A personalized onchain feed, powered by ❜embed, lands inside Coinbase Wallet
Announcement
Case study
May 2, 2025
How the Base team built an onchain social feed using ❜embed.
May 2nd 2025 By Louis @ Embed
TL;DR
The Base team just launched the new Coinbase Wallet app in limited beta, introducing a built-in social feed.
The feed is powered by ❜embed’s personalization engine, which ranks every post, mini-app, and video—tailoring the timeline to each wallet user.
❜embed and Base are working closely to enable smoother discovery, stickier sessions, and faster on-chain adoption. We’ll share more data and updates as the app rolls out fully.
A new chapter for wallets: adding social context to assets
Crypto wallets have historically focused on portfolio management for a crypto-native audience. Coinbase is rewriting the script by turning its wallet into a super-app with a Farcaster-powered social feed—a protocol where social graph data is publicly available to builders—mixing on-chain content from mini-apps, memes, videos, and traditional short text posts.
Users can now leverage wallet functionalities like sending, converting and spending tokens inside a rich social context offered by a social feed, through interacting with mini apps and other content personalized just for them—thanks to ❜embed’s feed ranking.
This marks a new era for wallets and social apps—moving beyond one-size-fits-all feeds and trending token lists, toward timelines shaped by each user’s social network and interests.
How we helped the Base team personalize the wallet experience
At a high level, ❜embed’s AI models rank posts fetched from Farcaster data providers such as Neynar before they’re served to Coinbase Wallet users. Let’s break it down quickly:
Ingestion – we pull in activity across Farcaster and, over time, off-chain signals from the Coinbase Wallet app itself.
Modeling & feed configuration – we label, filter, and route these signals into models optimized for discovery or personalization. Using our Feed Builder, the Base team tunes what matters—amplifying key content and suppressing noise. For example, prioritizing fresh content, discovery or certain kinds of topics (more on the Feed Builder in an upcoming post).
Serving – we expose the resulting custom algorithms through our APIs and they are updated in real time as new on-chain events arrive, evolving at Web3 speed. Each feed refresh pulls in fresh, context-aware recommendations. At this step a last set of filters can be applied to ensure a diverse, fresh and relevant feed.
We’ve been lucky to partner with builders on the Base team as true design partners. Meeting their standard has pushed us to sustain enterprise-level performance. We'll be sharing more about that soon.
What’s next working alongside the Base team
The Coinbase Wallet app remains in limited beta and will roll out gradually in the coming weeks—we’ll continue sharing updates as we go.
We believe what the Base team is building signals the start of a broader shift: crypto apps becoming more social, personalized, and user-centric. It’s a crucial step toward bringing web3 UX up to the standard of leading web2 products. We’re starting with social content from Farcaster, but the opportunity is much larger—recommendations could soon extend to prediction markets, swaps, mints, DeFi products, and more.
In parallel, we’re overhauling our Console and Feed Builder to make onchain personalization accessible to all builders. Expect smoother workflows—and plenty more to come in the weeks ahead.
If you’d like to learn more:
About ❜embed
❜embed (getembed.ai) delivers machine-learning-powered personalization for Web3 apps and wallets, surfacing the most relevant content, reducing noise, and driving engagement at the speed of Web3—just as TikTok, Instagram, and X do in Web2.
About Coinbase Wallet
Coinbase Wallet is the flagship wallet built by the Base team at Coinbase, enabling anyone to explore, collect, trade, and interact on-chain from a single mobile app.