Bull Bitcoin: the work behind opening a new market
By Janusz Nowakowski
Original publication: Lightning.News, 2025-12-29.
Lui wants Bull Bitcoin to make banks irrelevant. His own job includes legal work, accounting, hiring and the cost of opening new markets in Latin America.
We had met at a conference in MedellĂn. When we spoke again, I wanted to understand how his conviction translated into that work. It is easy to find someone with a strong opinion about money. I was more interested in what he had taken responsibility for building.
A mission with consequences for the company
“Bull Bitcoin is the best Bitcoin company in the world,” he began. Then he explained what he meant by its mission: giving people control of their money and making the institutions around it less necessary.
“If the dollar exists, our mission is not complete. If banks exist, mission not complete.”
His language is uncompromising. He says that is also why the company has funded itself and stayed Bitcoin-only: outside investors or a move into other tokens could pull it towards a different business.
You do not have to share that ambition to understand the choice. Lui is describing a company that places limits on which sources of growth it is willing to pursue.
What opening a country means
At the time of the interview, Lui described Bull Bitcoin as active in Costa Rica, newly open in Mexico and preparing a fuller launch in Colombia. He was responsible for the Latin American operation.
He described opening territories, building communities, supporting local Bitcoin economies and working with educators. Then he added the legal, accounting and hiring responsibilities.
“Right now I’m overseeing all of that in Latam.”
That list puts some weight behind the word expansion. A new market needs people who understand the product, local relationships and the ordinary work of operating a company. In Lui’s account, education and community work sit alongside those responsibilities.
He saw clearer regulation in some jurisdictions as making it easier for companies to plan. He also expected resistance from powerful institutions. Asked about a discussion at LaBitConf on whether Bitcoin was unstoppable, he did not treat success as inevitable.
The wallet has to work for someone else
For Lui, control of money begins with self-custody: the user holds the keys needed to spend their bitcoin. Giving people that responsibility also creates a product problem. They have to be able to use the tools.
He described years of work on a wallet that would offer features valued by experienced Bitcoin users while remaining usable for someone new.
He wanted people who found Bitcoin difficult to gain that control without feeling they had to become technical specialists first.
When I asked for an example of Bitcoin being used locally, he pointed to Bitcoin Jungle in Costa Rica. His example was a farmers market where someone could buy bananas with bitcoin. He saw the combination of merchants, customers and education as the part worth building on.
He wanted those local uses to grow until fewer people needed an exchange to move back into national currencies. For a company in that business, it is an unusual definition of success.
“Our goal is to make ourselves irrelevant in the future.”
Edited on 10 October 2026. This interview describes the products, plans and views at the time of the conversation.