DHS's new order banning Acronis AG from federal systems also sheds new light on security concerns U.S. officials have about the company's products and services.
FILE - The Department of Homeland Security logo is seen during a news conference in Washington, Feb. 25, 2015. DHS says a looming Supreme Court decision on abortion, an increase of migrants at the U.S.-Mexico border and the midterm elections are potential triggers for extremist violence over the next six months. DHS said June 7, 2022, in the National Terrorism Advisory System bulletin the U.S. was in a "heightened threat environment" already and these factors may worsen the situation. (AP Photo/Pablo Martinez Monsivais, File)
Hannah Freeman, co-founder of Ganaz. (LinkedIn Photo)
Seattle startup Ganaz, which provides payroll and HR tech for agricultural workers and employers, has been acquired by Beacon Holdings.
Ganaz co-founder and CEO Hannah Freeman announced the deal Wednesday on LinkedIn, saying the public benefit corporation “is in great hands” at Beacon, which “is building momentum for our next exciting season.”
Freeman indicated she is stepping away from the company to “catch my breath, spend more time with my daughter, and dream about what’s next,” she wrote. “I’ll miss our team & customers, but will be cheering you on from the sidelines.”
Ganaz launched in 2017 and has raised more than $10 million, with its last disclosed funding round in June 2021. That financing valued the company at $26 million, according to PitchBook. Terms of the acquisition were not disclosed.
Beacon, based in Toronto, buys software businesses serving traditional industries and provides shared technology and operational resources. The company said in September that its portfolio included 45 software businesses.
Ganaz’s platform provides employee onboarding, training, communication and analytics tools. It also offers a Mastercard payroll card that gives unbanked workers access to digital banking. Employers save time and money by skipping paper checks, while workers keep more of their pay by avoiding check-cashing and high remittance fees.
Ganaz received GeekWire’s 2023 Geeks Give Back Award. “We founded Ganaz to make life better for farm workers, and we do that by building technology that agricultural employers love and can’t live without,” Freeman told GeekWire in 2023. “We build our tools to help both workers and employers prosper, and that kicks off a virtuous cycle that helps agricultural communities prosper as well.”
At that time, the startup was serving more than 250,000 agricultural workers in the U.S. and Mexico and 100 employers in the sector.
The company has about 17 employees, according to LinkedIn. Freeman did not say in her post whether Ganaz will continue as a subsidiary or whether its employees will receive job offers from Beacon. GeekWire has reached out to Freeman for comment and will update the story with any reply.
AI or Artificial intelligence concept. Businessman using computer use ai to help business and used in daily life, Digital Transformation, Internet of Things, Artificial intelligence brain, A.I.,
"To be clear to the market and to our partners — we're moving out. Good news is there is no gap, only consistent desire to move faster," Marc Andersen said.
Looking for an affordable and powerful applicant tracking system? Check out this list of the five best free ATS solutions for 2026 and find the perfect one for your business.
Looking for an affordable and powerful applicant tracking system? Check out this list of the five best free ATS solutions for 2026 and find the perfect one for your business.
"We have struggled with finding a solution that we need today, which is a more modular, flexible solution," Lynda Armer said. "We're looking at the strategy."
Lynda Armer, the executive director of Army Contracting Command Rock Island is interviewed by Federal News Network's Terry Gerton at the 2026 AUSA conference in Washington.
"They've got a tough challenge because they've got an administration that has overall said, we don't want to regulate superintelligence," said Emily Murphy.
"We're getting our technical priorities directly from commanders, so we're investing in real problems with real needs and real opportunities," said Matt Willis.
Inrix co-founder and CEO Bryan Mistele above rush-hour traffic on Interstate 5 in Seattle in 2011. After more than two decades of turning traffic data into a business, Inrix has agreed to sell substantially all of its assets to Arity, a subsidiary of Allstate. (GeekWire File Photo / Annie Laurie Malarkey)
Inrix, the Bellevue, Wash.-based traffic data company that spun out of Microsoft in 2004 and became one of the Seattle region’s longest-running independent tech companies, has agreed to sell substantially all of its assets to Arity, the mobility data subsidiary of insurance giant Allstate.
