Faces of Web3
Take3
January 2, 2025
4
min read
Faces of Web3: Austin Heaton, Rise
Austin’s journey into Web3 is as dynamic as the space itself. Beginning in the crypto-curious streets of Eastern Europe, back before the term “crypto” was not widely recognised and Bitcoin was a fraction of today’s value. Fuelled by a passion for freedom and the transformative power of blockchain technology—be it financial, geographical, or professional—Austin dove into the Web3 arena, initially contributing his talents at Cointelegraph that eventually led to a pivotal role at Rise. With his unique perspective, Austin has grown into a vocal advocate for Web3’s potential to drive societal transformation. Here’s his story.
How did you get started in the Web3 space?
Whilst visiting Eastern Europe 5 years ago, I saw crypto begin to make waves, long before the mainstream bullruns. Back then, Bitcoin was valued at around $5,000 to $7,000, and ATMs and Bitcoin-accepted stickers started popping up across Ukraine and Poland. Initially, I started as a Bitcoin maxi before becoming a full coiner. For me, crypto represented freedom—freedom to move, to earn, and to control my finances, something I value personally. It was clear this was a space I needed to be part of and get involved in.
What was your motivator to establish or join Rise?
Before Rise, I worked at Cointelegraph, where I was paid in crypto—a perfect fit for my lifestyle at the time. However, I wanted to take on a bigger role. When I discovered Rise, it was a chance to lead as the Head of Content Marketing, with full creative freedom. The team appreciated my vision, and the setup was ideal: they needed someone to take charge, and I wanted autonomy. It was the perfect match, and the rest is history.
The definition of ‘Web3’ is quite broad and varies depending on the industry backgrounds of the people you speak to. How do you define the term?
To me, Web3 goes beyond crypto. It includes fintech and startups in sectors like iGaming and decentralised technologies, even if they’re not directly blockchain-related. Anything that emphasises decentralisation or freedom falls under the Web3 umbrella, in my view.
What do you determine to be the biggest societal opportunities that Web3 brings?
During COVID, I experienced firsthand the benefits of crypto: getting paid in stablecoins meant I could work remotely across different countries with financial stability. Stablecoins provide consistency, and that’s crucial when your local currency fluctuates. For example, in Poland, the exchange rate for the zloty changes frequently, affecting everyday expenses. At Rise, we use hybrid payroll, and it’s game-changing. This kind of freedom in earnings and location is what I see as Web3’s biggest societal opportunity.
What do you see as the biggest challenge that the Web3 community faces?
The biggest challenge is creating real and useful applications. We need practical use cases that resonate with the average person. As a marketer, I see that even seasoned Web3 people struggle with complex jargon. If I can’t understand a concept after five years in the field, how can newcomers? Messaging has to be accessible—think of an NFT as a ticket to a basketball game or a real estate document as a smart contract. Clear examples make Web3 more relatable, and that’s what we need to focus on.
What are some career highlights in your Web3 journey so far?
Since joining Rise in March, I’ve helped grow our organic search traffic by 150% without ad spend. LinkedIn has also taken off, with over 19,000 followers. We’re now a top search result across platforms, and our domain authority keeps increasing. Organic search has proven valuable, as it’s where many of our leads come from. It’s rewarding to see Rise’s profile expand so significantly.
What’s coming up for you and Rise in 2025?
We’re launching an Employer of Record (EOR) service in January for the U.S. and Canada, allowing international companies to hire and pay contractors in crypto and fiat. This includes hiring U.S. and Canadian employees with full benefits like 401(k)s. We’re also rolling out a revamped website for improved user experience and adding insurance and payroll management services, especially for those wanting to process payroll in crypto, securely removing the risk of human error and potentially permanent loss. It’s an exciting expansion that meets real market needs.
What inspires you to stay motivated professionally?
I’ve always been driven by improvement, whether it’s in my work, at the gym, or personal growth. I don’t strive for perfection—it’s about progress. I love helping others break into Web3. I’ve brought friends from Serbia to Ethereum meetups, helping them land jobs in the space. Seeing others succeed because of the network you build is incredibly rewarding.
When you’re not working, where would we most likely find you?
You’d find me at the gym, especially early in the morning. I’m into Olympic lifting and love pushing my numbers. Growing up with a mother who was a flight attendant, I’ve always enjoyed exploring new places. Living in Poland, I have the flexibility to hop to Prague or anywhere nearby, meet new people, and work from a café. For me, this freedom is a lifestyle, not something to save for retirement.
You can connect with Austin on LinkedIn and find out more about Rise here and follow Rise on LinkedIn and X. Loved Austin’s story and want further inspiration? Discover more in our exciting “Faces of Web3” series via our blog.
