Traditional finance (TradFi) and decentralized finance (DeFi) started moving closer in 2025. According to The Paypers, the trend emerged when banks and asset managers started integrating blockchain-based products and payment rails into core operations.
In 2026, the convergence between these two sectors already looks like a structural shift. The latest financial products borrow mechanics from both worlds, and the gap between end users is gradually narrowing, and HR managers hire teams across sectors.
Yet PR remains one of the areas where the gap is still wide. A clear illustration comes from regulation-driven communication standards. In the UK, the Financial Conduct Authority introduced strict rules governing how cryptoasset-related products can be marketed to consumers. These rules impose mandatory risk disclosures, limit promotional language, and require authorization for financial promotions. They place a significantly higher burden on DeFi-adjacent companies compared to traditional financial institutions.
This gap is not limited to regulation-driven wording. Other factors make it just as visible.
Speaking about growth
In TradFi, growth is treated as a baseline condition. It is usually gradual, tied to economic cycles, and expected in the long run. TradFi therefore is fairly predictable and, if one may put it that way, unexciting. So-called black swan events do exist, but their probability remains low. Here, when average market projects promise APY above double digits, the discussion immediately shifts toward risk exposure, asset quality, and sustainability.
That’s why TradFi PR rarely centers on yield or headlines financial metrics in isolation. You cannot build your communications around a single metric, such as a strong EBITDA, without presenting the broader picture. When shaping a narrative, you should also focus on market expansion, competitive positioning, capital efficiency, and the ability to scale without breaking risk assumptions.
Moreover, if you point to a specific technology as the driver of growth, be prepared to explain it in detail. Otherwise, the campaign will face sharp criticism from industry professionals.
How trust is built in TradeFi
Trust plays a different role as well. In TradFi, it is built over time and rests on multiple interconnected factors: brand strength, historical track record, compliance with established rules, investor perception, current regulatory environment, etc.
The role of trust becomes especially visible during periods of stress. Cambridge historical research on bank runs shows that the effectiveness of the banking system is closely tied to confidence.
This means that PR campaigns built around trust need to be multi-layered and multifactor by nature, grounded not in one-off hype but in a long-term track record of trust-based performance. Communication that reflects this logic lowers the cost of attention.
How DeFi narratives change when the audience expands
As DeFi projects integrate TradFi instruments or design products for a broader audience, their narratives need to evolve.
Messaging built around excitement, promises, and rapid upside loses effectiveness once the audience includes institutions and regulated players.
Other factors come to the foreground: facts and figures based on the deep research, realistic assumptions integrated into the projected product performance, as well as macroeconomic factors and the global policy direction.
Communication shifts from one-time wow effect to compliance with product policy, financial rules and restrictions.
Formats matter more than reach
This shift affects media strategy translating into formats that prioritize credibility and continuity over promotion. Investor-focused press releases, earnings communications, and structured investor relations programs remain central, as they provide analysts and institutions with consistent, verifiable information.
Thought leadership pieces grounded in data, macroeconomic analysis, and risk assessment help position companies as reliable market participants.
Educational materials and market insights further support this approach, shifting attention from selling individual products to explaining how a business operates within broader economic and regulatory frameworks.
Stablecoins and RWAs as a stress test
That said, let’s look at how the first truly TradFi–DeFi products – RWAs and stablecoins – were positioned, as they played a central role in shaping the market narrative in 2025.
Spoiler: the stress test wasn’t passed. The narrative penetration and coverage outside specialized crypto and blockchain media was limited which highlighted a communication gap between product maturity and broader financial audience engagement.
Looking ahead
To close, let’s return to where we started. In 2026, the convergence of TradFi and DeFi products will continue, which means the industry will inevitably need to refine how these products are communicated and learn from earlier missteps.
There is no universal formula for tone or format. Context matters in every case. What can be said with confidence is that this kind of communication will need to become clearer, calmer, and more analytically grounded. When projects adopt this lens, their exposure becomes ultimately more effective.
Some will set the reference point for how this new ground is explained to the market. Others will follow.
This material has been prepared for general information purposes only and should not be construed as legal, financial, or investment advice. Projects are encouraged to consult relevant professionals for specific assessments related to regulatory compliance, cybersecurity, or financial risk management.