The deal, announced Friday, would end Inrix‘s 22-year run as a standalone company. Inrix has raised more than $288 million and flirted with an IPO multiple times over its lifetime. Terms were not disclosed. The companies expect the acquisition to close later this year.
Founded in 2016, Chicago-based Arity analyzes driving behavior for insurers, marketers and public-sector customers. It says it has amassed more than 3 trillion miles of driving data. The acquisition would pair that information with Inrix’s analytics on traffic, road conditions and transportation networks.
“By combining Arity’s predictive insights on driving behavior and risk with Inrix’s transportation intelligence and mobility analytics, we will be uniquely positioned to deliver more robust intelligence and insights into how people, vehicles, goods, and roads interact,” Gary Hallgren, president of Arity, said in a statement.
While the companies are touting the benefits of combining their data and analytics, Arity’s data practices have faced legal scrutiny. In January 2025, Texas sued Allstate and Arity, alleging they collected and sold consumers’ driving and location data without adequate consent.
“We are confident in our compliance with all laws and regulations and are committed to ensuring consumers are informed when their data is used for personalized insurance rates,” an Arity spokesperson told GeekWire via email.
The proposed acquisition charts an alternate course to Inrix’s earlier plans for going public. In 2012, Inrix hired Goldman Sachs and JPMorgan Chase with an eye toward a 2013 IPO that was expected to raise up to $100 million. The company looked to go public again in 2022 but backed out amid economic uncertainty stemming from Russia’s invasion of Ukraine and other factors.
“We were about two weeks away from filing our documents with the SEC,” Inrix CEO Bryan Mistele said in an August 2022 GeekWire story. “We’re on standby right now, waiting to see when the markets and economy improve, in which case we’ll take another run at it.”
Inrix declined via email to comment on the reason why it chose to sell at this time.
“By leveraging the complementary strengths of both organizations, we see an opportunity to turn transportation data into actionable intelligence that helps organizations make better decisions and create safer, more efficient, and more connected transportation systems,” an Inrix spokesperson said.
Inrix serves corporate, automotive, technology and public-sector customers including Amazon, IBM, General Motors, Windermere Real Estate and state departments of transportation.
The company got its start selling traffic and transportation-related data. In recent years, it moved beyond supplying raw traffic data into subscription software that helps customers interpret it, including tools for traffic-signal timing, road safety and retail site selection.
Recent public releases include its first Parking Scorecard, which ranks the availability and cost of parking in major cities in the U.S. and Europe.
Inrix has about 277 employees, based on LinkedIn data. A spokesperson said that “all eligible” employees will receive job offers from Arity, and there are no planned changes to the company’s Bellevue headquarters.
Editor’s note: Comments from Arity and Inrix spokespeople were added 10/19.
This image provided by Siemens shows a rendering of one of the new Amtrak trains to be built in the U.S. by Siemens Mobility. Amtrak announced plans, Wednesday, July 7, 2021, to spend $7.3 billion to replace 83 passenger trains, some of which are nearly a half-century old. (Siemens via AP)
Bellevue, Wash.-based hiring technology company Humanly has acquired CareerArc to merge its artificial intelligence screening tools with software that helps employers attract job applicants.
The deal announced Wednesday brings together Humanly’s automated chat and interview systems with CareerArc’s social media recruiting and career-site mapping platforms.
The transaction follows an aggressive M&A streak for Humanly, which includes its acquisition of employee engagement platform Anthill earlier this year and a trio of other recruiting tech acquisitions in 2025 — Sprockets, Qualifi, and HourWork.
Founded in 2018, Humanly builds software designed to automate candidate engagement, screening, and interviewing for high-volume employers.
“High volume employers have had to piece together their hiring process with a collection of disconnected tools,” Co-founder and CEO Prem Kumar said in a statement, noting that the deal helps bridge the gap by reaching candidates earlier in the search process.
Founded in 2009, Burbank, Calif.-based CareerArc provides recruitment marketing tools — including social recruiting software and interactive career-site mapping — to help employers reach and convert job seekers.
