Finna is betting that the next opportunity in crypto trading lies with the people already serving customers. Its new platform, Shore, allows crypto traders, merchants and creators to launch branded exchanges without building the underlying technology, while providing access to liquidity to fulfil customer orders.
The platform recorded more than $500,000 in transactions during its private beta, signalling early demand for infrastructure that helps independent operators run their own trading businesses.
The launch builds on Finna’s existing business, which has processed more than $100 million in transactions since its introduction. According to the company, merchants operating their own trading desks accounted for approximately 80% of that volume.
Rather than treating this activity as a secondary use of its consumer lending product, Finna has developed Shore as a standalone platform for businesses looking to manage crypto trading under their own brands.
“We didn’t set out to build exchange infrastructure for merchants. But when we looked at how people used Finna, we found that merchants drove most of the activity. Shore came from recognizing that opportunity,” said Finna Co-founder and CEO Agbona Igwemoh.
Why Finna Is Targeting Independent Crypto Businesses
Running a crypto exchange involves more than matching buyers and sellers. Operators also need systems for onboarding customers, verifying identities, processing trades and handling payouts. Building and maintaining these capabilities can be expensive for businesses that are still growing.
For many over the counter (OTC) merchants, these operations remain fragmented across messaging applications, spreadsheets and other disconnected tools. This can make it harder to manage transactions and maintain consistent customer experiences as trading volumes increase.
Peer to peer (P2P) traders on global exchanges face a different challenge. They compete with other merchants on shared marketplaces, often with limited control over how they present their businesses or interact with customers.
Shore aims to address these limitations by giving operators the infrastructure to run exchanges under their own brands.
The platform supports three main groups:
- P2P and OTC merchants: Traders can manage their businesses through dedicated exchange infrastructure rather than relying entirely on manual processes and disconnected tools.
- Independent exchange operators: Businesses that already have customers and process transactions can operate branded exchanges without bearing the full cost of developing their own technology.
- Creators and influencers: Individuals with established audiences can offer crypto trading services under their own brands instead of directing followers to third party platforms.
Shore manages customer registration, identity verification, trading and payouts. Operators retain control of their brands and customer relationships.
This model separates the customer facing business from the technology required to run it. Rather than investing in a complete exchange system from scratch, operators can focus on attracting customers, building trust and growing transaction volumes.
Liquidity Could Help Merchants Handle More Trades
Access to technology is only part of the challenge for independent crypto businesses. Merchants also need sufficient capital to fulfil orders.
A trader may have customers ready to buy or sell crypto but lack the funds required to complete every transaction. This can limit the volume of business they can handle, even when demand is strong.
Shore addresses this through its Infra Fund, which provides liquidity that operators can use as their primary source of funding for trades or alongside their own capital.
By combining exchange infrastructure with access to liquidity, Finna is positioning Shore as more than a tool for setting up a branded trading platform. It is also seeking to address two operational constraints that can limit the growth of independent trading businesses: technology costs and available capital.
However, access to liquidity does not automatically guarantee profitability. Merchants must still manage their operating costs, trading risks and customer obligations.
Shore Also Offers Crypto Trading APIs
Beyond merchants and creators, Shore is targeting fintech companies and other businesses that want to add crypto trading to their products.
Its application programming interface (API) allows businesses to integrate crypto buying and selling into their applications without developing the underlying exchange infrastructure themselves.
This could provide another route for businesses seeking to introduce crypto services without building and maintaining a dedicated trading system. The approach also extends Shore’s potential market beyond operators who want to launch standalone branded exchanges.
“We’re not looking to take customers away from merchants. They’ve built those relationships themselves. We want them to have the technology and access to capital to serve those customers through businesses they control,” said Finna Co-founder and CTO Kparobo Abala.
The statement reflects the company’s approach of supplying the infrastructure behind trading businesses while allowing operators to retain their customer relationships.
What Shore’s Launch Means for the Crypto Market
Shore’s launch highlights a broader opportunity in crypto infrastructure: businesses do not necessarily need to build every part of their technology stack to participate in the market.
For independent operators, the cost of developing exchange software, managing customer verification and maintaining transaction systems can create a barrier to expansion. Platforms that provide these capabilities could make it easier for smaller businesses to establish branded services and compete for customers.
The model also creates opportunities for creators and fintech companies to introduce crypto services to existing audiences. However, the commercial success of these businesses will depend on factors beyond technology, including customer acquisition, liquidity management, regulatory compliance and the ability to maintain customer trust.
For Finna, Shore builds on transaction activity generated through its existing platform and gives merchants a dedicated product for the trading businesses they have already developed.
Shore is now open to P2P and OTC merchants, independent exchange operators and creators, subject to business verification.
Interested businesses can learn more or apply to use the platform through the official Shore website.
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