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Maple’s Brand Is Evolving: Onchain Capital, Activated
@Maple ’s brand is evolving, starting this week. The idea behind it is simple: capital should be activated.
Capital matters because of what it makes possible. When a business can borrow, it hires, buys inventory, and opens new markets. When a dollar in a banking app earns yield, it’s because a business somewhere is paying interest on the capital behind it.
Too much of the world’s capital is still held back. Credit can take months to arrange, depends on where you’re based, and often sits in systems nobody outside the lender can check.
Sid Powell and Joe Flanagan founded Maple in 2019 to change that. Traditional finance managed risk well but disclosed very little. Crypto put every transaction on a public record, but lending often lacked credit discipline. Maple was built to do both: institutional underwriting, onchain.
The mission and the business model haven’t changed. The scale has.
Since the end of 2023, Maple’s AUM has grown from about $85M to $4.8B. The protocol has originated more than $20B, lent to 150+ businesses, and distributed more than $100M in yield to lenders.
Traditional finance, crypto, and fintech are converging into one market. Maple is native to where they meet and that has always been the plan.
The business is now outgrowing the brand that described it. The logo and Maple orange stay. This week you’ll see the first of the evolved branding, with more rolling out every month through year-end.
Capital should be activated. That’s what Maple does every day. Now the brand says so too.
Onchain Capital. Activated. $SYRUP is the ticker.
Read the full note from Head of Marketing Natalie Williams: https://maple.finance/insights/maple-brand-evolution