Its core offerings include HireSocial, a social media recruitment platform designed to automate job postings, and Job Maps, an interactive career-site tool that lets candidates explore open positions visually by location.
Humanly, which is No. 147 on the GeekWire 200 ranked index of the Pacific Northwest’s top startups, raised $25 million in Series B funding in April. The startup has raised $52 million to date.
Humanly counts Microsoft, Domino’s, Massage Envy, Worldwide Flight Services, and MGM Resorts and Casinos among its more than 120 customers.
Nine of CareerArc’s 13 employees are joining Humanly, which now employs 50 people.
Acquiring users is one of the biggest challenges for crypto startups. Whether you are launching a cryptocurrency token, building a DeFi platform, developing a Web3 application, or preparing for a Token Generation Event (TGE), attracting the right audience requires a clear marketing strategy and careful budget management.
Many crypto projects spend heavily on influencer promotions, paid advertising, community campaigns, and exchange-related marketing without understanding which activities generate genuine users. High traffic and growing social media followers may look promising, but they do not always translate into wallet connections, product adoption, token participation, or long-term engagement.
Reducing user acquisition costs for crypto startups requires improving audience targeting, choosing cost-effective marketing channels, optimizing conversion rates, and retaining users after their first interaction. Instead of focusing exclusively on attracting more people, startups should identify the marketing activities that bring relevant users at a sustainable cost.
This guide explains how crypto startups can reduce user acquisition costs, improve marketing efficiency, and build a scalable user acquisition strategy.
What Is User Acquisition Cost in Crypto Marketing?
User acquisition cost (UAC) is the amount a business spends to acquire a new user through its marketing and growth activities. It helps crypto startups evaluate whether their campaigns are generating users efficiently.
A closely related metric is Customer Acquisition Cost (CAC), which generally measures the cost of acquiring a paying customer. For crypto projects, the most useful metric depends on the business model and the desired action.
For example, a DeFi platform may measure the cost of acquiring an active wallet, while a blockchain gaming project may track the cost of acquiring a player who returns regularly.
The basic formula is:
User Acquisition Cost = Total Acquisition Spend ÷ Number of New Users Acquired
Suppose a crypto startup spends $12,000 on marketing and acquires 600 new users during a campaign.
User acquisition cost = $12,000 ÷ 600 = $20 per user.
However, this calculation is meaningful only when the startup defines what counts as a user and which expenses belong in the calculation. A registered account, connected wallet, funded wallet, and retained user represent different levels of engagement.
Projects should track these actions separately to understand the actual cost of attracting valuable users.
What Makes Crypto User Acquisition Costs So High?
Crypto marketing presents several challenges that can increase acquisition expenses.
Intense competition: New tokens, DeFi applications, exchanges, and Web3 platforms compete for attention across similar online communities and marketing channels.
Audience trust issues: Potential users may hesitate to interact with unfamiliar crypto projects because of scams, misleading promotions, security concerns, and unclear token utility.
Advertising restrictions: Cryptocurrency advertising is subject to platform-specific rules and may require approvals, disclosures, or geographic restrictions.
Low-quality traffic: Influencer campaigns and paid promotions can generate clicks without attracting users who are genuinely interested in the product.
Short-term campaign thinking: Some startups prioritize launch-day visibility instead of building a repeatable acquisition process that continues after the initial campaign.
Understanding these challenges helps startups allocate their marketing budgets more effectively.
1. Define Your Ideal Crypto User Before Spending on Marketing
One of the most effective ways to reduce user acquisition costs is to identify the audience most likely to use your product.
Marketing to everyone interested in cryptocurrency can waste resources because different audiences have different motivations, expectations, and levels of product knowledge.
For example, a DeFi lending platform may target experienced DeFi users who understand liquidity pools and collateralization. A crypto wallet may appeal to retail users, traders, developers, or businesses looking for specific wallet functionality.
Create an audience profile that identifies:
Primary use cases and user needs.
Geographic markets and supported languages.
Familiarity with blockchain technology.
Preferred social media and community platforms.
