Finna Launches Shore for Branded Crypto Exchanges

In Short

Finna has launched Shore, a platform for running branded crypto exchanges without building the underlying technology.

Shore targets P2P and OTC merchants, independent exchange operators, and creators and influencers. Finna says merchants processed over $500,000 during Shore’s private beta.

What Happened: How Shore Works For Merchants And Creators

Finna says Shore lets operators run crypto exchanges under their own brands, while using Shore’s exchange infrastructure and liquidity.

The company positions Shore as a standalone platform built after it saw how merchants were using Finna. Finna describes its existing product as a stablecoin-backed lending solution built for consumers, and says merchants running trading desks accounted for about 80% of more than $100 million in transactions processed on Finna since its launch.

Finna Co-founder and CEO Agbona Igwemoh said, “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.”

Shore is designed to replace manual and disconnected workflows that some OTC merchants use, such as chat applications and spreadsheets. It also aims to give P2P traders more control over customer and trading experience than they get on global exchange marketplaces.

Shore handles customer registration, identity verification, trading and payouts. Operators and creators manage their brands and customer relationships.

Why It Matters: Liquidity And APIs For Crypto Buying And Selling

Finna says trade volume often depends on available capital. Shore includes an “Infra Fund” that provides liquidity, which operators can use as a primary source of funding for trades or alongside their own capital.

Shore also offers an API, meaning a connector that lets other apps plug into its crypto buying and selling features without building exchange infrastructure themselves. Finna says this API is aimed at fintechs and other businesses.

Finna Co-founder and CTO Kparobo Abala said, “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.”

Shore is open to P2P and OTC merchants, independent exchange operators and creators, subject to business verification.