Hashdex ups marketing efforts ahead of bitcoin ETF decision

Hashdex marketing head says the firm expects investors to choose issuers “with extensive experience running bitcoin ETFs in several markets”


Hashdex and Rainbow flex/Shutterstock modified by Blockworks


Hashdex has put out a new bitcoin ad, marking the latest effort to bring investor eyes to the space ahead of the US Securities and Exchange Commission’s ruling on spot bitcoin ETFs.

It comes nearly two weeks after Bitwise turned heads with a commercial featuring actor Jonathan Goldsmith, perhaps best known for his role as “the most interesting man in the world” in Dos Equis beer ads.

The Brazil-based asset manager is one of more than a dozen fund issuers with filings in front of the regulator. The SEC is expected to rule on a proposal by Ark Invest and 21Shares — as well as potential others — by Jan. 10. 

Read more: As bitcoin ETF saga hits possible homestretch, here’s what to watch for

The new spot, posted to Hashdex’s X account Thursday, plays on the theme of how people’s minds have changed on certain technologies, like personal computers.

A man appears on an old television set. 

“It’s amazing to me the tremendous impact that the home computers have had on everyone,” he says. “And yet it seems the people I’ve talked to say that it takes you longer to do something by putting it into a computer and calling it up again than if you just kept simple records yourself in the house.”

The feed cuts. Music blares. And the screen reads: “Understanding disruptive innovation takes time. Bitcoin’s time has arrived.”

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Optimism around bitcoin ETF approval has grown in recent months following BlackRock’s entrance into the race in June and Grayscale Investments’ court victory against the SEC in August. Bloomberg Intelligence analysts continue to say they believe there is a 90% chance the regulator greenlights such funds next month.

Hashdex revealed in August that it aims to morph its Bitcoin Futures ETF (DEFI) into a fund that holds bitcoin directly.

This isn’t Hashdex’s first bitcoin ad. The firm put out a spot, also on X, on Dec. 20. 

“Stocks aren’t crypto. Fixed income isn’t crypto. Precious metals? Nope. Not crypto either,” it says. “Your bitcoin investment deserves a crypto-focused firm.”

Crypto segment observers have predicted a marketing war around spot bitcoin ETFs given the number of firms looking to launch similar products — and possibly all at the same time. In addition to BlackRock and Hashdex, traditional finance giants such as Invesco, Fidelity and Franklin Templeton are set to go up against smaller, more crypto-centric firms like Bitwise, VanEck and Valkyrie. 

Chris Glendening, Hashdex’s head of marketing, said now is the time to help investors understand the “differentiating factors” between issuers amid the bitcoin market excitement. 

“We believe investors will gravitate towards thematic asset management experience with a sole focus on digital assets and bitcoin, with extensive experience running bitcoin ETFs in several markets,” Glendening told Blockworks. 

Hashdex started offering a spot bitcoin ETF in Brazil in August 2021. The firm’s ads follow Bitwise releasing a spot on Dec. 18. 

Similar to Hashdex, Bitwise says it offers “ETFs backed by crypto specialists.”

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The Bitwise ad is part of a broader “Bitcoin is Interesting” campaign, with the spot set to appear on CNBC, Bloomberg and Fox Business Network.

A spokesperson declined to comment on where else, aside from X, the Hashdex ad might be shown.

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