4.1% APY in a market trained to doubt it
US users had learned to distrust high APY. Stablecoin rewards invite skepticism before interest. The challenge wasn't explaining the product — it was building trust into every surface that carried it.
A unified message system anchored to three answers: automatic, available, variable. Same language, every surface — from portfolio to transactions to FAQs — so nothing contradicted anything else.
Led content strategy across the full USDG Earn product. Defined the language framework, wrote every surface, aligned with Legal and Compliance, and built a reusable system for future product work.
$17.8M AUM in 90 days. 33% penetration against a 10% target. Deposit averages grew from $417 to $769 per user. The content system shipped faster than expected and outlasted the launch.
Every product rule was a hidden user question
Behind each compliance constraint sat a real worry. My job was to translate the constraint into copy that answered the worry, plainly, without overpromising.
Content system
Use "USDG" when users are acting
Use "stablecoin" when users are learning
Use "earn" and "rewards", not "yield" or "accrual"
Always pair benefit with control or context
Personalizing it
The same product launched into two very different markets. The numbers tell us where the content job changes from awareness to reinforcement, and that shapes the next quarter of work.
vs 10% Q4 target
Users already get it. Next move: connect USDG to broader spend, save, and trading behavior, instead of re-explaining the product.
Users default to USDC. The work here is comparison and education. Why USDG, how it differs, and why holding stablecoins matters during drawdowns.
What 90 days proved
Content that earns trust moves money. USDG launched into skepticism and hit 33% penetration against a 10% target in three months.
Why this work mattered
USDG Earn was not just a rewards launch. It was a trust system. Built for a market trained to doubt yield, shipped under regulatory scrutiny, and adopted faster than anyone expected.
The work proved that careful, conversational copy can move real money. And that a well-designed content system outlasts the product it was built for.