Coinbase

Instacart

Coinbase

Coinbase makes money from transaction fees. Every time someone buys or sells crypto on the platform, Coinbase takes a cut — typically around 1.5% for regular users, lower for high-volume traders on its advanced trading tier.

For a company that processes billions in daily volume, that adds up fast. In the 2021 bull run, Coinbase generated $7.8 billion in revenue.

Beyond trading fees, Coinbase earns revenue from staking (users earn yield on their crypto, Coinbase takes a commission), USDC interest (Coinbase co-created the USDC stablecoin with Circle and earns interest on the reserves), custodial services for institutions, and its cloud platform for developers building on-chain apps.

Instacart

Instacart operates as a marketplace connecting consumers with personal shoppers and grocery retailers. Revenue comes from multiple streams: delivery fees and service fees charged to consumers (typically $3.99+ per delivery), tips to shoppers (passed through, not revenue), retailer partnerships (grocers pay Instacart for access to the platform and fulfillment services), and advertising.

Advertising has become the crown jewel. Instacart Ads lets consumer packaged goods (CPG) brands like Coca-Cola, Procter & Gamble, and Nestlé pay for sponsored product placements within the Instacart shopping experience.

When someone searches for "chips," Doritos can pay to appear first. This is incredibly valuable because it's advertising at the exact moment of purchase intent.

Ad revenue was $871 million in 2023 and crossed $950 million in 2024.

The retailer partnership model is key. Unlike DoorDash or Uber Eats (which listed restaurants without permission early on), Instacart works with grocers as partners.

Over 1,500 retail banners including Costco, Kroger, Albertsons, and Publix have formal partnerships. Instacart provides the technology and shoppers.

Grocers provide inventory and stores.

Coinbase

Brian Armstrong was working as a software engineer at Airbnb in 2010 when he read Satoshi Nakamoto's Bitcoin white paper. He became obsessed.

At the time, buying Bitcoin meant navigating sketchy exchanges, wiring money to anonymous accounts, and hoping your coins didn't get stolen. Armstrong thought: this is never going mainstream unless someone makes it dead simple.

In 2012, Armstrong got into Y Combinator and co-founded Coinbase with Fred Ehrsam, a former Goldman Sachs trader. Their pitch was straightforward — be the easiest, safest, most regulated way to buy and sell Bitcoin.

While other crypto exchanges were operating in legal gray areas, Coinbase went out of its way to get money transmitter licenses in every US state. It was slow and expensive, but it meant Coinbase was the one exchange your bank wouldn't block.

The first version was bare-bones. You linked your bank account, bought Bitcoin, and Coinbase held it for you.

That custody model — Coinbase holding your crypto — was controversial with crypto purists who preached "not your keys, not your coins." But for normal people who didn't want to manage private keys, it was exactly what they needed.

Instacart

Apoorva Mehta was a 26-year-old Amazon engineer in Seattle who quit his job in 2012 to start a company. The only problem: he had no idea what to build.

Over the next year, he started and abandoned roughly 20 different projects. A social network for lawyers.

A way to track restaurant wait times. Nothing stuck.

Then one day he was too lazy to go grocery shopping. He looked for a service that would shop for him and deliver everything to his door.

Nothing good existed. The existing options were grocery store delivery services that only worked during specific windows, had limited selection, and required ordering days in advance.

Mehta wanted to order groceries the way he ordered everything else online — immediately, from whatever store he wanted.

He built a prototype in 2012 and applied to Y Combinator. The demo was rough — he ordered a six-pack of beer through the app and had it delivered to a YC partner's house during the application process.

It worked. He got in.

Instacart launched in the San Francisco Bay Area in 2013 with a simple promise: order from your favorite local grocery store and have someone shop for you and deliver within an hour.

Coinbase

Coinbase grew with the Bitcoin price cycle. Every bull run brought a wave of new users who heard about crypto from the news or their friends and Googled "how to buy Bitcoin." Coinbase was almost always the first result.

The company spent heavily on brand advertising including a legendary Super Bowl ad in 2022 that was just a bouncing QR code — it crashed the app from the traffic surge.

The regulatory strategy was the long game. While Binance and FTX grew faster by ignoring regulations, Coinbase spent years and millions getting licensed.

When the regulatory crackdown came, Coinbase was the last exchange standing. Being "the regulated one" went from a competitive disadvantage to the only thing that mattered.

The direct listing in April 2021 was a landmark moment. Coinbase went public via direct listing at a $85 billion valuation — the largest direct listing in history at the time.

It legitimized crypto as an asset class in a way that no Bitcoin price chart ever could.

Instacart

Instacart grew by solving a problem one city at a time. They launched in San Francisco, proved the model, then expanded to other major metros.

Each new market required recruiting shoppers, signing up retailers, and building enough consumer density to make the economics work.

