Inside Mercuryo’s Visa Partnership
Updated
January 29, 2026 1:34 PM
Close up of Visa credit cards. PHOTO: ADOBE STOCK
Mercuryo is a fintech startup that builds the infrastructure to enable money to move seamlessly between crypto and traditional banking systems. In simple terms, it works on the problem of turning digital assets into usable cash.
As more people hold crypto through wallets and exchanges, one practical issue keeps arising: how do you actually withdraw that money and use it in the real world? For many users, converting tokens into local currency is still slow, confusing or expensive. That gap between “owning” crypto and being able to spend it is where Mercuryo operates.
The company’s latest step forward is a partnership with Visa to improve what is known as “off-ramping” — the process of converting crypto into fiat currency like dollars or euros. Until now, this has often been slow, expensive and confusing for users. Mercuryo is using Visa Direct, Visa’s real-time payments system, to make that process faster and more direct.
With this integration, users can convert their digital tokens into local currency and send the money straight to a Visa debit or credit card. The transaction happens through systems that already power global card payments, which means the money can arrive in near real time instead of days later.
Technically, this connects two very different worlds. On one side is blockchain-based crypto, which moves value on decentralised networks. On the other side is the traditional payment system, which runs on banks, cards and regulated rails. Mercuryo’s platform sits between the two and handles the conversion and movement of funds.
Instead of users leaving their wallet or exchange to cash out, Mercuryo allows the conversion to happen inside the apps and platforms they already use. The user does not need to understand the plumbing behind it. They just see that crypto becomes spendable money on their card.
This matters because access is what makes any financial system usable. If people cannot easily move their money, they treat it as locked or risky. Faster off-ramps make digital assets more practical, not just speculative.
Mercuryo’s work is not about creating new tokens or trading tools. It is about building the pipes that let money move smoothly between Web3 and the traditional financial world. The Visa partnership strengthens those pipes by using a global, trusted payments network that already works at scale.
Visa also framed the partnership as a bridge between systems. Anastasia Serikova, Head of Visa Direct, Europe, said: "By leveraging Visa Direct's capabilities, Mercuryo is not only making converting to fiat faster, simpler and more accessible than ever—it's building bridges between the crypto space and the traditional financial system. This integration empowers users to seamlessly convert digital assets into fiat in near real time, creating a more connected and convenient payment experience".
Over time, this kind of infrastructure is what determines whether crypto remains niche or becomes part of everyday finance. Not through headlines, but through systems that quietly reduce friction.
Mercuryo’s direction is clear: make digital assets easier to use, easier to exit and easier to connect to the money systems people already rely on.
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How startups can use nostalgia marketing to build trust, spark loyalty and stand out with storytelling, vintage design and emotional connections.
Updated
January 8, 2026 6:35 PM
Vintage beer pong posters showcasing colorful, diverse designs from different eras in one collection. PHOTO: FREEPIK
Turning the subtle power of nostalgia into meaningful marketing.
Think of nostalgia as a time machine for brands—it doesn’t just take people back; it brings their emotions forward. And emotions sell. For those who are unfamiliar, nostalgia marketing is a strategy where brands use elements from the past—like familiar sights, sounds, or stories—to evoke warm memories and emotional connections with their audience.
This emotional pull isn’t just anecdotal—research shows its real impact: according to The Team and Forbes via The Drum, 80% of millennials and Gen Z are drawn to brands tapping into nostalgia, while 92% of consumers say nostalgic ads feel more relatable. And for startups competing in noisy markets, this is a goldmine.
In this article, we’ll explore why nostalgia marketing can be a game-changing strategy for your company.
Out of all the popular marketing methods—like influencer partnerships or attention-grabbing ad campaigns—nostalgia is unique because its impact starts intrinsically, in the brain. By triggering the release of dopamine, a reward-system neurotransmitter, Nostalgia evokes feelings of warmth, happiness and comfort. Consequently, people don’t just remember a moment—they relive it. Take, for instance, your favorite cereal brand bringing back childhood cartoon characters or using retro fonts and colors. You might choose it over a healthier breakfast option simply because it reminds you of the mornings you enjoyed as a kid. Similarly, speaking of stirring fond memories, Coca-Cola has mastered this effect, using classic holiday ads, vintage packaging, and iconic imagery. Those associations make people see Coke as more than a drink—it’s a familiar feeling they’re willing to pay extra for.
New marketing campaigns can spark curiosity but often trigger skepticism—especially when audiences lack prior connection to the brand. Nostalgia marketing breaks down this barrier by tapping into familiarity, using retro jingles, vintage fonts, pastel colors, or familiar packaging that immediately resonate. This recognition builds an emotional connection and trust with the brand. More importantly, it fosters social connectedness by making consumers feel part of a larger community—giving that reassuring “others remember this too” feeling. As a result, this sense of belonging reduces loneliness, strengthens warmth and trust, and encourages word-of-mouth sharing, naturally amplifying the campaign’s reach and impact.
While luxury brands can afford massive campaigns, startups and small businesses can tap into nostalgia as a cost-effective storytelling tool. In a world where marketing often chases the “next big thing”—from AI to futuristic tech—nostalgia offers the opposite: a chance to revisit the past. More importantly, nostalgia allows brands to stand out in a crowded, fast-scrolling feed by delivering something comfortingly familiar with a fresh twist. Think of Polaroid: in an age where smartphones boast crystal-clear cameras, it wins hearts with pastel hues, a vintage lens, and the tactile charm of instant prints—selling not just images, but a moment that feels straight out of the past.
The same principle worked brilliantly for Tiffany & Co., whose 185-year-old brand refresh featured Jay-Z and Beyoncé in a Breakfast at Tiffany’s-inspired campaign, blending timeless charm with contemporary star power and racking up millions of views. In essence, when done right, nostalgia doesn’t just market a product—it invites people to relive a story they already love.
Nostalgia resonates across generations speaking to diverse audiences. For Millennials, it’s a chance to relive the cultural touchpoints of their youth, while Gen Z approaches it with curiosity, eager to explore eras they never experienced firsthand. This crossover creates a unique marketing sweet spot: one group is driven by memory, the other by discovery. Pokémon proves this power by keeping lifelong fans engaged through retro trading cards while introducing younger audiences to its history. Similarly, Nike used nostalgia to bridge two different generations by reissuing retro classics, keeping both longtime fans and new sneakerheads excited. By appealing to both memory and curiosity, brands can create lasting connections that keep different generations engaged at once.
Nostalgia can be your startup’s non-cliché marketing mantra. Imagine a small bookstore that offers handwritten recommendation cards designed like vintage library checkout slips. This simple touch invites customers to slow down and rediscover the joy of reading. Or picture a local coffee shop serving drinks in mugs inspired by classic diner ware, evoking comforting memories of simpler times. Overall, the lesson is clear: combining nostalgic design with stories that connect people to shared moments creates emotional warmth and trust. Thoughtful nostalgia turns everyday products into meaningful experiences—building loyal communities eager to return.