Web3 · RWA · Fintech · Real-World Utility
I turn complex Web3 products into content and narratives people understand, remember, and care about.
Narrative Strategy · Narrative Architecture
Self-Initiated / Independent Project · August 2026
What They Are Building
EXPENDI is a financial management platform designed to help Web3 professionals organise their income and manage their money more effectively.
Expendi had a strong product, but its communication wasn't making the “why should I care?” obvious.
Its content leaned heavily on features, updates and GM posts, while the financial problem it was built to solve wasn't being clearly articulated.
I saw an opportunity to shift the conversation from what Expendi does → why it matters.
Content Strategy · Messaging
Self-Initiated Project · 2026