1) Client-side encryption, ensuring full self-custody.
2) Incredibly easy login, using the familiar email and password.
3) A focus on developers with a beautiful SDK for seamless integration.
Portis’ wallet provides a very simple and easy UX for end-users of crypto, but their actual target customer is other developers: the thousands of talented engineers all over the world building the future of finance, including most of the leading DeFi projects. Any developer can build their app with Portis’ wallet component, saving them time and complexity, while maintaining fidelity to self-custody for users.
https://medium.com/shapeshift-stories/making-self-custody-easy-shapeshift-acquires-portis-a9b3bbe63e6b
I haven't heard anything from ShapeShift as of late so I was surprised that they are now expanding their business by acquiring Portis. And perhaps they are focusing on the dev and integration side.