From Data Silos to Growth
How Safary transformed Astaria’s approach to data, user engagement, and liquidity management
A conversation between:
Guto Martino, Head of Marketing at Astaria — intent-based P2P lending protocol
Justin Vogel, Co-founder of Safary — customer data platform to reach, engage, and retain your best crypto users
Justin: Could you provide an overview of Astaria and some of the challenges you faced before integrating Safary's platform?
Guto: Astaria is a P2P lending protocol that allows users to place intents to borrow or lend without pools, similar to how eBay works for auctions.
The challenge for us was that tracking on-chain activity was extremely complex. Before Safary, I had to manually monitor smart contracts through tools like Etherscan and Once Upon, which made it difficult to get a clear picture of what was happening on our platform. For example, I couldn’t easily track how many times someone visited Astaria or performed certain actions—it was all hidden behind layers of blockchain data.
Safary changed all of that. Now, I have a global view of what’s happening across the platform. I can see how users interact with our contracts, how many times they’ve visited, and more importantly, I can create alerts.
One instance that stands out is when Safary sent me an alert for a wallet with $300K that visited the platform. I was able to track the connected wallet, find the owner through Farcaster, and reach out to them directly. Safary makes it incredibly easy to track wallets and understand user behavior in ways that would be impossible in web2.
Justin: What were your primary goals when you started using Safary's platform?
Guto: Our biggest goal has been growing our TVL (Total Value Locked). Astaria deals with very volatile assets, and since we don’t use a pool-based model like Aave or Compound, every loan is isolated. This makes liquidity management crucial. For example, we recently had someone that put up 100K USDC as collateral for borrowing a memecoin. These loans move fast, and if one is recalled, someone else needs to step in quickly to fill the gap.
Safary’s global view, dashboards, and funnel insights have been essential in helping us manage this process. Understanding where people are dropping off or how they are interacting with our platform allows us to optimize both our liquidity and our user experience. We’re able to see how many people are placing borrowing intents, and track their journey through Safary’s platform, which is critical for ensuring we meet our liquidity needs.
Justin: Which aspects of Safary have been the most beneficial for you?
Guto: Safary’s suite of features has been incredibly beneficial, especially the ability to track conversions, user acquisition, and funnel performance. I can now see how many people click through various channels, like Twitter or backlinks, and track how many of them actually use our platform. This is a game-changer for us.
The alerts and wallet identification features are particularly valuable. Despite the anonymity of wallets, Safary helps me identify and track them. For instance, I was able to pinpoint a whale’s secondary account and establish direct contact via Farcaster, something that would’ve been nearly impossible before. It’s all about improving the product experience by quickly identifying key users and acting on that information.
Justin: What specific metrics or KPIs have you been tracking since using Safary?
Guto: The main metrics I track revolve around borrowing intents placed on our platform. While I’m also keeping an eye on who’s filling these intents, I try to avoid overcomplicating things with too many KPIs. My focus is on liquidity—the market can only function when there’s a counterparty available.
Right now, I’m also monitoring organic growth, particularly through channels like Twitter. With Safary, I can see how many wallets are coming to our platform, how many of them are new, and where they’re coming from. This kind of organic tracking is crucial as we work to build a strong user base.
Justin: What results have you seen since implementing the platform?
Guto: One of the biggest results has been identifying key wallets and tracking their activity, which allows us to build a stronger relationship with these high-value users.
Safary has been instrumental in helping me set up a CRM where I track these wallets, understand their behavior, and use that data to enhance our product offerings.
For example, based on Safary’s data, I’ve been able to identify users who have stopped using us and am now building new features specifically targeting those users. This has already led to better user retention and more opportunities for growth.
Justin: How has your marketing process changed since integrating Safary?
Guto: Safary has completely transformed our marketing process. I now have clear insights into user behavior and can tailor our messaging and strategies accordingly. Weekly, I present data from Safary to our CEO, covering key numbers like how many wallets are accessing the platform, where they’re coming from, and how they interact with us.
We’re also preparing for our first major campaign with Safary later this year. The platform will allow us to track and optimize every step of that campaign, from acquisition to conversion, in a way that we’ve never been able to do before.
Justin: Is there anything else you’d like to share about your experience with Safary?
Guto: Safary is hands-down the most complete tool I’ve found in web3 SaaS. It has helped me step out of the siloes I was working in before and gives me real-time, actionable insights that are critical to Astaria’s growth. I’m a super happy user and excited to see how Safary continues to evolve.
What makes Safary stand out is that it empowers marketers like me to not just gather data, but act on it. For example, I was able to find and engage with a whale, using Safary’s tools to gather information, track their wallet, and reach out. That’s something every web3 marketer needs to understand—it’s not just about collecting data, it’s about using it to drive real business outcomes.
Conclusion: Astaria’s integration of Safary has enabled the team to gain real-time visibility into user behavior, track wallet activity, and optimize their lending protocol for high-value users. Safary’s robust suite of features has provided Astaria with the insights needed to grow their TVL, improve customer retention, and identify new growth opportunities—all in a way that was previously unattainable.