Faces of Web3: Louise McFarlane, Crypto Women Australia and New Zealand

Faces of Web3: Louise McFarlane, Crypto Women Australia and New Zealand
November 21, 2025

Louise MacFarlane is a leading voice in the Web3 industry, driven by a firm belief in the transformative power of blockchain technology. She is on a mission to empower individuals and organisations to navigate the world of cryptocurrency with confidence and success.

Over her career, Louise has developed a strong skillset across customer experience, customer success, and community building. She refined these skills during her tenure at Easy Crypto, one of New Zealand’s most successful crypto startups, where she was instrumental in driving customer loyalty, satisfaction, and growth through innovative solutions.

Louise’s passion for fostering inclusive environments led her to found Crypto Women Australia and New Zealand, where she serves as Community Owner and Facilitator. Through this platform, she works continuously to empower women to learn, network, and thrive in the crypto landscape, recognising the importance of building authentic connections and supportive communities.

As an advocate for widespread adoption, Louise excels at knowledge sharing and connecting with people from all walks of life. Whether engaging with crypto enthusiasts or business leaders looking to leverage decentralised systems, her professional motivation is to exchange ideas and explore collaborative ways to shape the future of the crypto industry.

How did you get started in the Web3 space?

I first heard about Bitcoin back in 2016 or 2017 at a casual ‘Coffee and Jam’ informational session in New Zealand, and honestly, the concept of decentralised finance just made so much sense to me, especially following the global financial crisis. My early journey was really one of self-discovery, where I had to teach myself the basics of wallets and exchanges.

Like many in the space, I experienced the common trauma of losing coins in a hacked exchange and enduring the brutal 2018 market dump. However, that experience didn’t push me away. Instead, it prompted me to dig much deeper into the fundamental technology of Web3. By 2021, I was ready to start working professionally in the space for a crypto exchange, driven by the goal of welcoming more people and providing them with the necessary educational support.

What was your motivator to found ‘Crypto Women Australia and New Zealand’?

My time in the industry quickly showed me that many existing crypto communities were unfortunately quite toxic and abusive spaces. I saw a genuine need for a safe and comfortable environment, especially for newcomers. That’s why I founded Crypto Women Australia and New Zealand – to create a supportive space where women could ask any question about crypto without fear of judgment.

While the ‘crypto bro’ exclusivity was rampant in the previous cycle, I also realised that the lack of supportive communities isn’t just a women’s issue; it negatively affects men too, often leading to drastic and emotionally charged actions during market downturns. Building genuine, supportive community is the only way this industry can truly mature.”

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?

If I were to define Web3, I’d say it’s simply the next evolution of the internet. We all remember Web1 – that was the read-only phase. Then came Web2, which we’re still largely in, defined by centralised systems like Facebook and Google, where we have a voice, but crucially, ‘you are the product.’ The major shift with Web3 is that it allows for reading, writing, and ownership.

This is the key difference: instead of signing in with a Google ID, you connect your crypto wallet, allowing you to actually own your data and digital assets on the blockchain. That transition from simply being a user to being an owner is what changes everything.

What do you determine to be the biggest societal opportunities that Web3 brings?

The technology is absolutely incredible, but right now, the social element is still missing. People are suddenly faced with this daunting level of personal responsibility for their assets, and they need community and mutual support systems to manage it.

When we talk about governance, I always think of countries like Estonia. They’ve used digital ID and invested heavily in technology ever since the collapse of the Soviet Union. That proactive approach is the model we should follow. It’s clear that trust in traditional governments is low, and transparent, digital systems are the answer.

Ultimately, I see Web3’s biggest societal opportunity in its ability to unite people from entirely different backgrounds and truly dispel those false narratives that everyone is out to take something. Working with a diverse, global team in this space, especially with people from developing countries, has shown me first-hand how Web3 can genuinely bring equal, life-changing opportunities for everyone to live good lives.

And what do you see as the biggest challenge that the Web3 community faces?

In my view, the biggest challenge facing the entire Web3 community is actually the development of new, truly useful ideas. Right now, too many entities are focused on vanity projects – the easy wins like prioritising ‘onboarding a billion users’ or chasing the ‘most transactions per second’ without a clear purpose or measurable benefit to humanity.

While I agree that this lack of a clear, compelling narrative is what makes this market cycle so unique, there is definite hope. I see genuinely disruptive projects being built, such as those working on Web3 music to disrupt the centralised model of Spotify and a fantastic blockchain project in the Netherlands focused entirely on giving people complete control over their health data. It’s those practical, human-centred applications that will drive real innovation.

What are some career highlights in your Web3 journey?

Looking back at my career, a massive highlight has been the dedication to consistently writing a weekly crypto newsletter for four years. This forces me to continuously process and translate incredibly complex concepts into my own words, and, for a ‘normal person’ – it’s been invaluable. Another major honour was being named ‘Web3 Woman of the Year in New Zealand’ last year, a nomination that came directly from our community, which meant the world to me.

Ultimately, though, I value the personal connections made and the stories of people being supported, especially during market dumps. The most emotional highlight was helping a woman in her late 60s recover the crypto assets of her deceased son using a seed phrase; it genuinely changed that mother’s entire perception of what crypto is capable of.

What’s coming up for you and your business in 2026?

Looking ahead, my current focus is on consistently supporting my existing crypto community while also re-establishing the women’s network in my new country, Spain. I’m planning to host a Web3 women’s lunch in Barcelona later this month to start connecting with new voices there. I firmly believe it’s essential to continue mentoring and contributing to the space, especially now, because bringing more diverse women’s voices into the conversation isn’t just about inclusion; it’s the only way we will truly shape the equitable future of the industry.

What inspires you to stay motivated professionally?

My professional motivation is entirely focused on the next generation and contributing to their future by disrupting older financial and social systems that simply aren’t working for younger people. I genuinely view myself as a ‘nurturer of brilliant people,’ aiming to support those innovators who are building a better path forward. However, to truly succeed, the Web3 community needs to counteract the negativity that exists.

I believe we desperately need more visible examples of calm and kind male leaders in the community to dismantle the prevalent association of masculinity with toxicity. My hope is that people will learn to focus their energy and outrage on substantive issues, such as the lack of access to medical data, instead of trivial matters, allowing us all to build a kinder, more impactful industry.

When you’re not working, where would we most likely find you?

When I’m not working or mentoring, you can most likely find me walking along the coast; I absolutely love the sea and the beach. Outside of work, the most important thing is spending time with my family. We love to travel, try new food, visit new places, listen to music together. But if we aren’t doing those things, my absolute favourite place ever is just watching a good series on the couch with them. That is truly where I prefer to be.

For more information and to keep up to date with what Louise is doing, be sure to follow her on LinkedIn.

If Louises story has inspired you and you’re craving more Web3 insights, dive into our exciting “Faces of Web3” series via our blog!