Article Author: Thejaswini M A

Article Compiler: Block unicorn

Introduction

In 2012, Jordan Fish, also known as Cobie, had $200 and a dilemma.

At that time, he was a computer science student at the University of Bristol, working at Tesco to pay rent, and his living conditions… were not great. For a working-class kid, the basic common sense of going to college is: you need money to live, but you also need time to study, and there are only 24 hours in a day. So, he took out $200 to buy Bitcoin.

This was clearly the right decision, but not in the way you might think.

If Cobie had simply held onto that Bitcoin, never touched it, never traded it, and never did anything interesting or foolish with it, he would today have about $300,000. For someone who initially had only $200, this is indeed a life-changing amount of money. But this is not the level of "everyone defaults to being a billionaire crypto influencer," nor is he even the "guy who sold a podcast NFT for $25 million."

The strangest part of Cobie's story is what happened during the time he went from $200 to exit. Because the story that cryptocurrency wants to tell is: you buy magical internet money, hold onto this magical internet money, the price skyrockets, and you eventually become a billionaire. Cobie's real story is more like: you bought magical internet money, tried to create your own magical internet money, failed, got a regular job, then returned to the cryptocurrency space, developed products, exposed scams, started a podcast, paused the podcast after sponsors went bankrupt, and then created a fundraising platform, which Coinbase eventually acquired for $375 million.

This is a much stranger story that reveals some comforting truths about how wealth is created in the cryptocurrency space.

The Lesson of Maxcoin

In 2014, Cobie did what any cryptocurrency enthusiast in their twenties would do: he had only a little Bitcoin at the time but was confident in trying to create a better Bitcoin. At that time, almost everyone was trying to create a better Bitcoin. The selling point of Maxcoin was that it was faster than Bitcoin and used a different hashing algorithm (Keccak instead of SHA-256), which seemed important to people at the time.

Cobie collaborated with financial broadcaster Max Keiser, who is now a Bitcoin advisor to the President of El Salvador. This illustrates how serious everyone was at the time and how trivial it all became later. The launch of Maxcoin was indeed exciting. It was one of the earliest "celebrity coins," interestingly predating the concept of "meme coins" by about seven years.

Then it went to zero.

When the bear market hit in 2015, the price of Maxcoin plummeted, and the project disappeared. If you want to find evidence that Maxcoin ever existed, you need to do actual research because the market has completely forgotten it.

But Cobie did not forget. What he learned from the failure of Maxcoin is that the essence of cryptocurrency is not technology, but network memes, stories, and community. Even if you create the technically best product, if no one cares, it all means nothing.

This lesson is enough to leave most people with nothing. Yet Cobie miraculously learned this lesson from a failed project and proved its correctness through action over the next decade.

Making Money Without Trying

After leaving Maxcoin, Cobie made a wise choice and got a regular job. He worked at several tech startups, including what later became one of the largest fintech companies in the UK, Monzo. He was involved in product management, which is the work of those who know how to develop software products but do not want to code themselves.

Then, around 2020, he returned to the cryptocurrency space.

Not quietly, nor tentatively, but at a time when DeFi was about to sweep the globe, and everyone who had survived the last bear market was about to look like a genius.

DeFi was booming, and NFTs were about to experience explosive growth. Various trends converged simultaneously. Cobie had started supporting Lido Finance early on, a liquid staking protocol that has now become the second-largest DeFi protocol by total locked value. He was not just an investor or advisor; he was keenly aware that Ethereum's transition to a proof-of-stake mechanism would create a huge demand for liquid staking solutions.

In October 2020, Cobie and another cryptocurrency analyst, Ledger, launched a podcast called UpOnly. The format of the show was to invite the most influential figures in the cryptocurrency space for long, unscripted conversations about various current events. They interviewed Vitalik Buterin and also Sam Bankman-Fried (before he went to prison). Essentially, they interviewed all the important figures in the cryptocurrency space.

UpOnly became a must-listen show, creating a strange dynamic. At that time, Cobie was simultaneously playing the roles of market commentator, protocol advisor, investor, and media personality. The projects mentioned on UpOnly would see their prices fluctuate. This kind of influence usually requires investment banks and significant non-public information (MNPI) disclosure policies to achieve.

He invested most of his funds in Bitcoin and Ethereum, with only a small amount in other cryptocurrencies (less than 1% of his portfolio), almost never using leverage, and treating anything as zero until there was evidence proving its value. He said:

"I almost never use leverage; usually, leverage is used to reduce risk rather than increase it, and I guess many people don't fully understand this. In the past five years, I might have only used leverage to increase risk three times, and in my lifetime, maybe a total of 15 times, and I never go all-in. In the past decade, I have only gone all-in on Bitcoin and Ethereum. When buying other assets, I keep the risk very small because I will assume they are zero until proven otherwise. Therefore, the risk is always less than 1% of the liquid portfolio. The liquid portfolio also constitutes a small proportion of the overall portfolio to account for potential future mistakes."

This is in stark contrast to the advice typically given by insiders in the cryptocurrency space. Their usual advice is to buy some "meme coin" you heard about from an anonymous account with 5x leverage, hold it until you get 100x returns, and then buy a Lamborghini.

Cobie's method clearly worked, but the way he succeeded suggests that the entire narrative of getting rich quickly in crypto might be wrong.

The Trouble of the Watchdog

In 2022, Cobie did something that might have cost him money but earned him a different kind of reputation. He published blockchain data showing suspicious trading activities by Coinbase employees. Specifically, it appeared that someone had bought certain tokens before Coinbase announced they would be listed, which is textbook insider trading.

