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Anthony Day, marketing director at VeChain Foundation, has had many and varied experiences across a decade at the frontline of blockchain and Web3 technologies, driving growth, cutting through the hype, and advising organisations. Yet amid these opportunities, he had recently felt a hankering towards using Web 3 technologies for purpose; to move closer to real-world implementations.  

VeChain, who Day joined earlier this year, provided an outlet for such a goal. The company is known for its dual-token model, with VET for governance and value transfer and VTHO for transactions aiming to effectively separate the cost of using the blockchain from market speculation, enabling scaled commercial enterprise applications.  

Alongside the tokens and the VeChainThor blockchain, the VeBetter platform, in which users can complete sustainable actions and get rewarded in B3TR tokens, is the ace in the pack – and was particularly enticing for Day.  

“This is blockchain tech for the mainstream,” says Day. “This is the actual mass adoption we’ve been talking about, with VeBetter helping to engage individuals on their apps, on their mobile devices every day using the core Web3 primitives, which is super-exciting.” 

Among the most popular VeBetter applications include coffee picture-sharing app Mugshot, which boasts more than 2million users and more than 10 million single-use cups avoided, and shopping assistant Greencart, with a claimed more than $1 million rewarded to users. While app developers continue to be encouraged and enticed, as is the case with all platform providers, VeBetter’s playbook explains the theory behind X2E (action to earn).  

“A new approach to growing brands is needed – one that’s more cost-effective, engagement-driven, and measurable from day one,” the playbook reads. “[X2E]… offers a more impactful alternative: a way to drive growth by rewarding the behaviours that matter most across the full customer lifecycle.” 

The key however, Day argues, is in building frequent – and different – behaviours. With the VeWorld wallet, where all VeChain digital assets can be held and managed, multiple different actions are able to be surfaced. “If you can collectively bring together 100,000 people, you get them to do something every day very quickly, you get to a billion actions which can be valued, quantified, put on the balance sheet, which can be used to support green financing… then we’re using technology for purpose,” says Day. 

“Every conversation I have, whether it’s with an individual founder or with large organisations, sports or community organisations, they look and say, ‘that’s really powerful, how does that work?’,” Day adds.  

“This is why I get so excited,” says Day. “This is not fantasy. This is not a Web 3 narrative. This is the actual real-world impact. The VeChain community does over a million recognised sustainable actions every week now, and we’re just getting started.” 

2025 has been a year of significant change for the foundation. In April, VeChain announced the VeChain Renaissance, representing the next phase of evolution of its technology. Various tokenomics updates were promised, from a new consensus mechanism and revamped staking model, to the aforementioned enticement of developers through a dedicated fund. StarGate, a new staking platform, arrived a couple of months later as a ‘major milestone in the Renaissance technical roadmap’.  

“Since the very beginning, there’s always been continued iteration and improvement focused on making the technology better, faster, more secure, more tooling so that we can enable mass adoption of the technology, make it more easy for B2B, B2C use cases, for individuals to engage with the applications on VeBetter, for people to invest as institutions or to become part of the ecosystem,” explains Day. “Renaissance is the next stage of that, improving decentralisation of the protocol, bringing and making it more accessible for validators to validate blocks on the network.” 

VeChain noted the importance of the current US administration to the landscape; ‘notably catalysed… it is clear we have entered a new phase for blockchain adoption.’ Day, who will be participating at Tokenize : LDN on December 2-3, notes much the same, saying the US has been a ‘big unlock’ for tokenisation this year.   

“What I’m excited for, and from a VeChain perspective, what I’m excited to share more about, is the tokenisation of real-world actions,” says Day. “For organisations, this is one of those new asset classes that could create the extra trillion, two trillion, 10 trillion worth of value. 

“Because you’re catalysing human action, you’re creating [and] verifying the digital representation of that, and you’re creating value on top,” adds Day. “This is for me the most exciting thing, and that’s what we as VeChain are pushing towards. I think that’s a super-exciting direction of travel.” 

What else does the future hold? Part of this future is spelled out in a recent VeBetter whitepaper entitled ‘Towards an AI-Native Society’. In the paper, the foundation notes the accelerating convergence of AI and Web3, and how agentic AI will strengthen it further. 

“The same decentralized mechanisms that have already coordinated millions of human actions can now extend to intelligent agents,” the paper explains, noting that VeBetter ‘provides what agents need but lack elsewhere: verified behavioural data, decentralized resources, and aligned incentives.’  

“By grounding agent contributions in measurable human actions – from sustainability to health to governance – VeBetter ensures their capabilities strengthen collective progress rather than diverge from it,” the report adds. 

“We already have blockchain and AI at scale, [and] today we are already preparing for the world where more agents are acting and doing good on humans’ behalf,” explains Day. “So now you’re starting to see agents attracting capital, attracting ideas, building applications, proposing changes to core protocols – and the protocols themselves will need to be interacting with those agents at the speed in which they develop proposals, and so the whole ecosystem around building applications, technology and layer 1 blockchains starts to evolve at the speed of agents. 

“This is a really, really exciting future and we’re ready; we understand how it’s likely to play out,” adds Day. “Really, what we’re waiting for is for the agents to start deploying – and we’re not too far away.”