Back in the day (2011), it made the decision to take the non-custodial approach. This was in contrast to Coinbase's custodial approach. Years later, Peter is still grinding it out at the Blockchain.com headquarters in London. Peter takes an unconventional approach to life and business. Entering uncharted territory for the company, they finally decided to launch an exchange of their own, PIT, which is billed to be the fastest crypto exchange on the market!