In the heart of Prague, Trezor took a significant step forward by hosting its first independent product launch, a departure from its usual practice of revealing new devices at large crypto conferences. This event signaled the company's ambition to gain complete control over its narrative and strategic direction within the competitive hardware wallet market.
In an exclusive conversation with The Crypto Times founder and CEO Hardik Katariya, Danny Sanders, Trezor’s Chief Commercial Officer (CCO), discussed the company's commitment to innovation, the increasing importance of self-custody, and how emerging trends like AI and heightened privacy concerns are influencing the landscape of crypto ownership.
The Significance of Trezor’s First Standalone Launch
For Trezor, organizing its own event was more than a strategic marketing move; it was an opportunity to create an environment that authentically reflected its core values. "This is the first time we do our own launch events," Sanders stated. "We used to launch products at conferences, but we don’t control the environment to the fullest."
This control was particularly important as the company was introducing what Sanders described as "our biggest launch ever." The product, Trezor Safe 7, represents years of dedicated research and development aimed at revolutionizing the secure storage of cryptocurrencies. Sanders attributed the event's success to the team's unwavering dedication, saying, "I’m super proud of the team doing this huge hard work to make all of this happen."
The Enduring Value of Physical Connection
In an era increasingly defined by digital interactions and artificial intelligence, Sanders emphasized the growing importance of physical connections. "In a new world where everything is like AI and stuff, I think physical events are more and more important," he remarked. "We need to connect."
The event successfully brought together a diverse group of attendees, including loyal supporters and new users from across the globe, with participants traveling from Japan, Brazil, and India. Sanders noted that this gathering reinforced Trezor's sense of community, observing, "People really believe in Trezor. It’s not just that they are invited. They trust the company."
Navigating the Crypto Sales Cycle
Addressing Trezor's record-breaking sales from the previous year, Sanders acknowledged the direct correlation between the hardware wallet market and Bitcoin's price fluctuations. "One of the biggest drivers for hardware wallets is retail FOMO and hype," he explained. The company observed significant sales increases as Bitcoin approached new all-time highs, though he pointed out that this pattern is undergoing an evolution.
"It’s not the same bull market effect as before," Sanders elaborated. "Now, it seems to be more spread out, but the baseline is higher and higher." He interprets this trend as a sign of market maturity, indicating a shift from brief surges in interest to more sustained engagement.
Balancing Reliability with Innovation
Trezor's foundational reputation is built on reliability, a principle that continues to guide its product development. Sanders highlighted that even the Trezor One, the company's inaugural device, remains secure and fully functional to this day. Nevertheless, continuous innovation is crucial for enhancing usability and the overall user experience.
"Our devices are all safe — Safe 3, Safe 5, Safe 7," he stated. "We have some new technology in here, but everybody can be reassured that it’s top-notch security."
A notable feature of the Safe 7 is its quantum-resistant design, part of Trezor's proactive strategy to address future security threats. "It’s not just about hardware but also software," Sanders observed. The company actively plans its next generation of devices years in advance, with the Safe 7 itself requiring nearly five years from conception to market release.
A Strategy for Global Market Expansion
While Trezor's primary user base is concentrated in the U.S. and Europe, the company is actively pursuing rapid expansion into new international markets. "We are now aggressively looking into new markets," Sanders revealed. Countries such as Brazil, Japan, and India are central to this strategic initiative. "India is one of those countries that’s fun. We got some licensing there to start selling," he added.
These target markets are not only experiencing rapid growth but also demonstrate a strong inclination towards cryptocurrency ownership. Over the next five years, Trezor intends to strengthen its presence in both the EMEA and APAC regions through strategic local partnerships and tailored regional approaches.
Privacy as a Fundamental Feature
In contrast to numerous technology companies that depend on user data, Trezor's operational philosophy is rooted in privacy by design. Sanders succinctly articulated this approach: "The best data is no data."
The company's analytics are entirely anonymized and transient, a deliberate choice that may present marketing challenges but significantly enhances user trust. "It’s also a feature, not a bug," Sanders remarked. This stringent data policy underscores Trezor's core ethos: privacy is not an optional addition but an intrinsic element of its offerings.
Regulatory Clarity and the Importance of Self-Custody
Regarding regulatory matters, Sanders expressed a clear perspective. "We’re not like exchanges looking for clarity," he stated. "We are kind of on the opposite side here — self-custodial." His primary concern is ensuring that individuals retain the legal right to hold their private keys. "That nobody creates regulation saying you’re no longer allowed to hold your own keys — this is our fear."
Currently, he perceives no significant regulatory threats in the U.S. or Europe, where self-custody is increasingly recognized as a legitimate and essential model.
In an ecosystem where trust is often precarious, Trezor places a strong emphasis on transparency. "We kind of like to say, don’t trust us — look at the code, verify for yourself," Sanders asserted, underscoring the company's commitment to open-source principles. Through its affiliated company, Tropic Square, Trezor also contributes to open hardware solutions that enable measurable trust.
Prioritizing Education Over Hype
Promoting security in a world that often prioritizes convenience presents inherent challenges. Sanders acknowledged that "it’s not an easy message always," but he firmly believes that education is the key. Initiatives such as the "Own Your Money" campaign are designed to resonate emotionally with users by drawing parallels to real-world instances where individuals lost access to their assets.
Events like the collapse of FTX served as a stark illustration of this point. "When FTX happened, that was our best sales week ever," Sanders recalled. While such incidents may deter some from engaging with crypto, for others, they reinforce the critical importance of self-custody.
Upholding Principles: A Commitment to Bitcoin
Trezor's financial independence has enabled it to remain steadfast in its core principles. The company maintains its treasury in Bitcoin and has explicitly chosen not to issue its own token. "We will not make a token. That would not be us," Sanders affirmed. "We are a profitable company — the proof that you don’t need to do it."
His personal conviction aligns perfectly with this vision: "I truly believe in Bitcoin. It’s the most decentralized hard money."
The Path Forward for Trezor
From the successful launch of the Safe 7 to its ongoing global expansion efforts, Trezor is navigating the intricate and evolving cryptocurrency landscape with unwavering principles: self-custody, privacy, and trust. For Sanders, the company's mission remains clear: to empower individuals to truly own their digital assets.
"You can start with a hardware wallet," he advised newcomers to the space. "It’s not that hard. It feels different to truly own your crypto."
As the cryptocurrency sector continues to mature and artificial intelligence transforms online interactions, Trezor's trajectory is well-defined—to develop tools that safeguard both individual freedom and privacy, one secure wallet at a time.
Also Read: Trezor Uncovered: CTO Tomáš Sušánka on the Future of Crypto Security