Replacing the Middlemen: Wallchain and the Future of AttentionFi
In this episode of DROPS, I sit down with
@kyparus to discuss how an idea shaped by failed pivots, a stint at Google, and an overnight revenue collapse has become
@wallchain: an AI-driven protocol aiming to rebuild how brands and creators work together.
We explore his journey from a tiny Ukrainian village to
@ycombinator, NFT live-streaming apps, MEV arbitrage, and finally into what he calls “attention fi”, which is the belief that attention and distribution should be programmable, measurable, and on-chain.
From “Quacker” to Builder
Yurri says, “Firstly, I’m a quacker,”. A quacker, in his words, is someone who chooses a creator’s mindset regardless of how large their audience is. “Secondly, I’m just a crypto Twitter guy, and I’m a builder.”
He grew up in a small Ukrainian village and eventually worked his way into Google as a software engineer. But the safe path never appealed to him. He always wanted to build, launch, fail, and try again.
In 2020, he co-founded a live shopping app and joined Y Combinator. The app was essentially TikTok-style live streams where viewers could instantly buy items that creators used on camera.
Despite the novelty, it struggled. “Execution wasn’t the best, and there was a huge pain with distribution,” he says.
Thirty Pivots and a Hard Lesson
After the shopping app, the team pivoted into an NFT live-streaming product on top of OpenSea, where creators hosted streams during the final hours of their auctions. The NFT community was more supportive, but there still wasn’t a sustainable business model.
“We pivoted like 30 times in the last five or six years,” Yurii says. Each pivot reinforced the same idea: distribution is the real bottleneck.
Alongside these pivots, the team explored MEV arbitrage on Ethereum and BNB Chain. They built a MEV protocol that captured arbitrage profits inside decentralised exchanges before external bots saw the transactions. Despite the growth, losing a major partnership reduced their volume and made the business increasingly unstable.
It forced Yurii to zoom out and ask: What is the biggest, most persistent problem founders face?
Why Distribution Is the Real Problem
Yurii returns to a famous Y Combinator line: “First-time founders focus on product, second-time founders focus on distribution.”
Most crypto projects, he argues, aren’t really selling a product today. “The most common product in crypto projects is the future,” he says. Teams sell narratives, so whoever masters distribution wins regardless of the infrastructure. This is why projects spend heavily on agencies, key opinion leaders, and manual outreach, yet rarely achieve sustainable growth.
Wallchain is Yurii’s attempt to fix this by giving everyone access to distribution.
Automating a Trillion-Dollar Industry
Explaining Wallchain to an Uber driver, Yurii keeps it simple: “We help brands get users 100 times more efficiently than traditional methods.”
The creator economy is massive, but powered by manual labour. From negotiating deals with creators, to verifying engagement, and managing payouts all require months of coordination.
Yurii has seen crypto teams where five full-time employees do nothing but monitor ambassadors and review content. “Overall, this is almost a trillion-dollar industry built on manual work,” he says. “It recently became possible to replace it with AI.”
With advances in natural language understanding, AI can analyse creator profiles, evaluate content quality, detect real vs fake engagement, identify target audiences and track campaign execution. Over time, Yurii imagines a “generalised business results machine powered by AI” where brands input their product and desired outcome, and the system predicts which distribution strategies will work.
Authenticity and the Rise of the “Smart Follower”
One of Wallchain’s key innovations is how it measures influence. Instead of counting followers, they examine who those followers are by building a social-graph-based “smart follower” score. If accounts followed by industry leaders follow you, your influence score increases.
More recently, Wallchain introduced authenticity as a ranking factor. The algorithm evaluates a profile’s history: Does the creator post thoughtful commentary? Are they shilling constantly? Are their replies meaningful or just “GM” spam? Is their engagement organic or botted?
“There is AI slop, and there is human slop,” he says. Both need to be discounted.
Bot detection becomes easier when you focus on who is engaging. Likes and impressions can be bought cheaply, but authentic interaction from high-influence accounts is much harder to fake.
Wallchain vs Kaito: Mindshare vs Fundamentals
This is also where the comparison with Kaito becomes important, due to its reach and early establishment in the creator-attention market. Yurii is respectful but clear in how he frames the difference. As he puts it, “There are some pros and cons in various approaches and not all customers are a best fit”
In his view, Kaito has mastered mindshare, while Wallchain, by contrast, positions itself on fundamentals.
Yurii explains that his team runs tailored campaigns, working closely with every project to understand its product, team, conversion paths, and specific business goals. Instead of mass-market, one-size-fits-all activations, Wallchain often chooses depth over breadth, even running private or semi-private campaigns when that yields better retention or user quality.
The Inevitable Future: Programmable Distribution
Zooming out, Yurii sees an inevitable shift: more than 200 million creators already exist, and Gen Z overwhelmingly wants to become creators. As this number grows to one billion, the infrastructure for matching brands with creators must evolve.
His vision is one where creators should be able to wear a brand’s item on stream and get paid automatically. But the challenge remains in separating authentic attention from farming.
“It’s inevitable,” he says. “It’s obvious to some small group of people that it’s going to change a trillion-dollar market.”
Everyone is a creator now. For Yurii, attention fi is the foundation that allows real products to reach real users without burning millions on middlemen.
👉If you enjoyed reading the summary, head over to When Shift Happens on YouTube or your favorite podcast platform to access the full convo.