Common concerns and reasons for adopting the product.
The actions that indicate meaningful engagement.
Use customer interviews, community discussions, product analytics, and search data to validate your assumptions.
A clearly defined target audience allows your crypto marketing team to select relevant channels, create better messaging, and avoid spending money on users who are unlikely to convert.
2. Prioritize High-Intent Users Instead of Chasing Traffic
Website traffic is useful, but not every visitor has the same potential value. Someone researching general blockchain concepts may be less likely to adopt your product than someone comparing crypto wallets or evaluating DeFi platforms.
Crypto startups should identify the search queries, communities, and campaign interactions that indicate stronger intent.
For example, content targeting queries such as “how to choose a crypto wallet for a DeFi platform” may attract users with a specific need. A detailed comparison page can then explain the product’s features, supported networks, security considerations, and limitations.
To attract high-intent users:
Research keywords connected to your product and use cases.
Create landing pages for specific audience segments.
Answer technical and product-related questions clearly.
Use relevant calls to action that match the user’s needs.
Analyze which sources generate activated and retained users.
This approach shifts the focus from maximizing visits to attracting users who are more likely to benefit from your solution.
3. Invest in Crypto SEO for Sustainable User Acquisition
Crypto SEO can reduce dependence on paid campaigns by helping your website attract relevant users through organic search.
Unlike a short promotional campaign, useful search content can continue attracting visitors after publication, although rankings and traffic are never guaranteed.
Start with keyword research focused on the problems your product solves. Build content around product categories, use cases, comparisons, technical questions, and common user concerns.
For example, a crypto exchange could publish guides on exchange security, trading features, wallet transfers, and supported blockchain networks. A token development company could create resources explaining token standards, smart contract audits, tokenomics, and deployment costs.
A strong crypto SEO strategy should include:
Search intent and keyword analysis.
Helpful, original, technically accurate content.
Relevant internal links between educational articles and service pages.
Fast, mobile-friendly website performance.
Clear page titles, headings, and descriptive metadata.
Appropriate structured data where supported.
Regular updates to important product and educational pages.
SEO works best when content provides genuine value rather than repeating keywords. It can attract users earlier in their decision-making journey and help reduce the long-term cost of acquiring organic traffic.
4. Use Content Marketing to Educate and Convert Potential Users
Many crypto users need more information before trusting a new platform or token project. Content marketing can address this hesitation by explaining the product, demonstrating its value, and answering common questions.
Create content that matches different stages of the user journey.
Awareness stage: Publish introductory guides, educational videos, industry explainers, and problem-focused articles.
Consideration stage: Develop comparison pages, product walkthroughs, technical documentation, case studies, and detailed FAQs.
Conversion stage: Provide onboarding guides, product demonstrations, feature explanations, and clear next steps.
For Web3 startups, content can also support community discussions, email campaigns, influencer partnerships, and AI search visibility.
Avoid publishing content solely to increase article count. Each asset should address a specific user question and guide readers toward a relevant next step.
Measure content performance through qualified organic traffic, assisted conversions, product activation, and returning users rather than page views alone.
5. Choose Crypto Influencers Based on Audience Quality
Crypto influencer marketing can generate awareness quickly, but poorly matched partnerships can increase user acquisition costs.
A creator with a large following may not reach the people who need your product. Audience relevance, credibility, engagement quality, and campaign objectives are more useful selection criteria than follower count alone.
Before choosing an influencer, evaluate:
Audience relevance to your token or Web3 product.
Engagement patterns and the quality of audience discussions.
Previous crypto promotions and disclosed partnerships.
Geographic and language alignment.
Content quality and communication style.
Historical campaign performance, where verifiable.
Use unique campaign links, referral codes, and appropriate attribution methods to measure results. Track meaningful actions such as qualified registrations, product activation, and retained users.
Start with a controlled pilot before committing a large portion of your marketing budget. Compare performance across creators and scale partnerships that demonstrate relevant outcomes.
All paid promotions should comply with applicable advertising rules, platform policies, and disclosure requirements. Avoid misleading claims about token prices, guaranteed returns, or investment outcomes.
