Bitcoin adoption doesn’t start with charts or trading desks — it starts with trust, simplicity, and education. Julian Liniger, Co-Founder and CEO of Relai, has been building exactly that since 2019: a Bitcoin-only app designed to make saving in Bitcoin accessible to everyday Europeans.
In this interview, Julian shares how his journey from early crypto curiosity to deep Bitcoin conviction shaped Relai’s vision, why self-custody and simplicity matter more than ever, and how regulation like MiCA can accelerate — rather than hinder — mass adoption across Europe.
Your journey started long before Relai. What first sparked your interest in Bitcoin and crypto — and how did that evolve into founding Relai?
I was introduced to Bitcoin back in 2015 through a friend of mine who was very technical and fascinated by the technology. At the beginning, I wasn’t — at least not in the same way. I looked at it from an investment perspective and asked myself how I could generate returns.
So I definitely came for the gains. But over time, especially after the ICO bubble burst in late 2017 and early 2018, I started questioning everything more deeply. I realized that most of what was happening in crypto was noise — and that Bitcoin was fundamentally different.
That’s when I began learning about the philosophy behind Bitcoin, sound money, and why it actually matters. From that point on, I invested exclusively in Bitcoin. In 2019, I noticed a real gap in the market. A few months later, I met Adem, my co-founder, and we quickly realized there was no simple, Bitcoin-only solution for our friends and family. That was the moment Relai was born — and we haven’t looked back since.
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You grew up in Switzerland in a modest household and later studied business-related disciplines. How did that background shape your view on money and decentralization?
I come from a modest background. My mother was a single mother, and early on I learned how important it is to save money and live within your means. We were never poor, but there was no excess — and that teaches you discipline.
That mindset followed me through university. I was always aware that I needed to earn money to live a good life, but I was even more fascinated by people and how they think. That’s why I studied psychology and economics. It allowed me to combine my interest in human behavior with business.
My early experiences in crypto, combined with being a young entrepreneur, really shaped my worldview. Once I understood Bitcoin and experienced what it means to truly control your own money, I realized I wanted to give others that same opportunity — especially people from similar backgrounds as mine.
Bitcoin, combined with a simple product, is the best way to help people save for their future and take control of their financial lives.
Why did you decide to build a Bitcoin-only app instead of a full crypto exchange? What does “Bitcoin-only” mean to you personally?
To me, Bitcoin is the best savings technology ever created. It allows me to take control over my finances without trusting a third party — as long as I hold my coins in self-custody.
That’s why Adem and I made two very clear decisions from day one. First, Relai would be a self-custody app, so users learn immediately that they are responsible for their own keys. Second, we would focus exclusively on Bitcoin.
Too many people lost money on centralized exchanges or by gambling with altcoins and ICOs. Bitcoin-only is not just a philosophical choice — it’s the most logical one. If you want to preserve wealth long term, Bitcoin is the asset that makes sense.
Building Relai: Vision, Simplicity & Regulation
When you started Relai, what core problem were you trying to solve — and how did you validate the idea?
The main problem was complexity. There simply wasn’t a service that allowed people to save in Bitcoin in a simple, automated way.
Our idea was straightforward: an app where users can set up a Bitcoin savings plan in just a few clicks. By doing this regularly, people stop worrying about short-term volatility and benefit from Bitcoin’s long-term appreciation.
We initially tested the idea with friends and family. Once the user base started growing, we invested more into marketing, product-market fit interviews, and continuous feedback loops. The product evolved directly based on what users told us they needed.
Simplicity is a core value for Relai. How do you balance ease of use, regulation, and self-custody — especially as you scale across Europe?
We take a very transparent, front-facing approach. Users should immediately understand what they can do in the app — no hidden features or complicated settings.
Regulation plays a big role here. We’re now MiCA licensed, which acts as a real stamp of approval. Instead of seeing regulation as a burden, we integrated it in a user-friendly way. For example, we use encrypted facial verification instead of SMS-based authentication, which simplifies the process for users.
Self-custody is supported through strong education and future backup solutions like encrypted cloud syncs. The goal is always the same: make everything as simple and intuitive as possible without compromising on security.
What were the most difficult decisions as Relai grew — especially when balancing regulation and Bitcoin principles?
One of the toughest challenges was securing the MiCA license. It required us to rapidly expand our compliance team and build new internal processes in a short time.
But in the long run, it was the right decision. Clear regulation builds trust and is essential if Bitcoin is going to reach the mainstream.
Another important shift was becoming a product-led company. That meant hiring top talent in development and product management. The result was better user feedback, more downloads, improved support, and ultimately a much stronger product.
Growth, Leadership & the Road Ahead
Relai grew from a hackathon project to a company that processed over $1 billion in Bitcoin volume. How did your leadership role evolve?
In the beginning, I did everything except coding — marketing, support, partnerships, operations. I was very much a doer.
As the company grew and we raised capital, I transitioned into a management role. Today, I’m focused on leadership. We have an amazing team of managers and team leads, which allows me to concentrate on long-term vision, partnerships, and strategy.
That evolution was natural — and it’s one of the most rewarding parts of building a company.
As you expand across Europe under MiCA, how do you ensure Relai stays true to its original vision?
The vision has never changed — it’s still baked into everything we do. What changed is how we integrated regulatory requirements.
We improved onboarding, added instant euro transfers for EU users, introduced fixed-price buying, and increased trading limits. All of this makes the app faster, more transparent, and easier to use.
The big advantage is scale. We can now serve more than 500 million people across the EU and bring Bitcoin to a much broader audience.
The Future of Bitcoin Adoption
You often talk about making Bitcoin accessible to the masses. What needs to happen for mainstream adoption in Europe?
People need to see how easy it is to get started. That’s the biggest barrier. The more touchpoints people have with Bitcoin — through news, ads, podcasts, or public spaces — the more normal it becomes.
Institutional adoption also plays a huge role. The success of spot Bitcoin ETFs in the U.S. changed perceptions significantly. When critics like Larry Fink changed their stance, many others followed.
He helped onboard institutions. At Relai, we’re doing the same for everyday Europeans.
Looking ahead 5–10 years, what’s your long-term vision for Relai?
My goal is to make Relai the biggest and most trusted Bitcoin brand in Europe — and eventually beyond.
In the future, I can imagine adding products like inheritance solutions, lending, or even everyday spending. But to get there, we need to continue building infrastructure and simplifying access to Bitcoin even further.
If we succeed, we won’t just offer a better app — we’ll offer a completely new financial experience. And maybe one day, Relai itself will be publicly traded. That would be a great milestone — but the real success is empowering people to take control of their money.
