The reason that a lot of retail investors may not have heard of Alameda Research is that they are an institutional investor and don't lend directly to customers

The reason that a lot of retail investors may not have heard of Alameda Research is that they are an institutional investor and don't lend directly to customers (afaik?). However, they do pack the monetary heft to make a lot of the interest payouts by companies such as Celsius possible. It's as if Jane street failed, a company that an normal BofA user may not be familiar with.