“We don’t think in industries; we think in applications,” Brennan stated early in the discussion. “Web3 is still tied too closely to crypto in people’s minds, and that creates unnecessary resistance. We need to push Web3 forward in a way that doesn’t require explaining blockchain; it just needs to work.”
The Challenge: Trust, Complexity, and Fragmentation
One of the key problems Brennan sees in Web3 today is the lack of trust and accessibility.
“Distrust is a massive issue,” he says. “We’re constantly linked to crypto, and the media loves to hammer on that association. But when you look under the hood, Web3 is actually the most transparent way of doing things. We need to push past the media blockade and show people that blockchain offers trust, not uncertainty.”
Complexity is another major issue, particularly in identity verification and asset ownership. Brennan believes that self-sovereign identity (SSI) is a cornerstone of the future of Web3.
“We need to move past anonymous wallets and into a world where users control their own identities, securely and transparently,” he says. “When users own their data, when they own their content, and when they can truly prove ownership, Web3 will take off.”
Brennan also touched on fragmentation, saying, “We have this nightmare where users need a different wallet for every chain, different interfaces for different apps, and no clear way to onboard smoothly. We need to stop thinking of blockchain as a tech-first problem and start thinking of it as a user-first problem.”
Hiding the Wires: Making Web3 Invisible
For Brennan, the key to mass adoption is making Web3 invisible.
“We’re building a social platform at Wunder that’s not aimed at Web3 natives. It’s aimed at Web2 users who don’t care about blockchain. We don’t need to teach them about wallets, seed phrases, or gas fees. We need to hide the wires and let them interact with the tech naturally.”
Brennan argues that Web3’s failure to abstract away complexity is what’s holding it back.
“Look at the internet. Nobody opens their browser and says, ‘Wow, this is running on AWS today.’ They don’t care. And they shouldn’t have to care about whether their app is on Ethereum, Solana, or BitcoinOS.”
The Real-World Trojan Horse: Asset Tokenization
One area where Brennan sees Web3 making a real impact is real-world asset (RWA) tokenization.
“Tokenization is a game-changer. You can fractionalize assets that were previously locked away for institutional investors,” he says. “Imagine being able to invest in gold, diamonds, or intellectual property rights without gatekeepers. That’s what we’re working on.”
Brennan is particularly excited about the potential of RWAs to democratize access to financial opportunities.
“In many parts of the world, traditional finance has locked people out of asset ownership. Web3 can change that by making it possible for anyone to own a stake in valuable assets, whether it’s real estate, music royalties, or high-value commodities.”
The PR Problem: Fixing Web3’s Reputation
Beyond usability, Brennan believes Web3 has a branding problem. “People hear ‘Web3’ and immediately think of scams and speculation. That’s because we haven’t separated real utility from hype,” he says. “We need to stop tying ourselves to the pump-and-dump casino mentality and start proving that Web3 solves real problems.”
To fix this, Brennan emphasizes the importance of user-focused design, real-world use cases, and professionalization. “We need to act like Web2, even if we’re running Web3 under the hood. That’s how we’ll win over the mainstream.”
The Future of Web3 UX: Simplicity, Standardization, and Adoption
Looking ahead, Brennan believes the next five years will be defined by UX improvements, standardization, and seamless integration.
“If we don’t simplify, we don’t scale. It’s that simple,” he said. “We need interoperability between chains, better wallet solutions, and one-click experiences that match Web2.”
His ultimate vision? Web3 that feels like Web2, but better.
“When people don’t even realize they’re using blockchain, that’s when we’ve won.”
For Brennan and Wunder, the mission is clear: bring Web3 to the masses by making it effortless.
