Not Financial Advice Financial
Crypto culture, reignited.
EST. MMXIII
OUR PHILOSOPHY
Not financial advice. Definitely life advice.
NFA.F TERMINAL v1.0
NOT FINANCIAL ADVICE FINANCIAL
CRYPTO
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[1] VIEW PORTFOLIO →
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NFA.F / Portfolio

Selected Positions

Selected work. Shipped projects, live campaigns, and concepts in development. Every piece built to reach the people crypto hasn't talked to yet.

Crazy Stupid Money
Original Format / Show
Crazy Stupid Money
Proof of Lifestyle, shipped. A man-on-the-street money show built on one question: what's the craziest money you ever spent? Crypto insiders and total strangers, same question, no glossary required. Now publishing, with early episodes filmed on the floor at Bitcoin 2026 in Las Vegas.
Show Original IP Video
Watch the Show →
Baby's First Bitcoin
Product Concept / Brand Identity
Baby's First Bitcoin
The savings bond, rebuilt for Bitcoin. A timelocked BTC gifting platform for parents who want to give their kids something better than a government I.O.U. Full brand identity, product concept, and web design from zero.
Product Brand Web
View Project →
Bitman.Space
Interactive / Game
Bitman.Space
A browser arcade game with a Bitcoin soul. Proof that crypto education does not have to feel like homework. Sometimes the best onboarding is a high score.
Interactive Game Bitcoin
Play Now →
0VIX/Keom Protocol
Content Production
0VIX/Keom Protocol
Polygon's native money market. The first DeFi protocol on zkEVM. We turned dense lending mechanics into something a normal person could watch without glazing over. DeFi education that respects both the protocol and the audience.
DeFi zkEVM Video
Fatties NFT
Marketing / Community
Fatties NFT
Built and scaled a collector community that actually liked each other. Marketing lead across Discord and Twitter. Campaign strategy, launch management, and content that kept secondary market activity alive long after mint.
NFT Marketing Community
GOGOcoin
Content / Community
GOGOcoin
Content production and community management for a DeFi protocol on Polygon. Educational content, video tutorials, meme campaigns. Grew engagement and TVL through creative strategy that treated the community like adults.
DeFi Content Community
© MMXXVI NFA.F
LOS ANGELES · NEW YORK · DUBAI
NFA.F / Content Strategy

Content Concepts

Crypto has a communication problem. Protocols talk to developers. Influencers talk to traders. Nobody talks to everyone else. These concepts exist to fix that.

Proof of Life
01
Proof of Life
A home tour series for the people crypto actually made rich. Real homes, real stories, no Lamborghinis (ok, maybe a few). Architectural Digest for the decentralized generation.
Read the Treatment →
The Gekko Whitepaper
02
The Gekko Whitepaper
A whitepaper written in the voice of Gordon Gekko, reimagined as a digital asset convert. Part market commentary, part cultural artifact. If the pitch sounds familiar, maybe the product is too.
Read the Paper →
NFA.F Brand Film
03
NFA.F Brand Film
A brand film for NFA.F, produced like a Fortune 500 spot for a company that runs on memes and conviction. High production, zero fiduciary responsibility. Integrity in the name.
Watch Film →
04 / Content Philosophy
Respect the audience. The premise does the work. The execution is flawless. The production value speaks for itself.
Every piece of content we produce follows a single principle: if the audience gets it, they get it. If they don't, the content still works on its own terms. We don't explain the joke. We don't hedge the thesis. We build things that reward attention and hold up under scrutiny. The bar is not "good for crypto." The bar is good.
INTERNAL MEMORANDUM / PROOF OF LIFESTYLE
Nobody buys Bitcoin because of a candlestick chart. They buy it because someone they trust told them it changed their life.
Crypto content has a target audience problem. It's made by enthusiasts, for enthusiasts, about enthusiasm. The feedback loop is airtight. The charts are for people who already read charts. The podcasts are for people who already have wallets. The memes require a glossary that nobody publishes because admitting you need one means you're not in the club.
Meanwhile, an industry worth trillions remains functionally invisible to most households. Not because they're opposed. Because nobody has made it worth their attention. Proof of Lifestyle is our framework for fixing that. The money is the mechanism. The life is the point.
Proof of Lifestyle / Full Memorandum →
© MMXXVI NFA.F
LOS ANGELES · NEW YORK · DUBAI
NFA.F / About

About NFA.F

NFA.F was founded on a simple observation: the most transformative financial technology of our generation is being explained by people who already understand it, to people who already own it. That is not a growth strategy. That is a newsletter.
We are a creative studio and strategic practice for digital assets, decentralized finance, and the cultural layer that connects them to everyday life. Founded by Joshua Peters, NFA.F brings over a decade of experience in digital asset markets, creative production, and brand strategy to clients who understand that the next billion users will not be won with whitepapers.
2013
First Position
10+
Years in Digital Assets
Our philosophy is straightforward. Wealth is not measured in assets alone. It is measured in clarity, conviction, and the willingness to see what others overlook. We do not chase trends. We identify inflection points. We produce content that earns attention, builds conviction, and moves people to act.
Every engagement begins with the same question: who are you not reaching, and why? The answer is rarely technical.
It is almost always creative.
Los Angeles
Headquarters
New York
East Coast
Dubai
MENA
Inquiries
joshuamatthewpeters@me.com
© MMXXVI NFA.F
NOT FINANCIAL ADVICE. DEFINITELY LIFE ADVICE.
NFA.F / Thesis

Proof of Lifestyle

A content strategy thesis for the next era of digital asset adoption. The premise is simple: crypto's biggest opportunity is not the people already here. It is everyone else.

We are not here to convert the faithful. We are here to welcome everyone else.
The digital asset industry spends billions marketing to itself. Conferences for builders. Content for traders. Education for the already educated. Meanwhile, 95% of the global population has never purchased a single token. That is not a failure of technology. It is a failure of communication.
Proof of Lifestyle is a framework for bridging that gap. Mainstream adoption will not come from better whitepapers or simpler onramps alone. It will come from content that meets people where they already live, in the language they already speak, about the things they already care about.
The Audience Gap
Crypto talks to crypto. The vocabulary, the references, the humor, the distribution channels. All of it optimized for insiders. The result is an echo chamber with exceptional production value.
The Content Opportunity
The brands that win the next cycle will be the ones that stop explaining blockchain and start demonstrating value. Show, do not tell. Lead with lifestyle, follow with infrastructure.
The Creative Standard
Production quality is not a nice-to-have. It is a trust signal. When content looks and feels like what people already consume and respect, the barrier to engagement drops to zero.
The full thesis expands on these principles with market analysis, audience segmentation, and a production framework designed for protocols, platforms, and funds ready to reach beyond the bubble.
View Full Deck →
© MMXXVI NFA.F
LOS ANGELES · NEW YORK · DUBAI