6. Build an Active Crypto Community Before Launch
A well-managed community can support user acquisition by helping potential users understand the product, receive answers, and engage with the project over time.
Crypto startups commonly use Telegram, Discord, X, and relevant developer forums to communicate with their audiences. The best channel depends on the project’s users and purpose.
However, community size alone is not a reliable measure of acquisition success. Thousands of inactive members may generate less value than a smaller group of people who actively use the product and provide useful feedback.
To build a stronger community:
Share regular development updates.
Host educational sessions and AMAs.
Answer technical and onboarding questions.
Encourage product feedback and constructive discussion.
Publish clear community guidelines.
Recognize useful contributions without manufacturing engagement.
Community managers should also maintain transparent communication during delays, product changes, and security incidents.
Measure active participation, onboarding completion, returning users, support resolution, and community-driven referrals. These metrics help identify whether community marketing is contributing to sustainable growth.
7. Optimize Landing Pages to Improve Conversion Rates
Even well-targeted traffic can become expensive when a website fails to convert visitors into users.
A confusing landing page, unclear product benefits, complicated onboarding process, or missing security information can prevent interested visitors from taking action.
Start by reviewing your most important conversion pages. Make the product’s purpose clear, explain its primary benefits, and provide a visible call to action.
Effective crypto landing pages should include:
A clear headline explaining the product’s value.
Concise information about key features and use cases.
Accurate details about supported networks and integrations.
Relevant documentation and security information.
Transparent fees, limitations, and eligibility requirements.
A simple, accessible onboarding process.
Run controlled A/B tests on headlines, calls to action, page layouts, and onboarding steps. Change one important variable at a time when practical so you can interpret the results.
For example, if 2,000 visitors produce 40 completed registrations, the registration conversion rate is 2%. If a tested page produces 60 registrations from the same number of visitors, the conversion rate becomes 3%.
If acquisition spending remains constant, the cost per registration decreases because more users complete the desired action.
The key is to improve conversions without making exaggerated promises or hiding important information.
8. Use Referral Programs and Partnerships Strategically
Referral marketing can help crypto startups reach new audiences through existing users. When users understand the product and have a positive experience, they may introduce it to relevant peers or communities.
A referral program can reward qualifying actions, but incentives should be designed carefully to avoid fake accounts, referral abuse, and low-quality registrations.
Consider the following practices:
Set clear eligibility requirements.
Define qualifying actions beyond simply clicking a link.
Use fraud detection and referral validation.
Establish transparent reward terms.
Track referred-user activation and retention.
Review the legal and regulatory implications of incentives.
Strategic partnerships can also reduce acquisition costs by connecting your product with established audiences. Potential partners may include complementary Web3 applications, developer communities, blockchain ecosystems, and relevant educational platforms.
Choose partnerships based on audience fit and mutual value rather than the number of promotional announcements.
9. Retain Users to Improve Acquisition Efficiency
Sustainable growth requires more than simply acquiring new users. If users leave shortly after registering, the startup must continually spend money replacing them.
Retention-focused improvements can make existing acquisition spending more productive.
Begin by identifying where users abandon onboarding. Review product analytics, support requests, surveys, and user interviews to understand the obstacles.
Depending on your product, improvements may include:
Simplifying account creation and wallet connection.
Providing guided onboarding.
Explaining transaction fees before confirmation.
Improving documentation and customer support.
Fixing usability problems.
Communicating product updates clearly.
Helping users reach their first meaningful outcome.
Track activation rates, repeat usage, cohort retention, and relevant product outcomes. The right retention metric depends on the business model.
For example, a blockchain gaming platform may track returning players, while a DeFi application may measure repeat protocol interactions and retained active wallets.
Better retention does not automatically lower the initial cost of acquiring a user, but it can reduce the need for repeated replacement campaigns and improve the long-term value generated by each acquired user.
10. Measure Crypto Marketing ROI With the Right KPIs
Reducing user acquisition costs requires reliable measurement. Without consistent tracking, a startup may continue investing in campaigns that generate attention but fail to produce meaningful outcomes.
