The State of Crypto Processing 2025

At PassimPay, we continuously monitor the crypto processing industry and its competitive landscape. To gain deeper insights, we conducted an in-depth analysis of the market, identifying key trends, transparency challenges, and marketing strategies.

This study examines 57 competing services, analyzing their positioning and communication strategies. It is based on two core research methods:

Descriptive analysis – identifying fundamental positioning patterns and collecting key descriptors used in branding and marketing. We gathered 2,515 product-related descriptors and 917 company-related descriptors, which helped map out how companies present themselves to the market.

Differential analysis – examining how competitors differentiate themselves, what unique elements they highlight, and how they structure their messaging.

Based on this research, we created a comparative market profile of crypto processing providers and developed strategic recommendations to enhance branding and communication.

Key Findings

The Illusion of Security

90% of crypto processing services emphasize security in their marketing, yet only 10% provide actual proof or detailed explanations.
Over 85% fail to offer clear answers about AML/KYC compliance.
Less than 5% publish transaction statistics, customer numbers, or turnover data, making it difficult to assess their reliability.

Legality Without Proof

50% of companies claim to operate legally, but only 20% provide licensing details.
30% do not disclose company details, raising concerns about legitimacy.
Only 3.5% explicitly state they work with high-risk projects, reflecting a general lack of transparency.

Template-Based Marketing

90% of services rely on generic descriptions and visuals, leading to poor differentiation.
Less than 10% publish reports or industry updates, and only 5% showcase case studies.
70% claim a global presence, yet most operate in only a few jurisdictions.

HR Branding Is Ignored

Only 10% of companies showcase their teams or investors.
Employee representation in marketing is an overlooked yet crucial tool for building trust and attracting talent.

Strategic Insights & Recommendations

1. Addressing Small & Medium-Sized Businesses (SMB)

Most services target large corporations, leaving SMBs underserved. Developing tailored solutions for smaller businesses could open a promising niche market.

2. Strengthening Competitive Advantages

Many companies offer free integration, licensing assistance, and legal support but fail to highlight these benefits in their marketing. Shifting focus to these differentiators can enhance attractiveness.

3. Leveraging HR Branding

Showcasing employees and involving them in marketing can increase trust, improve employer branding, and enhance brand recognition.

4. Real Business Cases Over Generic Claims

Most providers fail to showcase real-world applications of their products. Publishing case studies and success stories would make services more tangible and relatable.

5. Moving from Abstraction to Concrete Proof

A significant portion of crypto processors make bold claims without evidence—especially regarding security, usability, and compliance. Backing up key claims with data would significantly boost credibility.

6. Investing in Educational Content

Most crypto processing websites lack guides, tutorials, and industry insights. Developing educational materials could enhance user engagement, brand reputation, and customer onboarding.

7. Publishing Transparency Reports

Regular reports on transactions, customer growth, and financial performance could improve credibility and transparency—a common practice in FinTech but rare in crypto processing.

8. Content Marketing as a Missed Opportunity

Most companies do not publish market research or thought leadership pieces. Producing industry insights could position them as trusted experts and increase audience engagement.

9. Adding an Emotional Dimension to Marketing

Crypto processing marketing is overly rational, relying mostly on fear-based messaging (e.g., security risks, lost profits). Adding positive emotional triggers could improve customer engagement and loyalty.

10. Revisiting the Role of Decentralization

Despite its importance in the crypto space, decentralization is rarely mentioned in positioning. Companies that integrate decentralization principles into branding could strengthen their appeal within the crypto community.

Final Thoughts

The crypto processing industry is evolving, yet its marketing remains stagnant, lacking differentiation and transparency. To build trust and credibility, companies should move toward fact-based communication, clearer value propositions, and greater transparency.

At PassimPay, we believe that better communication strategies can drive industry-wide improvements. We hope this report inspires companies to rethink their branding and adopt clearer, more transparent, and more engaging approaches.