Serra Wei, Aegis Custody

Case Study

Serra Wei

Project Overview

Aegis Custody — operating as a custodian through its affiliate, Aegis Trust — is an asset custodian focused on providing top-tier custody solutions for institutional clients globally. Committed to redefining standards in asset custody, Aegis Custody operates under trust charters in both the United States and Hong Kong via its subsidiary, Aegis Trust Company. 

Aegis prioritizes uncompromising security and compliance. The company utilizes its TCSP license in Hong Kong and the South Dakota Charter in the US to hold all digital assets in segregated and transparent custody accounts. 

Serra Wei — the company’s founder and CEO — was seeking extended press coverage to help grow the Aegis platform in both the US and Hong Kong markets to better establish the organization’s global footprint.

The Problem

Over the past several years, the cryptocurrency and blockchain industries have become extremely competitive. As a result, these emerging global sectors rely heavily on consumer trust in crypto/blockchain-focused organizations. 

Under Wei’s leadership, Aegis Custody sought to differentiate itself and its affiliates to exemplify how they are the go-to solution for any and all crypto/blockchain needs. However, global news cycles throughout 2022-23 featured near-constant coverage of industry scandals, resulting in over $3 billion of lost assets from security hacks and fraud. 

This coverage of “bad actors” in the crypto/blockchain space not only soured consumer trust in these industries themselves, but made it necessary for organizations like Aegis to remain in the spotlight through a consistent flow of positive press. 

During initial talks with Otter PR, Wei mentioned how Aegis had developed a transformative solution that would help give potential users a safe and secure platform for all their crypto/blockchain transactions. By highlighting this solution, our team knew we could help Wei and her company reestablish trust and credibility in these global industries.

The Strategy

While Aegis had already established a presence for itself online, our team knew that capitalizing on any major news or emerging trends in cryptocurrency or blockchain would help further establish Wei and her company as a trustworthy and reliable source of insight. With this in mind, we set to work generating carefully tailored pitches to journalists and outlets who focus on the crypto, blockchain, finance, economic, and entrepreneurial sectors.

Our primary objective was to utilize extensive media coverage to enhance the international influence of Aegis Custody and its affiliates. In doing so, our strategy could achieve the secondary goal of solidifying Wei’s company as the number-one solution for all crypto/blockchain-related consumer needs. 

Additionally, we knew that recognizing Wei as a minority female CEO in a male-dominated sector could lead to further press coverage and growth opportunities for both her and Aegis. We tapped into our media network to highlight Wei as a pioneer in the crypto/blockchain space who aims to help transform the industry for future generations of minority and female leaders.

Business Impact (results)

As a result of our efforts, Aegis Custody has successfully been able to utilize its platform to unlock new possibilities for its customers, as well as the crypto and blockchain industries. Our comprehensive media strategy has allowed them to gain enough traction to establish partnerships with key industry stakeholders, including Panda Securities (a group company of Matrix Markets Ltd.) and Invest Hong Kong

Furthermore, our team was able to help Wei and Aegis generate media coverage around the launch of its in-custody fiat on/off ramping services. This has allowed their clients to easily trade in-custody funds with leading crypto/blockchain service providers like B2C2 and Legend Trading to support the trade of USDC on world-renowned blockchain platforms, including Ethereum, Algorand, Solana, Stellar, and TRON.

As Aegis continues receiving interest for partnerships with other leading names in the crypto/blockchain sector, the organization has been able to grow steadily in line with its goals. Moreover, our PR strategy has helped Wei establish her place as a leading global expert and thought leader within her industry. She is now highly sought after not only for guest quotes and interviews in regard to crypto and blockchain but also for tips and insight on how other minority women can follow in her footsteps and succeed in traditionally male-dominated industries.

Tags: Blockchain, crypto
Thomas Mustac

Thomas Mustac

Thomas holds a Masters's Degree in Communication with an Advanced Certification in Nonprofit organizations. His diverse background spans the healthcare, sports and interior design industries. His interests include travel, sports and personal fitness.

Publicist

Thomas Mustac

Thomas Mustac

Thomas holds a Masters's Degree in Communication with an Advanced Certification in Nonprofit organizations. His diverse background spans the healthcare, sports and interior design industries. His interests include travel, sports and personal fitness.

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