For years, crypto companies wanted consumers to know exactly which chain they were using. The network itself was the product.
According to John Nahas, chief business officer at Ava Labs, that mindset is changing.
During a recent interview with TheStreet Roundtable, Nahas said Avalanche increasingly is positioning itself as infrastructure for businesses, not as a consumer brand fighting for attention.
That can mean helping a fintech move money faster, giving a rewards platform new ways to program assets, or letting a company build a product that works more efficiently behind the scenes.
In all of those cases, Nahas said, the blockchain should not be the main character.
That pitch is starting to show up in real capital markets activity.
In August 2025, SkyBridge Capital said it would tokenize $300 million of its flagship hedge funds on Avalanche, while Avalanche has also highlighted structured-finance activity from IntainMARKETS with more than $26 billion in loans administered onchain through an Avalanche Layer 1.
For Nahas, those examples matter more than headline chasing. He believes the industry needs to talk less about logo placement and more about measurable outcomes.
That does not mean Avalanche wants to be invisible to developers or partners. It still needs mindshare to attract builders.
Nahas’s argument is that success with consumers looks different from success with developers.
On the consumer side, the blockchain should fade into the background. On the business side, it should make the economics compelling enough that companies keep choosing it.
This story was originally published by TheStreet on Mar 19, 2026, where it first appeared in the Innovation section. Add TheStreet as a Preferred Source by clicking here.