Build a dashboard that connects marketing sources with the actions users take after arriving.
Separate paid, organic, influencer, referral, and community-driven acquisition wherever possible. Use consistent attribution rules and account for the limitations of cross-device tracking and privacy restrictions.
For crypto projects, on-chain data may complement website analytics, but wallet activity does not necessarily identify unique individuals. A connected wallet is not always an active customer, and transaction volume alone does not prove sustainable adoption.
Review campaign performance regularly and reallocate spending based on verified results.
11. Create a Practical User Acquisition Plan for Crypto Startups
There is no need for startups to activate every marketing channel simultaneously. A phased strategy can help teams validate assumptions before increasing expenditure.
Phase 1: Research and measurement
Define the target audience, identify the primary conversion event, research acquisition channels, and establish baseline metrics.
Phase 2: Test and validate
Run small campaigns across selected channels, publish high-intent content, test landing pages, and evaluate audience quality.
Phase 3: Optimize
Identify weak conversion points, improve onboarding, refine targeting, and stop campaigns that consistently fail to meet agreed objectives.
Phase 4: Scale
Increase investment in channels that produce qualified, activated, and retained users at acceptable costs. Continue testing new opportunities instead of assuming past results will remain constant.
This approach allows crypto startups to make decisions based on evidence rather than marketing hype.
Conclusion
Reducing user acquisition costs for crypto startups requires a coordinated strategy that combines audience research, crypto SEO, content marketing, influencer partnerships, community building, conversion optimization, and user retention.
The most effective approach is not necessarily to spend less on every channel. It is to invest in the activities that consistently attract relevant users and help them achieve meaningful outcomes.
Start by defining your ideal audience, measuring the complete acquisition journey, and identifying where users drop off. Then improve the channels and experiences that have the greatest impact on growth.
At INORU, we help crypto and Web3 businesses develop marketing strategies that support brand visibility, community engagement, user acquisition, and long-term ecosystem growth. With the right combination of data-driven marketing and continuous optimization, your startup can make better use of its budget and build a more sustainable path to adoption.
Frequently Asked Questions
1. How can crypto startups reduce user acquisition costs?
Crypto startups can reduce user acquisition costs by targeting high-intent audiences, investing in SEO, improving landing-page conversion rates, choosing relevant influencers, building engaged communities, and measuring cost per activated user instead of focusing only on traffic or registrations.
2. What is a good user acquisition cost for a crypto startup?
There is no universal benchmark for a good crypto user acquisition cost. It depends on the product, target market, acquisition channel, revenue model, and user quality. Startups should establish their own benchmarks and compare acquisition costs with activation, retention, and long-term user value.
3. Which marketing channels are most cost-effective for crypto projects?
Crypto SEO, educational content, community marketing, referrals, and relevant partnerships can be cost-effective when they attract users who remain engaged. Influencer marketing and paid advertising may also work, but performance depends on audience fit, campaign quality, and compliance with platform policies.
4. How can crypto startups measure user acquisition performance?
Startups should track total acquisition spending, new users, activated users, conversion rates, retention, and channel-specific performance. Analytics tools, campaign tracking links, referral codes, and carefully interpreted on-chain data can help connect marketing activity with user behavior.
5. How does crypto SEO help lower acquisition costs?
Crypto SEO helps startups attract users through organic search without paying for every individual click. Helpful content, relevant landing pages, strong technical SEO, and clear internal linking can improve discoverability and support long-term acquisition, although organic rankings and traffic are not guaranteed.
6. Why is user retention important for crypto marketing?
Retention helps startups understand whether acquired users find ongoing value in their products. Better retention can reduce dependence on replacement campaigns and improve the long-term value generated by marketing, although it does not necessarily reduce the initial cost of acquiring each user.
7. When should a crypto startup scale its marketing budget?
A startup should consider scaling when it has reliable tracking, a clear understanding of its target audience, repeatable acquisition results, acceptable conversion and retention metrics, and sufficient product capacity to support additional users. Increasing spend before validating these factors can amplify inefficiencies.
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