Telegram and TON Embed Financial Services into Existing User Flows

Telegram and The Open Network (TON) are not aiming to become neobanks themselves but are instead providing the infrastructure for the next generation of Web3 finance. Unlike traditional neobanks, which focus on standalone apps and user acquisition strategies, Telegram and TON are embedding financial services directly into existing user flows. This approach leverages Telegram's massive user base and intuitive interface to deliver instant financial utility without requiring users to switch apps or learn new interfaces.

Ethena's integration into TON exemplifies this shift. Instead of creating new decentralized finance (DeFi) frontends, the focus is on embedding powerful financial tools into platforms that users already know and trust. With over 100 million TON wallets and more than 1 billion Telegram users, TON has already addressed one of crypto's most significant challenges: distribution. This built-in audience and seamless user experience set a new benchmark for usability in Web3 finance.

Telegram's approach flips the traditional script by making crypto flow directly into existing habits, reducing friction and enhancing user experience. The future of Web3 finance is not about creating shinier apps but about embedding financial services into platforms that users already use. This behavioral shift is crucial for mainstream adoption, as most users prefer less friction and more intuitive interfaces over complex technical features.

TON is assembling the components of a financial super-app, not through marketing campaigns but through utility. Tether Gold, for example, offers onchain access to tokenized gold stored in Swiss vaults, and tgBTC will allow users to hold and spend Bitcoin natively within Telegram. This ecosystem is designed to dissolve into the background while reshaping how users interact with digital assets, creating an invisible financial layer that enhances user experience without requiring additional effort.

While other layer 1s compete on throughput, fees, and total value locked, Telegram has already claimed the most important territory: the interface. Telegram Mini Apps, bots, and built-in wallets allow financial services to be experienced as part of chat, making finance feel like messaging. This approach is what mainstream adoption actually looks like, with smooth flows, minimal friction, and a user experience that feels natural and intuitive.

The next chapter of DeFi is about attention, not APYs. Yield-maximizing strategies and technical complexity defined the early DeFi playbook, but most users want to participate without a steep learning curve. Telegram's ecosystem offers this participation natively inside the space where users already spend their time. Projects that continue to chase growth through standalone apps and UX-heavy flows may find themselves out of step in the era of embedded Web3 finance.

The road ahead for TON involves tightly integrating with Telegram to redefine how users engage with finance. AI agents are expected to become personal assistants, guiding users, executing transactions, and simplifying the complexities of crypto. Bitcoin in Telegram will power lending, payments, and more, while new DeFi savings products will merge blockchain utility with mobile-native simplicity. The winners in this new landscape will be those who embed financial services into existing platforms, rather than competing with standalone apps.