Title: [ARFC] $AAVE token alignment. Phase 1 - Ownership
Author: Ernesto Boado (co-founder @bgdlabs)
Date: 2025-12-16
Summary
This is an Aave Governance proposal for AAVE token holders to request receiving control of Aave’s brand assets (domains, social handles, naming rights, etc), on a DAO-controlled vehicle (defined at a later stage) with strong anti-capture protections.
Hence, asking for any party controlling them at the moment to deliver them both in ethos and in practice, no matter who that party is.
Motivation
Aave’s origins and long-term direction have consistently been framed around decentralization: a project initially funded via a decentralized mechanism (ICO), to be owned and governed by token holders through a real DAO, ideally self-sustainable, with both value and accountability expected to be inherent to the Aave DAO itself.
For years, the community has operated under the implicit expectation of alignment between contributors (e.g. Service Providers) and the DAO. In practice, for example, Aave Labs has been implicitly considered as a good-faith steward of communications channels, or important gateways such as aave.com on behalf of the broader ecosystem. Or BGD Labs, has been acting as implicit steward of others like the aave-dao Github organisation, where multiple contributors maintain different repositories.
But that implicit understanding, no matter who the third-party is, is not a healthy or beneficial for $AAVE long-term, as the fact of making the delegation stewardship explicit, is un-doubtfully only positive to $AAVE. Moreover, recent events have raised concerns on other community members in these forum, that these brand assets are being used to enable private monetisation and to support products the DAO has no practical say on, and is not the main value-recipient.
This proposal is therefore intended to bring explicit clarity and DAO control to how Aave-branded assets and intellectual property are, first, owned, and second, can be used, and the terms for it.
Additional context & principles
The following is a list of facts, and I would say pretty reasonable opinions, on the legitimacy of this proposal:
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In relation to the usage of aave.com, subdomains, communication and marketing channels, or other online representation aspects (Github, package managers, etc) by any non-DAO third-party, whether for private monetisation purposes or not: a private party, regardless of its past or present role in the community, should not have unilateral ownership and control over them. Consequently, the DAO should request those parties via governance vote to deliver to AAVE token holders those assets; more precisely to any necessary legal setup or SPV, with strong protections.
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In what regards app.aave.com, the claim by Aave Labs that the software application hosted on app.aave.com is their product is, potentially legitimate. And similar to any private software, it is up to the private party to dispose of it as desired. However, ownership and control of the software have no relation to ownership and control of app.aave.com. By any neutral analysis, the ability of a third-party to engage in monetisation of the software is enabled by brand recognition and by the gateway effect of aave.com, including its role as a primary entry point to app.aave.com.
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Private entities clearly separated from the DAO should not be allowed to unilaterally attribute to themselves, implicitly or explicitly, the name “Aave” or the status of “being Aave”. With a plural organisation like the DAO and the lack of a direct mechanism of self-representation, another entity doing so outside a service agreement or other model (e.g., franchising) weakens the DAO’s ability to control its own representation. It also creates a principal-agent scenario where the agent can decide, at any point, to prioritise its private interests over those of the DAO. These applies for any entity to have a important role in the community, for example Service Providers.
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Not having a resolution on this issue is an existential threat to the DAO model, including but not limited to the involvement of all Service Providers. All service providers are independent third parties who have created, or are actively trying to create, sustainable businesses while contributing to the Aave DAO and being compensated on equal conditions based on merit.
- Example: my company, BGD Labs, was created in 2022 and has been contributing to Aave since then, being a major development contributor during that period. But that did not give us any legitimacy to be called “Aave”, or to promote ourselves as “Aave”. We are an important contributor to the Aave DAO, we are generously compensated, and that’s it.
If a single party can control soft assets like brand, marketing channels, gateways, and “Aave” attribution, all other contributors become de facto subordinated to that party. This undermines neutral incentives to contribute to a common good, namely the DAO and $AAVE.
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The Aave DAO does not need hand-holding. It is a system that requires continuous improvements, simplifications, and changes. But I don’t believe it requires anymore any implicit agreement with a third party that the third party itself argues is required “for Aave” or “for everybody”. Those decisions are not for any third party to make.
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Compared with many other tokens and DAOs, there is a strong argument that, in substance, AAVE token holders should have control and ownership over the Aave name (e.g., trademark), gateways, and communication channels.
To claim that the brand itself does not belong, in substance, to AAVE token holders, given those circumstances, is, in my opinion, dubious both from a practical and high-level perspective.
What this is NOT about?
