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Rethink is not a product born from hindsight or retail frustration. It is the result of applying institutional execution thinking to an environment that has never had it. The team behind Rethink has worked on implementing and evaluating crypto strategies inside Wells Fargo, where execution timing, slippage, and downside asymmetry are treated as first-order risks. In institutional environments, the question is rarely what to trade. It is when capital should actually move. Most losses occur not because the thesis was wrong, but because execution was premature. That lens fundamentally changes how products are designed. Crypto retail has never had that lens. Take Pump.fun, one of the most active high-velocity trading environments in crypto. On Pumpfun alone, internal analyses of on-chain behavior show that approximately 35% of traders are in negative PnL within the first 10 minutes of their trades. Not at the end of the day. Not after volatility plays out. Within the exact window where Rethink intervenes. This is not a coincidence. Pumpfun trades are dominated by:
  • Socially coordinated attention spikes
  • Shallow liquidity
  • Immediate execution
  • Irreversible outcomes
The system structurally rewards speed over reflection. Rethink does not moralize this. It prices it. Now consider scale. Pumpfun regularly processes ~900,000 trades per week. If even a fraction of those trades flowed through a 10-minute execution buffer with a $1 rethink option, the economics become obvious. At 900,000 trades per week: 
900,000 × $1 × 52 weeks ≈ $46.8M annually
Even discounting for partial adoption, this implies $42M+ in yearly incremental revenue from Pumpfun alone. Not from speculation. Not from leverage. From optionality. From letting traders walk away from bad entries. That revenue is not extractive. It is anti-loss. From the trader’s perspective, replacing a typical 5 – 25% impulse loss with a fixed $1 fee is a strictly positive trade. From the platform’s perspective, it aligns incentives: better outcomes, higher trust, and a monetization model that scales with activity, not liquidation. This is why Rethink has attracted interest from Polymarket, Yzi Labs’ new risk management arm, Hyperliquid Labs, and other serious operators. These teams understand that as crypto matures, execution quality becomes the moat. Faster is no longer better. Better is better. Rethink sits at a rare intersection:
  • Massive, quantified behavioral loss
  • A simple, non-invasive intervention
  • Clear unit economics
  • Institutional execution logic applied to retail scale
And once traders experience the ability to lock access without locking outcome, it becomes very hard to go back.