Geographic Demand and Card Accessibility: A Market Paradox
Tangem, known for its self-custodial hardware wallets, has announced an expansion of its partnership with Visa to issue crypto payment cards. However, the key point raised by the company is not about technology but about a market imbalance: the availability of crypto cards does not match real global demand. According to Tangem, the highest interest in such products is seen in regions where obtaining them is most difficult — due to regulatory restrictions, lack of infrastructure, or limited supply from issuers.
This conclusion echoes the broader situation in the digital asset market. In countries with unstable economies or high inflation, cryptocurrencies are often seen as an alternative to traditional savings, and crypto cards as a convenient tool for everyday payments. Yet it is precisely there that banking and payment systems are less inclined to support such products. This creates a gap between supply and demand that Tangem aims to close with its self-custodial model.
Why Self-Custodial Cards Change the Game
Unlike many competitors, Tangem offers cards that do not require transferring private keys to third-party services. Funds remain under the user's control, while transactions are processed through Visa's payment infrastructure. This approach reduces risks associated with centralized asset storage and could attract a broader audience — from tech-savvy users to those just starting with cryptocurrencies. For traffic arbitrage professionals and digital marketers, this opens new opportunities: a solvent audience interested in new types of financial products emerges.
It is worth noting that integration with Visa is not a unique move. Similar solutions were previously launched by Crypto.com, Coinbase, and Binance. However, Tangem focuses specifically on self-custody, which could become a competitive advantage in the eyes of users concerned about blockages or loss of access to funds.
Context for the CIS Market and Expert Opinion
For the Russian-speaking audience, the topic is particularly relevant: in Russia and several CIS countries, access to international crypto cards is limited due to sanctions and payment system policies. Users often seek workarounds, creating demand for non-standard solutions. If Tangem can offer a working product in these regions, it could significantly change the balance of power. However, it remains unclear how the company plans to address regulatory issues and ensure compatibility with local payment gateways.
In my view, the main challenge for Tangem is not technology but logistics and compliance. Demand does exist, but monetizing it requires flexibility that large players often lack. If the company manages to find a balance between self-custodial philosophy and regulatory requirements, it could occupy a unique niche. Otherwise, we risk seeing another prototype available only to a select few.