Building the future of finance with Ana Plotnikova of Fideum

What happens when a law enforcement background meets Web3 innovation?
In this episode of Web3 with Sam Kamani, we dive into a captivating conversation with Ana Plotnikova — CEO and Founder of Fideum Group — as she shares how her unconventional path led her to build a company aiming to bridge the world of traditional finance (TradFi) and decentralized finance (DeFi).

Ana’s story isn’t just another founder tale. It’s a blueprint for how regulatory knowledge, user-centered design, and bold experimentation can converge to shape the future of crypto and digital assets.

From law enforcement to leading Web3 innovation

Ana started her professional life in European law enforcement, working in areas tied to regulation, compliance, and financial crime. This background provided her with a solid foundation for navigating the complex world of crypto, especially as the industry grapples with increasing scrutiny and the need for stability.

But it wasn’t a straightforward transition. As Ana recounts, she entered the space almost by accident — driven by curiosity and the desire to demystify crypto for everyday users and institutions alike.

The origin and vision of Fideum

Born from the need to simplify crypto adoption, Fideum was created to serve as a regulatory-compliant, all-in-one platform for both retail and institutional clients. Ana emphasizes that the goal was not just to build another Web3 tool but to build trust in the process of interacting with digital assets.

At its core, Fideum is about making crypto approachable without compromising on compliance. Whether it's fiat-crypto bridges, custody services, or APIs that developers can plug into, the platform offers modular tools that reflect the real needs of users navigating both Web2 and Web3 financial ecosystems.

Designing for users and regulators

One of the key challenges Ana discusses is the delicate balance between user-friendly design and regulatory constraints. Unlike many DeFi-first startups that prioritize speed and decentralization, Fideum takes a “compliance-first” approach — making sure that even the most innovative services can hold up under regulatory scrutiny.

This doesn’t mean sacrificing UX. In fact, Ana argues that user design and compliance can and should coexist. Fideum’s product roadmap is heavily shaped by user feedback, with transparency and consistency at the heart of every iteration.

Institutional adoption and the new financial stack

Sam and Ana delve into the big shifts happening in the financial ecosystem — from the rise of stablecoins and ETFs to the exploration of real-world asset tokenization.

Ana believes we’re seeing the early architecture of a new financial stack — one where institutions are more willing to engage with crypto when frameworks are clear and tools are robust. But she’s also realistic: institutional users have different risk appetites, onboarding needs, and legal obligations compared to retail users.

Fideum’s growth strategy reflects this reality by building separate flows and support systems tailored to each audience.

The coming divide: stability vs speculation

One of the most thought-provoking parts of the episode is Ana’s take on the potential split in the crypto ecosystem — between the “stable and regulated” side (CBDCs, asset-backed tokens, etc.) and the “wild west” of meme coins and high-volatility assets.

She predicts that we’re headed toward a dual-track crypto economy. On one side, platforms like Fideum will cater to institutions and serious users who demand reliability. On the other, speculative assets will continue to thrive in more experimental, permissionless arenas.

The question for builders and investors alike is: which track are you building for?

Lessons in leadership and product evolution

Ana also opens up about the tough decisions behind product prioritization — what features to delay, what to cut, and how to stay focused on long-term goals without getting lost in the noise.

Her advice to other Web3 founders?

• Don’t chase hype; solve real problems.
• Keep your users close — and your compliance team closer.
• Build slowly, transparently, and with consistency.

Final thoughts

This episode is more than just a conversation about crypto — it’s a masterclass on leadership, compliance-first innovation, and building financial tools for the next decade.

Whether you're a builder trying to navigate regulation, an investor looking for clarity in the fog of Web3, or simply curious about how crypto and TradFi can work together — Ana’s insights offer clarity, realism, and strategic depth.

🎧 Listen to the full episode: Spotify | Apple Podcasts

‍