Aave controls 60% of the DeFi lending market because it's the protocol that doesn't randomly collapse when you need it most. Unlike BlockFi, Celsius, and the other centralized platforms that went bankrupt in 2022, Aave runs on smart contracts - your funds stay in your wallet until you explicitly deposit them.
The ETHLend Pivot That Actually Worked
ETHLend was one of those "good idea, terrible execution" projects from 2017. Trying to match individual lenders with borrowers was like using eBay for urgent loans - slow, expensive, and usually disappointing. The team figured out that peer-to-peer lending in crypto was fundamentally broken because of liquidity fragmentation.
The 2018 pivot to Aave (Finnish for "ghost" - hence the mascot) solved this by creating liquidity pools instead of trying to match people one-on-one. Instead of waiting for someone willing to lend you exactly 5 ETH at your preferred rate, you just borrow from a pool that already has liquidity sitting there.
This wasn't some revolutionary insight - it was fixing an obvious UX nightmare that early DeFi suffered from. But executing the fix properly is what separated Aave from the dozens of other lending protocols that tried and failed.
How Aave Works (Without the Marketing Bullshit)
Aave works like this: throw your crypto into a pool, earn interest. Want to borrow? Put up more collateral than you're borrowing (yeah, it's weird at first). Interest rates move around based on supply and demand, no humans involved.
Liquidity Pools: You deposit USDC, you get aUSDC tokens that appreciate over time as borrowers pay interest. It's like a savings account except the "bank" is a smart contract and you can withdraw anytime without asking permission.
Overcollateralized Borrowing: This trips up newcomers - you need to deposit $150 worth of ETH to borrow $100 worth of USDC. Seems pointless until you realize you're borrowing against your ETH position without selling it. The collateral requirement protects lenders because if your ETH drops in value, the protocol liquidates enough to pay back the debt.
Interest Rate Automation: Rates change based on how much of the pool is borrowed out. High utilization = higher rates to attract more deposits. It's basic supply and demand, just automated by smart contracts instead of some committee meeting quarterly.
Multi-Chain Expansion (Because Gas Fees Suck)
Aave went multi-chain because $100 gas fees for a $50 transaction is insane. The protocol now runs on Arbitrum, Base, Polygon, and recently Aptos - their first non-EVM chain.
This means you can use Aave with transaction costs under $1 instead of the $10-100+ you'd pay on Ethereum mainnet during peak congestion. The trade-off is lower TVL on each chain, but for most users, cheap transactions beat slightly better rates.