Multiple On Invested Capital
Why I joined MOIC and what's next
I’ve always believed that in crypto, survival is not about luck… it’s about standards. High standards. The kind that demands you give everything, or you give nothing. That’s what first drew me to MOIC, and that’s what our rebrand now makes clear to the world: we are not here to play it safe. We are here to win.
This is a story not just of a company changing its look, but of a team that has been forged in intensity, as a family, and the belief that marketing in crypto needs to be as relentless and visionary as the builders we work with.
From Research to “Make It Happen”
When MOIC didn't start as it is today. It began as a research house… analyzing, writing, understanding. And research has its value. It gave us market intelligence, the ability to read trends before they surfaced, and the discipline to study the history and the backstage of crypto. We learned the industry not just from charts and reports, but from the ground trenches: observing, documenting, and understanding how narratives rise and fall.
That foundation mattered. It meant that when we moved into execution, we weren’t just marketers throwing spaghetti at the wall. We were builders with deep context. We knew the storylines that had shaped the industry, the strategies that had worked before, and the blind spots that others consistently missed.
But research alone wasn’t enough. This space doesn’t reward observers. It rewards movers. And so MOIC evolved from intelligence into action, becoming a full-stack growth marketing partner. We stopped simply reporting on the market and started shaping it.
What does that mean in practice? It means we stopped being just consultants and became executors. We became the team underdog projects call when they need to fight above their weight class. The ones who step in and say: “We’ll make it happen.”
One of the most defining moments for me was seeing us drive campaigns that took projects from obscurity to adoption. Take the way we structured narratives, communities, and full-funnel activations for early-stage protocols: what started as ideas in whitepapers became ecosystems with tens of thousands of users. That’s the difference between being a research firm and a growth partner… You don’t just report what’s happening, you make it happen.
The Spirit That Holds Us Together
The real engine behind MOIC isn’t the playbooks or frameworks. It’s the people.
Rogério, our leader, pushes us to move faster, higher, and harder, but he also safeguards the mission when the noise of the market gets too loud. Pedro is the most intelligent and humble person I’ve ever worked with, his sharp mind is matched only by his lack of ego. Carol is the toughest of us all, relentless in pursuit of MOIC's growth. Lorenzo is organized, fast-learning, and one of the most genuinely good people I’ve met. And Adan, he’s my partner in war, the one who, without him, I couldn’t have made half of what we’ve achieved real.
And it doesn’t stop there. We are thirty strong, each person chosen not just for skill but for spirit. The spirit of high standards, of refusing mediocrity, of caring deeply about every project we touch.
What makes this bond unshakable is that we don’t just exist behind screens. We show up. Every day, together, in the office. We argue in intense management meetings. We burn midnight oil refining strategies. We celebrate when we win. And when the setbacks come, as they always do in crypto, we face them head-on, together.
It’s all-in, always. That’s what makes MOIC more than a workplace. It’s a family in arms.
Peaks, Valleys, and Endurance
This rebrand isn’t about aesthetics. It’s about identity.
The new MOIC is more aggressive, more creative, more accelerationist. It captures the truth of this industry: crypto is not a straight line. It’s peaks and valleys.
There are moments when everything is breaking upward, where the entire industry feels unstoppable. And there are moments when it all contracts, when doubt creeps in, when people whisper that maybe the movement has lost momentum.
But we know the truth: the game is about endurance. Winning in crypto means thriving through the cycles, building through the trenches, and having the courage to accelerate when others hesitate.
That’s what the new MOIC brand embodies. It’s sharper, bolder, more unapologetic. Our new tagline says it all: “Whether you’re at the peak or the valley, we build your next wave.”
Where We’re Heading
So, where do we go from here?
Our ambition is clear: to become the biggest marketing group in crypto, and then push beyond those boundaries. Not for the sake of titles or vanity, but because this ecosystem desperately needs it.
Crypto projects don’t need passive marketers. They don’t need slow content cycles or timid campaigns. They need warriors, partners who understand that this is not e-commerce, this is not corporate marketing. This is a war of ideas, attention, and adoption. In crypto, you don’t get infinite A/B tests. You get one shot. You either break through or you get swallowed by the wave.
That’s where MOIC comes in. We are building the frameworks, the narratives, the execution muscle that allows ambitious projects to not just survive but dominate.
A Force for Evolution
We are proud to be based in Brazil, a country that is already one of the largest crypto markets in the world. Latin America accounts for nearly 10% of global on-chain volume, and Brazil is its beating heart. The adoption here is massive, the energy is unmatched, and the hunger for innovation is everywhere.
MOIC intends to be the force that accelerates this momentum, not just in Brazil, not just in LATAM, but globally. We want to push the standards of what crypto marketing means. To redefine it. To evolve it.
Because in the end, we’re not just marketers. We are architects of growth. We are accelerators of adoption. We are partners to the builders who are shaping the next financial and cultural frontier.
Why This Matters to Me
For me personally, the MOIC rebrand isn’t about fonts, colors, or logos. It’s a reminder of why I joined this team in the first place.
It’s about the spirit I found here: high standards, the will to win, the joy of celebrating together, and the hunger to conquer the world. That’s the DNA of MOIC. That’s what keeps me waking up every day ready to go all-in again.
MOIC isn’t dying. MOIC is reborn. Forged in the trenches. Relentless in mission. Unstoppable in vision.
Whether we’re at the peak or in the valley, we’re already building the next wave. And we’re inviting the world to ride it with us.
— Victor Cioffi
ps: we are going to Korea this week and Token2049 in Singapore after that, big things ahead - new partners, partner's launches and global networks. If you are coming, let's meet :)
I like this ambition and the attitude that MOIC has with the market and its customers. I liked the new initiative and I’m sure the new level will be even more challenging but positive for the company in terms of growth. Success to all in this new phase that begins.
We’ll see you in Singapore.