The COVID-19 pandemic was the inflection point. Grocery delivery went from luxury to necessity overnight.

In March 2020 Instacart announced it would add 300,000 shoppers, then raised that by another 250,000 weeks later. Order volume increased 500%.

Years of planned growth happened in weeks. The pandemic proved that grocery delivery wasn't a niche — it was the future of how a significant chunk of the population would shop.

The enterprise play is the long-term moat. By providing white-label technology to grocers, Instacart becomes embedded in their operations.

Even if a grocery chain wanted to build its own delivery service, they'd need years and hundreds of millions to replicate what Instacart provides. The more deeply integrated Instacart becomes in grocery operations, the harder it is to rip out.

Coinbase

The crypto winter of 2022 nearly broke the company. After the collapse of FTX, Luna, and Three Arrows Capital, crypto trading volume fell off a cliff.

Coinbase's revenue dropped from $7.8 billion in 2021 to $3.1 billion in 2022. The stock went from $342 to $35, a 90% decline.

Armstrong laid off 18% of the company in June 2022 and another 20% in January 2023.

The SEC lawsuit was existential. In June 2023, the SEC sued Coinbase alleging that it operated as an unregistered securities exchange.

The lawsuit claimed that at least 13 crypto assets traded on Coinbase were securities. If the SEC won, it could have fundamentally broken Coinbase's business model.

The SEC dropped the case entirely in February 2025, dismissing it with no penalty and no admission that any token was a security.

Revenue concentration is a structural risk. Coinbase's revenue swings wildly with crypto prices and trading volume.

In bull markets, the company prints money. In bear markets, revenue evaporates.

This makes it nearly impossible to plan long-term or maintain consistent growth — Wall Street hates unpredictability.

Instacart

The post-COVID hangover was brutal. After pandemic demand normalized, growth slowed dramatically.

The company's valuation dropped from a peak of $39 billion in early 2021 to about $10 billion at IPO in September 2023. Investors who bought at the peak saw a 75% paper loss.

The narrative shifted from "essential infrastructure" to "nice-to-have luxury."

Unit economics are perpetually tight. Paying a person to walk through a grocery store, pick items, bag them, and drive them to someone's house is expensive.

Unlike meal delivery (one restaurant, one bag), grocery delivery involves dozens of items per order, refrigeration requirements, and substitution decisions. Every order that requires a shopper to call the customer about an out-of-stock item eats into efficiency.

Amazon is the existential threat. Amazon Fresh, Whole Foods delivery, and Amazon's own logistics network represent a competitor with nearly unlimited resources and a Prime membership base of 200+ million.

Amazon has been willing to lose billions on grocery delivery to build market share. Instacart's advantage is retailer partnerships — Kroger and Publix use Instacart specifically because they don't want to help Amazon dominate grocery.

Coinbase

Coinbase is the consumer trading platform — buy, sell, and hold 250+ cryptocurrencies. Coinbase Advanced Trade (formerly Coinbase Pro) is the lower-fee, more sophisticated trading interface.

Coinbase Wallet is a self-custody wallet where users control their own keys. Coinbase Prime is the institutional platform for hedge funds, family offices, and corporations.

Base is Coinbase's own Layer 2 blockchain built on Ethereum, designed for cheap, fast transactions. USDC is the stablecoin Coinbase co-created with Circle — pegged 1:1 to the US dollar with over $30 billion in circulation.

Coinbase Commerce lets businesses accept crypto payments.

Instacart

Instacart Marketplace — the core platform where consumers order groceries from 80,000+ stores for delivery or pickup, with personal shoppers fulfilling orders. Instacart+ — subscription service ($9.99/month) offering free delivery on orders over $35, reduced service fees, and credit back on pickup orders.

Instacart Ads — a retail media platform letting CPG brands run sponsored product listings, display ads, and coupons within the shopping experience. Instacart Platform (Enterprise) — white-label e-commerce technology that lets grocers build their own online ordering and fulfillment powered by Instacart's infrastructure.

Caper Cart — AI-powered smart shopping carts (from the 2021 Caper AI acquisition) with built-in screens, barcode scanners, and payment that let shoppers skip the checkout line.

Coinbase

Y Combinator, Andreessen Horowitz, Union Square Ventures, Tiger Global, Ribbit Capital, IVP

Instacart

Sequoia Capital was an early and consistent backer. Andreessen Horowitz invested in growth rounds.

D1 Capital Partners led the 2021 round that valued Instacart at $39 billion. Existing investors including Valiant Capital, T.

Rowe Price, Fidelity, and Tiger Global participated across rounds. Y Combinator was the starting point (Summer 2012 batch).

The September 2023 IPO on NASDAQ priced at $30 per share, valuing the company at approximately $10 billion.