Opportunity is for Everyone: Expanding Access to Digital Assets

Opportunity is for Everyone: Expanding Access to Digital Assets

Mar 14, 2023
Opportunity is for Everyone: Expanding Access to Digital Assets

At 21Shares, our mission has always been clear: to make digital assets more accessible and understandable to investors.

With our latest campaign, Opportunity is for Everyone we dive into the heart of the 21Shares origin story to talk about what makes investing in bitcoin both a financial decision and a personal journey.

Breaking Barriers: From Mom's Insight to Mainstream Access - The Genesis of 21Shares

21Shares has a unique story: The company sprouted from a problem shared by the co-founder’s moms. Ophelia tells us, “I remember it so clearly. It was 2013, I was sitting on the foot of my mom’s bed. We were watching something about mortgage-backed securities and talking about it in the context of the economic realities at the time. My mom turned to me and said, “This is stupid. Merck spends too much money hedging. Monetary policy is being used as essentially a geopolitical tool, which is not long-term consistent.” And then she asked me if I’d heard of this global currency called bitcoin,” She laughs, “So I was “orange pilled*” by my mom.”

Eventually, Hany Rashawn, co-founder of 21Shares, had a similar experience with his mom, Sherine. While both she and Lavinia were familiar with bitcoin and saw its distinctive value, it was difficult to access.  

Lavinia shares, “My first investment was not actually in digital assets, but instead in companies that benefited from digital assets— because there was no way for me to access it at the time. I was terrified of wallets, terrified of hacks, didn't understand even what it was.”

In December of 2023, Ophelia joined the Bankless podcast to talk about ETFs. She explained why investing in digital assets like bitcoin can be such a hurdle for investors—including her mom:

When you talk about traditional institutional asset managers…they manage (money) on behalf of other people… their job is primarily in equity and debt markets, not to learn an entirely new industry. So they would have to go set up entirely new compliance infrastructure, to set up one investment on behalf of their clients, that should represent a couple of percent, maybe a couple of basis points on that allocation. They’re going to have to fight a bunch of misinformation. They’re going to have to educate their internal infrastructure teams, figure out how to do taxes. That’s a lot of work, and it’s a lot of work that they don’t get paid for. That’s not their job. Their job is to take the money you give them, within the infrastructure they’re provided, and allocate it— or if they’re an advisor, their function is to be a relationship manager...An ETF allows you to outsource all of that

This quote is sourced from Bankless episode #xyz, which was released on December 23, 2023, and is available on most podcast platforms and the Bankless website.

The opportunity to access digital assets isn't just for early adopters or tech enthusiasts; they’re for anyone who wants to explore them. it's for parents, for friends, for the cautious and the curious alike.

Introducing the Campaign

Bringing Lavinia’s story to life is important because so many people have stories similar to hers. They see the value in digital assets, they want the opportunity to access them, but they may have felt out of reach. From wallets to hacks and everything in between, there are plenty of hurdles to keep people from gaining exposure. However, the new launch of the Bitcoin ETFs in the United States provides more accessible opportunities to American investors.  

Last week, we launched our new campaign: Opportunity is for Everyone. The campaign invites Lavinia to tell her story in her own words, from discovering bitcoin, to exploring the ecosystem for several years, to making her first investment. After watching the evolution of the digital asset landscape for over a decade, she has a lot to say.

Opportunity is not exclusive.
For too long, it has been reserved for the few.
With bitcoin, it can be enjoyed by the many—
Our moms, our dads, the young, and the young at heart.
Those who are ready for it,
and those who didn't even see it coming.
ARKB is here.
Opportunity is for everyone

Behind-the-Scenes Glimpses

“Ophelia and Lavinia have an incredible relationship,” says Maggie Ng, VP of Marketing at 21Shares, “Getting to capture their story and a piece of their personalities was really incredible.” Raised between Italy and the United States, Ophelia and Lavinia are both multi-lingual. Our day on set bounced between English, Italian, French, and Spanish—and their chemistry feels like it was written by Amy Sherman-Palladino.

