Aave’s “Aave Will Win” Proposal Redirects 100% of Product Revenue to DAO Treasury

Aave Labs has unveiled a sweeping governance proposal that could redefine the future of one of the largest decentralized lending protocols in crypto. The proposal, titled “Aave Will Win,” calls on the Aave DAO to approve a long-term strategy centered on the highly anticipated Aave V4 upgrade. If passed, the plan would route 100% of revenue generated from Aave-branded products directly to the community-controlled DAO treasury.

The announcement comes at a pivotal moment for decentralized finance (DeFi), as fintech firms and traditional financial institutions increasingly explore blockchain-based lending and onchain finance. Following the news, the AAVE token rose around 2%, even as the broader crypto market faced a downturn.

Under the proposed framework, all income from Aave Labs-built products—including user interfaces, institutional offerings, and enterprise tools—would flow back to the DAO instead of remaining with the development company. According to Aave Labs founder Stani Kulechov, this token-centric model strengthens the protocol’s alignment with its community and positions Aave to capture emerging growth opportunities in global financial infrastructure.

The proposal also addresses recent tensions within the Aave community over control of trademarks, domains, and social media accounts. Critics previously argued that concentrated control of brand assets by Aave Labs conflicted with the principles of decentralization. To resolve this, the framework suggests establishing a dedicated foundation to manage and protect Aave’s intellectual property, as decentralized autonomous organizations cannot directly hold such assets.

At the core of the strategy is Aave V4, a major software upgrade designed to improve scalability, flexibility, and security. V4 would enable faster deployment of new lending markets and specialized financial products without altering the protocol’s core architecture. The plan also introduces the possibility of separate markets with distinct risk and revenue structures, potentially supporting institutional participation without impacting retail users.

If approved, follow-up proposals will outline V4 activation and funding mechanisms, signaling Aave’s ambition to evolve into a globally governed DeFi powerhouse.