The Crypto Conversation Themelia – Custom Crypto Indexes
Jessica Ellerm and Kent Grogan are the co-founders of Themelia, a platform building the next infrastructure layer for crypto investment through custom indexing technology. Jessica comes from a fintech background — including a stint at ASX-listed payments platform Tyro and a superannuation startup she founded and sold — while Kent ran a hedge fund for years before moving into portfolio management and FinTech. Together, they're tackling one of the most underserved problems in digital assets: how do you get sensible, risk-adjusted exposure to a market of 52 million tokens without getting wrecked?
Why you should listenCrypto has a reputation problem, and Kent and Jessica argue it's largely structural. Most tokens are created, pump briefly, and go to zero — which means a naive index that mirrors the full market is essentially a vehicle for buying failure at scale. The Themelia thesis is that an index needs to do better than that: not just collapse the market into something manageable, but actively filter for tokens with genuine staying power before they've already made their biggest moves. Kent draws a sharp analogy to equities — nobody in TradFi just buys one marquee stock and calls it a portfolio, yet that's essentially what most crypto investors do with Bitcoin. The pair make a compelling case that the infrastructure for smarter diversification is long overdue.
The platform's most interesting innovation is the distinction between static and dynamic indexing. Jessica points out that most existing crypto index products — exchange bundles, early ETF attempts — don't move fast enough to keep pace with shifting narratives. Themelia's custom index builder lets users set their own filters, backtest against up to three years of historical data, then execute and auto-rebalance directly through connected exchange accounts like Coinbase, Binance, or Bybit. For those who don't want to build their own, the platform is evolving toward an "ensembling" model — aggregating the token picks of vetted crypto analysts into a curated house index that does the filtering work for you.
The bigger picture is a genuine gap in the market. Jessica notes that index products now capture the majority of capital flows in traditional finance — from retail investors all the way to pension funds — yet less than 0.1% of the total crypto market is currently invested through indexes. That's not just an opportunity for Themelia; it's an argument for why the space needs this infrastructure to mature. If the house index can demonstrate better risk-adjusted returns than simply holding Bitcoin, it could become the entry point that brings cautious, sideline-sitting investors into the market for the first time.
Supporting linksIf you enjoyed the show please subscribe to the Crypto Conversation and give us a 5-star rating and a positive review in whatever podcast app you are us