The DeFi industry has trained everyone to optimize for headline APY numbers while burying the costs that determine your returns, argues Blueprint Finance CEO Nic Roberts-Huntley

Nov 7, 2025, 2:00 p.m.

It’s a story many in the crypto world know all too well: a decentralized finance (DeFi) protocol advertises a sky-high annual percentage yield (APY) — sometimes as much as 200%. But roughly half of all retail investors lose money despite “earning” advertised returns. The truth is in the math, and the math shows that the majority of these highly attractive rates very rarely deliver. When the dust settles, investors find that hidden costs quickly ate away their profits.

STORY CONTINUES BELOW

Take a typical high-yield liquidity pool advertising 150% APY. The marketing screams opportunity, but the math whispers warnings. Let’s break down the risks.

First, there’s the concept of impermanent loss. This is the temporary loss of value when providing liquidity into a pool, and prices diverge from the initial deposit. Price swings can easily wipe out any earnings you might have made. Then there are the transaction costs on the network, known as gas fees. When the network is busy, these gas fees can skyrocket, making smaller investments unprofitable, no matter what the advertised yield is. Finally, there is liquidity. Many new tokens have low liquidity, which makes it hard to trade these tokens without significantly affecting the price. Combining these characteristics makes the path to outsized returns that much more difficult.

Now, this doesn’t mean all yield strategies are flawed; sophisticated protocols that properly model these costs can deliver sustainable returns. However, many retail investors lack the ability to distinguish between sustainable and unsustainable payouts, and can be lured by the biggest numbers without questioning whether those promised yields can actually be delivered.

Why institutions win while retail loses

Walk into any institutional trading firm, and you’ll find sophisticated risk management models and frameworks that analyze dozens of variables simultaneously: price correlation matrices, slippage rates, dynamic volatility adjustments, value-at-risk calculations, all stress-tested across multiple scenarios. This menu of highly complicated mathematical and analytical tools gives institutions a defined edge over retail investors that simply don’t have the knowledge, resources, or time to “do the math” at the institutional level.

On the other hand, many retail investors chase headlines and search for the easiest metric available: find the biggest APY number available.

This creates a significant knowledge gap where large institutional players with deep pockets can profit, while smaller investors are left holding the bag. Institutions continue generating sustainable yields, while retail investors provide the exit liquidity.

The transparency of the blockchain can create the illusion of a level playing field, but in reality, success in DeFi requires a deep understanding of the risks involved.

How marketing psychology works against retail investors

As we see across many industries, clever and sometimes even deceitful marketing tactics are designed to lure in potential customers. Over time, they have become incredibly sophisticated and deeply rooted in psychology. For example, clever marketing will exploit what’s called the “anchoring bias,” which is the tendency for people to rely heavily on the first piece of information offered when making decisions. Initial information, like a prominently displayed triple-digit APY number, holds more weight while risk disclosures are buried in legalese. They trigger FOMO through countdown timers, “exclusive access” language, and gamify investing through achievement badges and real-time activity feeds showing other users’ deposits.

This psychological precision further exploits that knowledge gap.

A better way forward

So, how can you protect yourself and still participate in DeFi activity as a retail investor? It all comes down to doing your homework.

First, understand where the yield is coming from. Is it from real economic activity, like trading? Or is it from token emissions, which can be a form of inflation? Real economic activity on a protocol is a green flag. Unsustainable yields propelled by token inflation will eventually collapse, taking retail investors to the cleaners.

Next, calculate the hidden costs. Factor in gas fees, potential impermanent loss, and any other transactional costs. Investors often find that a seemingly profitable strategy is actually marginal once you account for all the expenses.

Finally, diversify your investments. Spreading your investments across different strategies is more important than chasing the highest possible APY.

While this kind of analysis takes time and effort, it is paramount to evaluate the success and potential risks of an investment.

The fundamental principles of finance haven’t changed just because the technology is new. Sustainable DeFi yields should approximate traditional finance benchmarks plus appropriate risk premiums; think 8-15% annually, not 200%. Risk and return are still correlated, diversification still matters, and due diligence is still your best friend.

DeFi opens unprecedented access to sophisticated financial strategies, but users still need the education required to take advantage of them. Otherwise, we’re just watching sophisticated wealth transfer mechanisms masquerade as financial innovation.

Note: The views expressed in this column are those of the author and do not necessarily reflect those of CoinDesk, Inc. or its owners and affiliates.

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