In this interview, Mariia Yatsenko, Head of Marketing at Centrifuge, breaks down the complexities of Real-World Asset (RWA) tokenization. She discusses how Centrifuge bridges traditional finance and blockchain, the shift from "hype-based" marketing to institutional trust, the technical and legal steps required to bring assets on-chain, and why the future of finance will eventually move entirely to the blockchain.
What Is RWA Tokenization?
Real-World Asset (RWA) tokenization is the process of representing ownership of traditional financial or physical assets — such as real estate, bonds, private credit, securities, or commodities — as digital tokens on a blockchain. Unlike cryptocurrencies, these tokenized assets derive their value from underlying real-world assets while using blockchain to improve transparency, security, and efficiency.
Through smart contracts, tokenization can reduce operational costs, automate settlements, enable fractional ownership, and provide investors with faster access to global markets. As a result, RWA tokenization has become one of the fastest-growing sectors in Web3, with major financial institutions like BlackRock and Franklin Templeton actively investing in tokenized funds and blockchain-based financial products.
The Intersection of Traditional Finance and Web3
Interviewer: Let’s start simple. Who are you within Centrifuge and what do you do?
Mariia Yatsenko: I am the Head of Marketing at Centrifuge. Our platform sits at the intersection of traditional financial institutions and crypto-native organizations. My job is to educate traditional finance about tokenization while providing crypto-native groups with information on the benefits of tokenized products. We also advocate for regulation to ensure that retail clients and token holders understand the value of these assets.
Interviewer: How does marketing in the RWA space differ from classic crypto marketing?
Mariia Yatsenko: It’s very different. We don’t do traditional user acquisition or hype up tokens 24/7. For us, it’s about building education, trust, and relevance. Our stories must be backed by real products, real use cases, and big clients. We focus on product marketing — positioning, narratives, and case studies — rather than meme coins or clickbait.
What is Centrifuge and What Problem Does It Solve?
Interviewer: In the simplest terms, what is Centrifuge?
Mariia Yatsenko: Centrifuge is a platform that brings traditional financial products — like securities, credit, bonds, and equities — on-chain. It allows these assets to exist in a way that both issuers and investors can trust the structures. Traditional fund managers get better access to investors and more efficient rails than what they are used to in the traditional world.
Danylo: What specific problems are you solving in the current financial system?
Mariia Yatsenko: Traditional finance is incredibly inefficient. It often requires at least 20 different intermediaries — custodians, fund managers, banks — to operate an investment fund. These entities still rely on PDFs, spreadsheets, and emails. Tokenization isn't just digitizing a process; it’s recreating how assets are issued. It provides immutability, programmability, and transparency.
How the Tokenization Process Actually Works
Danylo: If a company wants to tokenize an asset, what is the step-by-step process?
Mariia Yatsenko: Most people think you just turn a house into an NFT and you're done, but that’s not how it works. The technology is actually one of the last steps. First, we work with institutions to establish the necessary legal entities and jurisdictions. We provide the technical protocol (Centrifuge), and our partner, Anemoy, acts as an official issuer with specific licenses to distribute products.
Danylo: Is an NFT just a "digital passport" for the asset?
Mariia Yatsenko: Exactly. It’s a technical tool, not the ultimate result. Before the token is issued, there is a full spectrum of legal rights, disclaimers, and regulatory approvals that must be structured. We ensure that investors on-chain have the same security and legal protections they would have in the traditional world.
The Future of Finance and On-Chain Assets
Danylo: Why is the RWA sector growing so fast right now?
Mariia Yatsenko: Big players like BlackRock and Franklin Templeton are moving in. They see this as a real use case for blockchain, not just a game. BlackRock recently stated they want to tokenize all their products. We predict that by 2026, 50% of traditional asset managers will include tokenization in their strategy.
Danylo: Where do you see the industry in three to five years?
Mariia Yatsenko: I believe the term "Real-World Assets" will disappear. Instead, we will just talk about "finance on-chain". Native on-chain issuance will become the norm. For example, instead of tokenizing existing stocks, companies like Apple might issue equities directly on the blockchain with no off-chain version at all.
Practical Advice for Newcomers
Danylo: What tips do you have for people curious about this space?
Mariia Yatsenko:
- Do your own research (DYOR): Never listen blindly to investment advice.
- Ask questions: Use AI tools like ChatGPT to learn the basics without judgment.
- Try things: Set up a wallet, move small sums of money, and experiment with DeFi products to understand how they actually work.
FAQ About RWA Tokenization
What is RWA tokenization?
RWA (Real-World Asset) tokenization is the process of converting ownership rights to physical or traditional financial assets into blockchain-based digital tokens. These tokens represent legal claims on assets such as bonds, real estate, private credit, equities, or commodities.
How does RWA tokenization work?
The process typically includes:
- Identifying the underlying asset.
- Creating the required legal structure.
- Ensuring regulatory compliance.
- Issuing blockchain-based tokens that represent ownership.
- Allowing investors to buy, transfer, and manage these assets on-chain.
What assets can be tokenized?
Almost any asset with clear ownership rights can be tokenized, including:
- Government and corporate bonds
- Private credit
- Investment funds
- Real estate
- Equities
- Commodities
- Intellectual property
- Invoices and receivables
What are the benefits of asset tokenization?
Key advantages include:
- Lower transaction costs
- Faster settlement
- Greater transparency
- Fractional ownership
- Improved liquidity
- Automated compliance through smart contracts
- Global investor access
Is RWA tokenization legal?
Yes, but only when implemented within the appropriate legal and regulatory framework. Successful tokenization requires both blockchain infrastructure and legally enforceable ownership structures that comply with the regulations of the relevant jurisdictions.
Why are major financial institutions investing in tokenization?
Institutions see tokenization as a way to modernize capital markets by reducing operational costs, increasing efficiency, automating processes, and expanding access to investment opportunities. This is why companies such as BlackRock and Franklin Templeton have begun launching tokenized investment products.