“My mom is a bit of a legend in the 21Shares office,” Ophelia tells us, “Not only did she have a huge part to play in the founding of the company, but she’s been here for every step. She even laid the cables in our current office. She’s always been a part of what we’re building.”

Neil Russo, Director of Brand and Creative, was on set to fill in as creative director “From laughing with them, to crying from their heart-felt connection, the set saw a lot of love that day. It’s wonderful to see two women come together to tell such a poignant story.”

“Our hope for this campaign is that people recognize that opportunity isn’t exclusive,” says Cat Bohlmeyer, 21Shares Product Marketing Manager, “We’re exploring things that have never been done before. Knowing that new opportunities can be scary, we want American investors to know they have a team in their corner to support them if they’re curious about exploring bitcoin.”

Access to Opportunity

We’re proud to bring the 21Shares story to life and invite you to explore the world of digital assets through our lens.  Whether you're a seasoned investor or new to the space, we believe access and the choice to explore new opportunities should be for everyone. New videos will be released in the coming weeks, so be on the lookout to hear more from Lavinia and Ophelia.

View the ARKB Prospectus here: https://bit.ly/ARKBpros

*Orange pilled- To become aware and associate with the belief of bitcoin as a financial system.
**Basis points- one-hundredth of one percent, used chiefly in expressing differences in interest rates.


Investing involves risk, including the possible loss of principal. There is no assurance that the Trust will generate a profit for investors. The Trust may not be suitable for all investors.

The Trust is not an investment company registered under the Investment Company Act of 1940 or a commodity pool for purposes of the Commodity Exchange Act. Shares of the Trust are not subject to the same regulatory requirements as mutual funds. These investments are not suitable for all investors. Trusts focusing on a single asset generally experience greater volatility. There are special risks associated with short selling and margin investing. Please ask your financial advisor for more information about these risks.

Bitcoin is a relatively new asset class, and the market for bitcoin is subject to rapid changes and uncertainty. Bitcoin is largely unregulated and bitcoin investments may be more susceptible to fraud and manipulation than more regulated investments. Bitcoin is subject to unique and substantial risks, including significant price volatility and lack of liquidity, and theft. The value of an investment in the Trust could decline significantly and without warning, including to zero.

Bitcoin is subject to rapid price swings, including as a result of actions and statements by influencers and the media, changes in the supply of and demand for bitcoin, and other factors. There is no assurance that bitcoin will maintain its value over the long-term.

Failure by the Trust’s Bitcoin Custodian to exercise due care in the safekeeping of the Trust’s bitcoin could result in a loss to the Trust. Shareholders cannot be assured that the Bitcoin Custodian will maintain adequate insurance with respect to the Bitcoin held by the custodian on behalf of the Trust.

The Trust is not actively managed and will not take any actions to take advantage, or mitigate the impacts, of volatility in the price of bitcoin.

An investment in the Trust is not a direct investment in bitcoin. Investors will also forgo certain rights conferred by owning bitcoin directly.

Shares of the Trust are generally bought and sold at market price (not NAV) and are not individually redeemed from the Trust. Only Authorized Participants may trade directly with the Trust and only large blocks of Shares called “creation units.” Your brokerage commissions will reduce returns.

Shares in the Trust are not FDIC insured and may lose value and have no bank guarantee.

This material must be accompanied or preceded by a prospectus.

Carefully consider the Trust’s investment objectives, risk factors, and fees and expenses before investing. For further discussion of the risks associated with an investment in the Trust please read the Trust’s prospectus.

The Marketing Agent is Foreside Global Services, LLC

21Shares US LLC is the investment adviser to the ARK 21Shares ETFs.

21Shares is not affiliated with Quasar Distributors, LLC.

21Shares is not affiliated with ARK Investment Management LLC

As sub-adviser to the Funds, ARK Invest provides assistance in the marketing of the Shares.

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Testimonials are provided by individuals who are invested in a 21Shares fund and may therefore have an interest in the success of 21Shares products. No compensation was provided for this communication.