learning—those can be overwhelming and sometimes disorganised. Instead, try engaging with the content provided by the platforms or companies you’re already involved with. This way, you’re learning in the context of what you’re already doing and can make more sense of it.

Lastly, as you dive into Web3, be cautious. There are still bad actors in the space, so it’s important to verify that you’re engaging with legitimate platforms. It’s better to be safe than sorry, especially when you’re just starting. But once you’re ready to fully dive in, don’t hesitate to ask questions and engage with the community—there’s a lot of support out there to help you get it right.