Other threads and comments are, in some cases, highly adversarial against specifically Aave Labs due to precedents. But this proposal tries to be neutral, defending what I really think are the legitimate interests of a healthy Aave ecosystem, and doesn’t apply exclusively to Aave Labs, but for any other entity, including the one I’m part of, BGD Labs.
So the following is important to keep in mind:
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This is not a discussion or governance procedure suggesting that Aave Labs should not be a contributor to the DAO, or that it lacks legitimacy or capability to do so. Those are totally independent topics, and the contribution of Aave Labs is completely legitimate in my opinion, but even if applicable:
- They do not remove constraints associated with the role of contributor, and
- they are decisions for the DAO to make, as it has always been done with compensation agreements or others.
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This is not a discussion exclusively about the previous swap features thread. That is in my opinion merely a realised instance of the high-level problem: any party being able to have control over from “Aave” attribution, gateway control, or marketing.
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This is not a discussion about potential legal blockers of creating an entity (foundation, SPV, etc.) that allows the DAO to exercise ownership and control rights over domains or communication channels.
Those are practical aspects that must be addressed, but they do not change the core question of AAVE token holders signalling a mandate to deliver control and ownership.
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This is not incompatible with Aave Labs, in the future, being a candidate to manage gateways or communication channels in practice. That is one option among others, but it is secondary to ownership and control of those assets, and self-protection if the task is delegated.
Specification
The proposal to vote is simple: should the Aave DAO and AAVE token holders regain full control over Aave’s brand, naming rights, and associated assets? With any third party currently controlling these assets (Aave Labs, BGD Labs, anybody), transferring them to the DAO via an appropriate DAO-controlled legal wrapper
These “assets”/rights include but are not limited to:
- The DAO deciding on “Aave” naming rights for products and organisations, not any third parties.
- Examples: Usage of “Aave Labs”, “Aave App”, “Aave Web App”, “Aave Pro” or “Aave Horizon”.
- This also includes representational titles, such as using executive titles of Aave (e.g., “CEO of Aave”) without proper clarification of separation.
- The DAO having ownership and control over all communication channels using “Aave” or implicitly associated names. This includes but is not limited to the “aave” handle on X, the Aave Discord, “aave” on Instagram, and any other social or public channel.
- The DAO having control and ownership over domains, including but not limited to aave.com, and any others with direct association (e.g., onaave.com).
- The DAO having ownership over online organisations, including but not limited to GitHub or npm. Example, “aave” and “aave-dao” Github organisations, “aave” npm, etc.
Additionally, this proposal approves the intention to establish strict mechanisms so that no third party can misuse these assets or privately benefit from them, implicitly or explicitly, with legally enforceable recourse by the DAO if such a situation arises.
And to seek legal advice if any of the counterparties don’t facilitate the process of ownership transfer.
This practical setup should be implemented by a provably neutral third party, independent from all Aave Service Providers, and legally accountable to AAVE token holders’ interests.
Additional aspects
- For obvious reasons, I believe entities with direct conflicts of interest should not participate or vote Abstain on the voting phase. However, voting on Aave is (and should always be) permissionless, so anybody can obviously do as they think, rightfully so.
- This proposal doesn’t include any executable programmatic payload, so either a single Snapshot or on-chain voting is perfectly enough. I propose an on-chain vote with empty payload, as there is no cost of voting anymore on the current governance on-chain system, hence maximising participation.
Disclaimers
- I’m not presenting this proposal on behalf of anybody.
- I’m an AAVE token holder.
- I was part of the original Aave Labs, but totally independent after 2022.
- I’m an active contributor to the DAO via BGD Labs, on technical and security aspects. Also a partial owner.
- All information I reference is totally public.
- My company BGD Labs has been collaborating with Aave Labs in the past years as Service Provider to Service Provider, and I have no issue continuing to do so if applicable in DAO projects. I deeply believe that multi-party providers to the DAO is a model that has future, but under equal terms for everybody.
- I think it is my implicit responsibility as token holder to try to improve aspects I believe deserve so.
- I think without the DAO having full and exclusive control of all its assets, there is no future for the idea of a decentralised autonomous organisation where multiple parties contribute based on merit.
Copyright
Copyright and related rights waived under CC0.
Links
- Swap features questions from @ezr3al Aave Cowswap Integration- Tokenholder Questions
- Other proposals created these days around the topic (with which I only agree, in some cases, partially, or totally disagree).
Next steps
- Collect community feedback in this forum thread.
- Escalate to vote.