Five models, one from each category: a curated app (Shyft), a DeFi protocol (Morpho), a CEX earn desk (Kraken), a consumer exchange (Coinbase), and an RWA platform (Ondo).

Each gives something up. CEX earn is simple but custodial. Morpho keeps your keys but leaves the work to you. Ondo is treasuries only. The corner that combines self-custody, simple access, and multi-asset breadth is still mostly empty.

That corner is exactly where Shyft is building: a curated app where you keep your keys, onboard with guidance, and reach crypto, RWA and mixed strategies. Onchain yield without giving up control.