Subsequently, the U.S. Securities and Exchange Commission launched an investigation, and the Department of Justice filed a lawsuit. Former Coinbase product manager Ishan Wahi was sentenced to two years in prison.

Such actions can make you a hero in the cryptocurrency community but likely make it difficult for you to find work at most cryptocurrency companies. If you are a large exchange considering listing a new token, would you really want someone who exposed insider trading by competitors to consult on your project? It would bring a lot of trouble.

But Cobie persisted. He continued to expose scams, question various claims, and speak uncomfortable truths in public.

In November 2022, when FTX collapsed, Cobie ran into trouble. In fact, he encountered several troubles.

The first trouble was that UpOnly had accepted sponsorship from FTX. This was not a secret. Sam Bankman-Fried had appeared on the podcast. FTX's logo was also featured in the show. When you watch previous episodes, you can see this; it stands as a monument to what seemed like legitimate trading at the time, but now appears to be evidence of catastrophic misjudgments.

The second trouble was that he had money in FTX when it collapsed. He publicly admitted this, while most people in his position would not. Typically, after a major scam, people choose to silently bear the losses and never mention it again. But Cobie openly acknowledged it. He indeed had funds on the exchange, and that money was now gone.

The third trouble was philosophical. Cobie had long been known for his ability to spot scams, expose wrongdoers, and serve as a rational voice in an industry rife with Ponzi schemes. However, he had accepted investment from FTX, interviewed its founder, and evidently believed, like others, that it was a legitimate company.

How do you move on from something like this?

The answer is: you don’t need to, at least not for now. Cobie and Ledger paused the updates for UpOnly. There was no announcement, no dramatic final episode, just silence. One of the most prominent figures in the cryptocurrency space had virtually disappeared for nearly a year. No podcast, very few tweets, and no public appearances at conferences.

This may have been the right decision, but it was certainly not the most profitable. Influencers typically employ the tactic of immediately returning after a crisis, vaguely apologizing, promising to do better, and then continuing to do what they did before. Audiences have short memories. Sponsors want influence, not credibility. As long as you keep posting, you can usually weather almost anything.

But when he returned, he brought Echo.

The Mysterious Exit

Echo was launched in 2023, with the idea of allowing ordinary people to invest in early-stage crypto projects alongside venture capitalists. This addresses a real problem. In the cryptocurrency space, there is a significant gap between the price retail investors pay for tokens and the price venture capitalists pay. Venture capitalists might invest in a project at a $10 million valuation. By the time retail investors can buy the token on an exchange, its valuation has reached $1 billion. The venture capitalists have already made 100 times their investment, while retail investors are buying at a high price.

Echo attempts to bridge this funding gap by pooling retail funds and making private investments on venture capital terms. The platform has facilitated over 300 transactions, helping crypto projects raise about $200 million. This is a substantial amount, but it is still far from the typical scale that would command a $375 million acquisition price.

However, in October 2025, Coinbase acquired Echo for approximately $375 million.

The deal also included a $25 million purchase of UpOnly's NFT. This is a non-fungible token, and upon its destruction, Cobie and Ledger would be obligated to produce eight new episodes. You can think of it as exercising an option, except the underlying asset is two people recording a podcast. Coinbase paid $25 million for this essentially very expensive mechanism of mandatory content creation.

This may be the first time in history that the destruction of an NFT creates a legal obligation rather than destroying its value.

But if you analyze the logic closely, the acquisition of Echo makes sense. Coinbase's competitor is Binance, which already has Binance Launchpad and other platforms that allow retail investors to participate in early token sales. Coinbase does not have these platforms, but Echo does. Therefore, Coinbase is acquiring the infrastructure, brand, and community that Cobie has built over more than a decade, and Cobie's original intention was not to maximize profits.

Here is how Cobie described the outcome:

"When I started building Echo two years ago, I knew it had a 95% chance of failure. To be honest, I really couldn't imagine any other outcome, but I thought at least it was a noble failure worth trying. I certainly didn't expect Echo to be sold to Coinbase, but that's what happened."

This may be the most honest description of a successful exit from a startup that I have ever read.

What This Means for the Rest of Us

Cobie's story challenges the traditional narrative of getting rich in cryptocurrency. This narrative usually goes: buy low, sell high, repeat endlessly until you become a billionaire. If you're daring enough, you might even try some 100x leveraged trading. But Cobie did not do that. He bought Bitcoin with $200, made some small trades, created a failed altcoin, then got a regular job, returned to the cryptocurrency space, supported excellent crypto projects, exposed fraud, started a podcast, built a fundraising platform, and ultimately sold it to Coinbase.

This is a much longer and stranger journey than "buying Dogecoin at $0.0001 and selling it at $0.70."

When people speculated that Cobie was a billionaire, he wrote a long post explaining that this was not the case. His actual net worth, including the exit from Echo and a decade of cryptocurrency investments, could be in the nine figures. That is a significant amount. But it took him 12 years, surviving multiple bear markets, dodging various scams, frauds, and exchange collapses, while consistently choosing not to pursue short-term profit maximization.

If Cobie treats cryptocurrency as a platform for creating value, he might earn more than if he treated it as a casino. If that is the case, it suggests that most people are playing the wrong game.

Crypto Twitter does not want to hear "the story of getting rich in ten years." But this may be the only truly viable method.

This is Cobie. See you in our next article.

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