There’s no shame in being perplexed by cryptocurrency if not downright terrified.

NFTs, Web3 and blockchain appeared out of nowhere in the lives of ordinary men and women, demanding our attention and completely rewriting the rules of the game when it comes to the concept of value. Fortunately, a new decentralized organization and online community were known as BFF has sprung up with the primary purpose of demystifying this intimidating new environment.

According to BFF, as of 2021, 81 percent of bitcoin buyers identify as male. In the face of statistics like these, BFF was founded to empower women and non-binary people to become more educated, connected, and financially rewarded in the crypto and web3 world.

BFF and what will it mean in the coming times.

It was co-founded by Brit Morin, founder of the lifestyle community Brit + Co and the entrepreneur curriculum Selfmade, Jaime Schmidt of the natural deodorant brand Schmidt’s Naturals, and nearly 50 other female and nonbinary leaders from a variety of industries, collectively referred to as the “Founding BFFs,” including those in crypto, technology, design, business, and a variety of other fields. These include well-known celebrities such as Mila Kunis and Gwyneth Paltrow, creative trailblazers such as Justina Blakeney (The Jungalow), and lettering artist Jessica Hische.

The blocky BFF logo was developed by Hische, Morin, Schmidt, and brand designer Jessica Strelioff as part of the BFF branding team, which included Morin and Schmidt.

A recent Instagram post by Hische expressed her dissatisfaction with the crypto/Web3 industry. It is dominated by “Crypto Bros,” who are not approaching this new frontier with a critical eye nor emphasize equal access or long-term sustainability. 

“But that’s why I was pumped to get involved in BFF, a new open-access community hoping to bring more women and non-binary folks into the space,” said Hische.