Asia’s 40 Under 40 Avishay Yanai

Leadership Without Limits

Avishay Yanai

Co-founder and CEO

Soda Labs

The cryptocurrency and Web 3.0 sectors have long grappled with a critical issue: lack of confidentiality. While transparency dominated the early Web 3.0 narrative, the industry now recognises that verifiability, not transparency, is the key feature for these solutions. Transparency often overexposes users, making their activities visible to everyone and increasing financial, operational, and compliance risks. This exposure has deterred businesses and financial institutions from adopting Web 3.0 technologies. Verifiability, however, strikes a balance by offering minimal transparency, enabling anyone to confirm the correctness of transactions without revealing sensitive details. Avishay Yanai, Co-Founder and CEO of Soda Labs, is addressing this challenge. His mission is to help individuals and organisations leverage Web 3.0’s advanced, secure financial infrastructure while safeguarding their and their customers’ data. Avishay’s background in cryptography, honed during his tenure at VMware and various startups, coupled with his military experience in discipline, strategy, and leadership, drives his approach to solving complex problems. At Soda Labs, Avishay promotes agility and innovation, encouraging his team to start small, fail fast, and refine quickly. For him, the mission transcends technology—it’s about reshaping an ecosystem where privacy is a right, not a luxury. Soda Labs is leading this transformation, building trust in the Web 3.0 landscape. Avishay shares more about his journey and responsibilities in this exclusive interview with TradeFlock.

What inspired you to co-found Soda Labs, and what makes it unique?

Soda Labs was founded from the realisation that I could move from being an observer to shaping the future of Web 3.0. With a background in cryptography, I saw a critical gap: privacy. Unlike traditional systems, Web 3.0’s open ledger exposes sensitive data, threatening privacy and confidentiality. At Soda Labs, we’re developing solutions that protect privacy while enabling secure, efficient data processing. Our technology validates transactions without revealing identities or amounts, empowering individuals and businesses to confidently adopt Web 3.0.

How do you balance your responsibilities as CEO of Soda Labs?

As CEO of Soda Labs, I drive our vision by overseeing critical areas, including security, usability, business development, and marketing. I also manage HR and finance, ensuring operational efficiency. Balancing these roles requires laser focus and strategic delegation, always prioritising what directly advances our mission. Transparency and clear communication with the team are key to maintaining momentum and delivering on our ambitious goals.

How do you stay ahead in the fast-evolving Web 3.0 space?

To stay ahead in Web 3.0, we embrace agility, collaboration, and user-driven innovation. We focus on developing minimally viable products, gathering feedback, and iterating quickly to avoid over-engineering. Active engagement with the Web 3.0 community helps us co-create solutions. We also stay informed on emerging trends, regulations, and advancements, ensuring our roadmap aligns with the industry’s future.

What is your advice for aspiring founders?

My advice to aspiring founders is twofold. First, start lean—don’t wait for perfection. Launch with a basic version, gather feedback, and iterate. This approach saves time and helps create something truly valuable. Second, embrace uncertainty; instead of fearing the unknown, view it as an opportunity for innovation and unique growth.

As a first-time founder, what challenges have you faced, and how have you overcome them?

As a first-time founder, stepping into uncharted territory has been challenging. My previous roles were structured, but founding Soda Labs required navigating numerous unknowns—from technology design to marketing. One major hurdle has been creating a product for a market that’s still emerging. We’re not just building a solution; we’re shaping an industry. Additionally, as CEO of a flat organisation, I wear multiple hats, handling everything from development to HR and finance. Despite these challenges, our mission to address privacy issues in Web 3.0 keeps me motivated and focused.

How has your Army experience shaped your leadership at Soda Labs?

My time in the Army taught me two crucial leadership lessons. First, I realised the power of empowering others to find their own solutions. Rather than micromanaging, I encourage my team at SodaLabs to innovate and explore new ideas. Second, I learnt that clearly defining a problem is key to solving it. Using tools like diagrams to visualise challenges ensures alignment and better collaboration. In leadership, I believe that framing the problem correctly is already halfway to finding the solution.

Define your leadership style.

My leadership style is grounded in Voltaire’s principle: “Perfect is the enemy of the good.” I prioritise delivering functional, lean products, iterating based on user feedback, and avoiding the trap of perfectionism, which can slow progress, particularly in technology and product development.

Your vision for Soda Labs?

Our vision is to redefine Web 3.0 by making it secure, private, and accessible for all. We are committed to addressing the privacy gaps that hinder mass adoption, empowering businesses and individuals alike. Our long-term goal is to set new standards in the industry, creating a future where confidentiality is a fundamental right, not a luxury, and where technology fosters trust and empowerment at every level.