Will Reeves (Fold): 10 Key Things You Must Know

Overview

Will Reeves is a prominent figure in the Bitcoin and financial technology space, best known as the co-founder, CEO, and Chairman of Fold Holdings, Inc., a pioneering bitcoin financial services company. Since founding Fold in 2019, Reeves has been a key driver behind transforming how consumers earn, save, and use bitcoin through innovative financial products such as bitcoin rewards debit cards and cryptocurrency custodial services. His leadership has steered Fold to become the first publicly traded Bitcoin financial services company on Nasdaq, underscoring his significant impact in mainstreaming bitcoin adoption and financial innovation. This article explores 10 important facets of Will Reeves' career, Fold Holdings’ business model, and related industry insights.

1. Will Reeves: Background and Career Path

Will Reeves holds a B.A. in Rhetoric and Political Science from the University of California, Berkeley. Before founding Fold in 2019, he amassed extensive experience in product development and consumer finance, holding leadership roles at companies such as Thesis, Inc., A3Ventures, BYND, and as Head of Payments at Thesis. Reeves led digital transformation and innovation initiatives for clients including Google and Fortune 500 companies. His blend of expertise in payments, bitcoin technology, and consumer finance positioned him uniquely to launch Fold and drive its growth as CEO and Chairman of the Board.

2. Fold Holdings, Inc.: Company Overview

Fold Holdings, Inc. is a bitcoin-focused financial services company founded in 2019. Its mission is to expand access to bitcoin through consumer-friendly financial products seamlessly integrated with traditional finance. Fold offers a range of services including FDIC-insured checking accounts, the Fold Visa prepaid debit card, bill payments, and a proprietary bitcoin rewards program that lets users earn bitcoin on everyday purchases. The company also actively invests in its bitcoin treasury, holding substantial bitcoin assets to underscore its commitment to the cryptocurrency economy.

3. The Fold App: Bitcoin Rewards and FinTech Innovation

The Fold app enables users to earn bitcoin rewards effortlessly on everyday spending, including purchases at major retailers like Amazon, Starbucks, Uber, and Airbnb. In addition to rewards earned through the Fold Visa prepaid debit card, users can buy popular gift cards to earn extra bitcoin back. Fold aims to simplify bitcoin adoption by meeting mainstream consumers where they are, providing a traditional-looking financial product with integrated cryptocurrency incentives. Features like automated bitcoin accumulation and zero-fee bitcoin buying add to the appeal.

4. Fold Careers: Talent and Growth Opportunities

Fold is a growing fintech company with a team primarily based in the United States and remote roles available. The company actively hires for engineering, marketing, and operations positions, seeking professionals passionate about bitcoin, product innovation, and financial technology. Fold’s culture focuses on innovation, inclusion, and transparency, critical in supporting its mission to build the financial products of tomorrow while driving bitcoin adoption.

5. Fold Holdings’ Public Market Debut and Financial Expansion

In February 2025, Fold completed a business combination with FTAC Emerald Acquisition Corp. and began trading publicly on Nasdaq under the ticker symbol FLD. This milestone made Fold the first publicly traded bitcoin financial services company, significantly expanding its capital access for product growth. By mid-2025, the company reported rapid growth in active users and transaction volume, expanded its bitcoin treasury to over 1,400 BTC (valued at approximately $150 million), and launched new offerings like the Fold Bitcoin Gift Card and a forthcoming bitcoin rewards credit card.

6. Fold Coin: Bitcoin Integration and Reward Structure

Fold incorporates bitcoin through its rewards ecosystem, enabling customers to earn bitcoin (satoshis) on purchases instead of traditional cashback. Its prepaid debit card and gift card programs incentivize bitcoin accumulation without demanding advanced crypto knowledge from users. Fold’s approach lowers barriers to bitcoin adoption, making it accessible and rewarding for new and existing bitcoin users alike. This unique model blends traditional financial convenience with cryptocurrency benefits.

7. Will Reeves on Bitcoin, DeFi, and Regulation

Will Reeves is an advocate for decentralized finance (DeFi) protocols and permissionless financial innovation. He has publicly stated that while government and corporate attempts at imposing traditional regulatory controls on DeFi may temporarily slow innovation, open networks and blockchain technologies will ultimately prevail. Reeves highlights the challenges and opportunities posed by increasing regulatory scrutiny as legacy financial institutions enter the crypto space, emphasizing the importance of safeguarding developer freedoms and financial sovereignty.

8. Fold Earnings and Financial Performance

Fold has shown promising financial growth with a reported 44% year-over-year revenue increase to $7.1 million in Q1 2025 and significant expansion in customer accounts and transaction volume. Despite ongoing net losses primarily driven by marketing investment and infrastructure expansion, Fold’s business development and bitcoin treasury growth demonstrate its long-term focus on building a sustainable bitcoin-powered financial platform. Analysts track Fold’s earnings closely given its unique market position and rapid user base growth.

9. Will Reeves’ Social Media and Thought Leadership

Will Reeves maintains a professional presence on platforms like Twitter (under handles such as @wlrvs and @ReeveWill), where he shares insights on bitcoin adoption, fintech innovation, and regulatory topics. While his social posts may be infrequent, his influence as a thought leader is amplified through interviews, podcasts, and Bloomberg, Nasdaq, and specialized crypto media outlets. Reeves actively participates in discussions about bitcoin’s mainstream transformation and the evolving role of fintech in global finance.

10. Fold Holding Structure and Executive Team

Alongside Will Reeves as CEO and Chairman, Fold’s executive leadership includes Wolfe Repass as CFO, Matt McManus as COO, Thomas Dickman as CTO, and Hailey Lennon as General Counsel. This team provides operational, financial, legal, and technological expertise, enabling Fold to scale its offerings efficiently. Corporate headquarters are in Phoenix, Arizona, and Fold maintains partnerships with key infrastructure providers like Sutton Bank (issuer of the Fold Visa Card). The organizational structure supports agile product innovation and compliance in a rapidly changing regulatory environment.

Conclusion

Will Reeves stands at the forefront of integrating bitcoin into everyday financial experiences through Fold Holdings, Inc. Under his leadership, Fold has pioneered a novel approach to consumer bitcoin engagement by seamlessly blending traditional financial services with cryptocurrency rewards and custody. From his solid background in product management and payments to Fold’s innovative app, card, and growing bitcoin treasury, Reeves and his team are shaping the future of retail bitcoin adoption. As the crypto and fintech landscapes evolve, Fold’s trajectory under Reeves’ stewardship raises compelling questions about the ongoing convergence of old and new financial worlds. Will Fold and Reeves’ vision catalyze mainstream bitcoin banking? Only time will tell.